Sabrosa Foods was established in 1994, primarily as the marketing arm of Del Monte USA products. Over the years, it has evolved into a major selling and distribution company specializing in medium- to high-priced imported food products for the major retail channels
It was organized by a group of friends who have been in the business for quite some time – some were involved in trading , other in retail business , and some professional manager who have had extensive experience dealing with the retail and food service sectors. Realizing the potential for synergy, the group decided to venture into selling and distribution to fully utilize their experiences and resources, as well as their network of friends. They first organized Montebueno Marketing Inc., as the main importing company and then Sabrosa Foods, Inc. as the selling and distribution component.
- Cowhead – Milk and other dairy Products from Australia and NZ
- Del Monte – The entire range of products from DM UK and USA
- Top Choice – Canned Fruits from South Africa, Corn from the US, Canned Vegetables, Specialty Oils, Seasonings from Asia
Sabrosa covers primarily the major retail establishments in Metro Manila and the key urban centers – supermarkets and supermarket chains, large groceries and organized convenience stores’ systems. It also has a network of distributors and wholesalers that provides service to the smaller retailers and other provincial-based customers.
Sabrosa Foods takes pride in its people which have established the company as one of the premier distribution companies for imported food products in the Philippine Market.
Corporate Vision and Direction : Sabrosa Foods aims to be the premier sales and distribution organization in the country. It will be an organization of highly motivated and dedicated professionals who are committed to make Sabrosa Foods as the standard for customer service and cost-effectiveness in the industry.
Statement of Beliefs : Sabrosa Foods believes strongly in the “Concept of Partnership” between the trade and the organization as the only visible philosophy for its business. It also believes in mutual benefit, mutual trust and mutual respect
as the principal elements and the basic foundation of its relationship with the trade.
Service Philosophy : Sabrosa Foods’ rainson détre is service. It will actively develop and implement policies , plans. programs, systems and procedures, designed to prooovide the best service possible to its customers. Thus the company shall be known throughout the industry for its CONSISTENCY, RELIABILITY, DEPENDABILITY AND FAIRNESS.
Sales Thrusts : Sabrosa Foods will, therefore, pursue the following :
- maintain a professional sales organization to manage the relationship with the trade;
- Implement a responsive distribution system to ensure efficient customer service and adequate distribution depth;
- Develop the market for the other Del Monte products , as we all promote the other products and brands to achieve a more balanced product portfolio.
Sales Programs : it will implement the following in support ofits directions:
- concentrate on Metro Manila and the major urban centers;
- Focus on strategic supermarkets and other large retailers;
- Grow the institutional and the non-traditional markets;
- Establish a network of supervised distributors and wholesalers for peripheral markets, territories and channels;
- Strengthen product availability and brand presence;
- Implement promotional programs that will generate awareness and createtrial for the other products and brands while enhancing the brand equity.
Sabrosa Foods Inc,
1238 E. Delos Santos Avenue 1106 Quezon City, Metro Manila, Philippines
Telephones (632) 362-8351 & 3628353
Facsimile 632-3616427
