Vitarich Corp., a leading poultry integrator and manufacturer of animal feeds and food products listed on the Philippine Stock Exchange, on Tuesday detailed a new strategy, including a major expansion into modern trade channels and e-commerce expected to boost profitability.
The new growth initiatives underscore the commitment of Vitarich to innovation, market expansion, and actively responding to the evolving needs of consumers.
“These developments mark an important step in our journey to better serve our customers,” said Rocco Sarmiento, chief executive officer of Vitarich. “By improving our presence in both physical stores and online platforms, we are bringing greater value to consumers and developing a deeper level of engagement with them. Our team’s dedication and hard work have made these achievements possible, and we are confident in our continued growth,” he added.
Sarmiento said the expansion into modern trade channels involved new partnerships with retailers that added 290 retail locations to the 50 that carry the company’s fresh and frozen chicken products.
The partners include SM Hypermarket, SM Supermarket, SM Savemore, Puregold, and AllDay, he said.
With the broader availability of its products, Vitarich gives customers more choices and convenience that should boost sales and increase profits since the company will no longer be reliant on volatile open markets where profit margins fluctuate.
Sarmiento said the company also expanded its Cook’s brand via online marketplaces. The brand recently opened its official stores on Lazada, Shopee, TikTok Shop, GrabMart, and Pick.A.Roo. He noted that these platforms offer enhanced features such as responsive design for mobile devices, personalized product recommendations, multiple secure payment options, and high-quality product images and videos.
Cook’s brand includes Fresh Whole Chicken, Freshly Frozen, and Flavor Origins, which comes in Mediterranean Roast, South African Roast, and French Roast flavors.
Customers also get exclusive access to year-round deals and offers, including special prices and free branded merchandise for qualified purchases, he added.
Vitarich is also using advanced e-commerce technologies to enhance the customer experience through user-friendly navigation, real-time order tracking, and live chat support.
These improvements not only streamline the shopping process but also increase marketing efficiency and customer engagement, the company said.
