Championing Local Flavor: The Rise of Mark Anthony Camposano’s Culinary Legacy

 

Mark Anthony Camposano's experience working as a marketing guy back in 2017 made him realize the importance of promoting local brands. That experience taught him many valuable lessons that eventually led him to start his own business.

From 2017 to 2019, Camposano worked as a marketing and brand officer for a local barber shop in GenSan. He learned a lot from his former boss, whose expertise in branding exposed him to different possibilities in local brand promotion.

“Working with them, I learned and appreciated the importance of local brands. I gained a wealth of marketing and product innovation knowledge,” Camposano said.

Camposano, an I.T. graduate from the Notre Dame of Dadiangas University, did not expect to become a marketing advocate for local brands. However, his passion grew over time.

In 2019, he left his job in GenSan and moved to Davao City, where he worked as a sales and marketing head for a delivery app company. When the global pandemic hit in 2020, he was stuck in Davao and unable to return to GenSan.

But Camposano could have used his time effectively. He began conceptualizing his business—Mamastil Atbp. Once pandemic restrictions started to loosen, he returned to GenSan. There, he missed eating pastil and sought it out, especially around his university area.

Originating from the Maguindanaoan and Meranaw communities in Mindanao, pastil (also known as patir) is a beloved Filipino dish. This simple yet delectable meal features rice topped with either shredded or flaked meat, typically chicken or beef, which is sautéed with garlic, onions, and a medley of spices.

The savory meat mixture is then wrapped in banana leaves, which not only keep the dish warm but also add a subtle, aromatic flavor. Pastil is widely available in markets and from street vendors, prized for its convenience and portability. It's an affordable and tasty option, perfect for a quick meal or snack on the go.

Pastilan is a familiar sight in GenSan due to its affordability. With his passion for local cuisine, Mark Anthony Camposano aimed to elevate and put his own twist on pastil. He sought to innovate the dish and highlight its unique brand story.

Camposano found an ideal location for the physical store and sought industrial partners to help launch the brand. He teamed up with Mark Louie Tan as his business partner. Together, they invested in menu engineering and conducted market studies to ensure the brand's success before its public launch.

Despite facing challenges such as pandemic restrictions, recipe issues, and online criticism, the team remained focused on their goal to succeed. Known for having the “unique-tasting” pastil in town, they attracted customers, including staff from SM City GenSan. 

This led to the team being invited as one of the food exhibitors at the mall's Al Fresco area food bazaar. Due to their popularity among food enthusiasts, the mall later invited the team to open a physical store.

In 2022, Camposano’s business underwent rebranding. With the help of Project Lupad’s digital promotion, the Mamastil brand gained a strong presence in the region. Word-of-mouth also played a significant role, extending their reach to Muslim customers, thanks to their non-pork food offerings.

For Camposano, maintaining the quality and consistency of their food offerings is a top priority. He understands the importance of this, especially in the volatile food market of GenSan. Camposano emphasizes the significance of conducting market studies, fostering product innovation, and implementing effective marketing strategies.

In 2023, the team launched its Davao branch, which quickly became an instant hit thanks to its strategic location in the city. While Camposano is considering the idea of franchising, he recognizes the need for further study before moving forward. However, he remains open to the possibility as the brand continues to grow.

Camposano is also exploring e-commerce opportunities for the business. With the increasing demand for their “pastil in a jar,” he understands the importance of scaling up production to meet this demand.

Amid the recent controversy surrounding “pork pastil,” Camposano has taken proactive steps to educate the public about the importance of authentic pastil and its cultural significance. This ensures that the Moro community, which places great value on their food culture, is not offended.

Camposano prefers his brand to grow organically without relying on hype or making overblown promises. He believes in allowing the market to evaluate and share the brand based on its merits. This approach is a key component of the brand’s success.

A significant aspect of his business success is giving back to the community. The team has an advocacy called “Pay it Forward Pastil,” where they visit identified communities to provide free pastil meals. They first conducted this initiative in his hometown of Kiamba, Sarangani Province.

The team also brought this advocacy to Davao and GenSan City jails and to the vendors at Roxas Night Market in Davao. Additionally, they provided free Iftar meals during Ramadan 2024 in GenSan.

"You should remain true to your brand identity and understand your market. It’s crucial to promote and support local businesses,” he said.

The brand has earned recognition for its significant impact on the local business community. Notably, Camposano has been honored by the Department of Trade and Industry (DTI) Region 12 as “The Technology and Innovation Champion” and “The Human Resource Development Champion.” Additionally, the brand has achieved top-seller status on two major delivery apps.

Through resilience, innovation, and a deep connection to his roots, Camposano has turned challenges into opportunities, ensuring that Mamastil Atbp. not only thrives but also gives back to the community. His journey is a testament to the power of local businesses and the impact of staying true to one's brand identity.