Homegrown liempo seller eyeing global expansion

CEBU, Philippines - The encouraging success of the "Balamban Liempo" brand in the Philippines has prompted the company to prepare for international expansion initially targeting countries that have substantial Filipino presence.

Balamban Liempo Food Industries Incorporated, owner and national manager Joseph Michael "Jojo" Vergara announced the company's plan to explore the international market. To date, the company has already acquired international standard certifications such as the Good Manufacturing Practice, Hazard Analysis and Critical Control Price, ISO certification, on top of the local requirements such as the National Meat Inspection Service (NMIS), among others.

Immediate international expansion plan will include the opening of outlets within the ASEAN region like Singapore before penetrating the United States and Europe.

In an interview with Vergara, he said that while proper preparations are being done to pursue its overseas expansion, the company is aiming to reach 1000 outlets in the next 10 years in the Philippines.

The five-year-old "Balamban Liempo" that revolutionized the branding equity of rural delicacy of Balamban town in the western part of Cebu, is now reaching 100 outlets nationwide.

According to Vergara, the company is employing three business models to accelerate expansion, these are via company owned, franchise, and joint-venture.

Aside from its active move to open up a company-owned "Balamban Liempo" take-out counters and dining restaurants, Vergara said it is also opening up its doors for joint-venture deals.

To keep its serious regard on quality and good service, Vergara said the company opts more on joint-venture deals over franchising.

In its joint-venture model, partners are only required to invest at least P250 thousand, and the company will take care of the management and operations. Net profit will then be divided equally, less the charge of minimal management fee.

At present, Balamban Liempo, which also acquired its intellectual property trademark shortly after it started, is present in major areas in the Philippines, five outlets in Luzon including its outlet in Makati City, 11 in Mindanao, and the rest is spread in Central and western Visayas areas.

On the side, the company is also promoting its herb-marinated roasted chicken branded as "BalambaNok".

Five years ago, Vergara started  his makeshift small "lechon manok" take out counter, while also selling the famous liempo (pork belly) from Balamban on the side in Mabolo area, just to support his family.

However, Vergara felt the intense competition in the "lechon manok" category and decided to turn the ball around and made the Balamban Liempo as his flagship brand.