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About URC
“In celebrating URC’s wins, we take the time to honor the role of our valuable company heritage that has brought us to where we are today.”
About URC
Business Highlights
Universal Robina Corporation (URC) is one of the largest branded consumer food and beverage product companies in the Philippines. Founded in 1954 by Mr. John Gokongwei, Jr., URC has pioneered brands of exceptional quality for over six decades.
Today, the company continues to delight customers worldwide spanning 13 markets, particularly with its growing presence in the ASEAN and Oceania regions.
Through winning innovations, URC has captured strong market positions across various product categories and markets. It is known for being one of the top snack food companies in Australia. In Thailand and New Zealand, the company is recognized as a market leader in the biscuits category. In Vietnam, URC maintains a strong leading position in the beverage industry.
URC is also one of the Philippines’ largest and most profitable players in the Agro-Industrial & Commodities industry. It remains the largest sugar miller in the country, landing expansive acquisitions in 2020. The company is also a recognized market leader in flour and animal feeds milling.
With a future-forward mindset, URC is building upon its legacy of cultivating brands, expanding distribution reach, and honing its capabilities to full potential. The company is committed to being retailers’ partner of choice, serving with utmost dedication and sincerity, as it has for years.
As for the URC team, we’re on the move towards fulfilling our Ambition 2035 strategy and goals. We press on to honor our people-first heritage, standing by our purpose to delight consumers with every product.
Achievements
1The Vietnam Chamber of Commerce and Industry (VCCI) granted the award during the country’s Corporate Sustainability Forum 2020.
2The award was presented by HR Asia, an authoritative regional publisher on human resources.
About URC
Pandemic Feature
Adapting to Changes
OUR PANDEMIC RECOVERY
“We acknowledged at the onset that the trail to surmount the consequences of this global downturn was a steep climb.”
During the early part of 2020, URC was quick to gather and come to terms with the gravity of the pandemic as it unfolded. We acknowledged at the onset that the trail to surmount the consequences of this global downturn was a steep climb.
Nevertheless, the company was determined to push forward. The months that followed revealed the true strength of our people, as everyone mobilized to support each other.
Despite the air of uncertainty, URC was able to actively curb obstacles, protect its people, and uplift communities. All this was made possible through well-coordinated strategic plans, implemented with utmost dedication, and more importantly, compassion.
A Sound Strategy
As a collective leadership team, URC began navigating the pandemic by evaluating the soundness of its business strategies in relation to the circumstances. We took stock of our progress and monitored trends to gauge our next move.
Based on our assessment, our Where-to-Play and How-to-Win strategies were stable and versatile. These had served us well in the past as we worked on our purposeful transformation, and we had full confidence that overhauling was not a necessity.
Instead, we needed to prioritize going the extra mile to meet consumers’ needs: prioritizing safety, bridging product-to-consumer limitations, and accelerating the production and development of essential goods.
“The months that followed revealed the true strength of our people, as everyone mobilized to support each other.”
Protecting Lives and Livelihood
URC’s first course of action was to immediately roll out company-wide safety measures.
Our office-based teams immediately moved to a remote working set-up, maximizing the technology available to us. The shift protected those teams from unnecessary exposure and gave our organization peace of mind, which positively influenced our overall productivity.
For our employees and essential workers in the field, we provided them with personal protective equipment (PPEs) and modified our facilities for proper social distancing. We also organized shuttle services across our plants to ease worries, especially since public transportation options were reduced.
After taking care of our people, our team reached out to several hospitals and LGUs to donate a variety of URC food products, covering basic necessities and delivering comfort to front liners. We also donated PPEs to maintain a safe environment for health workers.
We also brought products closer to communities through the URC Bayani Juan Caravan and
URCommunity Mart. With these programs, consumers can easily purchase their essentials without having to leave the safety of their community. Sari-sari store owners may also stock up on goods for their own shops through our bundle packs, offered at discounted prices. It’s our way of thanking them for staying open to help bring food to their neighborhood.
Our Baker John division also teamed up with GMA Kapuso Foundation to create Bike for Good. The project prioritizes those who have lost their source of income during the pandemic. Each of the 30 beneficiaries received bikes and Baker John negosyo starter packs to help them kickstart their own small business.
Even through difficult times, URC stands by its people-first commitment by spearheading programs that empower communities to thrive.
Bridging communities
From Viber groups to a full-fledged distribution channel, our Flour and Pasta division established the Baker John Community Selling program to bring bread and pastries closer to consumers.
It started off when members of our team volunteered
to distribute food in their villages. Seeing how their neighborhoods had limited mobility due to heightened safety protocols, they wanted to make essentials more accessible for everyone.
The news was passed on through group chats, and soon after the few loaves of bread turned into crate-loads of orders per person.
Through the experiences of our team, we found that their communities represented the growing demand for accessible, neighborhood-based sellers. Our Baker John division was quick to develop a centralized community partner program, open to home-based entrepreneurs who wanted to introduce safe shopping options to their village.
“What began as a goodwill initiative, turned into a network of over 120 community partners.”
What began as a goodwill initiative, turned into a network of over 120 community partners. In turn, the program increased the division’s sales.
We took this a step further by incorporating Baker John products into our Kabalikat Village Hub program. Kabalikat Village partners distribute a variety of URC products within their communities to
help them generate additional income. Today, there are 152 active Kabalikat Hubs located across the country.
These initiatives also inspired our Branded Consumer Foods group to explore social commerce channels, primarily through our business-to-business Facebook 2 Benta (FB2B) network. The centralized Facebook platform connects sari-sari stores to URC regional distributors. Using Facebook Messenger, store owners placed their orders online and our regional partners delivered the products immediately to their door.
Through FB2B, small businesses gained safe access to goods, helping them stay in business throughout the crisis.
For direct business-to-consumer selling, URC products are also available on digital retail shops, such as Lazada, Zalora, and GrabMart.
Through these programs, we hope to reach more communities and inspire people to tap into their inner entrepreneurs.
Accelerating Innovation
When the pandemic hit, access to food and basic
necessities became a pressing concern for communities. Despite the logistical challenges, URC stepped up to increase the production of essential goods to reassure our customers.
URC’s Integrated Supply Chain (ISC) department worked tirelessly to ensure that goods were produced, packed, and delivered to consumers in a timely manner.
With 7 out of 10 Filipino households consuming URC products every day, the department understood the importance of their role in the lives of consumers during this time. Working alongside the sales team, our people fulfilled their duty in earnest to ensure the continuous stream of supplies for Filipino families.
Each member of the team valued their role, doubling efforts amid transport restrictions and manpower limitations to meet delivery targets. Our people took the initiative to attend to their on-site responsibilities, including line managers and plant-based HR leaders who were present to address employee concerns.
Aside from supply chain initiatives, URC fast-tracked the development of products that answer changing consumer trends.
Our product development team created a new roster of healthy foods, value-for-money products, in-home consumption SKUs, and affordable indulgent products. These abundant innovations give consumers more options that are suitable for their needs and budget.
In the AIC division, our team focused on utilizing facilities to expand our core and respond to the demand for hygiene products. This is why we launched Shield+, our line of pharmaceutical-grade rubbing alcohol. We are committed to developing this new category to serve more consumers in the long run while maximizing our distilleries.
With our recent mill and distillery expansion, the AIC team is working on the integration of URC’s strategies into our latest acquisitions, strengthening our local manufacturing capabilities.
Champions for Adaptation
“More importanly, URC has become more agile in adapting to changes without compromising our values, strategies, and partnerships.”
Healing requires patience, but at least it’s within the horizon. While it has been a long and winding year, URC holds on to every silver lining.
We strengthened relationships within our organization, united by our people-first commitment to serve others to our utmost capacity.
We have led the way with innovative ideas and programs to address consumer needs.
More importantly, URC has remained agile in adapting to changes without compromising our values, strategies, and partnerships.
There is still much rebuilding to do as the pandemic continues, but we are certain that our joint efforts with other organizations and institutions will lead to full recovery.
About URC
Purpose, Values,
and Ambition
Our North Star
Purpose, Values, and Ambition 2035
URC witnessed significant improvement since the rollout of its Where-To-Play and How-To-Win strategies in 2018. It advanced multiple aspects of the business: effective communication, seamless operations, and impressive product innovations.
The positive outcome of these strategies has been very beneficial for our organization. Now our goal is to bank on this momentum and propel URC forward.
To this end we’ve reframed and codified our Purpose, Values, and Ambition (PVA) – the center point from which all our initiatives, campaigns, and products pivot.
Purpose
Our purpose is drawn from the company’s beginnings, when Mr. John’s keen entrepreneurial intuition urged him to explore greater prospects for the local food industry. He aspired to create
homegrown food products that would nourish and delight Filipino consumers.
In turn, Mr. John’s hard work redefined consumers’ food experiences as his pioneer brands turned into beloved household staples. His legacy lives on through URC as the company continues to delight consumers in their daily lives, as it has done for over six decades.
In elevating our Purpose, we wanted to expand the reach of Mr. John’s commitment to address the concerns of modern-day consumers.
While there are many choices in the market, people crave food that is both delicious and healthy. People’s heightened consciousness for their well-being inspired us to shift our focus towards creating tastier, accessible, and nutritious food and beverage options.
Consumers believe that food is a major agent in self-care, as well as a medium in caring for the people around them. As a company that shares this belief, our role is to empower consumers and their loved ones to have a well-balanced lifestyle. URC has the capabilities to make this possible building upon its wide variety of wholesome food selections.
After delving deeply into these insights, we arrived at a distinct, inclusive Purpose statement: URC exists to delight everyone with good food choices.
URC will lead by example, showing how good food can be both healthy and delicious with the right ingredients, innovation, and effort. Our products serve a broad range of consumers with varying preferences and lifestyles, from premium to budget-savvy options.
We will make these products readily available for consumers to have quality nutrition.
With our distinct Purpose, we have a greater sense of direction to guide us in setting new goals and identifying the right values that will motivate us along the way.
Values
At URC, Values are our means of following through with our Purpose. They are a unique combination of principles that make up the fingerprint of our culture and serve as stepping stones towards fulfilling our goals.
We want each Value to be practical and straightforward. They exist to inspire bold action among our people, empowering them to make dynamic contributions to the company.
These four values encapsulate everything URC stands for:
Put People First
People are at the center of everything we do. At URC, we invest our time to understand, honor, and care for each other in all our diversities.
Our firm belief is that we are stronger together. When faced with challenges, everyone should have
the initiative to pitch in and support each other. We nurture relationships by showing our commitment to service, which underpin lasting partnerships.
Dare to Do
We believe that achieving better outcomes is always possible with determination and hard work.
We take calculated risks, using innovative data points to inform our experimentation process.
In so doing, our people become trailblazers. We follow our curiosity to navigate new business landscapes. We are a team that challenges the status quo for improvement. This shared characteristic encourages our people to assess situations from different perspectives.
Own It
Empowerment unlocks the full power of our potential. We hold ourselves accountable for our duties and commitments.
We believe stepping up, going beyond, and owning our contribution helps us work as one team, focused on goals that move the whole business forward.
Move Forward Fast
Our success is powered by our ability to see new opportunities and act upon them quickly.
We are constantly learning, embracing change, and challenging each other to achieve better outcomes, even when it means unlearning outdated practices.
“Combined, these Values make up a fully synergized culture that shapes every facet of URC: its products, decisions, and behaviors.”
Combined, these Values make up a fully synergized culture that shapes every facet of URC: its products, decisions, and behaviors.
We hope that taking these principles to heart will also inspire personal development, confidence, and camaraderie — life-long growth and relationships that transcend the workplace.
Ambition
Using our Purpose and Values, we gradually pieced together our key objectives for URC’s Ambition. The result was a compelling vision that defines what the company aspires to become by 2035.
Ambition 2035 is best illustrated in three parts that complement our business strategies:
Our business model
“We are a sustainable global enterprise.”
• URC delivers consistent, superior returns to all ofits stakeholders while caring for the environment that brings life to our business.
• We pioneer products with expansive reach developed from fully integrated systems and best-in-class capabilities.
• From our hardworking factory staff to our trusted business partners, people can count on URC to advocate strong win-win outcomes – collaborating for the good of all.
Our products
“We give everyone access to high-quality,
planet-friendly products.”
• All of URC’s food products prioritize taste and health, delighting customers around the world. These products lead within multiple markets by being both accessible and affordable.
• Every brand has a deep connection with consumers through variety and interactive experiences.
• We maintain global standards of quality, including non-food items, while supporting our no-waste agenda to achieve a net-zero impact on the planet.
Our people
“We are top-of-mind for having the best talent in the
world.”
• URC is a global organization that stays true to its values.
• We foster an open, remote, and fluid work dynamic with a network of productive teams.
• URC empowers each one of us to create innovative solutions and work to our full potential.
• As a team, we foster belongingness. We ensure that everyone feels free to express and contribute their passion, creativity, and talent through their work.
Winning Together
Upon introducing this cohesive Purpose, Values, and Ambition statement, we received great feedback from the different URC teams and
branches.
It has been a joy to hear how URC’s updated shared identity resonates with the tenured members and partners of our community. New members have also developed a better appreciation for what the company stands for, helping them understand their role on a deeper level.
We are certain that our PVA, coupled with our business strategies, will open new opportunities for URC to flourish.
Branded Consumer Foods (BCF)
Spanning 4 branded super categories, BCF is recognized for being our largest business segment. It covers a wide range of beloved brands within the snacking, beverage, and noodle groups. With a growing presence across the ASEAN and Oceania markets, each category has grown to become a staple on every family’s shopping list.
Agro-Industrial & Commodities (AIC)
This segment is a vertically integrated business comprising the Agro-industrial Group, Sugar and Renewables Group, and Flour Division. The AIC division is designed to complement the branded consumer foods business with its end products, namely sugar and flour.
GEOGRAPHIC PRESENCE
Geographic Locations:
Domestic
URC FACILITIES
40
Branded Consumer Foods
Facilities
15
Agro-Industrial Facilities
13
Commodity Foods Facilities
5
International Sales Offices
and Distribution Presence
Facilities
Domestic
GEOGRAPHIC PRESENCE
Geographic Locations:
International
International
Global Exports
Our Branded Consumer Foods’
single global export team helped us introduce a diverse portfolio of high-quality products to customers in over 50 countries worldwide. This includes the following regions:
• America
• Europe
• Middle East
• Africa/Indian Ocean
• North Asia
• Oceania/Pacific
The expansion helped us maximize sales resources and manufacturing capabilities while supporting our international distributors and retail partners. Together, we hope to break through to new markets and create more win-win opportunities for our network.
