CEBU, Philippines - Cebuano delicacy maker, Titay’s Lilo-an Rosquillos & Delicacies Inc., is re-establishing its presence in the Philippine market, to take advantage of the brand’s potential and pursue its long term plan of conquering the export market.
Titay’s Rosquillos, which has been in the market since 1907, is now being managed by the fourth generation of the influential Frasco family in northen part of Cebu in Lilo-an.
In an interview with the company’s chief executive officer (CEO) Aljew Fernando J. Frasco, he said that while the brand has carved a name as “premium heritage brand” in the delicacy segment, offering at least three major products—bread, biscuits, and pastries, it has to trail blaze with the market movement, and professionalizing the system and re-establishing its brand in the market is one of the top priorities.
Although, the company has already gained interest from foreign capitalists, specifically from Japan and China, Frasco said the Philippine market still offers promising growth opportunity for Titay’s brand, as it captured both local consumers and tourists.
From a merely family-managed company, Titay’s Rosquillos & Delicacies Inc., will have a professionalized system that will include strengthening its hold in the food delicacy segment, although the brand is now available in major department stores and pasalubong centers nationwide.
The company’s top product line, include; the famous Rosquillos, Utap, Galletas (Bato), Galletas (Carmen) and Hojaldres. While the brand has wider option of bread, pastries and biscuit choices, Frasco said the may focus on its top of the line products to make a stronger competitive edge.
Established by the Family’s matriarch Corazon Frasco, the brand has grown and made its name because of its distinguishing quality, however, although the business has thrived over the years, the fourth generation is now on its serious stance to make the brand bigger and professionalize the system, including the ‘price control’ system, and proper distribution network.
The company maintains a two hectare plant in Lilo-an , and it produces an average of 3,000 packs of Rosquillos a day.
Part of the plan, Frasco said is to apply technology on its facility to add more machines, while at present, most of the products are made by manual process.
Aside from its main store in Lilo-an, the company attributes the company’s growth through its distribution in the department stores nationwide.
By the next quarter of 2013, the company expects to make Titay’s products available in major distribution centers nationwide, including supermarkets, pasalubong centers, shopping centers nationwide.
Probably, after the company will be able to set up its professional system within the company, and expand its distribution network, Frasco said it may be the time for them to open up possibilities of entering the export market.
Despite the growing competition in the same delicacy segment in the Philippines, Titay’s have been able to sustain its leadership specifically in Cebu, and this opportunity and potential is now being seriously attended by the fourth generation of Frasco family, taking the Titay’s brand farther. (FREEMAN)