The Rfm Company

Submitted by: Submitted by

Views: 311

Words: 388

Pages: 2

Category: Business and Industry

Date Submitted: 09/15/2011 04:48 AM

Report This Essay

The Company |

RFM Corporation is one of the biggest diversified food and beverage companies in the Philippines (Over US$250 Mn asset-size in 2007).  It was established 50 years ago (1958) as the pioneer in the flour-milling industry in the Asian region, and it evolved from a single company producing bags of flour, to a multi-company enterprise managing a chain of branded products that are highly visible in the consumer market today.

RFM offers strong consumer brands known for quality and value in the Philippine  market. The company is either the market leader or a significant player in many of the food and beverage categories in the market. Among the branded products which it markets are: 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). The company also has business interest in non-food categories, which includes Philippine Township (property development), RFM Insurance and Brokerage Inc. (industrial and consumer insurance) and Rizal Lighterage Corp. (integrated cargo-handling services).

Over the years, various partnerships, acquisitions and licensing agreements have boosted RFM's strong market presence and successful brand building efforts. Among its past acquisitions were the Cosmos Bottling Corp., Selecta Dairy Phil., Inc. which have grown to be major brands in the country.  RFM also has partnership with Unilever Philippines Inc. on the Selecta ice cream operations, and a brand franchising arrangement with Sunkist Growers of USA, Inc.

The solid partnerships that it has built, together with its commitment to produce more value for the consumer's money, contributed much to making RFM world-class Filipino food conglomerate. It is expected to gain even more consumer patronage as it continues to give the Filipino consumer the option to buy world-class products at affordable prices....