Asean economic integration yields growth opportunities for agri-producer Vitarich
Vitarich, a pioneer in feeds and poultry production in the Philippines, is ready for the bigger market created by the establishment of the Asean Economic Community
Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com
The establishment of the Asean Economic Community (AEC) paves the way for increased access to the region’s population of more than 600 million, representing the world’s third largest market base.
One agricultural business that is all set to seize opportunities associated with the AEC integration is Vitarich – a pioneer in feeds and poultry production in the Philippines.
“We’re ready for a bigger market,” says Ricardo Sarmiento, president and CEO. “We adhere to international quality standards and implement best-in-class processes. With our halal certification, we can also cater to the region’s Islamic community.”
Vitarich is a fully integrated food company specialising in live and dressed chickens, animal and aqua feeds, day-old chicks, and animal health products. In 2014, Vitarich entered the seafood industry with the launch of its Cook’s Golden Dory line of locally farmed cream dory.
For chicken products, the Cook’s brand is a recognised guarantee of quality in the industry. As Vitarich pursues overseas expansion, it capitalises on the Philippines being bird-flu-free unlike some of its Asian neighbours.
In late 2015, realising a huge market potential estimated at 60 billion Philippine pesos (HK$9.3 billion) annually, Vitarich officially forayed into the game fowl feeds industry with the Titan brand. Using the latest technologies and the company’s expertise in poultry raising and management, Titan continues to satisfy breeders by assuring optimum health and excellent body condition of their game fowl.
Vitarich has production facilities on the country’s main islands of Luzon, Visayas and Mindanao, including feed mills, hatcheries and dressing plants. It has invested in state-of-the-art feed mill technology and livestock production processes. As proof of its commitment to quality, Vitarich meets international certification standards such as ISO 9001:2008 and Hazard Analysis Critical Control Points.
“Vitarich is about quality above all else,” Sarmiento says. “We’re looking for partners and end customers with the same mindset to expand our sales and distribution network. In addition to the Asean, we have high hopes of gaining a foothold in the Japanese market.”