The name “Serg’s Chocolates” usually conjure up images of carefree childhood–those times when we all had the Luxury to eat a box of chocolates without worrying about tooth decay. ^[1]

Established in 1954 by Anton Goquiolay, Serg’s Products Inc. offered products such as chocolate bars, breakfast cocoa, candies, and instant coffee.

The company was named after Goquiolay’s son, Sergio. ^[1]

Serg’s was a force to be reckoned with from the 1950’s and well into the 1970’s.

Its operation was temporarily halted by the martial law era during which the Goquiolay family migrated to the United States. The company later became part of the Asset Privatization program of the government. ^[1]

In the early ’90s, Sergio Goquiolay, then already a professor in the United States, decided to return to the country and revive their family business. The plan initially went well, with Serg’s even gearing up to export its products to other Asian countries. But all hell broke loose when the 1997 Asian Crisis struck the Philippines. Instead of expanding, Serg’s faced massive debts which were made even worse by labor disputes within the factory. ^[1]

The beloved chocolate factory filed for bankruptcy in 2001. There was a recent campaign to revive Serg’s chocolates, but no official statement has been released yet to confirm whether the local brand is coming back for good. ^[1]