Bilyonaryo Katrina Ponce Enrile had known all along that Delimondo was destined for success even if there were doubters.
It was her perseverance that served as the true recipe for Delimondo’s success.
The president and CEO of JAKA Investments Corp. said she was “bullheaded and hardheaded” when it came to implementing her plans and vision for Delimondo.
“Even my own executives didn’t believe in the product, but for you to be able to do something, it’s either you believe in your product or don’t even do it,” the daughter of former senator Juan Ponce Enrile said in an interview with veteran journalist Ces Oreña-Drilon on Usapang Bilyonaryo.
“I believe in it so much, I fought for it and for several years it was just not making money and they said “ma’am tigil na natin.” Sabi ko “no, we will continue,” Katrina said.
WATCH KATRINA PONCE ENRILE FULL INTERVIEW WITH CES OREÑA-DRILON ON USAPANG BILYONARYO:
She recalled that one executive even questioned the product label, which was presented in plain white with letters printed in black and red.
“I never doubted my products. I never doubted my label, even one of my executives said that it looks like a label for dog food. I said I don’t care what you think, this is what I want and there’s a reason for that,” she said.
Katrina explained that the reason behind Delimondo’s simple label design was to make it stand out in groceries.
“I said the easiest way to find my product is if it’s a different color. Everything is colorful so if you see a white can right there that’s Delimondo so it is really easier to find,” she said.
“Noon, hindi pa naman ginagamit ang social media so I was using it already because I think it would really help so then we started selling it na and we went to the main outlets. We got into S&R first and from there we took off,” Katrina added.
From its humble beginnings in weekend markets, Delimondo products are now widely available in the Delimondo Store, Salcedo Saturday Market, leading supermarkets nationwide, and online.
Delimondo, known for its premium corned beef, has grown into a diversified food company in the Philippines. It has expanded its offerings to include bakery products, sausages, bacon, ham, dips and spreads, oils, dressings and yellowfin tuna chunks.
