Zest-O Corporation

With Business Certificates

Company Profile

Zest-O Corporation planted its humble beginnings as a privately owned family enterprise founded in May 1981 primarily to engage in the manufacture, marketing and distribution of food and beverage products in the Philippines. Led by its Chairman Mr. Alfredo M. Yao, Zest-O was initially known as Semexco Marketing Corporation.
 
The company started operations with a clear vision and determined resolve to become the leading Filipino food and beverage company with products that would rival those being produced and imported by multinational corporations. In 1995, Semexco adopted the name of its flagship brand “Zesto” and since then the food and beverage conglomerate came to exist as Zest-O Corporation.
 
The Zest-O brand pioneered the first ready-to-drink juice in flexible foil pouch; which we now come to know as “Doy pack” packaging. With a passion for innovation, product superiority and a consumer driven attitude, Zest-O quickly became the most preferred and consumed ready-to-drink beverage in the country. Over the past 25 years, Zest-O has not only earned the right to be known as the No.1 juice drink in the Philippines, it has also enshrined itself a special place in Filipino culture.
 
Aside from Zest-O Juice Drink, the company also owns the brands Sunglo Juice Drink, provider of the innovative sexy pouch; Big 250 and its latest acquisition Plus! & Plus King fruit juice beverages. These brands, together with other product extensions of the company in the category brings Zest-O Corporations’ market share to an astounding 80% of the total RTD market in the Philippines. This was made possible by virtue of our passion and commitment to bring high quality, value for money products to the Filipino consumer.
Zest-O Corporation posted enormous growth over the years. With total company assets in 1987 of only Php 10 Million after 6 ½ years of operation, the company continued its expansion into different food and beverage products, consolidated sales managed to post double digit growth bringing total assets up to Php 850 Million with annual gross sales of Php 2.9B in the year 2000.
 
Fueled by its success and guided by its penchant in providing value for money products with strong consumer value and unique product differentiation; Zest-O Corporation continues to effectively diversify into other product categories. It has been highly successful in all product expansions and line extensions both in terms of sales volume and consumer acceptance. Bringing its innovative zeal in each painstaking endeavor, the company has always contributed new life into each product segment it enters.
 
One of its many monumental successes beyond RTD Doy Packs include Quick Chow; “the first brand to introduce rice noodles”, Quickie and Tekki brands. Quickly capturing a significant share of the instant noodle market, it immediately gained control of the third spot in terms of national market share and maintains leadership in most areas of the Southern Philippines. What makes this feat even more phenomenal is the long list of competitors, both local and multinational corporations who continue to fight for more share points versus the leading brands.
 
Zest-O is now also a household name in CSD’s (carbonated soft drinks). Producing standard cola classics comparable to the leading brands and at the same time introducing Zest-O Fruitsoda. This line provides new age soft drink variants using popular indigenous fruits as its flavor base. These products are available in all major packaging types including aluminum cans and PET bottle single serve and multi-serve sizes and have a wide consumer base with brand loyalty indexes comparable to that of the leading brand.
Other products on the Zest-O porfolio include, fruit juice powder concentrates, PET bottle tea and fruit based drinks, canned nectar drinks, condiments, oral care products and tropical purees.
 
Zest-O Corporation is one of the few remaining companies in the country that directly handles nationwide distribution of its products with the aid of its 13 strategically located regional sales and distribution centers. It maintains a strong Sales force divided into Key Accounts, Ex-truck, Tertiary & Wet Market teams directly servicing 80-90% of the total number of outlets nationwide. (with the remaining percentage attributed to account re-distribution). At present, the company operates five manufacturing plants located in Bulacan, Metro Manila, Cebu, Canlubang, and Cagayan De Oro City and has increased its annual gross sales by at least +70% from Php 2.9B in the year 2000.
 
The next 20 years will be a big challenge for Zest-O Corporation to try and keep up with the changing market environment and to complete in the global economy. However, the owners, top management and all employees of Zest-O remain committed and equipped to face the trials ahead. Currently, the company is undergoing both internal and external improvements to keep itself abreast with all the changes needed to remain one of the country’s top FMCG companies. This is not only required for survival in the increasingly competitive local market but also a pre-requisite as we open our doors to international trade.

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