[Feature] Andy Maluche: The Story of CurryWurst Meister

When German artist Andy Maluche moved to the Philippines, his world was defined by canvases, sculptures, and advertising campaigns.

Andy Maluche, founder of CurryWurst Meister, turned setbacks into opportunity — proving that passion, persistence, and premium quality can redefine entrepreneurship. (Photo: Andrew Contreras of AGC Photography for The Financial District)

Then came an unexpected pivot.

“I’m an artist… then an entrepreneur,” he says with a smile.

That leap into business would eventually give birth to CurryWurst Meister, a homegrown brand known today for its authentic German all-meat sausages and artisan breads.

Made fresh with premium cuts and no fillers: CurryWurst Meister’s all-meat German sausages and artisan breads bring Bavaria to Manila. (Photo: CurryWurst Meister)

The idea started with his son, who returned from Germany inspired by the simple charm of a food cart. Andy agreed to help design it, and with the support of Chef Robert Lilja, they introduced international street food to the Manila market.

When sidewalk rules shut down their carts and competition forced them out of Legazpi Market, Andy refused to stop.

Instead, he rolled up his sleeves and taught himself the craft.

“YouTube taught me how to make sausages and bread…watch 20 videos, do it 20 times,” he recalls.

What might have been a dead end became a turning point.

Momentum built in weekend markets. At Ayala Alabang, CurryWurst Meister became a sensation.

“We sold out in two hours at Ayala Alabang…car full in, nothing left out,” Andy shares. The timing was fortunate, but preparation made the difference. When the pandemic hit, CurryWurst Meister already had an online store.

During the pandemic lockdowns, Andy was booked out five to six days in advance. (Photo: Andrew G. Contreras, AGC Photography for The Financial District)

“During lockdown we were one of the only ones online – I worked 18 to 20 hours a day,” Andy says.

Orders piled up a week in advance, and he managed production, baking, and deliveries almost entirely on his own while his wife, Nena, recovered from COVID.

What sets CurryWurst Meister apart is not just persistence but product integrity. “Our breads are all-natural — no enzymes,” Andy stresses. He insists on using fresh, not frozen meat, with premium cuts like loin instead of trimmings.

“We use fresh, premium cuts for sausages, not frozen, not leftovers.” Preservatives are avoided unless safety absolutely requires them, as with smoked products. For customers, the result is unmistakable flavor, substance, and trust.

Adapting to Filipino tastes without sacrificing standards has also been key. “Filipinos like softer bread; we adapted without lowering standards,” Andy explains.

From two-hour weekend sellouts to pandemic-proof online deliveries — CurryWurst Meister has become a Filipino favorite for authentic German flavors. (Photo: CurryWurst Meister)

Today, his sourdough sandwich bread, five-grain loaves, and buttery sweet-braided bread are among the top sellers, alongside the Nürnberger breakfast sausage.

The approach is simple: listen to the market, respect tradition, and strike a balance between authenticity and accessibility.

Andy’s advertising background gave him an edge online. He treats social media as a storefront, posting photos, videos, and insights every day. But he goes further than promotion.

“Engage customers: answer what they ask, then add what they didn’t know they needed,” he says. That philosophy has turned simple queries into ongoing relationships and loyal repeat orders.

Not every challenge is within his control.

He points to fluctuations in ad performance (changes in social media algorithms) and even a sudden Internet Service Provider (ISP) block that made his website inaccessible for some users.

“Sometimes the problem isn’t you, ads wobble, ISPs break sites,” he admits. But he views obstacles as part of the entrepreneurial game.

“The future belongs to creative entrepreneurs—fall down, get up.” Watch Andy Maluche’s inspiring story of turning challenges into Currywurst Meister. (Source: NegoShow | DWIZ 882 YouTube)

His advice for hot-headed moments like these: “Write the angry reply, but don’t send it.” Instead, let cooler heads handle sensitive interactions.

Despite recent growth plateaus, Andy is aiming high. His goal is to scale the business tenfold in the coming years. Partnerships, such as supplying a Bavarian-Austrian concept on Balesin private island resort, have already shown the potential for expansion.

With Nena as his partner in operations and a customer base that values quality, Andy sees more room for his breads and sausages across the Philippines.

At the heart of his story is resilience. “The future belongs to creative entrepreneurs — fall down, get up,” he says.

Giving his very Wurst. Filipino foodies have been enjoying Andy's deli items since 2016. (Photo: Andrew G. Contreras, AGC Photography for The Financial District)

For Filipinos considering entrepreneurship, his journey shows that expertise is not a prerequisite, but grit and creativity are. From artist to baker, from food cart closures to pandemic survival, Andy Maluche proves that reinvention is not just possible — it can taste pretty great too.

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