Leading agri firm launches new product

MANILA, Philippines - The leading agriculture conglomerate in the country has introduced its own product brand that would benefit farmers, especially in the hog and poultry industries.

In a launch at the Crowne Plaza Galleria Hotel in Ortigas Center in Pasig City recently, Calata Corp. presented the Golden Bean Feeds, “Ang Bagong Kakampi ng Bayan” or “People’s New Partner.”

According to Joseph Calata, the 32-year-old chairman and chief executive officer of Calata Corp., Golden Bean Feeds was created through a partnership with New Hope Group, a giant agriculture firm from China.

The New Hope Group, which has a facility in the country, is the largest producer of feeds in China. It is also the biggest supplier of meat, eggs and dairy products, earning $8.8 billion annually.

“As I have said, we will create our own brand. With our partnership with NHG, we have launched the Golden Bean and we hope to aggressively pursue in promoting agribusiness in the whole Philippines,” Calata said.

In the launch attended by distributors and dealers of the company, Calata Corp. also introduced its celebrity ambassadors who would promote the product, led by comedy queen Ai-Ai de las Alas, Isko Salvador or Brod Pete, Dagul, celebrity Djs Nicolehyala, Christsuper and Papa Jack of Love Radio 90.7, Chico Loco, Rica Hera and Missy Hista of YES FM 101.1, and sought-after inspirational speaker Michaelangelo Lobrin.

With the excitement of its dealers and suppliers with its excellent brand together with said bunch of celebrity endorsers, Calata said the company would definitely earn more but that its focus is to help farmers and their families.

“We called the Golden Bean Feeds as ‘Ang Bagong Kakampi ng Bayan’ or ‘People’s New Partner’ because we want to give hope to our farmers. We want them to feel that they are important to us because they are the true partners in this industry,” Calata said.

A percentage of earnings from Golden Bean Feeds, Calata said, would be donated to a foundation for the education of farmers’ children and livelihood and human development programs in the whole country.

Calata Corp., a publicly listed company, is based in Plaridel, Bulacan. It is now considered as the biggest agri-conglomerate in the country today.

The company started from humble beginnings as a family business until it has grown to be the largest distributor of agriculture feeds, chemicals, veterinary medicines, fertilizers, and seeds.

Calata Corp.’s mission is “cultivating lives” of Filipino farmers.