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Back in 1998, when sandwich loaves were called “tasty” and some
referred to it as “Pan Americano,” an upstart brand quietly made
its way into supermarket shelves. It was readily distinctive
for being stacked upright instead of horizontally as most loaves
were, and it had a unique reusable closure clip that indicated the
“best before” date and the price. The bread was called
Gardenia and there was no advertising to tout its claims. But the
forethought that went into the packaging spoke volumes of its
adherence to freshness.
Gardenia Bakeries Philippines, Inc. has
consistently outdoes expectations by introducing an array of
delicious, fresh, and nutritious products that is, in a word, “healthylicious.” Gardenia
products are zero-trans fat to ensure a healthy heart, bromate-free
and fortified with vitamins and minerals. In addition, the quality
of its ingredients far exceeds the recommendations of the Department
of Health.
As well, Gardenia’s equipment and baking
process have earned the International Organization for
Standardization (ISO) 9001:2000 for product quality, and the Hazard
Analysis and Critical Control Point (HACCP) Certification for food
safety.
Today, Gardenia produces 400,000 loaves and buns
per day from its four production lines with an annual capacity of
100 million. The company posted record sales of over P1 billion in
the past two years and has a market share of over 60 percent of the
total branded bread segment.
Then available only in Metro Manila, Gardenia
products are now shipped from its Laguna plant to Ilocos and Cagayan
Valley, and to the beaches of Boracay in Iloilo, and most
recently in Bacolod and nearby towns.
The company has been named the “Outstanding
Bread Manufacturer” by the Consumers Union of the Philippines
for four straight years (2004 to 2007). Superbrands Asia also
conferred it with Superbrand status from 2004 to 2007.
Indeed, Gardenia’s tagline, “So good … you
can even eat it on its own,” wasn’t just a clever advertising
phrase, but exactly what its customers have been saying to its bread
products for the past 10 years.
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