Jeremy Jataas
What’s your “elevator pitch”?
I’m Jeremy, one of the co-founders of UBAE—short for “Ube Before Anything Else.” We’re a
dessert shop based in Hawai‘i, and we specialize in ube-based sweets that are as vibrant as island life itself! From creamy cheesecakes to crave-worthy cookies, we put a modern twist on traditional Filipino flavors, all with a local touch. Whether you’re a first-timer or a longtime ube lover, we’re excited to share a piece of our culture with you!
What’s one lesson you’ve learned the hard way—but are grateful for?
One of the most valuable lessons I’ve learned—and one that I’m truly grateful for—came from
hitting rock bottom financially. Going broke was humbling, but it forced me to reassess everything: my mindset, my priorities, and how I approached risk and resilience. Picking myself back up wasn’t easy, but it gave me a deeper sense of grit, purpose, and perspective. That experience shaped not only who I am as an entrepreneur, but how I lead, build, and connect with others today.
What advice would you give to someone just starting out in your industry?
My advice for anyone just starting out in the food industry is to plan thoroughly, but stay flexible.
Having a solid foundation and clear goals is important, but things rarely go exactly as expected, especially in food. Being able to adapt, pivot when needed, and respond to real-time feedback is just as critical as the original plan. The balance between preparation and adaptability is where real growth happens.
How do you define success for yourself right now?
To me, success is more about freedom and balance. If I can run a thriving business and still have the time and presence to truly enjoy moments with my family, that’s real success. I don’t want to wake up each morning worried about clocking into a job or answering to someone else. Having balance and the freedom to be flexible means I’ve built something on my own terms that supports my life, rather than controls it. That harmony between personal fulfillment and professional achievement is what I value most.
What legacy do you hope to build as a young professional?
As a young professional, the legacy I aspire to build is one of financial stability for my family. My goal is to provide my children with the resources and opportunities they need to thrive, and to create a foundation they can confidently pass down to future generations. I want to build a lasting legacy that empowers my children and future generations.
