Maya Kitchen Culinary Elite Teams Up with FEATR, Celebrating Filipino Pantry Heritage
For more than six decades, the trusted Filipino kitchen staple Maya has been synonymous with home cooking, baking, and culinary learning. Today, the brand continues that legacy with the revival of the Maya Kitchen Culinary Elite—a collective of chefs, creators, and culinary advocates who champion Filipino ingredients and storytelling through modern cooking.
Originally launched by Liberty Flour Mills and its consumer arm Liberty Commodities Corporation, the Maya Culinary Elite was designed as a platform that brought together leading chefs and food personalities to collaborate on recipes, culinary education, and innovations for both professional chefs and home cooks.
The program returns with renewed purpose: to highlight heritage Filipino ingredients, strengthen connections with regional food producers, and reintroduce Filipino pantry staples to a new generation through contemporary techniques and storytelling.
A Brand Built in the Filipino Kitchen
Introduced to the Philippine market in 1962, Maya quickly became a household name with the launch of its pioneering hotcake mix. The product soon became a breakfast staple among Filipino families and remains one of the most recognizable products in the brand’s portfolio today.
For generations, Maya Hotcakes have been part of Filipino breakfasts, merienda moments, and childhood memories. The simplicity of preparing hotcakes from the mix introduced many Filipinos to cooking for the first time—helping build confidence in the kitchen while bringing families together around the table.
Over the years, Maya expanded beyond hotcakes to include a wide range of baking and pantry essentials—from cake and brownie mixes to flour, cornstarch, and specialty baking ingredients, solidifying its role as a trusted partner in Filipino kitchens.
A New Chapter for the Maya Culinary Elite
According to Ernesto Fajardo, President of Liberty Flour Mills, the initiative reinforces the brand’s deeper connection to Filipino culinary culture. “For decades, Maya has been part of Filipino family traditions—from breakfast hotcakes to first baking experiences in the kitchen. Reviving the Maya Culinary Elite allows us to strengthen that legacy by working closely with chefs and storytellers who share our passion for Filipino ingredients, culinary education, and innovation. Through this initiative, we continue the work of both Maya and The Maya Kitchen in inspiring Filipinos to cook, learn, and rediscover our food heritage.”
A Legacy of Culinary Education
For Maya Kitchen consultant Nina Daza Puyat, who has long championed Filipino cuisine and food education, the revival of the program reflects MAYA’s enduring role in shaping Filipino culinary culture. “The Maya Kitchen has always been about sharing knowledge and teaching Filipinos how to cook confidently at home. The Culinary Elite program allows us to promote and preserve our Filipino food heritage while adapting it for the next generation of home cooks.”
A Creative Partnership with FEATR
Rooted in a shared commitment to celebrating Filipino cuisine and championing local ingredients, the collaboration between Maya and FEATR brings together two platforms that advocate for sustainability, culinary education, and the preservation of Filipino food traditions. By highlighting regional ingredients and the communities behind them, the partnership encourages more mindful cooking while shining a spotlight on the richness of the country’s culinary heritage.
A key collaborator in the revival is Erwan Heussaff, founder of the food storytelling platform FEATR, whose work focuses on documenting Filipino culinary traditions and regional ingredients. “What makes this partnership special for me is that it connects storytelling with ingredients that people can actually cook with at home,” said Heussaff. “FEATR has always been about exploring Filipino food culture—from the producers to the history behind ingredients. Working with Maya allows us to translate those stories into recipes and content that inspire people to rediscover Filipino flavors in their everyday cooking.”
A Collaboration Rooted in Heritage: “Not-So Modern Filipino Pantry”
As part of the collaboration, Heussaff presents “Not-So Modern Filipino Pantry,” a culinary concept that reimagines heritage Filipino ingredients through modern, accessible cooking.
Furthermore, the project explores heritage Filipino ingredients—many of which come from small communities and traditional food practices—and presents them through contemporary recipes designed for modern kitchens.
The series highlights several regional ingredients that represent the depth and diversity of Filipino culinary heritage:
Asin Tultol – A rare cooked sea salt from Guimaras created by filtering seawater through burned driftwood before evaporating the brine over fire, producing a mineral-rich finishing salt.
Gamet – A hand-harvested dried seaweed from Sta. Praxedes, Cagayan, known for its natural umami and mineral content.
Podpod – A traditional smoked fish patty from Eastern Samar made from flaked fish mixed with aromatics, prized for its rich, savory smokiness.
Sukang Paombong – A naturally fermented nipa palm vinegar from Bulacan recognized for its complex acidity and depth of flavor.
Pakaskas – A rare buri palm sugar from Isla Verde, Batangas, valued for its smoky sweetness and grainy texture.
Kinuday – A traditional smoked meat from the Cordilleras rooted in indigenous preservation techniques linked to the Cañao ritual. Known for its deep, bacon-like flavor, it has become a versatile ingredient in both traditional and modern Filipino cooking.
Through these recipes, the series reframes Filipino heritage ingredients as versatile pantry staples—bridging traditional flavors with modern culinary creativity.
Celebrating the Culinary Elite
Throughout the years, the Maya Culinary Elite has included some of the country’s most respected culinary figures and restaurateurs, including chefs and food advocates such as Claude Tayag, Chele González, JP Anglo, Jessie Sincioco, Tatung Sarthou, and Penk Ching. The initiative has also collaborated with influential restaurateurs and culinary innovators such as Margarita Forés, Tonyboy Escalante, and Fernando Aracama, whose work has helped shape the Philippine dining landscape. Together, these chefs bring diverse perspectives on Filipino cuisine—from heritage cooking and regional traditions to contemporary gastronomy and modern restaurant culture.
Moreover, with the revival of the Maya Culinary Elite, Maya once again places Filipino ingredients, chefs, and culinary storytelling at the forefront of its mission—ensuring that the traditions that shaped Filipino cooking continue to inspire the kitchens of today and tomorrow.
The Maya Kitchen is the culinary center of Maya, dedicated to promoting food education, recipe development, and also the celebration of Filipino cuisine. For over 60 years, Maya has been a trusted name in Filipino kitchens, inspiring generations of home cooks through its baking mixes, flours, and pantry staples.
Check out The Maya Kitchen classes and discover more recipes:
- Website: https://themayakitchen.com
- Facebook: https://www.facebook.com/themayakitchencac
- Instagram: https://www.instagram.com/themayakitchencac/
- YouTube: https://www.youtube.com/themayakitchen
Maya Hotcakes and More:
- Website:https://mayahotcakesandmore.com
- Facebook:https://www.facebook.com/mayahotcakesandmore
- Instagram: https://www.instagram.com/mayahotcakesandmore
- Address: 8/F Liberty Building, #835 A. Arnaiz Avenue, Makati City, Philippines
- Trunkline: (+632) 8888-5555
