Press Kit

Pritchon™ - Lechon Noveau

By Ma. Regina Luz Danguilan
Filipinas Magazine

Would you believe that getting stuck in traffic could actually hatch a brilliant idea? Such a "Eureka!" moment came to Charlie Esguerra (below) last year.

He mulled over reinventing the lechon (roast pig), and thought of the possibility of deep frying a whole pig, instead of roasting it the traditional way. So was born pritchon™ (pritong lechon) – the newest gastronomical treat that will be sure to excite every lechon lover’s palate.

Soon after his flash of insight, Charlie and his wife Dina decided to hold a small party with close friends to taste-test the first pritchon™. In a matter of minutes, the 10–kilo biik (piglet) was wiped out, and a business alliance was forged among the gathered guests. Engineer Tito Miranda developed the special cookware, while his wife Judy perfected the cooking process. Adona Flores strategized the packaging and eventually designed a banig bag for the pig. Getting fresh and clean pigs was no problem, since Charlie’s brother Oscar runs a piggery in their Bulacan farm, aptly called Sow and Reap.

But the pritchon™ story doesn’t end there. A few more original twists were added to the presentation of this delicacy when Dina had a dream about sandwiching pritchon™ slices in pita bread. Charlie, meanwhile, asked his sister Atel to help him concoct different sauces for the pritchon™. Noting their children’s suggestions, the inventive couple finally developed seven different sauces: hoisin, white garlic, spicy Tagalog, liver, Indonesian sate, honey mustard and honey lemon.

Since the couple began commercial operations last year, those who have sampled the pritchon™ have loved it. At every party they cater to, Charlie and Dina see to it that the pig is carved to the bone and presented right. Clients appreciate this personal touch as much as they do the creative concept of the pritchon™. According to the Esguerras, when you love your work and are honest with your customers, you can do no wrong.

Read Articles About Charlie’s Pritchon™

• It's A Wrap for Charlie's Pritchon
  Philippine Daily Inquirer
  Eric S. Caruncho
• The Whole Hog
  People Asia
  Patricia M. Romualdez
• A Tale of Turkey and the Deep Fried Pig
  Food Magazine
  Lori B. Baltazar
• Reinventing the Native Lechon
  Weekender -Business World
  Cherry C. Bobadilla
• Pritchon™... The lechon reinvented!
  Manila Bulletin - Sunday Leisure
  Lai Suarez-Reyes
• Pritchon™: The " Pritong Biik" Deep Fried in Stainless Steel Tub
  Philippine Star
  Millie Reyes

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