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Pineapple Festival

Once a year, Del Monte pays homage to the fruit that has virtually changed the landscape of Bukidnon's plateaus. At Camp Phillips, home to some 1,000 plantation employees and their families, thousands join the annual Pineapple Festival. Highlighting this year's revelry were street dancing, a float contest and parade, and eat-all-you-can pineapple stalls.

The annual festival falls on the eve of the religious feast of the camp's patroness, Our Lady of Lourdes.

The pineapple fruit, brought to Bukidnon by American pioneers amid threats of a pest epidemic in Hawaii, has been grown in some 15,000 hectares of Bukidnon's fertile fields over the last seven decades.

Spawning a major industry in the country, the pineapple crop has become a generous “benefactor” to Northern Mindanao. The industry provides varied employment opportunities to professionals, technical experts and skilled manpower from the region.

Pineapple ranks among the country's top fruit exports.

Not Just Another Big Surprise

It was not just another big surprise from our Marketing team headed by Phil. Market Marketing Director Willie A. Samson.

Unveiled during “HATAW!!! The Second Quarter Storm” sales meet were new product launches, aggressive pricing moves and key marketing programs - plus a mega surprise. Sharon Cuneta, megastar of the Philippine entertainment industry and the newest Del Monte endorser, was formally welcomed during the sales rallies held at Marriott-Cebu for Visayas and Mindanao, and at Intercon-Makati, for Greater Manila Area and Luzon.

The megastar, who charmed the star-struck sales force, has been chosen as spokesperson and endorser for Del Monte Pineapple Juice.

Among those who attended the salescon were distributors and forwarders , and our sales group. Del Monte's sales force, led by Sales Director Jaybo P. Sison, warmly welcomed six new products that were formally launched: the Del Monte 2.5 kg size Spaghetti-Pasta Italiana, the Spaghetti Sauce 750 g. “Tipid Packs” (Italian Style and Sweet Style), Meated Spaghetti Sauce in 211 cans ; and the two coolest, new juice drink flavors: Del Monte Sweetened Guyabano and four Seasons Juice Drink in 46 oz. cans.

Excitement further built up as brand managers presented campaigns for the year. Among these were Del Monte Pasta commercial featuring the mother daughter team of Ms. Imelda Ilanan and Maricel Laxa; tomato sauce campaign which again features Ms. Tessie Tomas, with a new celebrity convert – Ms. Nova Villa; Mixed Fruits’ commercial featuring a heart-warming family situation; Today’s Juice Drinks TV ad; and “Choose Real Juice” campaign for Del Monte Pineapple Juice. At the launch, Corp. Affairs Vice Pres. Jaime Wong, Sales Director Jaybo Sison, President James L. Elder, Megastar Sharon Cuneta and Phil. Market Sr. Vice President Alejandro T. Castillo; Tomato Sauce endorser Tessie Tomas with Messrs. Castillo and Elder; Marketing Director Willie Samson welcomes the Megastar; Del Monte ‘fans’. treasure a moment with Ms. Cuneta ; and Tessie Tomas shares a light moment with Supply Chain Management Director Francisco Elicano, Corporate Counsel Regina de Guzman, DMPI Board Member Rica Lorenza-Davila, Finance Sr. Vice President Tim Chu, Del Monte Pacific Ltd. Management Services Financial Director Jiggy Sison, DMPI Management Committee Chair Martin P Lorenzo; Phil. Market SVP Castillo, President Elder and DMPI Board Chair Luis P Lorenzo, Jr. Also attending the launch were Surjield President Tomas P Lorenzo, DMPI Finance Vice President Domingo R. Capistrano, Technical and Product Development Services Director Roberto Mabilangan and Treasury Administration Senior Manager Alfredo Espino.

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