By Rosemary Toledo- Menta
Copenhagen, Denmark
Any entrepreneur knows success never comes overnight but with hard work, perseverance, and an unwavering commitment to goals. Pinay entrepreneur, Jade Birn´s road to success in Denmark is a testament to this. Jade´s story is also a testament to women´s strength and resilience and an inspiration to all women who are celebrating this year´s International Women's Day on March 8.
Little did Jade know that her path to success would unfold far from home, in Denmark, where at 45 she would become one of the leading figures in the Filipino food market in Europe. She hails from Aparri in the province of Cagayan, Philippines, and earned her degree in commerce from Cagayan Colleges in Tuguegarao.
Her journey began when she met her husband, Tue Birn, in Dubai, through their shared faith as Jehovah’s Witnesses. In December 2008, they made their ‘vowing’ in the Philippines, and by September 2009, Jade, along with her son, moved to Denmark. Two years later, in December 2011, they officially married in Denmark, starting a new chapter in their lives.
As Jade settled into her new life in Denmark, she found herself missing the familiar taste of Filipino comfort food. This longing sparked a novel idea – why not bring these familiar Filipino flavors to Velje in Denmark where she settled with her family?
With an initial investment of just 3,000 DKK (around 25,000 PHP), Jade began selling Filipino products in December 2013.
The spark that led to her business idea came while attending Danish language school. Encouraged by friends, Jade started considering the idea of selling Filipino products. She discovered a Filipino store at the border between Germany and Denmark and used that connection to source her first batch of products. Unsure of the business rules in Denmark, Jade, with her limited knowledge of the market, posted her products on Facebook.
“ At that time, hindi pa din ako familiar sa rules sa Denmark at alam naman natin na super strict sila, “ she told Pinoy Portal Europe (PPE).
In 2014, Jade took her passion further and officially launched Pagkain.Dk, a Filipino store dedicated to offering authentic Filipino food products. The name itself is a tribute to the essence of Filipino culture, with “Pagkain” meaning food. Jade made sure that the store would reflect the Filipino identity, with 95% of the products being sourced from the Philippines, including offerings from Montana-Trading Aps , which she later established.
Her entrepreneurial journey, however, was never a solo effort. Jade acknowledged that her success was made possible by the unwavering support of her husband, Tue, and the collective efforts of her family.
“ It’s a husband-and-wife business, and I am sure hindi siya magta-thrive if it’s only me or if it’s just my husband. It’s a helping hand talaga. It’s a husband and wife effort. Plus, super supportive ni husband, ” she added.
The road to success was filled with challenges, but Jade's ambition never faltered. In 2019, she took a bold step and became a distributor of Filipino products across Europe. Initially unsure about her connections or the feasibility of reaching a wider market, Jade pushed forward, contacting stores across Europe to sell her Filipino products on their shelves.
Despite rejections, she persisted and soon began to see positive results. Her first container arrived in September 2019, and from there, Montana-Trading Aps expanded, eventually reaching over 100 stores in 21 countries across Europe, including key cities like Madrid, Budapest, Milan, Stockholm, Rome, Warsaw, Dublin, Las Palmas, Paris, and Oslo.
In 2021, Jade expanded her vision even further by launching her own brand of products under the name Jade’s Pinoy Favorites, which includes food, beverages, and home merchandise, with some items being manufactured in Ilocos Sur, Philippines.
“Nakakatuwa din na minsan nasa ibang lugar tayo sa Europe tapos makikita mo yung mga Filipino or Jade products like in Greenland, Madrid, Gran Canaria, Mallorca, and even in Eastern Europe, nakakatuwa talaga na nakakarating tayo doon,.” she further added.
Despite the many achievements, Jade's journey has not been without its obstacles. The so-called "crab mentality" within the community posed a significant challenge, with her store being reported multiple times to Danish authorities. But Jade’s resilience prevailed.
Rather than allowing these setbacks to deter her, she used them as motivation to improve and do better. Additionally, the challenges of currency rates, managing expiration dates, and customers’ resistance to switching brands have been ongoing struggles for Jade.
Jade's words reflect the strength of her character:
“Minsan kasi yung mga tao ang nakikita lang nila yung outcome, hindi nila nakikita yung hardship, kami nang asawa ko we are almost working 24/7.”
“Sa Denmark, super strict sila when it comes to food. Minsan kasi nakaka-sad na yung ibang tao gagawin ang lahat para mahila ka pababa. Ilang beses na tayong na-report sa Tax authority at sa Fødevarestyrelsen (Danish Veterinary and Food Administration). Nakaka-sad siya pero minsan yun din yung mag-push sa iyo to do more, to do better and be good at what you are doing.” Jade recounted.
Through it all, she remains focused on what matters most: the people who support her business.
“We have some customers that turned into friends, which is yun yung pinaka-heart ni Pagkain. So, whenever we see and talk to our customers, and they are happy at nag-su-support, sabi ko sa sarili ko, this is why we are not stopping,” she added.
“If you have dreams, pursue them. Don’t be afraid and you have to start. It’s not enough that you have a dream. Along the way, there will be some struggles, hardships, and setbacks. Hindi mo maiiwasan yan because it’s part of life. For me, I love what I’m doing and that’s very important. You have to love what you are doing, be realistic, know the rules and don’t forget why you are doing it,” she advised.
She also shares a crucial piece of advice: “Don’t focus on others. People will always have something to say. Just focus on yourself, give 100% of your best, and, of course, pray. It really helps.”
Jade believes that success is rooted in focus, determination, and prayer. When you have these qualities, positive results will eventually follow.
Her entrepreneurial journey may not be an easy climb, but it shows the power of courage, faith, and the power of never giving up. For her persistence and determination, Jade is a true inspiration for women around the world.
END.
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