MANILA, Philippines – Jam Melchor is not your ordinary chef — he is an entrepreneur, a food safety advocate, and an influential voice in the Filipino food scene.
Beyond the kitchen, he is on a relentless mission to preserve and promote the Philippines’ culinary heritage.
While most local chefs specialize in global cuisines like Italian, Western, or Japanese, Chef Jose Antonio Miguel “Jam” Melchor had always had his heart set on Filipino cuisine even before starting his career. At the time when Filipino cuisine was still finding its footing in the international scene, he took pride in making local cuisine the foundation of his journey as a chef. He emphasized that he doesn’t consider himself a chef-turned-advocate; rather, his advocacy has always been inseparable from his craft.
“Para maging chef ka, you have to be an advocate kasi you have to believe in something. So ako, since I started, I know na ang strength ko ay Filipino cuisine. It’s not really nag-transition ako as an advocate,” Melchor shared to Rappler.
(To be a chef, you have to be an advocate because you have to believe in something. Since I started, I’ve known that my strength is Filipino cuisine. It’s not really that I transitioned into being an advocate.)
“Proud ako ever since, even noong time na ‘di pa proud na local, ‘di pa premium ‘yung local (I’ve been proud ever since, even during the time that local was not premium yet) – I’ve already been passionate about local cuisine.”
Spearheading a movement
This advocacy has since turned into a movement. It is thanks to Chef Jam that the Philippines has an official Filipino Food Month every April — in 2015, he founded the Philippine Culinary Heritage Movement (PCHM), an organization which lobbied for the recognition of Filipino food as an art form. Finally, in 2018, then- president Rodrigo Duterte declared April as “Buwan ng Kalutong Filipino” through Proclamation 469.
Recently, he added “author” to his growing list of roles. On February 19, Chef Jam launched Kayumanggi, his newest cookbook that amalgamates over 150 beloved Filipino recipes that he documented and perfected throughout his years of travel.
The launch, held at the Sheraton Manila Hotel, featured a curated course meal of recipes straight from the book, including Misua Patola, Lumpiang Sariwa, Kalderetang Baka and the chef’s personal favorite, Chicken Galantina.
Though exquisitely presented, the dishes stayed true to the core of Filipino cuisine — humble and deeply familiar. Each bite bursted with a comforting taste of home. Much like his recipes, Chef Jam himself embodies a blend of modernity and respect for tradition.
Home is where the food is
Chef Jam’s love for food started from his home in Angeles City, Pampanga. Growing up enveloped by the warmth, aroma, and flavors of Kapampangan cuisine — especially the dishes lovingly prepared by his grandmother Cecilia — it was a no-brainer that he would pursue cooking. To this day, Chef Jam shares that his upbringing in the country’s culinary capital serves as the foundation of his journey.
He also credits the legendary chef Nora Daza’s work for introducing him to the depth and artistry of Filipino cuisine. He fondly remembers owning a copy of Daza’s cookbook which has become a staple in their home kitchen. The chef looks up to Daza’s pioneering contributions to revolutionize Filipino cuisine even before it was glamourized in the age of the internet.
“Noong time nila, ‘pag nagluluto ka, pambahay ka lang — something like that. Hindi masyado glamorous ‘yung work sa kitchen. They were able to do it without social media…. Tayo ang dali eh, mag-popost lang tayo ng status, or share a story and our followers are able to see it. Pero sila, paano? Doon ako na-aamaze eh,” he reflected.
(During their time, when you cook, you’re just housebound — something like that. It’s not so glamorous to work in the kitchen. They were able to do it without social media…. In our case, it’s so easy, we just post our status or share a story and our followers are able to see it. How did they do it? That’s what amazes me.)
Vintage cookbooks like Let’s Cook with Nora were also the inspiration behind the traditional illustrated style of Kayumanggi. “Talagang binalik ko ‘yung traditional na cookbook na illustrations. Kasi parang nanawa ako sa food style na photos. It’s just that before, black and white, ngayon colored na.”
(I really revived the traditional cookbook illustrations. I got tired of food style photos. It’s just that before, it was black and white, now it’s colored.)
Growing up with his culinary heroes instilled in him a deep respect for heritage, shaping his commitment to honor those who came before him.
Following his North star
Chef Jam brings over two decades of experience in the food industry. Throughout his career, he has pursued multiple entrepreneurial ventures. In 2011, he opened Villa Café in Makati with Chef Sau del Rosario, where they reimagined Kapampangan heirloom food. He later established Bite Contemporary Cuisine in 2012 and Healthy Eats Manila in 2013, now known as YesPlate.
However, it was his travels and experience in the global scene that deepened his commitment to fighting for Filipino cuisine. He was commissioned by the Department of Agriculture to cook for their ASEAN Roadshow Philippine Food Festival Project in 2013. This was his eureka moment — realizing that Filipino food needed to be safeguarded and elevated on the global stage. Hence, his creation of PCHM.
This was further solidified in 2017, when he represented the Philippines at the Le Tavole Accademiche (Academic Tables) of the University degli Studi di Scienze Gastronomiche (UNISG) in Pollenzo, Italy. Cooking alongside renowned chefs made him recognize the urgent need to preserve Philippine culinary heritage and set it up for the global stage.
With the Michelin Guide starting to evaluate Filipino restaurants in 2026, Chef Jam sees an exciting future for our country’s culinary identity.
“Now that Michelin is already here, kailangan may mga lumabas na karapat-dapat (those who are deserving should be recognized)…. The world is watching and tasting us — our food. So we have to be at our best at all times. Actually kahit walang kang Michelin, dapat ayusin natin (even without Michelin, we should fix it),” he said.
Preserving tradition is crucial
Chef Jam’s philosophy is deeply rooted in safeguarding the past while adapting to the times. It’s similar to what he writes about Filipino cooking in his book: “What sets the Filipino kitchen apart is its ability to innovate while staying true to its roots.”
As the country head of the Slow Food Youth Network (SFYN) in the Philippines, he champions food that is clean, good, and fair for all. He highlights that Filipino cuisine, by default, has always been slow with how we sourced our ingredients from our local farmers and markets.
“Kahit bago pa na-coin yung word na ‘slow food’ (Even before ‘slow food’ was coined) — our Filipino food has already been slow. Slow in the sense that it’s traceable,” he explains. “We really follow that principle: traceability, knowing where your food comes from.”
However, the rise of globalization and fast food culture threatens these slow food principles. Chef Jam worries that the essence of slow food may be forgotten as the world moves faster. Many recipes around the Philippines remain undocumented, at risk of being outshined by global food trends. Additionally, indigenous ingredients also face endangerment if production is halted.
Amidst these challenges, he asks help from Filipinos, especially the youth, to take on the responsibility of promoting the tradition of local cuisine.
His call to action
Chef Jam reminds us that real Filipino food is not discovered through our screens, but in the grassroots, hidden gems, and in the stories of locals who have preserved traditions for generations.
“I think they [the youth] have to go out, visit regions — regional cuisine. ‘Cause when you say Filipino food, it’s not just your adobo, sinigang. You have to go to different areas,” he advises. “Go to the palengkes, eat in a karinderya. And know the stories of the locals. Kasi sila ‘yung nakakaalam ano yung food nila. Nandun ‘yung kwento, nandoon ‘yung totoong Filipino food.”
(Go to the markets, eat at a local eatery, and learn the stories of the locals because they know their own food. That’s where the stories are — that’s where real Filipino food is.)
Aside from experiencing Filipino food in its most authentic form, he urges Filipinos to raise awareness, support local food businesses, and take part in the national celebration of Filipino food month. He also invites Filipinos to support Kayumanggi, which will be available to the public in April — free of charge!
For Chef Jam, food does not only bring people together, but unites a whole nation. For now, his mission remains steadfast: “I’m going to be here for quite some time, safeguarding the [Filipino] culinary heritage.” – Rappler.com