27/08/2026
๐๐๐ซ๐ซ๐ฒ๐ข๐ง๐ ๐ ๐๐ซ๐๐๐ฆ ๐
๐จ๐ซ๐ฐ๐๐ซ๐: ๐๐ก๐ ๐๐ญ๐จ๐ซ๐ฒ ๐จ๐ ๐๐จ๐๐ฃ๐ข๐ง ๐๐ก๐๐ฐ๐๐ซ๐ฆ๐
๐๐จ๐ซ๐๐ฅ๐, ๐๐จ๐ฎ๐ญ๐ก ๐๐จ๐ญ๐๐๐๐ญ๐จ โ For the Cocjin family, Cocjin Shawarma is more than a small food business because it is a way of keeping a loved oneโs dream alive.
The business, located in Poblacion, Norala, started in 2024 from the dream of the late James Earl โJimBOYโ Cocjin to serve affordable and quality shawarma to the community.
After James Earl passed away, his family decided to continue the business in his memory. His mother, Janesse Cocjin, took on the responsibility of managing the business and continued working toward the dream they had started together.
Like many small businesses, Cocjin Shawarma faced many challenges during its first year of operation. The family had to deal with the loss of their loved one while also managing rising prices of raw materials and increasing competition.
In 2025, another challenge came when strong winds damaged their shawarma cart and affected their daily operations.
While recovering from the damage, the Local Government Unit of Norala informed the family about the Department of Trade and Industryโs (DTI) Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program and encouraged them to apply.
The family visited Negosyo Center Norala, where they received guidance on the application process and the documents they needed to prepare. After completing the requirements, they submitted their application and waited for the result.
Their application was approved, and they received a livelihood package through the DTI PPG Program that helped them continue their business. The assistance allowed them to increase their inventory and improve their daily operations.
From earning about โฑ3,000, the business now earns around โฑ10,000, with sales increasing by more than 200%.
DTI also gave the business opportunities to join activities where the owners met other MSMEs, suppliers, and business partners.
Today, Cocjin Shawarma has expanded to two branches with two distributors and continues to serve customers in Norala and nearby areas. The family plans to continue growing the business, create more jobs, and reach more communities.
Janesse Cocjin encourages other entrepreneurs to seek help from government agencies and take advantage of the programs available to MSMEs. She believes that learning new skills, working hard, and staying committed can help a small business grow.
For the Cocjin family, every shawarma they serve is a reminder of JimBOYโs dream and the journey they continue together.
Their story shows how determination, family support, and assistance from DTI helped turn a difficult time into an opportunity to build a stronger business.
