Reaping the Bounty of Courage: BAVI’s Mascarinas recognized as Outstanding Leader in Asia at recent ACES Awards
Bounty Agro Ventures, Inc. (BAVI) President and General Manager
Ronald Mascarinas was recently lauded as one of the
Outstanding Leaders in Asia at the Asia Corporate Excellence &
Sustainability Awards (ACES) held at the Fairmont Singapore last October 11,
proving that he is anything but chicken in his
leadership.
Cited as an individual who exhibits the ideal blend of
business acumen, professionalism, entrepreneurial caliber and astuteness, Mascariñas
was instrumental to the continued success of one of the largest poultry
integrator companies in the country.
Under Mascariñas’ leadership, BAVIrose to be one of the top
poultry integrators, and has set itself apart from the industry by being the
first and only poultry integrator to offer No Antibiotics Ever (NAE) chicken.
BAVIis presently the country’s largest rotisserie chicken chain, with more than
1,200 rotisserie stores nationwide.
BAVI was initially established as a poultry integrator company
operating in Cebu and Davao,Philippines, carrying the Bounty Fresh brand. Incorporated in 1997, BAVI is presently
ranked 207th among the top 1,000 corporations in the Philippines.
In 2002 the company embarked on a program
to modernize operational capability and market expansion, led by Mascariñas.
The President helped link together hundreds of broiler contract farms, dozens
of hatcheries, feed mills, poultry processing plants and processed meats
plants, with the end goal of establishing a highly efficient supply chain in
poultry integration. The venture was an unmitigated success, and consistently
earned Triple A ratings from the National Meat Inspection Service for
cleanliness.
The implementation of the Asian Free Trade
Agreement, however, led to an open market, which led to cheaper imports. Faced
with thin margins and fierce competition, BAVI faced a dire threat to its
existence. In the light of this challenge, Mascariñas made a bold move to diversify
operations. BAVI launched its own retail operation, and developed a
complementing range of cooked chicken and dressed chicken products. In 2009,the company launched its oven roasted
chicken business under the trade name “Chooks-to-Go”, completing the
integration cycle of poultry operations, from the farm to the dinner table.
Mascariñas, attributed his bold business strategy to the
trinity of Vision, People and Training. “I
have always believed in the importance of a good reputation founded on ethical
and fair business relationships; and the paramount importance of competent and
trustworthy people in the organization working as a team. What connects the two
is good management. A good leader teaches, guides, and even handholds, if
needed. A good leader does everything to ensure that people who work with them
are encouraged, and taught the value of discipline.”
Mascariñas’win is one of 11 awards won by the Philippines at
the fifth Asia Corporate Excellence &
Sustainability Awards.
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