Moving Feasts, which comprises a wide selection of delicious fusion meals of Filipino-Spanish orientation, has been rapidly gaining popularity and patronage since its introduction early this month in the Ortigas area. Outstanding favorites in the selection are paella, arroz a la Cubana, pochero, callos and costilla de Adan, which like all the rest of the collection are traditional Spanish dishes handed down from generation to generation and prepared in a distinctive Filipino style.
Moving Feasts are not fast foods; nor are they junk foods or TV dinners. They belong to the fastest growing class of food service in the US called Home Replacement Meals. HMR dishes are meant for consumption as close as possible to the time of preparation; are home-style both in cooking methods, recipes and ingredients used and do not use any preservatives or processed components. In the local version, the meals are "fast frozen" while still hot from the stove for later (within just days) reheating in microwave ovens or steamers at which point they retain their original flavors and freshness. The principal target market for Moving Feasts are office workers who will occasionally give themselves a break and enjoy a slightly more costly but certainly better lunch than the normal fare they get at the office.
Reynes announced that HMK is currently implementing a marketing expansion program that will result in the designation of at least some 30 Moving Feasts authorized merchants who will be responsible for the actual distribution of the meals to Ortigas area end-consumers.
Reynes said that authorized merchants for Moving Feasts should preferably be concessionaires of convenience stores, employee canteens, office supplies or similar other shops in the building where they are currently based. However, ordinary building tenants who show the interest, dedication and capability of distributing Moving Feasts will likewise be considered. Authorized merchants will serve both commercial and residential buildings. Each authorized merchant will be assigned particular, adjacent buildings to service in order to provide Moving Feasts maximum market accessibility and penetration in each area. Since distribution will be by consignment, a merchant needs no additional working capital to operate and will, therefore, have highly gratifying returns. All these merchants will need is a microwave oven, or in its place, a steamer, and freezer space, according to Reynes.
Explaining the apparent concentration of HMK activity in Ortigas, Reynes affirmed that the firm is finalizing plans to market in Ayala and other commercial centers in the metropolis but intends to proceed circumspectly area by area. "We’ll complete Ortigas before we start Makati. From there we move on to Eastwood and other centers," she said.
HMK has its main kitchen in Bagong Ilog, Pasig City with telephone numbers 626-6251 and 672-1119 and email address at <homemeals@pacific.net.ph>.