Fern eyes big share of coffee mart

MANILA, Philippines - Fern, Inc., the maker of non-acidic vitamin Fern-C, challenges the leading instant coffee brands with the introduction of a fortified or healthy coffee product.

“Filipinos are coffee drinkers and without their knowing it, they are depleting the calcium in their bodies with every cup they drink. That is why we expect our vitamin-fortified coffee to grab substantial market share,” said Fern chief executive officer Tommanny Tan.

Coffee is considered one of the high-value crops in the local and foreign markets. It is among the top 10 agricultural crops of the Philippines in terms of value. It is one of the few countries that produce the four varieties of commercially-viable coffee: Arabic, Robusta, Excelsa, and Liberica (barako).

In terms of consumption, a great majority of Filipinos are instant coffee drinkers. The others like the roast, ground, and specialty market share five percent each.

At present, the Philippine coffee market is believed to be dominated by Nestle with an estimated 85 percent share of the market. The remaining 15 percent is said to be shared by Commonwealth Foods, General Milling Co., Universal Robina Corp., and several others.

Dubbed “The Coffee with More Perks,” Fern coffee is the only coffee blend in the market that is packed with eight vitamins and minerals with fortification level ranging from five percent to 100 percent of the Philippine required daily allowance (RDA).

Fern Coffee has the non-acidic vitamin C, sodium ascorbate in FERN-C. Vitamin C is an antioxidant that protects the body from free radicals, which may cause heart disease and cancer. Fern Coffee also has B vitamins (vitamin B1, B2, B6, B12) to enhance the energy boost from coffee. Also, when mixed with sodium ascorbate, this vitamin group helps beat stress.

Drinking Fern Coffee is an excellent way to fight the effects of disease causing elements and have stronger bones. It is the only coffee blend in the market that carries the QualiBlends and Quali-C by DSM trademarks.