Vision propels Fiorgelato to greater heights

MANILA, Philippines - A few decades back, when Filipinos want cold treats such as ice cream, they either wait for vendors who sell “dirty ice cream” or go to the nearest store to get their fix. “Gelato” is a product that is not familiar to sweet-toothed Pinoys then.

 One enterprising businessman, Richie Z. Cuna, thus decided it was time to expand the choices of Filipino consumers for sweet treats. In September 1994, he introduced “gelato” -- which means Italian ice cream -- in the Philippines and marketed it under the brand “Fiorgelato.” 

Since then, Pinoys have learned to love gelato not only because it sounded more upscale than the term “ice cream” but also because of the efforts of gelato maker Milkin’ Corp. to ensure the highest quality of Fiorgelato products, the country’s most popular home-grown, best- tasting and purest gelato brand today. 

 Cuna, former vice president of  Export and Industry Bank, is the president and chief executive officer of Milkin’ Corp., the company which owns and markets the Fiorgelato brand that uses only 100 percent pure fresh milk and natural, healthy gelato ingredients and formula from Italy.

 Milkin’ Corp. later incorporated Fior Café with Fiorgelato, which has that novel concept of an original Italian gelateria which serves both gelato and freshly brewed coffee mixes together.   

 An academic and athletic scholar who graduated with Bachelor of Science and Commerce in Management and Marketing from San Beda College, Mendiola, Manila, and Business Administration from the Asian Institute of Management, Cuna is also a business developer and a franchise consultant, having studied Mini Masters in Franchise Development in Southeastern University in Florida, USA. 

He studied ice cream production in both Ice Cream University in New York, and Pennsylvania State University in University Park, Pennsylvania, USA; Gelato Production in both Pregel USA Gelato School in Charlotte, North Carolina, USA and Carpigiani Ice Cream University in Winston- Salem, North Carolina, USA.  He also studied computer programming, banking and finance in Ateneo de Manila University.       

 â€œThere were no shortcuts.  We wanted Filipino consumers to have only the best and they found it in the Fiorgelato products we give them,” Cuna emphasized.

Such concern for Filipino consumers is probably the major reason why the company has grown exponentially in the past 20 years.  As it marks its two decades in the industry, Cuna disclosed that Milkin’ Corp. targets to open 20 more stores this year.

Cuna said the company, with its more than a hundred outlets nationwide, is on track in achieving its targets as indicated in Milkin’ Corp.’s 25-year program. 

“We are very happy because we are able to hit our targets. Milkin’ Corp. may have encountered challenges in the past 20 years but we were not distracted from our mission and vision,” he noted.

Cuna enthused he is optimistic about the future prospects for the company especially since Milkin’ Corp. has been able to tap the right people to steer the company towards achieving its goals.

“We have laid the necessary foundation for the company. That’s why I am positive that by the time we celebrate our 25th year anniversary, Milkin’ Corp. would have become one of the top companies in the country,” he stressed.

Cuna shared franchising has been instrumental in growing his business.  He reaches out to other fellow franchisers and aspiring entrepreneurs through his membership in various franchising organizations so he could help others achieve the kind of success he now enjoys.

“I want other franchisers to succeed. Of course, more franchisers and new business enterprises would also mean more jobs for Filipinos,” he explained.

Despite his busy schedule, Cuna said he accepted the challenge of being the chairman of a franchise show scheduled on October 4 to 6 at the World Trade Center in Pasay City as his way of giving back to an industry that has given him so much.

Fiorgelato has been attracting start-up entrepreneurs with its affordable franchising package and very marketable products that allow easy and fast recovery of their investment.Visit Fiorgelato Ice Cream outlets at all SM, Robinsons and leading malls nationwide. For franchising inquiries, call (632) 5240384 to 85, or email [email protected], or visit its website at www.fiorgelato.com.