THE MARKET
THE MARKET
When we eat, we naturally think about what dishes to have, but we hardly ever think of rice. This is simply because it is always assumed to be the main staple. Truth be told, rice can make or break a meal. If the rice is of good quality, and if it is cooked right, it can enhance the meal experience. Nothing wets the appetite like the fragrant aroma of steaming hot rice. With the right taste and texture, a spoonful must compliment the dish it is served with. Make a mistake with the rice, and the whole meal can be ruined. Rice deserves more respect than it gets—this is why, there is Doña Maria.
Doña Maria is the brand name of premium quality rice proudly grown and developed by SL Agritech Corporation (SLAC), a local company responsible for bringing new rice technology to the Philippines to help the country serve the needs of 100 million riceloving Filipinos. Doña Maria Rice gives our customers the best of both worlds because of our varieties—Jasponica, which has the qualities of both Jasmine and Japanese rice; while Miponica possesses the Milagrosa and Japanese rice all in one. The Doña Maria brand was launched in 2005 and was named after the company matriarch, Maria Co Chiao Ti Lim.
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RECENT DEVELOPMENTS
Doña Maria Rice being Halal-certified, now exports to the United Arab Emirates and the United States of America.
PROMOTION
Doña Maria has continuous sampling in supermarkets and actively participates in exhibits, trade fairs, and expos, both local and abroad. Tri media is likewise utilized through TV, print ads, and social media. The current celebrity endorser is Alden Richards of the famous “aldub” nation craze. He generates the perceptions for sincerity, quality of product and preference of the Filipinos.
HISTORY
SL Agritech Corp. is a private company established in 2000, engaged in the research and development, production and distribution of hybrid rice seed and premium quality rice. It is under the ownership of Sterling Paper Group of Companies. Inspired by the success of China to overcome food shortages shortly after the postwar era to become surplus producers and exporters of rice, the Lim family, headed by Dr. Henry Lim Bon Liong, sought and obtained the assistance of Prof. Yuan Long Ping to develop hybrid rice varieties suitable to tropical conditions prevalent in the Philippines. SLAC has proven its competitive edge in the local and international platform. Apart from it being ISO-certified, it is also the largest local hybrid rice seed company in the Philippines and tropical Asia, and a market leader in premium quality rice. Doña Maria is the first local rice brand to be exported.
THE PRODUCT
Doña Maria Premium Quality Rice is available in the following varieties:
Jasponica possesses the best features of the aromatic and delectable Jasmine rice, and the reigning lord of grains—the Japanese rice. Miponica has the unique features of Philippine Milagrosa and Japanese rice. Fluffy and sticky, it is ideal for dishes like paella, sushi, and risotto. Jasponica Plus strikes the perfect balance of yummy white and healthy brown rice in one. Doña Maria is well-known as the leading provider of the more delicious and palatable brown rice options—Jasponica Brown and Miponica Brown. These brown rice varieties capture all the qualities of its white rice counterparts, but with the additional health benefits that come with being brown. Jasponcia Brown has a nutty aroma and texture, while Miponica Brown is moist and full to the bite. To date, the brand has 22 SKUs available in all leading supermarkets nationwide and is now present in convenience stores. Restaurants and other food establishments are also serving this premium rice variety.
29
BRAND VALUES
Doña Maria supports Filipino farmers through the company’s contract growing program. It’s high yielding characteristics and premium farm gate price enables the Filipino growers to more than double their produce and income thereby promoting rural development. “Bawat butil ay makakatulong sa magsasaka.” (For every bag you buy, you help a farmer achieve his dreams.)
THINGS YOU DIDN’T KNOW ABOUT DOñA Maria m The Chairman and CEO, Dr. Henry Lim Bon Liong, spearheaded the Rice Bucket Challenge in the Philippines as part of his Corporate Social Responsibility program. In 2015, he gave away 5,000 buckets of Doña Maria Brown Rice to the poor Filipino families, which he will be doing every year thereafter, with the hope that marginalized people in our society may experience the (health) benefits of the best tasting rice.
When we eat, we naturally think about what dishes to have, but we hardly ever think of rice. This is simply because it is always assumed to be the main staple. Truth be told, rice can make or break a meal. If the rice is of good quality, and if it is cooked right, it can enhance the meal experience. Nothing wets the appetite like the fragrant aroma of steaming hot rice. With the right taste and texture, a spoonful must compliment the dish it is served with. Make a mistake with the rice, and the whole meal can be ruined. Rice deserves more respect than it gets—this is why, there is Doña Maria.
Doña Maria is the brand name of premium quality rice proudly grown and developed by SL Agritech Corporation (SLAC), a local company responsible for bringing new rice technology to the Philippines to help the country serve the needs of 100 million riceloving Filipinos. Doña Maria Rice gives our customers the best of both worlds because of our varieties—Jasponica, which has the qualities of both Jasmine and Japanese rice; while Miponica possesses the Milagrosa and Japanese rice all in one. The Doña Maria brand was launched in 2005 and was named after the company matriarch, Maria Co Chiao Ti Lim.
28
RECENT DEVELOPMENTS
Doña Maria Rice being Halal-certified, now exports to the United Arab Emirates and the United States of America.
PROMOTION
Doña Maria has continuous sampling in supermarkets and actively participates in exhibits, trade fairs, and expos, both local and abroad. Tri media is likewise utilized through TV, print ads, and social media. The current celebrity endorser is Alden Richards of the famous “aldub” nation craze. He generates the perceptions for sincerity, quality of product and preference of the Filipinos.
HISTORY
SL Agritech Corp. is a private company established in 2000, engaged in the research and development, production and distribution of hybrid rice seed and premium quality rice. It is under the ownership of Sterling Paper Group of Companies. Inspired by the success of China to overcome food shortages shortly after the postwar era to become surplus producers and exporters of rice, the Lim family, headed by Dr. Henry Lim Bon Liong, sought and obtained the assistance of Prof. Yuan Long Ping to develop hybrid rice varieties suitable to tropical conditions prevalent in the Philippines. SLAC has proven its competitive edge in the local and international platform. Apart from it being ISO-certified, it is also the largest local hybrid rice seed company in the Philippines and tropical Asia, and a market leader in premium quality rice. Doña Maria is the first local rice brand to be exported.
THE PRODUCT
Doña Maria Premium Quality Rice is available in the following varieties:
Jasponica possesses the best features of the aromatic and delectable Jasmine rice, and the reigning lord of grains—the Japanese rice. Miponica has the unique features of Philippine Milagrosa and Japanese rice. Fluffy and sticky, it is ideal for dishes like paella, sushi, and risotto. Jasponica Plus strikes the perfect balance of yummy white and healthy brown rice in one. Doña Maria is well-known as the leading provider of the more delicious and palatable brown rice options—Jasponica Brown and Miponica Brown. These brown rice varieties capture all the qualities of its white rice counterparts, but with the additional health benefits that come with being brown. Jasponcia Brown has a nutty aroma and texture, while Miponica Brown is moist and full to the bite. To date, the brand has 22 SKUs available in all leading supermarkets nationwide and is now present in convenience stores. Restaurants and other food establishments are also serving this premium rice variety.
29
BRAND VALUES
Doña Maria supports Filipino farmers through the company’s contract growing program. It’s high yielding characteristics and premium farm gate price enables the Filipino growers to more than double their produce and income thereby promoting rural development. “Bawat butil ay makakatulong sa magsasaka.” (For every bag you buy, you help a farmer achieve his dreams.)
THINGS YOU DIDN’T KNOW ABOUT DOñA Maria m The Chairman and CEO, Dr. Henry Lim Bon Liong, spearheaded the Rice Bucket Challenge in the Philippines as part of his Corporate Social Responsibility program. In 2015, he gave away 5,000 buckets of Doña Maria Brown Rice to the poor Filipino families, which he will be doing every year thereafter, with the hope that marginalized people in our society may experience the (health) benefits of the best tasting rice.
