Herbcare: Charantia maker has come a long way

MANILA, Philippines - “A great product that truly responds to the real healthcare needs of our people, marketed responsibly and at affordable prices” is what aptly defines Herbcare Corp., begins its chairman, Lito Abelarde.

“It should serve the needs of the people, the general public. We designed our products based on the prevailing health conditions many of our fellowmen are suffering from,” he says.

“The diseases that are due to unhealthy lifestyle, environmental toxins and pesticide-laden food that we eat, and contribute to mounting debilitating health conditions over time like high blood sugar, joint pains, high cholesterol, low immunity, too much toxins in body, hyperacidity, chronic fatigue and life-threatening diseases like cancer,” he adds.
Driven by a desire to help assuage diabetics’ weakening health, Abelarde plunged into the exhaustive research and manufacture of ampalaya tea after learning that ampalaya was hailed by the Department of Health (DOH) as among the top 10 Philippine herbs and vegetables with medicinal properties and remedy for known and common ailments.

Herbcare has earned untarnished rights as an industry pioneer and leader in the ampalaya food supplement category with a series of “firsts.” Herbcare Corp. is the first company to launch an Food and Adrug Administration (FDA)-registered ampalaya food supplement under the brand name Charantia, which is now a by-word in the country. Charantia is also the only ampalaya food supplement that the FDA has officially allowed to claim that it is “for the diet of diabetics.”

Herbcare is also the first company in its category to put its brand under clinical scrutiny to confirm its safety and potency, and also the first and only herbal product officially endorsed by the Association of Municipal Health Officers of the Philippines (AMHOP).

In 2001, AMHOP and Herb-care Corp. jointly launched a pioneering nationwide campaign called “Operation Diabetes” aimed at helping curb the further spread of the dreaded disease. The program helped establish diabetic clubs all over the country to act as support group to bring diabetes awareness and lifestyle reforms in the community.

The Herbcare staff worked closely with these clubs, consistently supporting the needs of the members by conducting mass aerobics, fasting blood-sugar clinics, and a determined information dissemination and promotion drive.

In March 2007, Herbcare launched another groundbreaking initiative with the Manila Adventist Medical Center, dubbed as the “Charantia 30-Day Challenge,” where the contenders were employees or staff working in a corporate setting.

“Just like Operation Diabetes, the emphasis was to help diabetics working in an office environment learn valuable lessons on diet, exercise, lifestyle modification, weight management and blood sugar management, in close collaboration with attending doctors and nurses,” Abelarde says.

His challenge to the participants: “You are what you eat. Lifestyle diabetes or type 2 diabetes is acquired, not inherited. Therefore you can and must take full responsibility of your disease.”

Charantia’s global footprint

Abelarde was focused on spreading the word about ampalaya and Charantia and its health benefits to diabetics not just in the country but also in other parts of the world. “I wanted everyone to know that finally there is a local herb that could be an adjunct to whatever medications a diabetic was taking,” he says.

In the years that followed, the market acceptance of Charantia catapulted it to become one of the most accepted herbal products in the country.

Other countries also got word about the wonders of Charantia. In 2001, a European diabetic who was a satisfied user of Charantia opened the door to Herbcare’s first export market — Europe — followed by Japan when a satisfied Japanese diabetic who used Charantia came to sign an agreement with Herbcare to distribute it in Japan. Not long after, the United Stages, Korea, Canada, the Middle East (through a Kuwait distributor) Australia, Mexico and lately Turkey, followed suit.

As part of its strategy to push for a global presence, Herbcare is also actively involved in the operations of the Chamber of the Herbal Industry of the Philippines Inc. (CHIPI) “because we believe and aspire to develop the Philippines’ herbal and natural products industry into becoming a true global force.”

CHIPI, of which Abelarde is the chairman emeritus, is the industry association that has been pushing for a public-private partnership to develop the Philippines’ natural products industry.

Looking back at all that Herbcare Corp. and Charantia have accomplished, Abelarde says, “We have come a long way indeed. The path had forks and winding roads but we persisted, persevered and succeeded. My vision for this country goes beyond merely strengthening the herbal industry and even beyond just strengthening our own herbal business.”

On Charantia, he says, “Charantia is a product built on credibility. As a credible and high-performing brand, we shall continue to reinforce our position in the market and help give hope to the new generation of diabetics. But of course, ethical marketing that puts consumer welfare above all, a pro-active community service remain central to our business and will continue to be our aspiration.”