After the 7.2-magnitude earthquake and Super Typhoon Yolanda struck the country and affected approximately 16 million people in nine regions with more than 6,200 deaths and P36.6-billion worth of damage to agriculture and infrastructure, the bread industry, led by Gardenia, immediately responded to the needs of calamity victims by donating bread products in coordination with socio-civic organizations, media foundations, non-government organizations, local government units and the private sector. A total of 80,800 loaves and snack products were donated to the families affected by the natural disasters.
The height of calamities and natural disasters triggered the increased demand of Filipino consumers for low-priced and easily accessible bakery products like Pinoy Tasty and Pinoy Pandesal. These affordable local offerings are joint projects of the Department of Trade and Industry (DTI) and the three bakery associations in the Philippines namely, Philippine Baking Industry Group, Filipino-Chinese Bakery Association Inc. and Philippine Federation of Bakeries Association Inc.
Pinoy Tasty accounts for 10.3-percent (1.86 million kilograms of loaves) market share in the white bread category in terms of volume, or 8.6-percent share in the bread market in peso value. On the other hand, the market share of Pinoy Pandesal improved to 15.4 percent (more than 150,000 kilograms of loaves) in terms of volume, and 11.6-percent market share in peso value, according to a Nielsen study.
This joint project of the DTI and the bakers’ groups is part of their corporate social responsibility to provide accessible and affordable bakery products to consumers. The introduction of the project triggered the proliferation of many other reasonably priced loaves and bread products in the market.
Pinoy Tasty and Pinoy Pandesal are available in the entire of Luzon archipelago and key cities in the Visayas region to sufficiently supply the demands and bread requirement of the Filipino masses.
Apart from donating goods during calamities, the bread industry actively participated in the DTI’s caravan selling initiative called “Diskwento Caravan” which aided the normalization process of calamity-stricken communities, by ensuring stable food supply since most of the supermarkets and retail stores in the affected areas were non-operational. The DTI, together with other food manufacturing firms, sold basic necessities and prime commodities that were not included in the relief packages at a discounted rate of 20 percent.
In 2013, the bread industry served majority of calamity-stricken areas in Samar and Leyte, specifically: Ormoc City, Leyte; Maasin City, Leyte; Baybay City, Leyte; Calbayog City, Samar; Catbalogan City, Samar; and Tacloban City.