SL Agritech widens distribution network

MANILA, Philippines - Premium rice producer SL Agritech Corp. is expanding the distribution network for its Dona Maria premium rice by putting up new stores and opening the brand for franchise.

The company intends to establish within the year 50 sales outlets of Dona Maria varieties Jasponica and Minponica which are available in brown and white.  

While the new outlets would be company-owned, SL Agritech is open to franchising to complement the expansion.

Dona Maria rice is usually sold in two kilogram and 10 kilograms packs, but the company has also introduced to the market 300-gram sachet packs which sells for only P25 kilogram to P30 per pack in its kiosks.   

The rice sachets may also be distributed to sari-sari stores at the barangay level through a distribution partner.

“People think Dona Maria rice is expensive.  But we’re trying to make it affordable for everybody. We’re bringing it down to poor people. From our three to four kiosks, we will expand it (rice stores) to 50 by the end of this year,” said SLAC chairman Henry Lim Bon Liong.

Dona Maria also has a ready-to-eat brand line called Dona Maria Rice Surprise which is sold in carts.

The six ready-to-eat rice toppings – Bicol Express, Binagoongan, Lo Ma (Chinese style adobo), Korean Chicken, Chicken Teriyaki, and Binagoongan – are contained in paper bowls. Each serving is priced between P45 to P60 per bowl.

Dona Maria Rice Surprise is now being tested in the market through pilot carts in Pasong Tamo, Makati and Sterling Place in Ortigas Center.

Dona Maria Rice Surprise would also be sold in the form of cooked rice snacks like arroz caldo (porridge or congee with chicken) and champorado (chocolate flavored rice soup) and ginataang mais and rice siopao.

SLAC targets to have 1,000 franchise stores for its packaged rice within five years.

The company is also planning to list in the Philippine Stock Exchange to raise around P2 billion for expansion.  

“Dona Maria already has a name.  If we have additional funding, maybe we could move this premium rice to the market,” he said.

SL Agritech is the only fully integrated rice company in the Philippines engaged in seed production, distribution and commercial rice production, milling, packaging, and marketing.