|
TITO MIKE’S FOOD COMPANY |
|||||
|
The year 1998, a time when most of Asia was still reeling from the serious economic crises that hit the region. It was also the year Michael Cases; a project engineer for mechanical works at Jerudong Park in Brunei Darussalam left his lucrative job to settle in Dipolog City, his hometown. Manila beckoned to him with offers for jobs in his field, Mechanical Engineering, but Mike Cases was decided: he will put up a business that will allow him to help stem the increasing number of unemployed in his hometown as well as help solidify Zamboanga del Norte’s new-found “Sardines Capital of the Philippines” like all things that were meant to be, all plans fell into place soon as Mike and his wife, Aliw started work on a food processing facility in the Cases lot in Sicayab, Dipolog City. Thus was born Tito Mike’s Food Company Inc. (TMFC). From being an Overseas Filipino Worker and being called “Engineer” at work, Michael Cases willingly traded perks and title to become everybody’s “Tito Mike”. The early days The company started with only four workers. That was when producing five boxes of sardines or 120 eight-ounce jars a day was reason enough to celebrate. At that time, having 40 kilos of fish to process in a day was better than nothing. It was the time when buying 20 boxes of empty glass jars and caps a week were already a source of pride for both owners and workers. The time when “clientele” would only be limited to family, friends. That was also the time where suppliers took advantage of TMFC’s “ micro status “ by pricing the needed supplies at a higher price than the normally given to bigger, more established companies. Some even TMFC feel like it’s more of a nuisance than a potential client and refused to entertain inquiries and phone calls. That was the time when the fledgling company felt really “small”. Hard times and the harsh environment notwithstanding, TMFC persevered and then blazed the trail by becoming the first food processor in Dipolog to produce a full line of MSG free products (no vetsin).
The big break Tito Mike’s Food Company Inc. was assisted in no small measure by two government agencies: the Dipolog School of Fisheries and the provincial office of the Department of Trade and Industries in Zamboanga del Norte. DSF helped the company in its first stage of operation by providing able technical assistance while DTI opened the window of opportunity for the company and its products through marketing promotion. The company’s big break came in 2001. DTI saw the potential of the company and noticed the consistently high quality of its products. With DTI’s prodding, TMFC. Participated in the DTI sponsored National Trade Fair of 2001 where it was able to introduce its products to a bigger, more diverse market. At the NTF 2001, TMFC also caught the attention of two exporters, which started TMFC on the road on the world market. Both exporters remain valued clients of TMFC to this day. Encouraged by the sales from NTF 2001, TMFC again joined the 2002 National Trade Fair. At the NTF 2002, it added a major food distributor to its growing list of clients under its own new private labels. TMFC also participated in the 2002 Asian Ethnic food Festival where it was chosen by a Canadian firm, a certified CITEM VIP buyer, to supply their requirements for sardines in jars. TMFC today Tito Mike’s Food Company will be four years old this year and like the old adage, it is at the “fabulous four” stage. Growth and development remain the key areas of the company’s operation. But from four workers, the company now employs 12 regular workers. More workers join the processing staff during the peak fishing season and at any time the company needs extra hands in the facility. From processing 40 kgs of fish a day, the company now handles, on the averages, 600 kgs of fish processed on a daily basis. From five cartons, the workers at the facility now produced 75 cartons (1800x8oz jars) daily. Efficiency and employee morale are running high in the food processing facility. The company has also found its way into the mailing (via post and electronic) and phone lists of various suppliers who now call to offers their wares. TMFC now buys its glass jars direct from manufacturers by container loads. TMFC enjoys a comfortable place in an industry considered by many to be highly competitive. By consistently producing premium quality products, it has successfully broken barriers, which include among others, fierce brand loyalty, to create a niche for its products, both in the domestic and international markets. As when the company was first starting out, Tito Mike’s products are still enjoyed being by family and friends. However, the list has grown to include local distributor, exporters and their clients. And list is still growing. In 2002 alone, the demand for Tito Mike’s products (for both in-house and labels) has increased by at least three-fold. The company is still very active in the area of private labeling. Today TMFC products can be found in most supermarkets and specialty stores nationwide under different trade names while the “Tito Mike’s “ brand is found in the shelves of oriental and Filipino stores in the United States. A priority of the company, at this point, is to acquire its HACCP (Hazard Analysis Critical Control Points) certification. Already the company has instituted measure and added features to make its processing facility HACCP-compliant. Presently, the company is halfway towards getting the HACCP certificate. In the four years it has been in operation, TMFC has operated on 100% equity. The company has had no loans, before or since. TMFC-Future plans When the company loads its first shipment to Canada within the 3rd quarter of this year, Tito Mike’s Food Company Inc. expects to establish strong presence in North America- in the US East and West Coasts and Canada. Growth and development are still the key concerns of TMF. Its growth targets are increased production capacity and proportionately, an increase in employment while its development targets are in the form of new products and product lines as well new variants of existence product lines. Government assistance Through the initiative of DTI-ZdN, the sardine’s manufacturers of Dipolog bounded and formed an association. The SEC registered association, In-glass Sardines of Dipolog Association (ISDA), voted Michael “Tito Mike” Cases president for 2003-2004. Halfway through his term, the 14-member association has already received a grant from the Department of Science and Technology for the purchase of two units of heat shrink tunnel machines. The association is also the recipient of a P500, 000.00 loans from the SULONG Program of the President Gloria Macapagal Arroyo. “Tito Mike’s put the loan to good use by purchasing raw materials such as corn oil and glass jars. These are sold to ISDA members at a discounted price. Most benefited are the small and start-up sardines manufactures. “Tito Mike’s” vowed that during his term, no ISDA, especially the small enterprises, would have to go through the harsh and unfriendly experience he went through when he was first starting in the business. Just recently, experts from the DOST-MSD-ITDI came to Dipolog to conduct heat penetration tests on 43 different products of ISDA members. The association had the privilege of paying only 10% of the total cost of the heat penetration test. ISDA members also attended the 2-day seminar workshop on good manufacturing procedures and the 5s method during the DTI-PTTC SME Caravan 2003. Five ISDA member also receive a grant from the DOST for label design and development. TMFC-civic and social commitments Tito
Mike’s Food Company Inc. does its business with a social conscience. Care
for the environment is one of its more important concerns. Waste materials
from the processing of sardines are not just thrown away. Fish heads and
entrails are given to ‘hito’ fish pen owners as feed. Milkfish heads,
which make ideal fish broth, are given to the inmates of the Provincial
Jail and the
wards at the provincial center of the Department of Social Welfare and Development. For three years, trash fish were buried and used to fertilize the mango trees planted within the site of the food processing facility. Since the company has increased its volume production, it constructed a septic tank for its waste materials. The food processing facility where Tito Mike’s products are manufactured lies in an area surrounded by living creeks that are home to various kinds of fish and crustaceans. It is for this reason that Tito Mike’s Food Company endeavors to preserve the natural environment by using an oil separator chamber that inhibits oil from being dislodged into nearby creeks. |
|||||
| |
|||||
|
First Philippine Sardines & Mango
Festival |
|||||
|
Only four contingents vied for the street-dancing contest while the other contingents were composed mainly of sardine manufacturers and mango growers who just joined in the street dancing parade around the main city streets of Dipolog. The Sardines and Mango Festival was formally launched this year after the Sangguniang Panlalawigan approved the declaration of the Province of Zamboanga del Norte as the Bottled Sardines Capital of the Philippines. It can be fairly observed that the festivities were thoroughly supported by bottled sardines manufacturers like Etch Kiu Sardines, Montaño Sardines, Zaragoza Sardines, De Mari, Bueno, Urquiaga, Tito Mikes and other sardines manufacturers and members of the Inglass Sardines of Dipolog Association.
The board of judges for the street dancing competition was composed of Dapitan City Councilor Patri Jing Chan, Dr. Jose Mante, Jr. and Jojo Leyson. Corresponding activities in line with the 51st Founding Anniversary are the Agri-Industrial Fair and the 2003 Garden Show, which is located at the both sides of the Zamboanga del Norte Cultural and Sports Center where you can view an array of export quality sardines and mangoes or buy them just to cure what you so dearly crave and for the wannabe botanist or perhaps just the regular plant lover, there is also an assortment of plants and flowers that you might find interesting |
|||||
|
Sta Isabel Sardines&Mango Contingent1-10.jpg - Barangay Sta. Isabel of the City of Dipolog wins it big during the Bottled Sardines and Mango Festival as part of the weeklong celebration of the 51st Founding Anniversary of the Province of Zamboanga del Norte Don Jose Aguirre Sardines&Mango Contingent1-7.jpg - Don Jose Aguirre contingent representing Urquiaga Sardines won the second place spot Lugdungan Sardines&Mango Contingent1-3.jpg - Taking the third place slot is Barangay LugdunganEstaka Sardines&Mango Contingent1-6.jpg - The fourth place winner is another contingent from the City of Dipolog, which is Barangay Estaka |
