MANILA, Philippines - “Let’s celebrate!” resonated across Balintawak, Antipolo, Laguna, Pampanga and Davao as Asiawide Refreshments Corporation (ARC), the licensed manufacturer and distributor of RC Cola in the Philippines, marked its 8th year last May 9. An all-company event was held in each plant, launching the day’s affair with a thanksgiving mass and a blessing that preceded an inspirational program that honored the people behind the company who have consistently produced low-cost, high-volume innovations in such a short period of time.
Commemorating the company’s 8th anniversary, Gerry T. Garcia, executive vice president and COO, and Raul D. Villapana, assistant vice-president for HR and Corporate Communications, charged each employee to pause and reflect about ARC’s growth and success in the softdrinks industry, specifically in NCR and Davao. Both executives also lauded each employee for their significant contribution in creating the kind of company that Filipino households have come to value and trust over the years.
“Anniversaries such as these signify success; otherwise, we would not have reached our 8th year as a company,” said Garcia, commenting on the event. “Have you ever thought about European luxury car brands that have been around for a century? Or even a particular food and nutrition company that has been around that long? The longevity of these brands in the market are synonymous to quality. We may not know people responsible for making each automobile, from the technician to the engineer, but having made a product built on quality, these brands have gained the trust of people all over the world. And that should make us ponder about our own growth as a company these past 8 years.”
Celebrating 8 years is indeed a milestone as ARC has elevated the country on the cola map and continues to perform as the largest RC Cola bottler in the world. Signaling the first among many milestones was the construction of the Antipolo plant way back in 2002. The plant yielded the first RC bottle from its production line on May 9, 2003, thereby giving birth to the sales and marketing company that is ARC.
ARC jumpstarted its operations then, marketing only one SKU (stock keeping unit) – the 8 oz. RC, with only 14 route trucks plying the streets of East Manila. Today, ARC currently has more than 300 trucks supporting its dealers and retail outlets with an extensive brand portfolio of RC Cola in 240 ml., 800 ml., 1.5 liters and in-can variants; flavored softdrinks Fruity Orange and Juicy Lemon; and the Arcy Rootbeer.
Millions of Filipinos buy ARC products everyday as RC Cola and its flavored softdrinks are distributed in hundreds and thousands of sari-sari stores and outlets, as well as thousands of dealers who continue to grow with ARC as their business partners. History has indeed been a witness to this winning partnership.
On May 7, 2003, two days before ARC made the first sale, Garcia hosted a friendly lunch with dealers inviting them to partner with ARC, thus laying the groundwork for success. Eight years later, more than half of the dealers in that group are still with ARC. They credit their long-term partnership with ARC for making a big difference in their lives. This is a testament of the company’s culture in giving value and building a strong, long-standing relationship with its business partners.
“They believe in our products because we have given them nothing less than quality and value for each purchase. They have come to know ARC to produce only the best, low-cost quality softdrink, a company worthy of their trust and confidence,” says Garcia.
During the anniversary celebration, Garcia also inspired both new and seasoned employees to reflect on the kind of culture developed at ARC, the same culture that defined the company’s sparkling history. “We continue to be successful because we are aligned with our vision and mission, by putting into action our great values at work. This has helped us become one family, one great team,” Garcia beamed. The word great actually speaks of the company’s values richly instilled in the corporate philosophy and work ethic.
Villapana, for his part, echoed the same message of success, drawing on the ingredients that have driven the rise of ARC in the industry. ”It is through our passion, determination, confidence, commitment and trustworthiness as individuals and as a company that propels our success and one that has made ARC difficult to beat,” Villapana said.