In Sta. Maria, Laguna, a quaint farm holds more than just childhood memories for Jessica Gutierrez, chief executive of Amazing Foods Corp.
“My siblings and I were always in awe of the bountiful harvests at our grandparents’ farm. When the yields suddenly stopped, it was a challenge we knew we had to face,” Gutierrez recalled.
Dwindling returns from tenant farmers abandoning agriculture painted a concerning picture. Sta. Maria, despite its remoteness and poverty, held immense potential. The 13-hectare expanse dotted with coconut and fruit trees was waiting to be revitalized.
Inspired by the farm’s past harvests under her grandparents’ care, Gutierrez vowed to revitalize its potential.
Early struggles
Sustainability was at the heart of Amazing Food Corp.’s vision. Inspired by government training sessions, the company saw a golden opportunity in virgin coconut oil (VCO) production.
Launched in 2005, Sta. Maria VCO faced initial struggles. The local market was slow to embrace coconut oil as a dietary staple, testing their resolve for the first three years. But Gutierrez and her siblings persevered, their belief in their vision unwavering.
Online platforms like Alibaba opened doors to the international market. Their first overseas client from Japan, followed by others in Sweden and Croatia, marked a breakthrough moment. Their commitment to organic certification created a sense of trust, proving to be a crucial factor in landing these pivotal deals.
New horizons
Alongside their flagship Sta. Maria VCO, the company introduced L’amor, another successful brand catering to Asian markets.
As the company continued to traverse the path to global success, the Department of Trade and Industry (DTI) stood by them, playing a crucial role in their export journey. By enabling their participation in international trade fairs, including those in the EU, the government helped them reach a wider audience and cultivate global success.
Amazing Foods Corp. expanded its product line from VCO food supplements to a wider range of healthy and delicious options–all-natural coconut soaps, invigorating coco ginger tea and all-natural jams made with local fruits. They even incorporated root crop and fruit chips for a delightful snacking experience and soothing massage oils to complete their wellness offerings.
“The game-changer came in 2014 with the GSP+ program. This initiative granted us tariff-free access to the vast European Union market, opening a door to a massive audience and significantly boosting our competitiveness,” Gutierrez said.
With a quarter of their annual exports now destined for the EU, Amazing Foods is actively pursuing further expansion. Negotiations are underway with a Polish buyer for the export of coconut sugar and coco jam, demonstrating their commitment to reaching new markets within the European region.
Its participation in the ARISE Plus Philippines project proved to be an inflection point in its export journey.
“ARISE Plus Philippines exceeded our expectations. The training offered comprehensive training in areas like marketing, pricing strategies, and handling inquiries from potential buyers,” Gutierrez said.
Participation in prestigious international trade fairs like ANUGA in Germany has been instrumental in propelling Amazing Foods Corp. onto the global stage. Trade fairs like Anuga play a vital role in connecting the company with potential partners and expanding its global reach.
Sustainability
The company continues to thrive on a year-round supply of fresh coconut from over 150 hectares of organic plantation.
“We adhere to strict organic farming practices, ensuring our products are free from synthetic inputs,” Gutierrez said.
Its dedication extends to its packaging choices, with the company opting for glass over plastic to avoid chemical leaching and support environmental sustainability.
“We are not just producing coconut oil, we are nurturing a culture of reverence for the environment and pioneering a sustainable future for the next generations,” Gutierrez said.