Why Metro Pacific Agro Ventures will make you say yes to Agri

What made you say yes to working with MPAV?

Many important reasons.

One, there’s an undeniably major gap in the market, and thus there is a fantastic business opportunity! The agri space is endless! Watch this space. Ice Cream and Dairy are only the beginning. 

Secondly, the opportunity to build an entire commercial organization from ground up: Thinking and setting up many things: B2C, B2B, Omnichannel, RTM, GTM, Distribution Models, Process, People, Pockets…and apply everything I have learned in three decades to create a world class organization that will give the consumer access to high quality agricultural produce. It’s both a corporate and entrepreneurial role. There’s the conglomerate flex, and the start-up mindset. 

It feels good to be part of a company with a purpose, who is doing its part and leading a compelling movement for the good of the immediate local community and the nation at large. 

Thirdly, MVP and Jovy are truly inspiring. I really believe in their vision and am honored to be asked to take on this role. It feels good to be part of a company with a purpose, who is doing its part and leading a compelling movement for the good of the immediate local community and the nation at large. 

Fourth, the FMCG world are witnessing a great shift. A greater consciousness of social, health and environmental issues, high inflation, and the resulting shrinking purchasing power of households are forcing companies to review the relevance not just of their portfolio and product offerings but the very reason for their existence. Many consumer packaged goods companies have no choice but to grapple with smarter, more demanding shoppers who expect healthier products that are made by companies in a truly sustainable and ethical way. 

My daughter is Gen Z and my son is Gen Alpha. They are the current and future consumers and can tell what is genuine and what is not.  It’s a good test to ask oneself: Would I feed the products I sell to my kids?  It feels good to be commercially providing products I know I can feed my son…every day. So whether it’s our own family or the larger market, it is very true that consumers deserve better. They deserve real, they deserve fresh, they deserve local. Metro Pacific Agro Ventures aims to be as real, fresh and local as it gets. 

They deserve real, they deserve fresh, they deserve local. Metro Pacific Agro Ventures aims to be as real, fresh and local as it gets. 

Our supply chain is 100% integrated, from the seeds that are used to plant crops to feed the cows that produce the milk that goes into our dairy products all the way to the direct distribution mechanism to get fresh food to the consumer’s home. Being in control of the entire extended supply chain allows you to control costs, and ensure that the consumer is not short changed on anything. Because you no longer need marketing puffery, we can go to market with price points that are truly win-win, with no need to squeeze the consumer for more margin dollars.

Fifth, what a refreshing change after almost 30 years of working on 99% penetration, declining price per unit, highly saturated,  zero sum market share battle categories where there is no real product differentiation except for those who have the largest media dollars to now authentically opening up multiple sunrise industry categories where we can truly say to every company that wants to participate: “Join us and help the country.” The market is so big, the opportunity to change how Filipinos eat is endless, there is room for everyone. We actually don’t really consider anyone “competition”. We are just happy to do our part and offer the Filipino real, fresh, and healthy local produce.

 I can name ten other reasons, but for now, all I can say is that I was so surprised to hear my friends say one word about our vision: “Finally!”