Asian Journal- The Filipino-American Community Newspaper

For over four decades, Goldilocks Bakeshop has established itself as the undisputed leader in the Philippine bakeshop industry. It has succeeded in creating a world-class brand that every Filipino can be proud of. From its first branch in Pasong Tamo, Makati City, in 1966, Goldilocks has grown to be among the largest bakeries in the world. Outside of the Philippines, the biggest operation is in Southern California, which was started by Manuel Tancioco Leelin, whose two sisters Milagros Leelin Yee and Clarita Leelin Go, founded Goldilocks.

Known to the Goldilocks family as "Popsy", Manuel has been on top of the SC operations until his retirement a few years ago. He was born on Dec. 23, 1929 in Nato,Camarines Sur. The Chinese-Filipino Bicolano took up Accounting in the University of the East where he was also the ROTC Corps Commander. That’s also where he met his wife, Maria Teresa Magbanua Lee, his corps sponsor. They married on his 22nd birthday, on Dec. 23, 1951.

Manuel’s outstanding business acumen was proven by the success of the businesses he established in the Philippines: Leelin Batteries, Leelin Motors, and Tamaraw Trading. He served as the Governor of the Development Bank of the Philippines (DBP), and Director of the National Marketing Corporation (NAMARCO), the People’s Homesite and Housing Corporation (PHHC), and the Development Bank of the Philippines. Manuel Leelin also served as one of the advisers of several past Philippine Presidents: Ramon Magsaysay, Carlos P. Garcia, and Diosdado Macapagal.

During the early years of martial law in the Philippines, Manuel sided with the opposition. He eventually opted to immigrate to California to start a new life in the US with his family. By that time, his two sisters, Milagros and Clarita, have successfully established Goldilocks in Makati.

Manuel decided to put up Goldilocks in South California in 1976, with the guidance of his two founding sisters and the help of his wife and children. It was a concentrated family enterprise with the whole Manuel Leelin family devoting all their time and effort in building Goldilocks in Southern California and expanding operations in the U.S.

"Momsy" Teresa, sons Menard and Mendrei, and only daughter, Carmela, baked the pandesal and other bread, cakes and pastries while "Popsy" took care of the administrative and finance side of the business. Manuel made sure each family member knows the various aspects of the business. Aside from his three children, his two daughters-in-law, Cecile Hizon and Yojie Buenaventura (Goldilocks’ Executive Chef), and oldest grandchild, Michael (Menard’s son and Goldilocks’ CFO) all help in the business. For sure, his other grandchildren, Mendrick, Mendie, Melody, Monica, and Jantzen, will also someday be involved in the business in one way or another.