Fisher Farms ready to face challenges of regional economic integration

MANILA, Philippines - While the Association of Southeast Asian Nations (ASEAN) is on its way  to establishing an economic community by the end of 2015 which is seen as a challenge for many businesses, aquaculture food processor and seafood supplier Fisher Farms Inc. (FFI) said it  is ready to take advantage of  the trade opportunities and benefits from regional economic integration.

“We’re prepared. Tariffs have been brought down long before,” FFI chief executive officer Imelda Madarang said in an interview.

According to Madarang, while tariffs of  most goods traded within  the region have been brought down to zero under the ASEAN Trade in Goods Agreement since 2010, there is still a need to stay ahead of the game.

Madarang said the key is to innovate and offer products that respond to the needs of customers.“For the past two years, we have been concentrating on competitiveness,” she said.

The firm, with its team of international chefs and consultants, has been developing a wide array of premium processed seafood products that meet the stringent requirements of retailers, restaurants and other clients worldwide.

FFI has fully integrated operations with breeding facilities, advanced feed technology, and a strict post-harvest system of transporting live or fresh produce to its environment-controlled processing facility.

The company grows most of its milkfish in Pangasinan.

As a result of its efforts to innovate and develop quality products that cater even to those with discriminating taste, the firm was awarded the 2012 Superior Taste Award by Belgium-based International Taste and Quality Institute for its all-natural fish frankfurter.

FFI is the first Filipino company to have received the award, considered a powerful marketing tool both in the domestic and international markets as it is given by the world leading organization dedicated to testing and promoting superior food and drink.

“To improve our sales, we have to be recognized as a good source in the world,” Madarang said.

The Superior Taste Award as well as other global certifications have been beneficial to the FFI with 60 percent of its total sales accounted for by exports to key markets such as the US, Canada, Middle East, Asia, Africa, Australia and Europe.

Madarang said the firm would also want to improve its presence in the domestic market to take advantage of the growing economy and achieve higher sales.

“The Philippine economy continues to grow and incomes are rising, so we expect demand for our products to remain brisk,” she said.

As more Filipinos are becoming conscious of their food choices and health, FFI has developed products that are healthy without compromising the savory taste.

Among these products is the gourmet baked rellenong bangus, which has lower fat and calorie content compared to pork-based products. This particular product   was created by  celebrity chef Reggie Aspiras.

Other offerings include marinated deboned milkfish, smoked deboned milkfish, unseasoned deboned milkfish, microwaveable milkfish meals, ready-to-cook milkfish fillet, fish sausages, fish nuggets, fish patties, and frozen fish products.

“Our products are healthier compared to meat, and as more people become more conscious about their health, demand will continue to increase. This intensifies our commitment to improve our products, respond to the needs of our customers, and partner with fellow innovators to create breakthroughs that will raise the bar of the industry even higher,” she added.