Despite the global financial crisis, there’s no stopping Christmas. And every year at around this time, whatever the economic climate, one product continues to sell briskly: Christmas hams.
Among the many players now competing for store shelf space, perhaps no brand is more identified with “Filipino Christmas” than Purefoods Fiesta Ham, the dominant market leader. Its success, through the years, has helped grow the hams segment—making it lucrative even for newer players and competitors.
The Purefoods-Hormel Company, the joint venture company between San Miguel Corporation (SMC) and Hormel Foods Corp. of the US which manufactures the delicacy, said it has produced over a million kilograms of the product for this year’s celebrations alone.
The number does not include its other Christmas hams: Purefoods Jamon de Bola, Purefoods Pear-Shaped Ham, Purefoods Hamon con
“For us, it all boils down to two major ingredients: quality and great taste,” says PHC General Manager Noel Tempongko of the company’s recipe for success. “For over 50 years, Filipinos have trusted the Purefoods brand when it comes to great
Case in point: The new Purefoods-Hormel plant in Gen. Trias, Cavite, where Purefoods Fiesta Ham is made. The 2.5-hectare, Triple-A facility is a multi-billion structure built just four years ago.
The company continues to invest in the plant, benefiting from the technical expertise of US-based Hormel. There’s also a big emphasis on corporate social responsibility, a trait it shares with parent San Miguel Corp.
Purefoods Fiesta Ham is processed under the most stringent standards for quality and taste, says plant manager Virgilio Madarang.
For instance, the temperature inside the plant, except for the cooking department, is maintained at a constant four degrees Centigrade. As a result, workers have to wear thick uniforms.
“This is part of the quality control that we practice so that every product that comes out from the meat processing facility is clean and hygienic,” Madarang explains.
When Purefoods Fiesta Ham was first introduced in the ‘80s, it immediately became known as “the star of the Noche Buena feast”, as it became even more popular during the Christmas season.
Madarang points out that last year, Purefoods Fiesta Ham accounted for over 50 percent of the company’s Christmas hams sales.
Each Purefoods Fiesta Ham is round and vacuum packed. Its meat is tender and pinkish in color. The taste is the perfect mixture of saltiness with a tinge of sweetness.
Asked if there are any secret ingredients that contribute to the product’s distinct taste, Madarang says that it’s really Fiesta Ham’s pure meat, which comes only from a premium source, and to which Filipinos are now accustomed, that credit should go.
Purefoods Fiesta Ham is trimmed from premium pork shoulder or ham leg with just the right amount of fat to keep the meat juicy. No extenders are used in processing. It is glazed and ready to eat. Frozen at a temperature of 18 degrees Centigrade, it will keep for up to eight months.
This is probably why it has also become a popular, value-for-money gift proposition, further improving the product’s volumes.
Paired with pan de sal,
For consumer inquiries, call Purefoods DIAL-A-HAM at 632-2008.