Business on higher ground

MANILA, Philippines – Some four decades ago, Patricio Amadeo drove a jeepney for a living in his hometown in Iloilo City. While he feels it was an “honest and noble job,” an experience he is proud of, his hand-to-mouth way of life was difficult for his family. “Maybe there is more to this,” he remembered telling himself. Armed with guts, big dreams and faith, he set out down south to the sleepy town of General Santos (formerly Dadiangas) in Mindanao to carve a different life, to plant a different future.

The 45-minute uphill trek is dusty and bumpy but the sight is something to behold. Rows of pineapples neatly planted, a cluster of mango trees and corn lining the dirt road. Flocks of sheep graze on verdant grass together with calves as birds fly by. Upon reaching higher ground, cool, gentle breezes sweep the land. This is where Amadeo goes every day to manage his business, Phela Resources Inc.

At 73, Manong Pat — as the workers of his vast banana plantation fondly called him — still personally oversees his business. “He is very hands-on,” says his general manager Elmer Delima. Going up the mountain regularly to inspect production, he goes from one makeshift shed to another and makes sure everything — from harvest, priming and packing of the bananas — are met with tight quality control. “He has a very good memory and tends to remember the tiniest of details,” Delima shares. Couple this with Amadeo’s uncanny ability to turn everything into opportunities, and it is no wonder Phela Resources and a slew of his other businesses continue to thrive despite the ever-changing economic terrain.

FROM DRIVER TO ENTREPRENEUR

Yes, we have bananas: The workers of Phela Resources Inc. in action

His decision to leave his hometown was based on a multi-national company – not that he worked there. At that time, Coca-Cola was opening a plant in Dadiangas and his entrepreneurial mindset kicked in. He thought, “If a big company is confident of setting up a firm in the town, that must be a good sign of an economic boom in the area.”

With a meager P10, Amadeo set up a business making school bags and selling them in the public market. “Madali lang gumawa ng bags” (Bags are easy to make), he says. Business was brisk and after gaining capital, he ventured into several more enterprises, going into aqua- and agriculture as well as the hotel, furniture and retail (hardware) businesses.

Having recently brought land in the hills of General Santos City, he first thought of planting Jumilina trees. Its hard wood would provide raw materials for his furniture business. Although admittedly profitable, the trees took years to mature and the onslaught of El Niño throughout the country took a toll on the business. Unshaken, Amadeo thought of planting “early crops” — fast-maturing plants that would bear fruit within a year. Although the hilly terrain didn’t guarantee profit, he took a chance and planted bananas. After all, he thought, bananas planted on higher ground yield sweeter fruits.

The steep slopes and uneven plateaus of the mountain proved to be tricky — he needed a variety with a sturdy trunk, one that could hold the weight of its fruits. The Lakatan and Señorita, local varieties resistant to pests, proved to be the best choice. The first few harvests were sold mostly in the public markets of GenSan, Cebu, Iloilo and Manila. Although he didn’t have a background in Banana growing, Amadeo muses, “God must really love me,” as business continued to flourish and do well locally.

At about the same time, pest contamination in bananas was a big concern, especially for exporters. Dole, the world’s largest producer and marketer of high-quality fresh fruits, stumbled upon Amadeo’s produce and took an interest, asking for several samples of the fruit. After passing the stringent set of qualifications, Dole made them their sole supplier of Lakatan and Señorita varieties for export to Japan. “The export to Japan,” he muses, ”increased with the popularity of the banana diet.”

With a thriving business, he continued to purchase additional land and invest more capital. “We opted to bank with Plantersbank,” he shares. When other banks turned them down for loans, Plantersbank was ready to help. “Madali sila kausap (They are easy to talk to),” he says.

MANONG PAT, THE VISIONARY

When he started Phela Resources, he tapped the indigenous people to be his workers. “Dito sa bundok, walang employment, walang opportunities” (Here in the mountains, there are no employment opportunities), he laments. “They cannot write, and they can only speak in Bisaya,” thus greatly limiting their chances to work. But knowing the hilly terrain like the back of their hands, the indigenous people know how to grow and best take care of the banana plant and its fruits. “They are my greatest asset,” he says. 

Not only does the company provide jobs to some 600 workmen and women, it has transformed Sitio Pao-pao, a once-humdrum countryside setting, into a thriving community with roads well built and schools from elementary to high school. “I want to give the people here in the mountains a good chance in life,” he smiles. With job opportunities and a sound educational system in place for the children of his workforce, “I am more than a mayor,” he shares with a chuckle.

Up the rugged mountain terrain, thousands of hectares are peppered with banana plants. With hard work, faith, good luck and determination, Manong Pat has brought Phela Resources Inc. to higher ground. More than achieving success in business, though, he has planted the seeds of hope for the people who work for him. He is more than a business owner; he is a visionary.