Estander’s journey into entrepreneurship began long before he set foot in Dubai in 2018. Growing up in Negros Occidental, Philippines, he was immersed in a family environment rich with business ventures, including restaurants, fish farms, and poultry operations. This upbringing not only taught him the intricacies of running a business but also instilled in him a profound understanding of the dedication and teamwork required to succeed.

Stepping into the Workforce

Like many overseas Filipinos, Estander moved to Dubai with ambitions of building a brighter future. His initial position as a waiter was just a stepping stone. Recognizing the importance of diversifying his income, he embarked on a side hustle where he sold various products—ranging from dried fish and clothing to packed meals—targeting fellow Filipinos and friends. Each dirham he earned was meticulously saved for future endeavors. “The path was far from easy. I experienced setbacks and rejections. However, the unwavering support of my family, friends, and community kept my spirits high,” Estander recalled, emphasizing how these experiences honed his skills in customer service and sales.

Facing Adversity During the Pandemic

The onset of the pandemic brought unforeseen challenges. Estander found himself unemployed for an entire year, grappling with financial strain and uncertainty. Instead of succumbing to fear, he opted to control what he could by saving diligently, planning, and scouting for new opportunities. “Every challenge is a stepping stone for growth. I believe failure is not the end but rather a necessary part of the journey toward success,” Estander noted. Such resilience equipped him to adapt and strategize for the future he envisioned.

Crafting Unique Flavors

Determined to make his mark, Estander launched his company, which led to the creation of Krunchaa—the flagship product inspired by his Filipino heritage. With the growing popularity of snacks like banana chips, Estander meticulously developed this innovative product, balancing unique flavor profiles with exceptional quality. “My aim was to introduce a uniquely Filipino-inspired snack to the UAE market that embodies quality and crunch,” he shared. His commitment to excellence has positioned Krunchaa as a standout offering among consumers.

Choosing the UAE as His Business Launchpad

When asked why he selected the UAE for his business venture, Estander’s answer was immediate: “This country has allowed me to turn my struggles into a purposeful mission for my future, family, and community.” He underscored several factors that make the UAE attractive for entrepreneurs, including its economic stability, a robust logistics network, and a welcoming business environment. These elements have collectively fostered a thriving landscape for aspiring business owners like him, enabling them to turn dreams into reality.

Estander’s story is a testament to resilience, creativity, and the power of community support, illustrating how one can overcome challenges through persistence and hard work. As he continues to expand his business, he remains committed to honoring his roots and providing the UAE market with innovative Filipino flavors.