Barrio Fiesta eyes dominating local, international sauce, condiments markets

Prime Global Corp. (PGC), which owns the Barrio Fiesta brand, is seeking to dominate local and international markets for sauces and condiments in the next three years.

In an emailed statement, PGC said it aims to expand its footprint further from its current market share of 65% of the local sauteed shrimp paste, and 95% of the international market.

"Our goal this year is to further dominate the category in both domestic and international markets," said Vincent Ace Villa-Real, president and chief operating officer of PGC.

"And in the next three years, we aspire to be among the top local companies in the sauces, dressing, condiments and package foods categories," he added.

The company said it has recalibrated its sales approach to boost its online presence and continue to diversify its portfolio from shrimp paste to new sauces, spreads, dry mixes, and snacks.

Earlier this year, the company released several condiments and snacks — Barrio Fiesta Gourmet Series Patis (fish sauce), Barrio Fiesta Tubasuk (spiced sugar cane vinegar), Barrio Fiesta Crispy Joy Breading Mix, Barrio Fiesta Peanut Butter Spreads, Barrio Fiesta Chicken and Beef broth Cubes, and Barrio Fiesta Jumbo Roasted Peanuts.

"We are optimistic because Barrio Fiesta is a very strong retail brand offering products with superior taste, quality, and value supported by a vision and a business model that is anchored on strong fundamentals," said Villa-Real.

PGC also maintains its presence in physical stores — its primary trade channel — such as supermarkets, groceries, convenience stores, drug stores, and sari-sari stores.

"While we very much acknowledge the important role that e-commerce has played during the new normal, we also understand that there is still a great need for general and modern trade or supermarkets and groceries and it is very much essential for us as well as it still caters to Filipinos who opt to shop in brick-and-mortar stores," PGC marketing head Reychelle Ann Gigante.

"For us, it won’t be one or the other, as this multi-channel availability will allow us to reach our customers in the most convenient way possible," she added.—AOL, GMA News