Where do you go for authentic Ilonggo brewed coffee? To the Ilonggo kapihan. And where do you find such a place? In the public markets of Iloilo. One of the most popular is Madge Coffee House located inside La Paz Public Market(in front of Grand Dame Hotel). Madge Coffee house is 55 years old. It’s one of the oldest family-run coffee shops in Iloilo. This was established by Mr. Vicente de la Cruz in 1951. The name Madge stuck on for Vicente’s wife assisting him at the kapihan was named Magdalena. He passed on the business to his son, Gerardo. With the untimely demise of Gerardo in 2002, his son Peter took the reins. With Peter’s good marketing background (he was then working as an assistant branch manager at SM Delgado), he introduced innovations to the business.