He belongs to the new generation of entrepreneurs, eagerly leading a 48-year-old beloved bakeshop into a challenging future. While launching digital innovations, this young boss keeps producing quality goods that the “man on the street” can enjoy at reasonable prices.

Max (top, third from right) with his team members, some of whom have worked at
Merced Bakehouse for longer than he’s been on this planet; and bestsellers beehive pastry, choco bread and pancit palabok (bottom). CONTRIBUTED PHOTOS

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