The Dubai-based entrepreneur transformed years of experience and sacrifice into a venture he now proudly calls his own.
How years of side hustles, savings, and perseverance helped an OFW build his own company in the UAE
For many overseas Filipino workers (OFWs), moving abroad is about securing a stable income and supporting family back home. For VJ Estander, it was also about building something of his own.
Years before launching his food-trading company in Dubai, Estander worked as a waiter while spending his free time selling dried fish, clothing, face masks, and home-cooked meals to fellow Filipinos. Every extra dirham he earned was carefully saved, bringing him one step closer to a long-term dream of entrepreneurship.
Today, he is the founder of Great Harvest Foodstuff and Trading Services, a UAE-based company that supplies food products to the local market. His journey reflects the determination, resilience, and sacrifice that often define the stories of entrepreneurs who start with little more than an idea and a willingness to work hard.
Learning Business from an Early Age
Estander’s entrepreneurial roots stretch back to his childhood in Negros Occidental, Philippines.
Raised in a family involved in various ventures, including restaurants, fish farms, and poultry businesses, he grew up observing both the rewards and challenges of running a business.
“I witnessed firsthand how my family worked hard together to build different businesses,” Estander said. “I saw how powerful hard work and unity can be when a family shares the same vision.”
One experience from his childhood left a particularly lasting impression. Shortly after his parents opened a small food shop, the structure was demolished.
“It was painful to watch,” he recalled. “But instead of discouraging me, that experience became motivation. It taught me that setbacks are temporary if you’re willing to keep moving forward.”
Turning Side Hustles into a Business Education
When Estander arrived in Dubai in 2018, he took a job as a waiter. Like many expatriates, he quickly realized that relying on a single source of income would make it difficult to achieve his long-term goals.
Determined to create additional opportunities, he began selling products to friends, relatives, and fellow community members after work.
What started as a way to supplement his salary gradually became an informal education in sales, customer service, and entrepreneurship.
“It wasn’t easy,” he said. “There were many rejections and failures along the way. But every experience taught me something valuable.”
These side businesses not only helped him generate additional income but also strengthened the skills he would later use to build his own company.
A Difficult Setback During the Pandemic
Like millions of workers around the world, Estander faced uncertainty when the COVID-19 pandemic disrupted businesses and jobs across industries.
He lost his job and spent nearly a year unemployed.
The period tested both his finances and confidence. Yet rather than abandon his ambitions, he focused on planning for the future and preparing for opportunities when they returned.
“I learned that every challenge helps you become a stronger version of yourself,” he said. “Failure is not the opposite of success. It is part of the journey toward success.”
The experience reinforced an outlook that continues to guide him today: resilience matters more than circumstances.
Building a Business Through Savings and Sacrifice
A major turning point came in 2023 when Estander married someone who shared his entrepreneurial aspirations.
Together, the couple made a conscious decision to prioritize their long-term goals over short-term comforts.
Instead of spending on luxury purchases or frequent travel, they focused on saving and investing in a future business.
“We chose to sacrifice comforts because we believed we were building something meaningful for our future,” Estander explained.
Those savings eventually became the foundation of Great Harvest Foodstuff and Trading Services.
Unlike many startups that rely on external funding, the business was launched entirely through personal savings accumulated over years of work and discipline.
Today, the company continues to build partnerships with suppliers and distributors while expanding its presence in the UAE’s food sector.
Bringing Filipino Flavours to the UAE
For Estander, launching a company was only the beginning. He also wanted to create products that reflected his Filipino heritage.
That vision led to the development of Krunchaa, the flagship brand under Great Harvest Foodstuff and Trading Services.
Inspired by the popularity of banana chips and evolving consumer preferences, Estander personally helped develop the concept, flavours, and brand identity.
“I wanted to create a snack that combined quality, crunch, and flavour while showcasing Filipino creativity,” he said.
Krunchaa initially launched with three flavours:
- Honey Coated
- Nutty Chocolate
- Cookies & Cream
The product line later expanded to include a ube-coated variety, inspired by the purple yam flavour widely loved across the Philippines.
For Estander, the launch represented more than a new product. It symbolized the transformation from selling goods independently to building and distributing a brand of his own.
Why the UAE Became Home for His Business
While many expatriates view the UAE primarily as a place to work, Estander saw it as a place to build.
He credits the country’s business-friendly environment, strong infrastructure, strategic location, and economic stability for creating opportunities that entrepreneurs can leverage.
“The UAE became a place where I transformed my struggles into purpose,” he said.
He also highlights the country’s multicultural environment and supportive business ecosystem as factors that encouraged him to leap into entrepreneurship.
For Estander, Dubai offered more than employment opportunities. It provided a platform to pursue long-term ambitions.
Using His Story to Inspire Others
In 2024, Estander began sharing his journey online as a content creator.
His goal was not fame or recognition but inspiration.
After spending years working, saving, and building toward entrepreneurship, he wanted other OFWs to see that success is possible despite setbacks and challenges.
He hopes his story encourages others to remain patient, disciplined, and focused on their goals.
“Building a business is not only about earning income,” he said. “It’s about creating something meaningful, supporting your family, and showing others that dreams are achievable through hard work and perseverance.”
what’s Next?
Estander plans to continue growing Great Harvest Foodstuff and Trading Services while expanding the reach of Krunchaa and other future products.
His long-term vision extends beyond business growth. He wants to create opportunities for others, contribute to the Filipino community, and inspire aspiring entrepreneurs who may be facing the same uncertainties he once experienced.
Throughout his journey, one lesson has remained constant.
Before his father and grandfather passed away, they both shared the same advice: “Be kind to your neighbors and to the people around you, and you will win in life.”
Today, that principle remains at the heart of how he approaches both business and life.
For aspiring entrepreneurs, his message is simple:
“Start small, but pray and aim for something bigger.”
It is advice shaped by years of hard work, setbacks, sacrifices, and ultimately, the realization that every successful business begins with a single step.
VJ Estander, managing director of Great Harvest Foodstuff and Trading Services, Ahmad Alotbi / Gulf News
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