Pandemic-born grocery chain opens flagship outlet in Cebu

CEBU, Philippines — Cebu grocery chain born during the pandemic has opened its largest store yet, doubling down on a business model that connects local farmers and micro, small and medium enterprises (MSMEs) directly with consumers.

Prutasan Ni Adan inaugurated its flagship outlet in Cebu, marking the company’s biggest investment since its inception. The new store combines a full-service grocery, curated specialty sections and an in-house coffee bar, reflecting the retailer’s push to evolve from an online produce seller into a neighborhood grocery concept. Founder Bobby Adan declined to disclose the investment amount but described it as the company’s largest capital outlay to date.

The expansion comes as Philippine consumers continue to seek greater access to fresh produce, specialty imports and locally sourced food products, creating opportunities for smaller retailers that differentiate themselves through supply-chain relationships rather than scale.

Prutasan Ni Adan was established during the Covid-19 pandemic after Adan began selling imported fruits, including blueberries, strawberries and apples from the United States, through Facebook and other online platforms. The business gradually broadened its product portfolio to include yogurt, coffee and a wider grocery assortment as consumer demand increased.

“We listen to our customers. That’s the reason we’ve continued expanding,” Adan said, noting that new product categories have largely been introduced in response to customer demand.

Beyond imported goods—including USDA-certified premium beef products—the company has built a sourcing network with Cebu-based farmers and homegrown food producers, offering products such as honey, durian and other locally grown fruits.

Adan said the retailer operates under a “one product, one partner” sourcing strategy, giving individual farmers and MSMEs direct access to consumers while reducing reliance on intermediaries that often limit the market reach of smaller producers.

The pricing strategy is designed to balance affordability with sustainable returns for suppliers.

“We’re not the cheapest, and we’re not the most expensive. We aim for a fair price,” Adan said, adding that maintaining reasonable margins for producers is essential to building long-term customer trust.

Looking ahead, Adan said the company has received inquiries about opening stores outside Cebu but has yet to finalize expansion plans.

Rather than pursuing rapid store growth, he said the company’s long-term strategy will remain centered on strengthening partnerships with local farmers and small producers, positioning supply-chain development as the foundation for future expansion. — (FREEMAN)