Spending
more than a month’s time in an unfamiliar place is really unpleasant especially
if you begin to look for things or food that you constantly ate. Thank goodness
my Mother had the foresight then to pack several packages of my favorite
Rebisco crackers when I was in Germany, all I need then is Cheese and I’m
solved and I feel like I’m back home. There is truth in the adage that there is
nothing like food to make you feel at home.
For
millions of Filipinos living or working all across the globe, a familiar flavor
or a well-loved taste can instantly bring back fond memories and rekindle that
warm, fuzzy feeling of comfort.
While
most Filipino dishes can be recreated in any kitchen, some Pinoy staples require
a bit more effort to find.
This
is where Rebisco comes in.
The
snack food giant has been doubling down on its international business,
‘invading’ key markets armed with delightful sweets and treats.
“Wherever there are Filipinos, we have a
market for Rebisco products because our snacks represent a piece of home,”
Rebisco President Jonathan C. Ng said. “At the same time, the shared love for
food is a universal language that transcends boundaries, languages and
cultures. While we bring our diverse portfolio of products to a wider market,
we also want to put the Philippines on the global map as a maker of world-class
snacks.”
Spreading the love for Filipino-made snacks
Rebisco
has been in the export business since early 2000, with key markets including
China, U.A.E., Saudi Arabia, Hong Kong, Taiwan, South Korea and Myanmar. Among
their top export brands are local favorites like Ding Dong, Hansel, Fudgee Barr, Rebisco Sandwich, Doowee Donut,
CuppKeyk and Choco Mucho.
According
to Rebisco International Business Group Head Jonnel Mangubat, main consumers
vary per export market. “For countries such as UAE, Saudi Arabia, Canada, USA,
and Taiwan the main consumers are our overseas Filipinos as these countries are
top OFW and Filipino migrant destinations,” he said. “As for China, Hong Kong,
South Korea, and Myanmar, we primarily cater to the mainstream aka local
consumers. Thus, our products could be found in their supermarkets and
wholesalers where local consumers go to.”
Winning over local snack lovers
Marketing
strategy varies, depending on the market. “We localize our portfolio and
promotions based on the unique consumer needs per country,” Mangubat explained.
“While some distributors directly approach us due to our company’s popularity,
we mainly enter new markets through participation in international trade
missions and food exhibits. As soon as we see market potential and product
acceptance, as indicated primarily by consistent orders, we follow through with
significant investment in sales and marketing initiatives in order to maximize
the business potential.”
Manufacturing
is a key success factor for Rebisco’s international business. In 2015, the
legacy snack maker opened its Vietnam manufacturing facility, complete with a
sales and marketing force. Mangubat added, “Vietnam’s strategic location in the
region makes it an ideal manufacturing hub for businesses that want to penetrate
the ASEAN markets. Its free trade agreements also make the country more
attractive to investors because of the fewer tariffs and restrictions.”
The
Vietnam plant produces cakes, biscuits, wafer and cream paste, for domestic and
top export markets like China and Myanmar. Rebisco Vietnam has also recently
begun export shipments to Hong Kong and Singapore. Mangubat noted that the totaloperations
in Vietnam have steadily doubled its sales in the past five years, with the
top-selling brands including Doowee, Krim
Stix and Rebisco Extreme.
More reasons to celebrate
As
Rebisco celebrates its 55th anniversary this year, the homegrown
manufacturer of snack time favorites sees a bright future ahead for its international
business.
Ng
noted, “We’re optimistic about the sustained growth of our international
operations. We continue to evolve with the changing needs of the market—both
locally and globally. Good food never goes out of style. Regardless of where
you’re from, there’s always a good reason to sit down and enjoy a snack.”
