Wellington “Willie” Soong, the man behind the iconic “RACKS” diner, has traded in his luxury auto trading business for a more grounded, yet equally promising venture in agro-industrial trading.
In search of a renewed passion and a desire for a more meaningful impact, Soong, building on his entrepreneurial spirit and adaptability, found more meaning in working with farmers to create a food-secure Philippines.
“It was in 1997 when I first ventured into the world of luxury cars, dealing with prestigious brands like Jaguar, Land Rover, Ferrari, Maserati and Aston Martin. While it was a successful endeavor, I’ve always sought to diversify my business interests,” he said, reflecting on his journey from being a well-established car dealer to a hands-on agricultural input trader.
As he closed his automotive trading business, another opportunity opened in the electric vehicle (EV) market, this time focusing on ground service equipment (GSE) for airport operations.
Before entering the automotive industry, Soong, also one of the country’s biggest collectors of luxury sports cars, already made strides in various sectors. He started distributing Bose speakers in 1968, founded a successful technology company in 1972 and ventured into modular office furniture in 1978 to bring innovative workspace solutions to the Philippines.
New venture
Reflecting on his career choices, Soong emphasized the importance of alignment and adaptability. “In life, you cannot force fit anything. You may like something, but it may not be the right fit. You have to accept that as part of your destiny and look for other opportunities,” he said, sharing his realizations.
An opportunity presented itself in 2017 when a Belgian friend, residing in Thailand for two decades, sought Soong’s help to introduce a highly efficient liquid fertilizer product to the Philippines.
“He came knocking on my door in 1984. He was still a Belgian diplomat then, seeking connections. That’s how our friendship started. Suddenly, I realized life is coming full circle,” he reminisced.
Soong saw the value in the business venture and decided he was in for the ride.
Xanadu Agriproducts
Soong established Xanadu Agriproducts Inc. to distribute the liquid fertilizer after seeking validation of its efficacy and potential benefits for Filipino farmers from experts at the University of the Philippines Los Baños (UPLB).
The fertilizer comes in three variants–F1, F2 and F3—to boost crop growth, increase yields and lower production costs. Soong stressed the significance of educating farmers about the correct application and advantages of the product.
“We have a story to tell and an experience to share. While there are many suppliers of liquid fertilizers, our product stands out due to its quality, effectiveness, and our commitment to providing exceptional support to farmers,” he said.
Xanadu has leveraged its strategic partnership with UNAHCO Inc., tapping into its extensive distribution network for agri-veterinary products. UNAHCO’s vast distribution network for agri-veterinary products has given Xanadu a significant edge over competitors
Family legacy
Growing up, Soong was exposed to the challenges and rewards of running a business early in his teens. His daily routine included waking at dawn to do the rounds of checking the meters of a fleet of taxicabs owned by his parents before going to school at UP Diliman, where he earned a business degree.
His family has deeply influenced Soong’s entrepreneurial spirit. His parents instilled in him a strong work ethic and a passion for innovation.
As a family man, Soong has always been a dedicated provider, supporting his four children in finding their professional paths. Despite the tragic loss of his wife in 2022, Soong continues to be a pillar of strength for his family.
“Her passing left a profound impact on our family. It changed my entire perspective on life,” he recalled.
Soong has never pressured any of his children to follow his path. “I do not limit them. They are free to discover their own career. I recognize that guiding the next generation requires a delicate balance between providing support and allowing for individual choices,” he said.
