There are many amazing lechon brands in Cebu but I cannot find an owner as active and visible as Enrico "Rico" V. Dionson of Rico's Lechon. The "masiador" turned lechon magnate has steered his lechon business into one of the most recognizable food brands in Cebu. Rico's Lechon is set to dominate Cebu's vibrant lechon market in the years to come. Humble Beginnings of Rico Dionson When I was growing up, I never heard of Rico's Lechon. In the early 90's, my family would probably get lechon from Alejo's, Cang's, or Villalonga. Well, in those times Rico Dionson was still a Kristo or Masiador in the cockpit. I have a dad who loves to go to the cockpit on Sundays and I know that a Kristo's job is pretty tough. A Kristo is a guy who shouts for someone to look for someone who bets against him. They are the ones shouting jargons like "10-7" or "inilog". They make money if the boss wins the bet.