Nestlé Philippines celebrates 100 years
A century of Nestlé’s commitment to the Philippines is marked with centennial celebrations this year.
Under the theme of ‘Kasambuhay, Habambuhay’ – Companion in Life, for Life – Nestlé Philippines presents Filipinos with a number of creative and interactive activities as part of the celebratory campaign.
John Miller, CEO and Chairman for Nestlé Philippines, explained that Nestlé’s presence in the Philippines during the past 100 years has touched the lives of consumers, making an impact from generation to generation of Filipino families.
He said: “This relationship with the Filipino consumers, anchored on the quality of our brands and the role that these much loved brands have played in helping nurture and nourish Filipino families, is what led us to our centennial theme Kasambuhay, Habambuhay.”
As part of the celebrations, a new 90-second television advertisement named after the theme was launched in April to illustrate how Nestlé brands have become a significant part of Filipino family life. Complemented with a popular Philippine song called Pag-ibig (Love), it features a heart-warming storyline showing Nestlé as a constant companion from childhood to senior years.
Nestlé Philippines has also produced a 100-minute ‘Sine Kasambuhay Film Anthology’ of ten short films directed by a number of commercial directors who have previously led television commercials for Nestlé in the Philippines. Each film features a Nestlé brand while showcasing creative Filipino film making talent. People will be able to view this for free in June and July at selected Philippine theatres.
A centennial cookbook named ‘Celebrating 100 years of Cooking with Nestlé’ has been published in the Philippines. Featuring 100 easy-to-prepare, affordable and tasty recipes developed for Filipino taste buds using Nestlé products, the book is divided into 10 sections, which also features an aspect of Filipino life in each section.
In addition, centennial promotion packs of selected Nestlé products will be on sale this month and in June.
A number of other nationally-based events complete the centennial celebration, including 14 well-known Philippine celebrities who will appear on national television to provide testimonials on how Nestlé brands are part of their lives.
Mr Miller added that its century-long presence in the Philippines is the start of things to come and concluded: “Our mission continues into the future as we forward to the next 100 years. That mission centres on our commitment to nurture generations of Filipino families with tasty products that promote nutrition, health and wellness.”
Nestlé’s four manufacturing facilities in the Philippines are:
The Cagayan de Oro factory which manufactures Nescafé and Bear Brand.
The Cabuyao factory which manufactures Nido, Nesvita, Nan, Nestogen, Bear Brand Choco, Nestlé All Purpose Cream, Ready-to-Drink Milo, Bear Brand Sterilised and Chuckie
The Lipa factory which produces Milo and Nestlé Breakfast Cereals; and
The Pulilan factory which manufactures Nestlé Ice Cream and Chilled products
In July last year, Nestlé announced an investment of PHP 4.3 billion (over 98 million) to construct a new factory in Tanauan, Batangas. Set to be completed by 2012, it will produce brands such as Coffee-mate and Bear Brand.
Nestlé Philippines – which also produces brands including Maggi and Purina – employs around 3,200 people.
In 1911, Nestlé and the Anglo Swiss Condensed Milk Company established its first sales office in Calle Renta, Binondo in the capital city of Manila.
During the Second World War from 1939-1945, Nestlé in the Philippines suspended its operations but continued after the war under the name of Filipro, Inc. importing brands such as Milo, Nido and Nescafé.
During the 1950s, the company experienced import difficulties due to government controls. It sold peanut butter, napkins, fruit preserves and fish sauce to keep operations going.
In 1960, Nestlé and San Miguel Corporation entered into a partnership named Nutritional Products, Inc. (Nutripro). A few years later, its first factory started operations in Alabang, Muntinlupa, which manufactured Nescafé.
By 1977, Filipro, Inc. and Nutripro, Inc. merged as Filipro, Inc. In 1986, this was changed to Nestlé Philippines.
In late 1998, Nestlé Philippines became a wholly-owned subsidiary of Nestlé S.A.
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