Andok’s. Baliwag. And now … Sr. Pedro.
Based in Misamis Oriental, Sr. Pedro is widely regarded as the most popular lechon manok brand in Visayas and Mindanao and has made inroads in the Luzon and Metro Manila markets. It now has a total of 250 outlets around the country.
Peter Unabia, founder of Anakciano, Inc. (a tribute to the family patriarch, Daciano) that owns the lechon manok chain, attributes part of Sr. Pedro’s success to contract growing deals with small farmers of Misamis Oriental.
“We contract the farmers to supply the chicken. We provide them with a series of trainings on how to breed broilers. These trainings are given for free. We also provide the chicks, feeds, even the medicines and vaccines. All the farmer has to do is build a cage that will pass our standards, and take care of the chicken until they’re ready.”
Contract growing by marginalized farmers accounts for 10 per cent of the total chicken supply of the chain. The rest is supplied by commercial contract growers. Even at 10 per cent share, the annual output from the farmers has been estimated at 11 million birds. Of these, 10 million are processed as ready-to-roast chicken and delivered to Sr. Pedro outlets; the rest is sold as dressed chicken.
The company has organized the Anaktering Foundation (in honor of the family matriarch Tering) to implement the contract growing relationships with the small farmers.
Unabia grew up in a family of farm hands, “knowing how difficult life is for a small farmer. We were poor and we were not given an opportunity to rise up from our miserable situation.”
With perseverance and guts, Peter was able to put up a small road-side roasted chicken stall. The combination of his brother Antonieto’s cooking talent and his own management prowess clicked. Sr. Pedro thrived.
Early on, the Unabia family decided to help the farmers. They were after all children of subsistence farmers, too.
“Instead of giving the farmers fish, we teach them how to fish. This is our thrust in the foundation. It should not be a dole out, otherwise, the farmers will not prosper.”
To be sure, the arrangement has been fraught with problems. “Some of our growers have problems taking care of the chicken. Some sell them for quick cash. Others eat the chicken for lack of food.”
But the Unabias are unfazed and try their best to help the farmers with their difficulties.
At present, the foundation transacts business with almost two thousand farmers located in various towns in the province. The 200 chicks the foundation provides each farmer translate to P11,200 investment per farmer.
“It is a big amount to invest but we get consolation from knowing we help farmers earn a living. Some of them have grown big enough to become commercial growers themselves.”
Adapted from: “Lechon manok magic” by Ma. Cecilia Rodriguez, Philipine Daily Inquirer, Feb. 16, 2008