Provinces of the Philippines and Gardenia Bread Products - Bread Essay Example
In early 1997, QAF Limited through Gardenia International (S) Pte Ltd established Gardenia Bakeries (Philippines), Inc. and started construction of its bakery plant in the Laguna International Industrial Park (LIIP), Binan, Laguna. It is a multi-national company with operations in Singapore, Malaysia, Thailand and other countries in Asia. Gardenia Phils. began its operations in 1998 with a state-of-the-art bread factory rated as one of the most modern large-scale bread manufacturing facilities in the country.
Its major equipment come from the best bakery equipment suppliers from Germany, Holland, UK and USA making its plant the most advanced baking facility in the country. Gardenia Philippines has a wide range of bakery products including the Enriched Classic White Bread, High Fiber Wheat Bread, High Calcium Milk Bread, Sugar Free 12 Grain Loaf, California Raisin Loaf, Chocolate Chip Loaf, Double Delights Loaf, Carrot Raisin Loaf, Black Forest Loaf, Pan de sal, Whole Wheat Bun, Hotdog and Hamburger buns, Toasts, Dinner Roll, and snack items such as Fun Buns, Twiggies, Cream Roll, and Muffins.
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Since the start of its operations, Gardenia’s distribution has grown rapidly. Gardenia is now considered as the most widely distributed loaf brand in Metro Manila and up to Cagayan Valley, Nueva Viscaya, and reaching the farthest city of Tuguegarao in the north-east province. In the north-west side of Luzon, distribution has now reached all the way to Laoag City in the province of Ilocos Norte including Ilocos Sur and Abra. In the Visayas island group, Gardenia breads now reach Bacolod City in Negros Province.
Since Gardenia’s establishment in 1998, the brand’s success has been starkly evident with its continuous and rapid sales growth. Gardenia breads are known for its good taste, freshness, freshly baked aroma, softness and nutritive value. The popular Classic White Bread is cholesterol free and bromate free, vitamin and mineral fortified, has zero trans fat, exceeding DOH recommendations. Its product slogan “So good… you can even eat it on its own” best describes the product benefits.
Gardenia also uses its unique G-lock to seal its bread products and retain freshness. This plastic is placed on the “neck” of the bread package with the “Best Before” date and price printed on it. Unlike the usual tape seal used by other bakery products, the G-lock may be re-used by consumers to re-seal the remaining product and retain its freshness. Gardenia Philippines has introduced a unique distribution system, ensuring that only fresh bread reaches consumers each day.
Gardenia strictly follows its international policy of keeping only fresh stocks on the store shelves. As soon as products come out of the factory, delivery vans have to leave the production plant as early as 4 am to bring the products to different supermarkets, groceries, convenience stores and sari-sari stores, replacing unsold breads in store shelves with only freshly baked top-quality products, during every day of delivery.
This combination of superior product quality, advanced bread-making technology and extensive system of distribution reflects the consumer-oriented vision of Gardenia Philippines that brings consumers the highest level of product satisfaction in the bakery industry today. Gardenia, a food company that manufactures a wide variety of breads, has the vision of becoming ” THE PREMIER COMPANY IN THE BAKING INDUSTRY. ” Being a consumer-focused and branded Food Company, Gardenia is singularly driven and aligned behind delivering superior consumer value through providing consumers with superior brands.
The Gardenia trademark means value and is respected all over Asia. Since 2003, Gardenia has maintained its ISO (International Organization for Standardization) 9001:2000 certification for product quality excellence and HACCP (Hazard Analysis and Critical Control Point) certification for food safety. In three consecutive years, Gardenia was accorded Superbrand status by Superbrands Ltd. , an independent authority and arbiter on branding. This reaffirms that Gardenia has met the stringent criteria of market dominance, longevity, goodwill, customer loyalty and overall market acceptance.
Other notable awards are the Annual National Consumers’ Award (ANCA) as the “Outstanding Bread Manufacturer” by the Consumers’ Union of the Philippines for the fourth straight year (2004-2007); the National Consumers Quality (People’s Choice) Awards as the “Top Loaf Bread Brand”; the People’s Brand Awards as the “Number 1 Loaf Bread and Pandesal Brand Manufacturer”; and the National Shopper’s Choice Awards as “Number 1 Innovative Bread Brand”.
Truly, these are testaments that Gardenia provides only the best products for the Filipino consumers. Gardenia Cebu plant is now fully operational with a daily capacity of 50,000 loaves serving the needs of the entire province of Cebu and the Northern Mindanao area. The company rapidly completed the construction of its new plant after receiving numerous requests and demands of bringing Gardenia products to Cebu and nearby provinces.
Known for making bread production process a notch higher, Gardenia’s Cebu plant features giant horizontal mixers from the United States, an automated dough divider-rounder and intermediate proofer equipment from the Netherlands, a tunnel oven with a race track bread cooling conveyor from Germany, and an automated slicer and bread bagger from the United States. Gardenia utilizes only the finest ingredients from all over the world to ensure Cebuanos that they can have the same high quality and great tasting Gardenia loaf breads enjoyed in the country as well as in Singapore and Malaysia, where the brand is the market leader.
Freshness and Superior Quality Guaranteed “Gardenia guarantees freshness and quality. We can’t compromise that. The only way for us to reach the Visayas market is to put up a plant in Cebu,” Gardenia President and General Manager Simplicio Umali, Jr. said. Gardenia makes full use of a plant in Binan, Laguna that has the capacity to turn out 650,000 loaves and buns daily. Shipping from its Laguna plant all the way to the Visayas and Mindanao markets was not feasible as the amount of time it would take for the products to reach their destination would compromise their freshness guarantee. Now, we are pleased to announce to all the Cebuanos that our new plant located in Lapu-Lapu City, Cebu, near the Mactan bridge, is fully operational to cater to the needs of Central Visayas and Mindanao market,” Umali said. Umali also assured Cebuanos that they will only enjoy fresh and superior quality products. The company follows current Good Manufacturing Processes.
Its equipment and baking process have earned the company the International Organization for Standardization (ISO) 9001:2000 and just recently got upgraded to ISO 9001:2008 for product quality, and the Hazard Analysis and Critical Control Point (HACCP) Certification for food safety. Another practice unique to Gardenia is the G-lock system. An integral part of Gardenia’s quality control system, this resealable clip is color-coded to indicate the day that the bread is baked for. It also contains all of its vital information such as the “Best Before” date, the plant that baked the bread, a production code, and the suggested retail price.
The G-lock has a specific color for a particular day to let the consumer know when the bread is delivered instead of just when it will expire. The corresponding G-lock colors with its delivery day are as follows: Tan (Monday), Orange (Tuesday), Yellow (Wednesday), Blue (Thursday), Green (Friday), Red (Saturday), and White (Sunday). “With G-lock system, which is not practiced by other bread suppliers, only fresh bread is kept in store shelves, while unsold bread is pulled-out every day of delivery,” Umali said. Good bread right in your table
Cebuanos can now enjoy the “Masarap kahit walang palaman” bread. The Cebu plant produces 2,000 loaves per hour or a daily capacity of nearly 50,000 loaves. Among the wide array of Gardenia bread products that are initially offered are Classic White Bread, High Fiber Whole Wheat Bread and some flavored loaves. Other loaf bread variants will also be gradually available in the market. Gardenia breads have the qualities of good bread, exactly what consumers look for. It has the good taste, freshness, freshly baked aroma, softness, and nutritive value that will surely satisfy consumers.
Wide Distribution Reach Currently, Gardenia bread, which is widely distributed in entire Luzon, is the leader in Metro Manila with a market share of more than 65% based on Nielsen retail data. Also, the company covers the Western part of Visayas including Mindoro, Panay and Negros islands and Eastern part of the Visayas serving the major islands of Samar and Leyte by utilizing the country’s Roll-On Roll-Off (RORO) nautical highway through its fleet of company-owned feeder trucks. We aimed to expand our coverage and make Gardenia breads easily accessible and available to all consumers in the country. Now, with the Lapu-Lapu plant, we are now serving the bread requirements of Cebu, Bohol, Cagayan de Oro, Malaybalay, Butuan, Iligan and Davao,” Gardenia’s Marketing and Sales Manager Nestor Constancia declared. He further added that Gardenia’s unique distribution system will utilize a new fleet of feeder trucks and delivery vans within these cities. More jobs
The new Lapu-Lapu plant generated jobs for Visayas residents and will help in improving the city’s economy. Gardenia hired more than 50 employees for production, sales and administration functions. They were brought to the company’s modern manufacturing facility in Laguna for intensive training especially on the most advanced baking technique, HACCP and ISO procedures. The company will hire more, and eventually expand further, in the future depending on the take-off of the Gardenia products in Cebu and nearby provinces,” Umali said.