UNITED STATES-BASED sausage producer Johnsonville and local company Frabelle Fishing Corp. announced on Monday the formation of a joint venture firm called Frabelle Corp. (FBC) to take advantage of the Philippines’ large market for hotdog and other frozen meat products.
In a joint briefing in Makati City, the two partners said Johnsonville would own 51 percent of FBC and Frabelle the rest.
The new company will house Frabelle’s Bossing, Pinoy, Yummy, Cheezydog and Premium meat brands and manage Johnsonville’s business in the Philippines, they added.
It will also focus on the production, distribution and sales of chilled and frozen meats, primarily sausages, tocino, burgers, tapa, longganisa and hotdogs in the country.
Frabelle’s manufacturing operations will be integrated into Johnsonville’s supply-chain network. The company currently has one manufacturing facility in Caloocan City and two toll processing ones in Cavite and Pampanga provinces.
“Frabelle Corp. will be our exclusive contributor of Johnsonville sausages. Our distribution network continues to get stronger and we will have a much better coverage on the supply chain,” Johnsonville President Michael Stayer-Suprick said.
“This joint venture helps Johnsonville expand…in the Southeast Asian market, provides a distribution and manufacturing platform to expand our product reach in the Philippines, and provides both Frabelle and Johnsonville employees with opportunities to share learnings as a group of meat-industry professionals,” he added.
Johnsonville may also export Frabelle’s products, according to Stayer-Suprick.
“If we find a right consumer base that wants to export the Frabelle brand, we are absolutely ready to do that,” he said.
For his part, Johnsonville Chief Executive Officer Nick Meriggioli said that while his company’s sausages were imported, producing these locally were in the pipeline.
“We would like to eventually make our products here in the Philippines, instead of importing,” he said, adding that this “will also help us in [the] cost structure and in pricing.”
“We don’t have a timeline yet for that, but it is something we are looking at in the future.”
Frabelle President Fay Bernardo said the partnership would allow her company to “share technical, marketing and product-innovation resources” that will improve its position and boost growth.
According to her, she will remain involved in the company, but Johnsonville will assume day-to-day management of the venture.