The House That Polvoron Built
The House That Polvoron Built
Polvoron or powdered milk cookies is a favorite native snack food. That’s why Mrs. Rosalinda Caliwara took up polvoron-making as a hobby, giving it away on special occasions.
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Polvoron or powdered milk cookies is a favorite native snack food. That’s why Mrs. Rosalinda Caliwara took up polvoron-making as a hobby, giving it away on special occasions. Her husband Medardo was in the food manufacturing business as well and when orders started pouring in, they decided to formalize their backyard enterprise to become Motz Food Products in 1989. At first, they provided unbranded polvoron to institutional clients like pasalubong centers in private labelling arrangements. But the economic crisis of 2000 affected their business with as much as a 50% loss in their client roster. Instead of getting discouraged, they took this as a challenge and realized they needed to change their market. With the assistance of some government agencies in professionalizing operations, product development, and packaging, the new House of Polvoron (HOP) debuted in a trade fair in 2002. This paved the way for a House of Polvoron cart in SM Megamall. Assistant Manager Charlotte Caliwara-Tanoja emphasizes, "We want to be known as the polvoron specialists which we are kasi we don’t sell any other product like other bakeshops. That’s what we do best. In terms of quality, it’s creamier, not too commercialized. We were able to maintain that homemade quality." Aside from the usual pinipig variant, House of Polvoron has five other unique variations - cashew, cookies and cream, pili, walnut, and chocolate-coated polvoron. All of these wrapped in attractive packaging including a pouch dispenser not used by their competitors thus far. Charlotte discloses, "We’re trying to build and strengthen the brand locally first." She believes the concept is still new and that it would not be wise to put up more outlets or to franchise just yet. Currently, House of Polvoron has three outlets that serve as a showroom for their products. "Iyong direction namin would be to look for distributors. We have a good package for them in a way na they could also earn." House of Polvoron distributors are given an average 15 - 20 % discount on the product’s retail price depending on volume purchase. Charlotte relates they have provincial distributors and even ordinary office workers who have no business background. These employees sell polvoron as a sideline in their offices in Ortigas and Makati for some extra income. "We look at them as partners. That’s why I try to get involved. Sinasabi namin, where are you going to sell? May market ba talaga diyan?" At present, House of Polvoron wants to go global and they are confident that they have a good quality product by which to compete in the international market. Charlotte opines, "Filipinos abroad have this thirst for Filipino food, di ba? Popular naman talaga iyong polvoron. We want to bring the product closer to Filipinos abroad. Not just OFWs but Filipinos in general. I did my own survey. May market talaga siya." Based on House of Polvoron’s experience in trade fairs, Westerners are still a bit unfamiliar with the product so there is a warmer reception by Asians. Charlotte tells the story of a regular distributor from Taiwan. "Malakas iyong product doon. And nagulat kami, ang nagpa-patronize are not Filipinos but Taiwanese." She also reveals they receive emails from all over the world including the U.S., New Zealand, Europe and Asia. She quotes some of the letters, "I’m from this country. I tried your product. It’s really good. Where can we buy it? Is it available na here?" Charlotte gives some guidelines for overseas Filipino workers (OFWs) who want to be entrepreneurs. "The first advice I can give is to know what you really want. If it’s food then go. You can make your own. There’s a lot of food you can distribute, you can sell. Ang dami ring franchise diyan." She also believes in the importance of market research. "Where am I going to sell this product? Asan yung market ko dito? You’ll find out kung viable ba itong business na ito. Or should I go into another venue. Or another product na lang na magca-cater doon sa market na ‘yon." For those who want to finance a business venture for their kin, Charlotte says, ask the person concerned if he wants to engage in a business in the first place. "Mahirap mag-impose. You like this particular business pero iyong kapatid mo, or ‘yung mother mo, iba pala yung hilig. Hindi rin magwo-work." Lastly, she says "If you’re running the business, you have to be able to step up and see the whole picture. Kailangan may plan ka - saan mo gustong dalhin ang business." |
