Jolly endears itself to happy Filipino consumers

Fly Ace Corp assistant vice president Abigail Ng-Reyes

At 20 years old, local canned fruits and vegetables brand Jolly Food Line takes pride in the fact that it has grown from a virtually unknown name in the market to a kitchen staple among Filipino consumers—a feat achieved by its parent company, Fly Ace Corp., thanks to innovative and collaborative leadership.

“I think the founders had a lot of foresight,” says Fly Ace Corp assistant vice president Abigail Ng-Reyes, referring to Ederlina and Lucio Cochanco Sr., whose initial business, Jolly General Merchandise, laid the groundwork for the establishment of Fly Ace.

“The company started in a very small office in Binondo. When the family introduced Jolly Food Line, their first owned canned fruits and vegetables brand, into the market in 1997, they virtually started with nothing, because we all know how hard it is to introduce a new brand. So the second-generation owners really worked to get the trade support, getting the collaboration and partnerships they needed,” Ng says.

The brand Jolly, adds Ng, was created by Ederlina Cochanco by stringing together the first letters of the names of three of her children, who now head Fly Ace along with professional managers: J, for Fly Ace president Lucio “Jun” Cochanco Jr., and the two Ls for board directors Larry and Louie.

Two other siblings, Elliz and Ellen, are also Fly Ace board directors.

The family’s strong working relationship, Reyes says, also sustains both company’s and Jolly Food Line’s success.

Aside from being a household staple, Jolly has, over the past few years, also diversified into a brand synonymous with culinary education, thanks to its Jolly University event.

Every year for the past four years, the collegiate food business/entrepreneurship training program and competition has helped the youth enhance and showcase their culinary skills to prepare them for their prospective careers.

To mark its 20th anniversary and as a thank you to customers, the brand also recently launched its first celebrity endorser, Maine Mendoza.

The company chose her, Reyes says, because her personality fits perfectly with the brand’s which is, well, jolly.

As for the brand’s future, Reyes says Fly Ace will do what it has always done well: Keep up with emerging consumer needs.

“This is especially on the healthy goodness aspect, which is already a growing lifestyle trend among our customers,” she says.

Lucio Cochanco in Binondo, birthplace of Jolly General Merchandise, the family enterprise which later became Fly Ace Corp. —CONTRIBUTED PHOTO