Take Time for IFEX 2011

Calendar May 12-14 2011 for next year's IFEX Philippines.

This is one food trade show I really enjoy and look forward to.  Like last year, we will be exhibiting side by side with Alaminos Goat Farm in the retail area.

See you there.  Remember May 12-14.

IFEX Philippines 2010

Right after we set up on opening day, good that I decided to take a picture, as there will be hardly time after as we got busy. Talk talk talk....time to rest a little, then a flurry of activities again. Thank you to CITEM's Doris, Luz and Pia for promoting IFEX 2010 well.

Co-branding, co-ordinating, co-marketing....Alaminos Goat Farm and I met in IFEX 2008, since then we had been helping and supporting each other. Great decision to show side by side. Without borders :) We have the same market profile and it suited us well to be associated.

I won't push a product that I don't believe in. Doc Rey and I consume 20lts of milk a week. Alaminos Goat Farm supplies us with 10lts while I get my other 10lts of milk from Philippine Carabao Center. The best milks I can say. The Carabao milk gives me the cream I live for, the Goats give me the best milk, closest to mothers' :)

Best opportunity to bring out our Sunshine Sausages for intro to the general public. Did pretty well. People who had bought from us had already reordered them, just a few days after. I can't say what sold best. All sold equally well. Salve of APDC, the developers of Sunshine Sausages was there the last day. She saw how the response to the product was, and will be scheduling processing dates again.

Totie and company of Alaminos Goat Farm assisted us from ingress to egress.

Rocky helped during Summer schedule breaks...must be the two good looking men that attracted and brought in the sales? It may have helped, but it is really the healthy goat and chicken products that pulled them in :)

Full support is important from suppliers to media partners and co brands. BTW, Louis Perrault of SASSO was behind us too.

I tell you.....am not yet done posting this and we got a lot of calls from institution accounts already for Sunshine Sausages. I love IFEX :)

Umagang Kay Ganda, May 5

Set the alarm at 2am this morning, so I can roast a chicken for the table set up for Umagang kay Ganda guesting today. Chicken done by 3:30, so we met the call time of 4am.

The morning variety news shows are harder to do because set ups are done early. Shoots are done earlier than interview time. Then, more often than not, you stay until "goodbye" time :)

Today was no different. Set up by 5am. Photos were taken for background showing while interviews at about 5:30. Actual interview was at 6:30.

Nope...I am not complaining. Nice to sit around the studio and grounds. There is a different world there. A corner or a garden becomes an instant set up for the "traffic guy"...a meter away, with a tarpaulin background, transforms to the "weather man's" stage. You think we were far away? Uhuh....an arm's length, drinking coffee :)

Winnie Cordero has interviewed Sunshine Chicken several times for Agrilink events. This time, she sees us with eating chickens and not live dayold chicks. She instantly noticed the new line of sausages.

After that, we went to World Trade Center for ingress of IFEX Philippines 2010. I like doing the booth early, before everyone gets there. The official contractors are everywhere busy, but they can still attend to you for your needs.

Pays to be settled early...you know.

Wake Up Early

Normally up by about 5:30 to go to the farm, if we are in Isabela. In Manila, 6am is our lazy day. When there are farm visits or out of town seminars, we get roused by the alarm at about 5am.

We get a call today for guesting at Umagang Kay Ganda, a morning show over ABS-CBN. Call time is at 4am...that means up at 3am, May 5.

I can't complain. Thank you for these opportunities :)

No Preservatives, No Chemicals - Free Ranged Sunshine Chicken Sausages

We had been testing several groups' taste buds....it really varies! Much like a Villar, Gibo, Erap and Noynoy stuff.

What I and my friends wanted, was what the APDC group didn't like. Taste has really something to do with food you grew up with. The common Filipino taste buds don't like herbs blah blah....we met all. We came up with four (4) variants: garlicky (patterned after the Vigan Longanisa), sweetish (skinless), spicey and the herbed.

Now we have produced and will introduce it during IFEX Philippines 2010.

For the past two weeks we had been asking our customers to taste test and some of our dealers/wholesalers. When they found out that our freezers had it already, they started ordering! We hope to leave some for the IFEX in May 6-8.

These sausages are at PHP500/kg and will be included in our home delivery route. You may order it in assorted variants :)

May1's Radyo Negosyo

We are guesting tomorrow at Radyo Negosyo. Hosted by Carl Balita, this is over DZMM-Teleradyo, at 7pm.

See you on air :)

ANC's Shop Talk

We got a call from ABS-CBN today for a guesting at ANC's Shop Talk for Friday, April 30. We had a previous commitment for a visit to friends' farm activity on that day. But, it is a very good opportunity to be invited to Shop Talk. We can split that day and Doc Rey and I can go separate tasks.

This show is hosted by Pia Hontiveros, and is geared for those who want to succeed in business, yet live balanced and fulfilled lives.

Come to think of it...yes I am happy and generally contented. My needs are met. My wants? Well, hmmmmm I can have it if I want to :)

Please join us for April 30's Shop Talk. I hope it gets shown over TFC too. This interview will be our promotion for IFEX 2010.

IFEX 2010

Booked for IFEX 2010 :)

This is the 3rd year we are joining IFEX. Looking forward to joining this event organized by CITEM. They are very supportive and it inspires entrepreneurs to do better.

See you at World Trade Center, May 6-8. As usual, our regular growers are most welcome to come market with us.

DTI International

I can't pass this day without making mention of Department of Trade International (DTI International).

During IFEX that just passed, a DTI representative had approached us several times for the Japanese market. Next day, she brought the Japanese party to us, complete with an interpreter. Short, noisy meeting it was. The questions were not really about our company nor how our growers raise the chicken.....looking back, maybe more like "go see" the prospect :)

Several days ago, I got a call again from the same DTI representative, requesting for a meeting with the Japanese group, with DTI personnel.

DTI office for me always had that image where you apply for permits.....I told you before, my mind is micro mini :)

I was instructed to go to DTI International at 1:30pm today. Going there, the DTI rep was instructing me how to find the building. Where do I park? Oh...she already had reserved parking for me.

Got there exactly at 1:30pm as I got lost....good I had allowance for Makati one ways. She was there to greet me at the door. I got there exactly the same time as a the Japanese party...good I was on time!

We were led to a conference room, with other Food rep. Snacks were served. I tell you, the Department of Trade does take care of supplier and clients. The venue and snacks, most specially their presence, in my opinion, is a great confidence and take away doubts for both sides.

You think it started at IFEX? Nope, it all started at DTI office in Tokyo. The IFEX was just great timing.

Government does work....we just have to work out our parts too :)

IFEX 2009

Hurdles, when looked from afar, turn out to be great stepping stones.

Three weeks before IFEX 2009, CITEM wrote to us to request that we move booths, as an association wanted our spot. Nope, chose that location early and paid for. I got to ingress early, and the association's people were there seating in my booth. I talked to CITEM and yes they said I will be allowed to ingress in my booth. I didn't want to be at odds with my neighboring booths as they will occupy my perimeter...so I took a walk and looked at the location from afar. Talked to CITEM and CENTREX for a solution. Will they allow a booth by the post? Right smack in the middle? Oh they said YES!

See how well it worked for us.


This year's IFEX met our needs. Much like last year's event, we were seen by good media mileage and food industry people. Nana Ozaeta and her staff from F&B World was there to visit us. We gamely took pictures of the framed article of Sunshine featured in their magazine in Jan 2009, that we display prominently. Growers and prospective farmers saw us there too. Restaurants talked to us. Government agencies matched us with inquiries.

The food trade shows are meant to really market our growers who raises the our Sunshine Chickens. We are there to turnover inquiries and sales.

What was the highlight of the show for me? The one that made me proud?

A lady walked up to me and said she wanted to try the chicken for her restaurant. I asked her location and immediately got a brochure and wrote down the name of my grower in that area. As I handed it to her....she smiled right away and said that the grower was her cousin!

They hooked up right away for initial meetings and talks between me and grower.

Why am I happy? Because there was no questions asked, they were hooked up right away. I am sure, it proved my point about the referrals and marketing we really do for our growers. It was very obvious and my grower must have felt it too.

Felt like IFEX already served my purpose, if only that one transaction is closed....btw, its not a small one :)

Aside from our Sunshine growers, I also keep our booths open to friends whose products I believe in carrying side by side with mine. Kablon Farm and Alaminos Goat Farm was with us this show. I also invited our e-group members of natural farming in the Philippines....but maybe they will not be shy next shows :) It is an earnest and serious invitation with no strings attached, to market with us.

Sad Andry Lim wasn't around....we were able to take a picture of three (3) cover stars of recent Agriculture Magazine editions. Jojie represented Andry Lim, Rene Almeda of Alaminos Goat Farm and of course, Doc Rey of Sunshine Chicken.

She-Ka

When we got a call to guest at She-Ka, I liked the prospect right away!

It was a show by women, about women and for women.

As always I get to call times early...it was comforting to know that the crew were made up of familiar faces from One Morning and other on site coverages.

The relaxed set, crew and hosts made the interview very enjoyable. Incidentally, that was arranged by CITEM to promote IFEX 2009.

Vacuum Packaging

We got a vacuum machine and ordered our plastics in 2 sizes.

Why are we getting it?

The machine was going to be demonstrated and we needed a product to package. The only thing we had was the Adobong Sunshine Capon at our IFEX 2008 booth. So we got about 50g and had it vacuumed. It did look good and gave me an idea to .....

Watch out for our line up of special home made products.

Ubod Ng Sarap

Yesterday was my 2nd day at Market at the Hills. As we had to leave after lunch, I was more sociable this time as I am no longer a newbie there :)

Great to see a visitor I met during IFEX...she also had a booth there. I had to get her bottled atsarang Ubod with Bignay and her bottled Bangus (not fed with commercial feeds). They should go together.

Whenever I walk around Salcedo Weekend Market, the flavored yogurt drinks catch my attention but when I make another round, I can't find them! Well, I found them here this time and didn't lose them. Blueberry and Strawberry please! At PHP140 per liter, its a bargain. It is healthy dessert for me. Now down to my last 500ml...have to stock on those next weekend.

That is what I like with small shopping areas, whose products are focused towards a certain market. Hmmmm, what I bought next without any need to taste test was a proclaimed real pannacotta, and not the gelatins calling themselves the real thing. Got the Mango and Caramel Sauce...good...but I will try next the plain.

Adobong Capon

Joey Capon...wehehehhe, yes, someone called Joey that name during IFEX....brought a tasty adobo from his Sunshine Capons.

I asked for the recipe, he texted it, but I lost it :(

Care to share a good recipe of Adobo for Capons?

IFEX Philippines 2008

There were no expectations when we joined this trade show. We are just always in the lookout for avenues where our growers may market their products and get known in the industry.

IFEX was different. It was enjoyable!!!


Before the IFEX started, CITEM contacted us to do a radio/television interview. It just reiterated our stand in pushing our growers in marketing strategies. That was how we felt when CITEM wanted to present their exhibitors.

Again I have to thank Raymond Rubia of Daily Dose Farm for doing the ingress for us. Though he got sick and wasn't able to join for the first 2days, he came on the lastday :)

Doing a food show didn't prepare us for the inquiries we got for the Sunshine Day Old Chicks. We worked side by side with the Sunshine growers who used the opportunity to be seen. Rumandan Farms of Rosario Batangas brought their dressed chickens and Sunshine Capons of Joey and Doc Mitzi Rigor of Victoria Tarlac were around to explain the benefits of eating Sunshines. That was a real big assistance to us, so Doc Rey and I were focused on answering queries on growing for backyard and commercial farming. For the lucky ones to have experienced it....we had reverse roles for a moment. Zac Sarian was carving the Sunshine Capons, Doc Mitzi was assisting, Joey Rogor and Doc Rey were talking to clients and I was photographing.

Met so many interesting people. People who have read about us, read the blog, and even a couple who saw us after searching on the earthquake prediction! A side anecdote to this earthquake scare was that Joey Rigor was texting friends and relatives that the photo of Doc Mitzi was on the newspaper....weehehehhehe no one wanted to believe him and even his own mother-in-law asked if it was just a "text hoax" :)

IFEX Philippines was a great experience. The visitors were from all walks and trades in the food industry. Restaurant owners, supermarket reps, hotel reps, food critics, chefs and consumers who were on the lookout for good supplies. Then there were also the ones looking into what business they can get into in the food industry.

Best lessons we need to learn to get us through are learned during kinder. I always refer to that line and its like a comfort saying for me. Being in a retail zone of a trade show gives you the jumpiness of other entrepreneurs. When you are exasperated with slow learning employees...you know you are with entrepreneurs when you feel the " GO GO GO". From ingress, opening of doors every morning, walking around the aisles....you know an entrepreneur when you see one. I guess they are really born and bred to be one...not learned in university.

Classic example is the booth across us...selling ChocoMani.....I even dream of hearing their voices! I will never forget that in one of the brownouts...in the pitch dark of things...I heard her voice... "free taste....free taste Choco Mani".

As usual, the stars whenever we join tradeshows? Our decor!!!! Literally, people always ask for our cuties. Several tradeshows old now and we have learned to pack up light as we giveaway all our stickies, hangies and props of flowers and chicks.

Can't wait for the next food exhibits.....

IFEX, DTI, OPTA Coop & Zac

Bumped into Lina Tan of OPTA Cooperative while going around the exporters' booths. Behind us was Zac Sarian, editor for Agriculture of Manila Bulletin. Zac was telling Lina about capons for Christmas. He knew that the OPTA Coop carries Sunshines from TJ so suggesting great ideas for gifts.

Soon after, Lina brought DTI representatives and other guests at our booth to sample the Sunshines!

Read about the sampling at Agri Plain Talk, inside the business section of the Manila Bulletin today.

We really joined the IFEX for our growers, so they get exposure and able to market their Sunshines, since IFEX is really a food exhibit. I was amazed at the turn of inquiries for our day old chicks.

TJ Is Sweeping Sales

OPTA Cooperative had been getting their dressed chickens from TJ for sometime now. The ones running the store said their customers have been giving very good feedback since they had been ordering Sunshines from him.

Politics have a way of murking things and we thought TJ will lose that segment. We decided to smile, smiled and moved on :) Lo and behold....orders from that quarters even soared!!! Then today during ingress at IFEX, I ran across the booth of OPTA Cooperative and asked about their Sunshine chicken sales.

She just started with a smile and I know where it would lead to.... TJ's Sunshines are the head sellers! May go unmarked or branded differently...just make sure you ask for the Sunshines from TJ.

Don't get confused with rice sweepings and sweeping rise in sales. TJ isn't, as he has both.

Ingress IFEX Philippines 2008

Thankful that I was able to rebook flight back to Manila as I wanted to see how ingress was at IFEX.

I really appreciate that Raymond and AANI help to set up our booth, just to make sure its done if I got delayed.

See you May16-18.

Quite Quiet?

In the blog, quiet, yes...but not a few steps away from this desk!

Unforseen turn of events have me flying to Cebu tomorrow, after a breakfast meeting with my breeder partners at the Park N Fly building.

Hopefully it isn't raining in Cebu so we can take updated photos of growers' ranging areas in the afternoon.

Back to Manila for ingress of IFEX....or so I thought :( Just realized after opening emails that ingress is only until 7pm. Well, option#1, I ask Raymond to fix booth himself. Option#2, we fix booth real early Friday am.

See you at IFEX Philippines 2008. We we will be at the Retail Section, Booth A10. You can't miss us, strategically at a corner. Sunshine as most times, partners with Raymond Rubia of Daily Dose Farm and Chef Bert. Our featured growers for this show will be Rumandan Farms of Batangas, and Sunshine Capon of Joey Rigor in Victoria Tarlac.

Sunrise To Sundown

The schedule today was packed and went as expected. Full of activities, but looked forward because it didn't look like work at all as it will end with working friends.

7am saw us at Market At The Hills. I went by that site early in the week, but I wanted to see it in action. Liked what I saw so booked a space, to start after IFEX as we will be very busy for next weekend.

Doc Rey gave a seminar in conjunction w/ the Atovi gang. I did my "relax time" from 11am-3pm. We just met up at Araneta Gateway for Sunshine Capon's inihaw. Great timing as Zac Sarian gave a seminar so the gang was there, to have light chitchat over the really tasty capons.

After seminar, we still continued the kwentos at Cafe Bola. Meals capped by the great fruit shakes of Langka for them and Chico for me. We didn't miss having the Bola Flan too :)

Here I am now....waiting for the IFEX booth tarps....good thing I always have my laptop and my reliable Globe Visibility.