The Baker’s Son, a concept from the Valerio family, will bring Filipino bread and sweet treats to Sugar Land. The family-owned bakery will open in Filipino grocery store Seafood City Supermarket, owner Jun Valerio said.

On the menu

The bakeshop will offer Filipino items with a twist, including cheese rolls made classic or with ube, which is purple yam, as well as cakes, pastries, other desserts and pandesal—a traditional Filipino bread roll. A beverage bar will also include ube drinks, halo-halo and espresso-based coffee with Filipino flavors, Valerio said.
A beverage bar will also include ube drinks, halo halo, espresso-based coffee with Filipino flavors. (Courtesy The Baker's Son)
A beverage bar will also include ube drinks, halo halo, espresso-based coffee with Filipino flavors. (Courtesy The Baker's Son)
While Filipino cuisine has both Japanese and Spanish influence, The Baker’s Son also incorporates American influence into the menu, Valerio said. One such item is a Filipino take on a cinnamon roll that starts with ube dough, covered in ube butter schmear and Oreo cookies, then twisted into a cinnamon roll.

The backstory

Four generations of Valerios have operated Filipino bakeries, with Valerio’s grandfather opening the first U.S. location of Valerio’s Bakeshop in the San Diego, California, area in the 1970s, Valerio said.


Valerio’s father migrated him and his family from the Philippines to the U.S. in the 1990s, opening Valerio’s Tropical Bakeshop in 1994.

After years of working in the shop and serving in the U.S. Navy, Valerio decided to venture out and modernize the business, opening The Baker’s Son in Jacksonville, Florida, with his sons in January 2021.

“We don't want to reinvent the wheel; we just simply take the same wheel and put it in a nicer car,” he said. “Whether it be better packaging, better when you finish the product and present it—it’s more of a twist, more of a fusion.”
While Filipino food has both Japanese and Spanish influence, The Baker’s Son also incorporates American influence into the menu. (Courtesy The Baker's Son)
While Filipino cuisine has both Japanese and Spanish influence, The Baker’s Son also incorporates American influence into the menu. (Courtesy The Baker's Son)
Zooming in

Valerio’s oldest son, Jonathan, opened the first Houston location in December 2022 near the Texas Medical Center and plans to open the Sugar Land location later this year. It gives Valerio "goosebumps" to think about the fourth generation of Valerios taking the reigns, he said.


“It sort of just came organically, which I think will turn out better than forcing it or maybe thinking you have to do it," Valerio said. "Never, when I was young, did I ever think I had to [own the bakery]—it just came organically. So I hope the same success happens to [my sons] since it came organically for them also.”