If years ago, John Marcelo represented the Philippines on racetracks around the world, nowadays he champions the country on the supermarket freezer aisle.
After retiring, the former professional race car driver has shifted to a much slower pace, nonetheless still finding a new way to wave the national flag—through pints of ice cream, under his brand Marcelo’s Microcreamery.
“I’ve been an ice cream aficionado for as long as I can remember. Throughout my racing career,” he says. “No matter what country I was competing in, my ultimate bucket-list item was always finding the local ice cream spot.”
How a Bowl of Champorado Inspired Marcelo’s Microcreamery
One time, during a grocery run, he scanned the freezers and found nothing that really hit local heritage and nostalgia. “I saw a sea of sameness—none of it spoke to who we are,” says the 54-year-old. “The real aha! moment hit me over a warm bowl of champorado. I realized I wanted to craft an ice cream that was deeply, unapologetically Filipino. Just like in my racing days, I wanted to represent our culture.”
Together with his team, he spent nearly a year developing recipes that could translate beloved local comfort food into premium ice cream. It didn’t prove to be that easy, especially when churning dishes traditionally served warm into a frozen delight.
“That’s exactly why we operate as a microcreamery—we protect the integrity of these heritage recipes. The goal isn’t just to make a delicious dessert; it’s to engineer a time machine. We want to transport you back to your warmest memories and deepest roots with every single bite.”
The first test batch did exactly what Marcelo hoped it would do: evoke memories. When friends began recounting moments from their childhood after a single taste, he knew the concept had legs. Marcelo’s Microcreamery officially launched in July 2025.
How Marcelo’s Microcreamery Is Turning Filipino Classics Into Premium Ice Cream
His Mangga’t Suman Ice Cream combines refreshing mango sorbet with rich sticky rice coconut ice cream, while their version of Inutak, a kakanin that originated from Pateros and Taguig, comes as a fusion of smoked ube rice pudding and creamy coconut ice cream.
The Latik is a premium creation featuring toasted coconut curds swirled into smooth coconut ice cream, and the Ube Macapuno Champorado combines ube rice pudding and creamy coconut-flavored ice cream.
The commitment to nostalgia is obvious, but the brand aims to go beyond just recalling good memories. “For too long, we’ve been conditioned to think ‘imported’ means premium,” he says. “It’s time we champion our own heritage.”
How Marcelo’s Microcreamery Is Bringing Filipino Flavors to the World
Introducing Filipino flavors in a premium ice cream format required some consumer education—something which Marcelo viewed not as a challenge but an opportunity to shift notions and prove that local ingredients and traditions could stand alongside the world’s best.
In line with this, his microcreamery sources its ingredients directly with local farmers, guaranteeing that every pint supports Filipino producers while showcasing local flavors.
“We aren’t just selling dessert,” he says. “We’re serving the taste of home in a pint.”
He adds, “The future of Marcelo’s isn’t just for our kababayans at home; it’s for our kababayans everywhere. We are taking our identity and our heritage to the global stage. If you look closely at our pints, you’ll see Arabic translations—that’s not an accident. It’s a bold statement that just as I once raced internationally for the Philippines, Marcelo’s is ready to introduce the true taste of our culture to the rest of the world.”
John may have traded engines for ice cream churners, but the mission remains unchanged: to rediscover home one delicious scoop at a time.
Frequently Asked Questions
John Marcelo is a former professional race car driver and the founder of Marcelo’s Microcreamery, a premium Filipino-inspired ice cream brand.
Marcelo’s Microcreamery is a Philippine ice cream brand that transforms classic Filipino comfort food and desserts into small-batch premium ice cream.
The idea came after John Marcelo realized grocery store freezers lacked premium ice cream that celebrated Filipino heritage. A bowl of champorado inspired the concept.
Signature flavors include Mangga’t Suman, Latik, Inutak, and Ube Macapuno Champorado, all inspired by traditional Filipino dishes and desserts.
Marcelo’s Microcreamery officially launched in July 2025.
The brand focuses on authentic Filipino flavors, works with local farmers, produces in small batches, and aims to bring Filipino culinary heritage to a global audience.
