R. LAPID’S CHICHARON—A CRISPY LEGACY OF FILIPINO PRIDE, PURPOSE, AND PASSION

Emz Geraldo
Jun 4
4 min read

From humble beginnings in Quiapo to becoming a national treasure, R. Lapid’s Chicharon tells a story of grit, heritage, and world-class ambition.

An Exclusive One-on-One Interview with

Violeta Dela Fuente Lapid

Chief Executive Officer, R.L. Foods Corporation

(R. Lapid’s Premium Chicharon – Since 1974)

WRITTEN BY IAN BORROMEO

I. BRAND ORIGINS & LEGACY

The Humble Crunch That Started It All

Long before it became a staple in Filipino households, R. Lapid’s Chicharon began in the heart of Manila’s Quinta Market. A 12-year-old boy named Rey Lapid salvaged discarded pork skin from his father’s meat stall, not for mischief—but for curiosity. With his father’s help, he learned how to turn scraps into crispy gold. That spark of ingenuity would evolve into one of the country’s most beloved brands.

“For us, it was never about business at first—it was about survival,” says Rey’s wife and business partner. “We opened a small store to support our family. Rey always had the vision, and I stood by him through every risk.”

Their pursuit of quality gave birth to the signature that still defines the brand: “Laging Bagong Lutong Chicharon”—Always Freshly Cooked. It quickly became a craving, not just a snack. As Filipinos began to migrate, they brought their nostalgia with them. That craving turned into demand, and R. Lapid’s transformed into a global symbol of Filipino identity.

From Livelihood to Legacy

Over the decades, the brand has grown from a backyard livelihood to a mission-driven enterprise. “We don’t just serve food—we celebrate heritage,” the founder reflects. “Our chicharon is a way to showcase Filipino innovation, pride, and resilience. We’ve evolved, yes, but we’ve never lost sight of where we started.”

II. BUSINESS GROWTH & STRATEGY

Scaling the Flavor Without Losing the Soul

Building a food empire rooted in tradition came with its own challenges. “Quality control across branches was one of the hardest things,” they share. “You can’t compromise consistency, especially in food. That’s where trust is built.”

To tackle this, R. Lapid’s invested in rigorous food safety systems—GMP and HACCP certifications ensure that from procurement to serving, every bite meets the highest standard. “Our promise is simple: food safety first.”

But innovation was never sacrificed for the sake of scale. The team found a delicate balance—preserving tradition while embracing modern tools, packaging, and technology. “We innovate to serve, not to replace. Our chicharon stays true to its essence—joy, flavor, and Filipino soul.”

III. LEADERSHIP & MANAGEMENT

Guided by Values, Driven by Purpose

At the heart of the company lies its code: R.L.A.P.I.D.S. – Responsibility, Loyalty, Accommodative spirit, Positivity, Integrity, Discipline, and Spirituality. Alongside this, the brand lives by the 5Ms: Malinis (Clean), Maayos (Organized), Maganda (Presentable), Mapagmalasakit (Compassionate), and Malikhaing Pamamaraan (Creative).

“These aren’t just words on a wall,” the founder explains. “They guide our daily decisions—from how we manage operations to how we care for our people.”

That care is what has earned them employee loyalty rarely seen today. “We treat everyone like family,” she says. “We invest in training, listen to their feedback, and empower them to grow with us.”

For Aspiring Entrepreneurs?

“You may start small, but you can dream big,” she advises. “Know your market, embrace failure, and most importantly—build relationships. Trust and purpose are more valuable than any product.”

IV. FILIPINO IDENTITY & GLOBAL VISION

Proudly Pinoy, Proudly Global

For the Lapids, chicharon isn’t just food—it’s cultural storytelling. “Every piece represents Filipino resilience and ingenuity,” she shares. “We want our kababayans abroad to feel a sense of home with every bite.”

And as the world begins to take notice of Filipino cuisine, R. Lapid’s is prepared. “The world loves bold, emotional flavors—and Filipino food delivers exactly that. What makes it competitive globally is its heart. Food that reminds people of home, no matter where they are.”

With an established presence in the UAE and Qatar, and expansion plans across Asia, the brand is growing—but mindfully. “We move with purpose. Growth is not just about presence; it’s about preserving what makes us who we are.”

V. INNOVATION & THE FUTURE

Healthy, Fun, and Here to Stay

Even as chicharon enjoys iconic status, the brand is evolving with the times. New flavor variants and health-conscious options are in development, built on the understanding that modern consumers crave taste and wellness.

“Our chicharon is naturally high in protein, low in carbs, gluten-free, and made with all-natural ingredients—perfect for diets like Keto, Paleo, and even Carnivore,” they say. The brand has even partnered with athletes to showcase its performance benefits.

Digital transformation is also in full swing. R. Lapid’s now offers seamless ordering via website, GrabFood, Foodpanda, Shopee, Lazada, and engages a massive audience on Facebook, Instagram, and TikTok. With cashless payments, data-driven promotions, and real-time customer engagement, the brand is bridging its legacy with a tech-savvy generation.

Looking Ahead

Over the next decade, the brand aims to strengthen its Philippine footprint, grow its franchise network, and explore new global markets—always with quality, care, and cultural pride at the core.

VI. PERSONAL INSIGHT

Moments That Matter

Among all the achievements, one milestone stands tallest—R. Lapid’s 50th Golden Anniversary in 2024. Not only did it mark a half-century of success, but also the celebration of a pioneer employee who had been with the brand since day one. “That’s loyalty you can’t buy. That’s the kind of legacy we’re building.”

The Heart Behind It All

When asked about her greatest inspiration, the founder doesn’t hesitate: “My late husband, Rey. His vision and passion still guide me. And I draw strength from God, my family, our team, and our loyal customers.”

Legacy Beyond the Plate

“I want people to remember R. Lapid’s not just for our chicharon,” she says with pride, “but as a symbol of Filipino excellence, heart, and heritage. We want the world to know who we are—one crispy, delicious bite at a time.”