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Traditional Food Corporation: Taming the wild side

Source:Ringier Release Date:2013-11-04 1143
Food & Beverage
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The RTD beverage business is only going to get tougher, but Traditional Food Corporation is geared for competition, writes MIA AUREUS.

IN 1988, five successful Filipino-Chinese businessmen in the confectionery, biscuits, and packaging materials businesses, pooled their strengths to form Traditional Food Corporation (TFC), now known for its brands, “Jungle Juice” and “Jungle Nuts”, in the Philippines. TFC’s vision then was to become the leading juice drink and snack manufacturer in the country.

To learn where TFC is at, 25 years later, FoodPacific Manufacturing Journal spoke with business development manager, Rommel Sicosana, on how the company has grown and weathered the volatilities of the local market.

Jungle Juice is your flagship product, but is it a locally made brand?

It’s from the United States. We acquired the trademark license for Jungle Juice from the American Beverage Company based in Indiana in 1988, the same year that TFC was formed. And so we began producing this ready-to-drink fruit beverage in Doypacks – the economical, lightweight, and easy-to-dispose metallised pouch.

Your packaging is also quite colourful.

Yes, because colours as well as the animal cartoons on the package are very attractive to children. And we try to keep that consistent in our packaging.

Twenty-five years in the business is a feat. What’s the secret behind the company’s longevity and strength?

I think the key for any company is to maintain the quality of the product. That’s how we secured the consumer’s loyalty and created some stability for the company in this competitive and mercurial business. We initially made sure that our consumers are happy with our product and are satisfied, that they are not left feeling like they have been shortchanged. We give them their money’s worth. TFC believes in treating people as the most valuable assets because they are the ones who provide a physically safe and financially secured working environment.

Second, we continue to develop our product. It is important to keep up with our consumers and their ever-changing needs and wants. Aside from coming up with more juice flavours that are quite popular among kids— orange, mango, pineapple, grape, apple and guayabano [Annona muricata], we also came up with the Jungle Fruitea – black lemon iced tea and red cherry iced tea – perhaps, for the older market. Also, one of the best things we have come up with is the jumbo pack with straw. But that’s part of the packaging.


NIKE AIR JORDAN

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