{"id":137,"date":"2010-07-04T17:09:42","date_gmt":"2010-07-04T17:09:42","guid":{"rendered":"http:\/\/zestmag.com\/online\/?p=137"},"modified":"2012-09-04T17:13:24","modified_gmt":"2012-09-04T17:13:24","slug":"fruit-magic-the-healthy-alternative","status":"publish","type":"post","link":"http:\/\/zestmag.com\/online\/fruit-magic-the-healthy-alternative\/","title":{"rendered":"Fruit Magic: The Healthy Alternative"},"content":{"rendered":"

By PePe Castro<\/strong><\/p>\n

\"\"<\/a>Fruit Magic was already operational since 1993, as a pioneer in the fresh fruit juice sector of the beverage industry, which was then flooded by artificial drinks. Even then, it was a welcome change from artificiality, since the \u201creal goodness of fresh drinks was (hard to find),\u201d the company\u2019s Web site (fruitmagic.com.ph) states.<\/strong><\/p>\n

In 1999, its former owners sold Fruit Magic to the family of Alan Escalona, who now serves as its chief executive officer, after investing approximately P15 million because \u201cwe felt that the health and fitness business line was very much in (vogue, especially since the) Philippines is a tropical fruit and agricultural country, and we have abundant raw materials for fresh juices, shakes, smoothies, and the likes,\u201d Escalona says.<\/p>\n

Selling the concept of Fruit Magic was not always easy.<\/p>\n

\u201cThe first big challenge was the acceptance of our products in a softdrink and packed juice-dominated market,\u201d Escalona says. \u201cJuicing and blending a fresh fruit\/vegetable to a natural, enzyme-laden drink was totally different and unique. We had to educate the market and communicate the differences, the advantages, and show them the comparative costs in the long run.\u201d<\/p>\n

But Escalona notes that \u201cFilipinos love the art of having their beverages (made) in front of them. So we capitalized on that ‘What you see is what you get’ type of marketing.\u201d<\/p>\n

The other challenge is the \u201cstaff and crew training, as (there was a need for) pilferages, wastages, total quality service, best quality\/best tasting products, and attractive\/clean stores (to be improved on). And these needed extra capital, and the hiring of consultants.\u201d<\/p>\n

Because of the continuing growing popularity, Fruit Magic started offering franchises (under the supervision of FRANCORP) in 2006, with the fees ranging from P250,000 to P400,000. The fees cover, among others, the kiosk construction, equipment, and initial inventory. Return on investment happens in a year and nine months to two years.<\/p>\n

\u201cWe are the pioneers in the fresh fruit\/vegetable juicing industry, with over 15 years of experience,\u201d Escalona says, stressing that it is their “dedication to high quality products, better service, continuous innovation and new products from time to time\u201d that will continue driving their success.<\/p>\n

For more information on Fruit Magic, visit No. 27 Rizal Avenue Extension, Grace Park, Caloocan City; call (+632) 3646927or 3662934; email contact@fruitmagic.com.ph or alan@fruitmagic.com.ph; or visit fruitmagic.com.ph.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Fruit Magic was already operational since 1993, as a pioneer in the fresh fruit juice sector of the beverage industry, which was then flooded by artificial drinks.<\/p>\n","protected":false},"author":4,"featured_media":138,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,11,35],"tags":[88,89],"class_list":["post-137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-health-wellness-2","category-nutrition","category-wellness-2","tag-fruit-magic","tag-healthy-foods"],"_links":{"self":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/comments?post=137"}],"version-history":[{"count":2,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/137\/revisions"}],"predecessor-version":[{"id":140,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/posts\/137\/revisions\/140"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/media\/138"}],"wp:attachment":[{"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/media?parent=137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/categories?post=137"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/zestmag.com\/online\/wp-json\/wp\/v2\/tags?post=137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}