Prime Global takes on ‘new normal’ with optimism

Barrio Fiesta is expecting to make at least P500 million in selling its packaged food products this year and is pushing through with its expansion plan despite the challenging times.

The brand posted almost half a billion pesos in sales last year, according to an official of Prime Global Corp. (PGC), the company behind Barrio Fiesta food products.

Although the 2020 sales outlook is only slightly better than its 2019 performance, selling this much in a pandemic still marks growth in many ways, especially in a year that has brought a lot of uncertainties to companies across industries.

PGC is taking on the “new normal” with optimism as it leverages the Filipinos’ rekindled love for home-cooking and the rise of home-based food delivery business amid dine-out and movement restriction to boost sales of Barrio Fiesta products.

“Fortunately for the packaged food category, we are seeing growth opportunities as people continue to remain at home, opting for home-cooked meals and seeing the rise of ‘home chefs,” said Reychelle Ann Gigante, PGC marketing head, in a statement

Adjusting to a changed food business landscape, Barrio Fiesta has recalibrated its sales approach, upping its online presence as it continues to diversify its product portfolio, from its top-selling shrimp paste to new sauces, spreads, dry mixes and snacks.

“All on-ground activities have been canceled, [and] current digital content efforts have been geared towards engaging our online audience with useful recipes and tips using our products,” she said.

“Recently, we opened our Facebook page to online bulk orders for those who would be interested to resell Barrio Fiesta products within their community,” she added.

The manufacturing business of Barrio Fiesta sautéed shrimp paste was acquired by the Ang-Hortaleza Corp. through a subsidiary in 2011.

The brand is now under PGC, a manufacturing, marketing and distribution company owned by the Hortaleza Corp. holding company.

Barrio Fiesta cornered a 65-percent market share of the local sautéed shrimp paste category and 95 percent of the international market last year.

Earlier this year, it released its own version of everyday condiments and snacks, such as the Barrio Fiesta Gourmet Series Patis (fish sauce), Barrio Fiesta Tubasuk (spiced sugar cane vinegar), Barrio Fiesta Crispy Joy Breading Mix, and Barrio Fiesta Peanut Butter Spreads.—ROY STEPHEN C. CANIVEL