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Rfm History

In: Business and Management

Submitted By stephyy8
Words 414
Pages 2
One of the most prominent food and beverage companies in the Philippines is the Republic Flour Mills (RFM) Corporation, established in 1958 by aspiring Filipinos. Dr. Salvador Araneta pursued and succeeded his dream of making a way to save foreign exchange and create local jobs by starting out a local flour mill. Along with his wife, Victoria Lopez de Araneta, son-in-law, Joe Con and associates, Jose Concepcion, Sr., BJ Server, Pete Grimm, Albino Sycip, Zoilo Alberto, Leonardo Eugenio, Francisco Gamboa, Sr., they have come together to become a strong team.

Their strength carried throughout endeavors during the difficult state of the Philippine economy in order to operate the mill. One of the issues was the American monopoly in the Central Bank of the Philippines for resisting to grant RFM the mandatory dollar allocation. With persistence and cooperation, RFM has then pioneered the flour-milling industry in the Asian region by starting out as a single company manufacturing bags of flour to a distinguished multi-company enterprise leading a number of branded products.
RFM Corporations stands as a strong contender in the Philippine consumer market for offering a wide variety of food and beverage products such as: White King (cake mixes and flour-based products), Fiesta (Pasta and Sauce), Swift (meat based products), Sunkist (fruit juices), Selecta (milk- based products) and Selecta (ice cream, under the joint venture with Unilever).
A variety of partnerships, acquisitions and licensing agreements have increased RFM's strong market existence and flourishing brand structure efforts for the past years. Its first acquisition was the Cosmos Bottling Corp., the producer of Pop Cola brand, in 1989 by the Wong Family. It also acquired Selecta Dairy Phil., from the Arce family a year after. RFM also has affiliated with Unilever Philippines Inc. for the operations on Selecta ice cream, and a brand franchising agreement with Sunkist Growers of USA, Inc.
RFM Corporations also got into the bakeshop business and food franchising by purchasing the Rollin Pin trademark and, Dairy Queen and Little Caesar’s Pizza brand. All franchises were supervised by the Asia Food Franchising Corporation and formed by RFM in 1996.
Aside from the food and beverage industry, RFM Corp has expanded to property development, Philippine Township; industrial and consumer insurance, RFM Insurance and Brokerage Inc.; and integrated cargo-handling, Rizal Lighterage Corp. One of the co-founders, B.J. Server, gave the RFM group the leverage of managing their own bulk cargoes by using his company—Rizal Lighterage Corp.

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