COMMITMENT TO CONSUMERS

            An enterprise is a history in itself: Of risk-taking, hardships and successes. Failures are common when technical aspects are of foremost importance. How a product is made, for what, from and for whom, are often asked. Geography included, and the socio-economic-political benefits.            

The Philippines is a cluster of 7,100 islands where most inhabitants depend on the seas for living. Its main islands are Luzon, Visayas and Mindanao. The latter is where these fishes abound particularly along the coast of Zamboanga del Norte, a province in Northwestern Mindanao where Dipolog City is situated north. Both province and city are facing Sulu Sea.

            Various fish preserves are produced in Dipolog City. Salted, dried, and canned.  Canning attained its mass commercialization in 1977 when ETCH KIU PRODUCTS started to put up this type of cottage industry.  The start was greeted with doubts and apprehensions because its feasibility was unclear. Production went on nevertheless, while a study was initiated in 1979.

            The fish is Herring, locally called “Malangsi,” or “Mangsi,” or “Tamban-Tuloy.” The other kind is Milkfish or “Bangus”. The fish is preserved with optimum moisture content in a medium rich in oleic acid found in corn oil. Spices are added to make the product “Hot”. It is autoclaved to 112 °C, thereby enhancing its taste and flavor while eliminating botulinus organisms. Contents are thus sterilized and vacuum-sealed. No chemical preservatives are added.

            “Canning” in an 8-oz glass jars has its advantages. Glass will not corrode, hence, contents will not impart a rusty odor or taste. You can also see the contents before buying. Like wine, this product becomes more delicious with time.

            There are more nutrients derived from eating fish. Certain diseases can also be prevented. To some, fish are regarded as charms, while to others, fish brings good fortune. To the early Christians, fish is a symbol of faith.

            It took us more time and effort to develop a product acceptable to our distinctive customers. The reward is equally compensating. Thus, what others thought was doubtful then became a successful MASTERIAL THESIS in 1982, and, with your continued patronage, ARTAJO FOOD PRODUCTS is already a full-blown Home Canning Industry.

            One of those, which shared in the development of our country’s economy.