Cebu Imports Pork to Meet Huge Demand

CEBU CITY, Feb. 19 Asia Pulse - Processed pork being served in most dinner tables in Cebu are not just from locally-grown pigs as traders are forced to buy from France, Canada and Germany to cope with huge demand for pork in the province.

Virginia Food Inc. president Felix O. Tiukinhoy Jr. said the household demand for pork in Cebu is so huge that local piggery farms have their hands full feeding the domestic supply.

"We only use certain parts of the pig for meat materials. We don't have use for legs or heads. We require mostly pork bellies and pork fat, which local suppliers cannot fully supply," he said.

That is why hotdogs, bacon, hams and even corned beef materials are imported.

Meat materials are imported by container van and processed in state-of-the-art meat processing plants such as Virgnia Foods plant located in Compostela town in northern Cebu.

"We can say, the quality of processed meat here is of the highest standards," said Tiukinhoy, who is also an eighth time president of the Philippine Association of Meat Processors Inc. (PAMPI).

Europe and North America are currently the best sources of meat because of their high health and safety standards, since some Asian countries have been banned due to disease outbreaks and other health safety concerns.

Virginia Food started as a small agricultural-based business, which got into piggery operations.

In 1968, the company integrated to the meat processing business and has made their mark since.

"Our commitment is to continually develop and offer quality products that meet and exceed customer needs. This commitment to quality and productivity is collectively owned by all employees," Tiukinhoy said.

At present, the company employs over 300 workers. Its plant in Compostela alone can manufacture 30 metric tons or 10,000 hotdogs in a day at full capacity.

Its Winner and Champion hotdogs hold significant market shares as well as its El Rancho Corned Beef brand, among others.

During the months of September to December when demand for all meat products approximately double, the company works on double shifts and its ham production line produces over 50 metric tons daily.

Although Tiukinhoy admits the meat processing industry is growing exponentially (thanks to Filipinos appetite and penchant for feast and celebrations) the market is still dominated by the major players based in Metro Manila.

But, he said Cebu-based processors like Virginia, Kings Quality Food and Sunpride have a strong foothold in the retail markets in Visayas and Mindanao.

"Our marketing strategy is guerrilla warfare. Our promotional activities are geared directly to our customers making our products available for them in time," he said.

But as with any other industry, the market is beset by stiff competition so that any increase in price will significantly affect sales volume.

"The Filipinos are the hardest to please. They want a product of the highest quality at the lowest possible price. That is why, our company and the industry are always on their toes," Tiukinhoy said.

(PNA)

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