Just this December, the Local Government Unit of Valenzuela City held its annual Diskwento Caravan Christmas Bazaar at the City Hall grounds. One Valenzuela chanced upon an Ednor Isdaking booth. Ednor Isdaking in Brgy. Malinta is her go to place whenever she craves for relyenong bangus (stuffed milk fish), which is among the menu staples of Filipinos during the holidays. Being intrigued more about the food, she contacted Ednor Isdaking and asked if she can know more about them through a short interview. Good thing, Ednor Isdaking accepted the invitation even though the demand for their food products is high (Read: Peak Season. Salamat po!).
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| Bought a bottle of Spanish Style Bangus Fillet at Php145.00/piece. It comes in a gift bag with a tag. |
Where did the business get its name? "Ednor" is the name combination of Sheryl Dela Rama-Baltazar's parents- Eddie and Norma. Her parents began to supply fresh bangus (milk fish) in Valenzuela City way back in 1973. Being an established seller of milk fish, Mr. Eddie Dela Rama is even known to many as "Mang Eddie Bangus". With this, they included the term "Isdaking" as reference and wordplay to the fish based business.
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| Ednor Isdaking Boneless Bangus Inihaw (Php145.00) and Relyenong Bangus (Php160.00) |
Since there is already a steady supply of milk fish, the family as well as their relatives, neighbors, and friends would enjoy the relyeno and other fish based viands prepared by Aling Loring, their family cook. Mang Eddie's daughter, Sheryl, together with her husband John Paul Baltazar eventually developed these cooked products with Aling Loring. The couple then set up a cart in September 2009 near Malinta Market selling their food items. By January the next year, they rented a space in the same area and built their flagship store.
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| Ednor Isdaking has the following food products to offer: Bangus specialties (Boneless Inihaw and Relyeno), Boneless tinapa, Spanish style bangus bottle, Boneless daing, Pork sisig, Pork and chicken barbecue. |
Their milk fishes come in fresh from the provinces of Dagupan and Bulacan. Food processing takes place in their residence, thus one can ensure that the couple are focused on the quality and consistency of Ednor Isdaking food products. During the peak season, they produce and sell an estimate of 1,000 relyenong bangus per week.
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| Sheryl Dela Rama-Baltazar, co-owner of Ednor Food Products, says that among the driving force for them to continue improving their offerings is the personal goal of helping their staff have better lives. |
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| Sharmaine, an Ednor Isdaking employee, holds a box of relyenong bangus. Sheryl said "Matagal na siya sa amin. Marunong din yang magprocess ng relyeno." |
Ednor Isdaking also participates in various bazaars while maintaining several branches in the city (see list below). Other than the bazaar at the city hall grounds, they also recently joined another one located at Centris, Quezon City. Ednor Isdaking is planning to have another branch soon in Valenzuela to share more fishy goodness to Valenzuelanos (and city visitors as well).
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| One Valenzuela was able to take home this cheesy embutido from Ednor Isdaking. Salamat po! She would usually slice, fry, and dip the embutido in ketchup. Ikaw, how do you eat your embutido? |
Eating relyenong bangus is like having a throwback to the days when One Valenzuela would help her nanay prepare about a dozen stuffed milk fishes for Christmas where they boil the fish meat, remove the fish bones (this is the most difficult part for One Valenzuela), slice ingredients to bits, sauteing them all, stuffing them back in the fish, and frying. Then her nanay would give those precious relyeno to her close friends and relatives as gifts, leaving just two to three pieces behind for the family. All those laborious hours in the kitchen and then the relyeno are gone in a jiffy!?! But later on she realized, that nanay did all those for love. And love entails a lot of hard work and sacrifice, right?
Thank you for the throwback, Ednor Isdaking. <3
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Ednor Isdaking
Telephone Numbers: (02)292-0520; (+63)922-845-9803
Malinta Branch: #15 Gov. I. Santiago St., Brgy. Malinta, Valenzuela City, 1440
Malanday Branch: #300 M.H. Del Pilar St., Brgy. Malanday, Valenzuela City (in front of Malanday Market; Dine-in/Eatery and Take Out)
Marilao: SM Hypermarket Marilao, every Friday-Sunday during the weekend bazaar (near the grocery area)
Ednor Isdaking also accepts bulk orders within the CAMANAVA area.
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| Ednor Isdaking Malinta Branch (near the Malinta Market). Both the Malinta and Malanday Branches are open from Monday to Sunday, 9:30am to 9:00pm |
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