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Title:

“Reversing Challenges to Success”

Speaker Name:

Mr. Roberto C. Amores

PHILEXPORT Trustee – Food Sector President – Philippine Food Processors

and Exporters Organization (PHILFOODEX)

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“Reversing Challenges to Success” Hi-Las Marketing Corporation The Total Agri-Business Specialists

 Hi-Las Marketing Corporation started 40 years ago out of a dream and first love – farming and the countryside.

 Food, being a basic necessity for human survival, can be a potentially lucrative business.

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“Reversing Challenges to Success” Hi-Las Marketing Corporation The Total Agri-Business Specialists

A starting capital of P1,500.00 pesos each

or about US$ 75.00

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“Reversing Challenges to Success” Hi-Las Marketing Corporation The Total Agri-Business Specialists

Hylas, which means strong, is named after the 1st borne son of Hercules in Greek Mythology.

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Divisoria, the Philippines biggest wholesale wet and dry market in the located in Manila.

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

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“Reversing Challenges to Success” Hi-Las Marketing Corporation The Total Agri-Business Specialists

“when a door closes, a window opens”.

That was when the export opportunity to Japan emerged.

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 research

 production

 quality standards

 setbacks and pitfalls experiences

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

???...

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The Total Agri-Business Specialists

Hi-Las Marketing Corporation

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

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Hi-Las Marketing Corporation remains a major producer

and exporter of fresh and processed Philippine Carabao Mangoes, considered one of the best and most flavorful variety in the world

and other food products in the country.

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

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 Departments of Agriculture

 Trade and Industry,

 PHILEXPORT

• Philfoodex.

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

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Certified :

1. Hazard Analysis and Critical Control Points or HACCP seal that

addresses food safety through the analysis and control of biological, chemical and physical hazards from raw material production,

procurement and handling, to manufacturing, distribution and consumption of the finished product.

2. Good Agricultural Practice or GAP

“Reversing Challenges to Success” Hi-Las Marketing Corporation

The Total Agri-Business Specialists

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“Reversing Challenges to Success” Hi-Las Marketing Corporation The Total Agri-Business Specialists

Success:

 diversified line to include fresh Japanese okra grown in Tarlac and exported to Japan since 1982.

 600 to 700 direct and indirect workers dependent on the company, including families of countless

farmers and growers in the countryside.

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“Reversing Challenges to Success”

Hi-Las exports to Japan, Korea, Hong Kong, Germany, France, USA and the UK.

HONG KONG

KOREA

USA JAPAN

FRANCE

Hi-Las Marketing Corporation

The Total Agri-Business Specialists

UNITED KINGDOM GERMANY

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 advocacy to work for an equally sustainable food sector, with elements and stakeholders that can converge towards a competitive and reliable supply chain;

 this sectoral link is even more relevant as we gear up to compete within the framework of many free trade agreements, especially the ASEAN Economic Community in 2015 and our FTA partners such as Korea.

“Reversing Challenges to Success”

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Philippines is practically a natural green-house with suitable climate and fertile soil for year-round cultivation. This is further

backed by a big pool of farm labor and the best in farm technology that is easily accessible.

“Reversing Challenges to Success”

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“Reversing Challenges to Success”

These built-in advantages inspires food producers, processors and exporters to expand the base of our food exports, focus on products with strong domestic and foreign demand, and adopt more aggressive marketing strategies and offensives not only to sustain, but to speed up food export growth.

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“Reversing Challenges to Success”

Food exports from the Philippines registered double digit growth in 2012 and are forecast to continue to grow in the next two years.

Exports of the semi-processed food and agriculture-based industries reached US$3.55 billion in 2012, an increase of11.56 percent from 2011 figures. These sectors are expected to post continued volume growth, forecast at six percent in 2013 and ten percent in 2014.

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Food exports represented 6.8% of total Philippine exports of nearly $52 billion last year. Overseas food shipments included processed foods accounting for 57%, fresh foods representing 28%, and marine products comprising 15%.

“Reversing Challenges to Success”

Philippine Food Exports

Processed Foods Fresh Foods Marine Products

28% 57%

15%

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We work with government to help improve its assessment of the global food market and gain increased access to technology and investment funding.

“Reversing Challenges to Success”

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“Reversing Challenges to Success”

We are also streamlining procedures to come up with common and standardized tariff schedule and classification as well as rules of origin to help contribute to the competitiveness of our food exports.

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The government is also working to accelerate the move toward an electronic-based system of Customs processing through the Single Window Project to reduce transaction costs among

ASEAN countries.

“Reversing Challenges to Success”

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Still as part of the joint private sector and government support on our sector, we are institutionalizing other programs and projects such as local and foreign trade fairs and trade missions; development of an electronic export marketing system and the putting up of a state trading company that helps directly sell the products of small and medium producers.

“Reversing Challenges to Success”

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The Philippine Department of Agriculture, which leads government efforts in this area, is helping push for greater competitiveness for our sector compared with the rest of our global competitors.

“Reversing Challenges to Success”

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The DA’s programs aim to strengthen further the quality infrastructure of the Filipino food industry by ensuring heavy focus on food safety and the importance of hygienic practices throughout the production chain to complement efforts in plant and animal protection.

“Reversing Challenges to Success”

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“Reversing Challenges to Success”

Three elements of our agriculture program now command greater attention, effort and resources than before: the Hazard Analysis Critical Control Point (HACCP); the Good Manufacturing Program (GMP) to guarantee quality and safety throughout production and processing; and the Drug Residue Program to eliminate the threat posed by the misuse of drugs in plants and animals intended for food.

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The Philippine DA has also doubled its efforts to make national regulatory systems equal to those of the best in the world, improving government inspection and accreditation services, even as it works to achieve satisfactory measure of equivalence between national standards and those of prospective foreign markets.

“Reversing Challenges to Success”

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We have likewise begun implementing the Philippine

Good Agricultural Practices (GAP) program for small farmers and are now deeply involved in the formulation and approval

of the ASEAN GAP.

“Reversing Challenges to Success”

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The Department of Agriculture is also into biotechnology program, Expanded Human Resources Development Program and the DA- Fullbright Scholarship Program.

These efforts have brought the Philippines to the cutting edge of the applied agriculture and fisheries sciences allowing the improvement of the lives of many Filipinos especially in the rural areas.

“Reversing Challenges to Success”

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There is growing interest for us to tap the growing Halal market of the world which is estimated to be more than US$800 billion.

But the more positive news is that not only are the bigger players positioned to benefit from this huge market. Even small and medium

enterprises stand to gain given the right government technical support and policy environment.

“Reversing Challenges to Success”

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“Reversing Challenges to Success”

 Work together in terms of investments and technical assistance.

 Join forces in export promotion and in advocating and implementing standards.

 Ensure product-acceptability in international standards to penetrate global markets.

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“Reversing Challenges to Success”

PRODUCTION PROCESSING PACKAGING DISTRIBUTION CONSUMPTION INPUT

A need for a program that covers the whole

value-chain model including traceability and audit, packaging system, ICT, capacity building which are important components

in the development and sustainability of the Halal industry in both countries.

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Sharing the same culture and heritage, undoubtedly, transcending geographic boundaries, our countries are training our sights to a full flowering of genuine

sibling partnership, leaving behind a checkered history not devoid of some rough sailing.

“Reversing Challenges to Success”

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While the journey to the partnership that it is today had at times been choppy and tough, the Philippines and the rest of Asia could look back to history with pride that

we surmounted the hurdles.

“Reversing Challenges to Success”

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Through the years, we have kept a relationship

distinguished by civility, mutual respect and cooperation within the framework of ASEAN.

“Reversing Challenges to Success”

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We are open for business and partnerships.

In a world that is becoming more and more integrated, we are finding huge value from working together and

maximizing limited resources that are available.

From our business experiences as a company, sector or country, we draw strength

that can bring inspiration for many other SMEs to follow.

“Reversing Challenges to Success”

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“Reversing Challenges to Success”

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PROMOTION OF PHILIPPINE

MANGO TO KOREA

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Fresh Mango

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Frozen

Mango Bar

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Seoulfood , Kintext Seoul Korea May

14-17 2013

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Seoulfood , Kintext Seoul Korea May

14-17 2013

(44)

Seoulfood , Kintext Seoul Korea May

14-17 2013

(45)

Seoulfood , Kintext Seoul Korea May

14-17 2013

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Seoulfood , Kintext Seoul Korea May

14-17 2013

(47)

Interview with Lotte Home TV

Shopping

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Lotte Home TV Shopping Promotion

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