SMFI shifts marketing thrust to beat global fund woes

MANILA, Philippines – Southeast Asia’s largest publicly listed food, beverage and packaging company San Miguel Foods Inc. (SMFI) has made a substantial shift in marketing and other operating strategies to beat any adverse effects of the global crisis on the local industry and the rest of the economy.

SMFI Feeds Business general manager Dr. Norman C. Ramos said this sudden change in overall business direction was influenced largely by the direct and indirect effects of the global financial crunch.

“Both big and small enterprises, from corporate to backyard raisers, have suffered from major adjustments in costs, input availability and consumer purchasing power,” Ramos pointed out.

Aside from the feeds business, SMFI’s agro cluster is also composed of the Magnolia Poultry and the Monterey Corp., including plantations and agro-industrial zones.

“As industry experts contend with the decline in exports, some consider it wise to cater to shorter marketing chains and doing business, not on a massive scale, but in small increments instead,” said SMFI Poultry Business general manager Rita Imelda B. Palabyab.

The strategy looks promising since underdeveloped market sectors can eventually generate high-volume demand for SMFI’s numerous products, a wide variety of which will provide the opportunity for smaller but diversified farms to develop vertically and compete commercially with larger and highly specialized agricultural enterprises.

These products of highly strategic business value will be showcased by SMFI at the forthcoming Agrilink, Foodlink and Aqualink, the country’s biggest and most prestigious annual international trade show on agribusiness, food and aquaculture.

SMFI has recently inked an agreement on its support for and participation in these triple events, which will be staged by the Foundation for Resource Linkage and Development (FRLD) at the World Trade Center on Oct. 8-10.

The agreement was signed by Ramos, Palabyab and Monterey Corp. general manager Dr. Leo Obviar with FRLD president Antonio V. Roces.

For this year, the triple events, according to Roces, will underscore the benefits of focusing on enterprises that promote sustainable local food production and cater to the Filipino market. “It’s high time for the agribusiness sector to concentrate on undertakings that require less extensive and less expensive marketing networks and inventory financing,” Roces stressed.

Aptly, Agrilink’s theme this year is “Sustainable Food Production: Focus on the Filipino Market”.

“Like last year, we expect brisk business activities during the event’s three-day run, especially with Aqualink now an integral part of this three-in-one show,” Roces said.

Supported by ABS-CBN as media partner, the show includes technology seminars, live animal and plant displays, marketing presentations, product demos and many other special activities. For inquiries and/or booth reservation, contact Sally, Larry or Rogelyn through 8384549, 8384605 and 8384491, or email [email protected].

Agrilink, Foodlink and Aqualink are co-organized by some 20 national trade associations and supported by the Department of Agriculture, National Agricultural and Fishery Council, and the Bureau of Fisheries and Aquatic Resources.