The Architects
STARTING SMALL.
DREAMING BIG.
We realized we couldn't fix the whole system overnight. So we decided to start with the smallest, most accessible step: Real food, in a jar.
Elly Mar Tamayor
The Growth Partner
"I pitched the idea of a better food system in college, then I kept it to myself for years. It became my quiet life purpose."
Elly saw that Filipinos were addicted to processed food because the system was broken. He pitched a big idea called Pan OS (Pantry Operating System), but it struggled to find an audience. He realized that trying to fix everything at once was impossible. He needed to find the smallest, most accessible way to start making an impact today. Finding the right people to partner with was the key.
Ernesto Taguibe
The Operations Partner
"I've been advocating for wellness since I realized the reality of our lifestyle. I want to raise awareness so everyone in the community is living their best life."
Known as "Tito Ernesto," the owner of Uni Tribe Veggie Food House. He is a chef, holistic practitioner, and healthy lifestyle advocate who believes food can be delicious without relying on meat or artificial flavorings. He wasn't looking for investors; he was looking for alignment. He wanted to make his advocacy accessible to more people.
THE FIRST STEP.
October 2025 • Tubungan
For years, Elly held onto a college idea called PAN Os—a system to fix the food supply chain. But ideas don't feed people. He realized he had to stop overthinking the "big picture" and start with something tangible.
That started with a meal plan. In October 2025, Elly subscribed to Tito Ernesto’s monthly meal plan to build discipline and challenge himself.
During that month, Elly had a simple conversation with a friend about farming in Leon, Iloilo. It wasn't a pitch. It was just two people talking about a shared frustration.
The question that changed everything:
"Why are the pigs eating so many vegetables?"
(Farmers were throwing away good harvest, and the pigs were saving it from rot.)
Elly realized that Tito Ernesto had already solved the hardest part: making vegetables taste amazing. Ernesto realized that Elly had the vision to take that taste to the world.
They decided to simplify. Instead of building a massive operating system from scratch, they would start with one jar. Duruha is that first step. It is the practical, accessible beginning of a lifelong mission.
The Growth Partner
Elly anchors the business in data-driven decisions and core values. He ensures the system is fair, managing the company's direction and telling the story to the world.
The Operations Partner
Ernesto ensures the quality is undeniable. He focuses on the kitchen, the recipes, and the healing power of the food.