In the late 1990s, Katrina Ponce Enrile, started giving unlabeled corned beef in cans as gifts to friends during holidays.
The daughter of Senator Juan Ponce Enrile was president and CEO of JAKA Investment Corp. and was overseeing the group’s diversified businesses. But food has always been her passion, even back when was studying law. She developed her own recipe for the corned beef and gave them away to friends and family members.
Because of the positive feedback – many of her associates kept asking her where they could get more of the corned beef – she decided to sell it at the weekly Salcedo Market in Makati in 2006. She settled on the name Delimondo and used plain white packaging combined with bold black label to set it apart from other canned corned beef brands.
Today, Delimondo is available in many of the country’s leading supermarket and grocery chains. It has also developed a solid and growing following among discerning consumers who wouldn’t mind paying a heftier price for quality corned beef.
In the video, Enrile shares Delimondo’s growth story and her latest venture—its very own deli shop to showcase the brand’s array of products that range from canned goods, dips, sauces to sausages.
“Everybody can do their own thing and we’re doing ours. It just so happened that we love what we do. You can’t teach that. You either have it or you don’t,” Enrile said.
Elyssa Christine Lopez is a staff writer and Janaeka Sam Navalta is a multimedia producer of Entrepreneur Philippines.