The success story of Pinoy Tasty and Pinoy Pandesal – Manila Bulletin
It’s the story of how cheap Pinoy Tasty and PinoyPandesal became part of the Filipino dinner table.
Filipinos love carbohydrates, and if there’s one thing we can’t live without – besides rice, of course – it’s bread. These baked goods are a staple in every local dining table – a universal favorite that has countless versions lining the shelves of neighborhood bakeries all over the Philippines.
Bread is generally eaten for any meal of the day. It complements every breakfast, merienda, or even the midnight snacks and downtime we get between stuffing tasks at home work and online classes. A practical and essential tool baon for outings, road trips and out of town getaways, you can never go wrong with a packet of bread.
Of the beloved salt pan, Filipinos have grown to love different varieties of bread – from classic Filipino sweet variations that satisfy their sweet and savory cravings, to sliced ââbread commonly known as Delicious.
The birth of Pinoy Tasty and Pinoy Pandesal
It was during Consumer Wellness Month in October 2010 when a generic 450g Pinoy Tasty bread was introduced to Filipinos.
Pinoy Tasty is a joint project of the Department of Commerce and Industry (DTI), Food and Drug Administration and bakery associations, namely the Philippine Baking Industry Group (Philbaking), the Philippino-Chinese Bakery Association, Inc. (FCBAI), the Philippine Federation of Bakeries Association, Inc. (PFBAI) and community bakeries, as part of their corporate social responsibility (CSR) to provide accessible and affordable bakery products to and support consumers in their basic daily needs.
Later in 2011, industry groups also launched a more economical version of pan de sal and named it Pinoy Pandesal.
Affordable but nutritious
Like generic sliced ââbread and ten-year-old pandesal are more affordable than branded products. Priced at P 35 per loaf and P 21.50 per 10-piece packet of pandesal, that’s almost half the price of branded breads sold in supermarkets.
Filipino bakers developed a standard recipe for Pinoy Tasty and Pinoy Pandesal using the basic ingredients of flour, salt and sugar in a formula without having to add expensive ingredients offered by branded products. These still provide nutrition to consumers with its protein-enriched, iron-fortified, locally ground flour.
, and vitamin A plus iodine. In the formulation process, the industry was skillfully led by MM. Walter Co, Simplicio Umali and Johnlu Koa.
In order to keep prices low for consumers, bakers are subsidizing the cost of producing these breads, sacrificing profitability, and considering offering Pinoy Tasty and Pinoy Pandesal as part of a corporate social responsibility (CSR) program. This is why the prices of these breads have remained unchanged for years despite substantial increases in the costs of baking and baking ingredients, especially flour. When wheat prices skyrocketed and made local flour very expensive, the local flour industry joined in providing a reasonably priced Harinang Pinoy through the efforts of local millers associations. Retailers supported the project and displayed the bread on their shelves when they were assured of a 10% net margin per bread from Pinoy Tasty.
Pinoy Tasty and Pinoy Pandesal are both available at over 2,000 retailers, including supermarkets, convenience stores, grocery stores, drugstores and community bakeries nationwide. Two bakers are assigned per supermarket to ensure there is an adequate supply of affordable baked goods.
Bakers of these products include Classic Baker, Gardenia, Julies, Liberty, Marby, MLM Bakeshop, Sarimonde, Sunmaru, The French Baker, Uncle George and Tinapayan and community bakeries under the Filipino-Chinese Bakery Association Inc. (FCBAI) and of the Philippine Federation. of the Association des Boulangeries Inc. (PFBAI).
Pinoy Tasty and Pinoy Pandesal were instrumental in the massive relief efforts when a natural disaster hit the country. I remember the Tacloban relief operation very well from Ondoy and the bakers had to move the logistics to deliver Pinoy Tasty to the ravaged areas through the production units in Cebu.
While the packages of Piney Tasty and Pinoy Pandesal appear generic, the manufacturer’s name is printed on the front and side of the package. It’s still bread, as I have repeatedly assured consumers during the information campaign for the launch of Pinoy Tasty. I understand that about 500,000 loaves of the 450 grams of loaves are purchased each month.
âMura, masarap, masustansiya (Cheap, delicious, nutritious). This is the slogan behind the success of Pinoy Tasty and Pinoy Pandesal.
Atty. Vic Dimagiba
President of Laban Konsyumer Inc., AB, LLB, LLM
Email to [emailÂ protected]
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