December 4, 2006

 

Virginia Foods invest P40M for export plans

 

 

Philippine meat processor Virginia Foods Inc. (VFI) is investing 40 million pesos or more than US$800,000 as the company gears up for competition in the international market in the next two years.

 

The company aims to improve its production capacity and attain international quality standard requirements.

 

VFI president and chief executive officer (CEO) Felix Tiukinhoy told The Freeman daily that the company's export goals would improve its production capacity and attain international quality standard requirements.

 

He said the company's plant located at the 7-hectare property in Canamucan-Cogon, Compostela, Cebu will undergo improvements to add high-tech equipment to prepare itself for global venture.

 

The investment, he added, would not only involve purchase of new equipment but also expenses for international standard accreditation for its processed meat products, prioritizing the brand's entry in China and Halal acceptance in the Middle East. 

 

VFI, which started in 1977, has recently spent more than US$300,000 in its aggressive marketing move to compete against leading meat processing giant competitors in the Philippines such as Purefoods, CDO and Pacific Meat.

 

VFI is the maker of several processed meat products, such as El Rancho, Australian and Winner brands.

 

Tiukinhoy claimed that the company managed to take the number one position in its hotdog line in the Visayas and Mindanao markets, with two brands, Winner and Champion hotdog.

 

VFI's products are shipped daily to Luzon, some regions in the Visayas and all throughout Mindanao.

 

With its strengthened research & development team, Tiukinhoy said consumers shall expect more innovative products from VFI in the next few months, such as the introduction the combination of beef loaf and corned beef in one canned packaging, chicken hotdog product and marinated chicken.

 

In October of this year, the company posted a 20 percent growth, attributing to the company's active marketing programmes, packaging improvement and enhanced product quality.