27/08/2026
𝐂𝐚𝐫𝐫𝐲𝐢𝐧𝐠 𝐚 𝐃𝐫𝐞𝐚𝐦 𝐅𝐨𝐫𝐰𝐚𝐫𝐝: 𝐓𝐡𝐞 𝐒𝐭𝐨𝐫𝐲 𝐨𝐟 𝐂𝐨𝐜𝐣𝐢𝐧 𝐒𝐡𝐚𝐰𝐚𝐫𝐦𝐚
𝐍𝐨𝐫𝐚𝐥𝐚, 𝐒𝐨𝐮𝐭𝐡 𝐂𝐨𝐭𝐚𝐛𝐚𝐭𝐨 – For the Cocjin family, Cocjin Shawarma is more than a small food business because it is a way of keeping a loved one’s dream alive.
The business, located in Poblacion, Norala, started in 2024 from the dream of the late James Earl “JimBOY” 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 Industry’s (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 ₱3,000, the business now earns around ₱10,000, 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 JimBOY’s 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.