Tinidor Foods is a start-up
company that will manufacture Filipino-style pickles called “atsara” (pronounced
at-chara). Products will be marketed and
positioned at the high end in terms of price and quality. It will use natural and non-GMO ingredients
in its unique offerings. The company wanted to bring a familiar taste to
Filipino communities in the Portland Metro Area; yet, introduce new products to
the pickle fanatics that already exist in Portland.
Tinidor Foods would like to
complete several of its objectives within its five years of operation. The first objective is to have products to be
sold at the local grocery stores and farmers market. The second objective is to increase sales and
improve gross margin. The other
objective is to have different outlets that will distribute their product.
Lastly, Tinidor Foods would like to become a Filipino pickle producer with an
expanding geographic distribution area.
Currently, Tinidor Foods has
three main line of products. Their
flagship is the pickled papaya and mango, which would be the traditional
pickles. These pickles would stand out
due to its freshness, uniqueness, and quality ingredients. Then there is fusion
line, which would include pickle watermelon rinds.
Tindor Foods would like to
target three possible customer groups to sell their products to. The first group would be the grocery stores,
which will sell directly to the end consumer.
The second group would be wholesale distributors. The last group would be the restaurant
There are many pickle
competitors at various price points that already exist both locally and
regionally, but they don’t offer the same type of product. Tinidor Foods has an
advantage to establish itself as a premier brand of traditional Filipino-style
Tinidor Foods has a strong
management team consisting of Joe Cuaresma and Krissel Aromin, who will ensure
sustainable growth. Joe is the Co-Owner
and has over ten years of experience in the food industry along with BA in
Accounting and Master’s in Business Administration. Krissel is also the Co-Owner and has five
years in the food industry. Krissel’s
strong personal skills will be an asset to marketing and building rapport with
Increase sales within the
next three years.
Improve and sustain gross margin with current
Add products and services
to meet market demand.
turnover, reduce cost of goods sold and maintain high product quality.
To provide jobs locally
and support local farms.
Tinidor Foods was established to offer high quality
Filipino-style pickles made locally. According
to PDX Eater (Eater Staff, 2015), pickles and Portland are “almost synonymous,”
and so it would be advantageous for Tinidor Foods to produce a unique and
ethnic product to the market.
Keys to Success:
Deliver high quality
products which set them apart from others in taste and value.
Provide service, support,
and above average margin to dealers.
Increase gross margin
Bring new products into
the mix to increase sales volume.
Tinidor Foods is in its first
year of operation, will manufacture pickles to be sold in Portland and
surrounding areas. Tinidor Foods will mostly use locally sourced ingredients to
make its pickles from local vendors and farms.
Tinidor Foods is in its initial
stages of setup and operations. There
might be a hindrance in lack of working capital as it progresses in sales
volume. Therefore, additional capital is
needed to purchase ingredients and processing in larger volumes.
Form of Business
Tinidor Foods will operate as Limited
Liability Company (LLC) in the state of Oregon.
The business will be co-owned and managed by Joe Cuaresma and Krissel
Joe Cuaresma has a combined ten
years of fast food experience with Rice King; McDonalds; Boston Market; and
Jack and the Box in various positions. Joe also has three years of fast food
management experience; managing a kitchen staff of five-ten; responsible for
inventory/equipment purchasing; maintaining employee schedules; and ensuring
restaurant safety compliance. Joe received his Master’s in Business
Administration (MBA) from Ashford University in 2016 and has a passion for
culture and food.
Krissel Aromin has a combined
five years in fast food with Carl’s Jr., Chamorro Grill, and Honey Baked
Ham. She also has over eight years in
administrative experience and over ten years in customer service.
Weekly Operations Plan
Operational efficiency will be
crucial for the success of Tinidor Foods. Ingredients will be purchased through local
vendors and purveyors. Operations will comply with food handling safety regulations
of Oregon Department of Agriculture (ODA) and Food and Drug Administration
(FDA). It will follow rules in accordance to local, state and federal laws.
Foods will sell its traditional Filipino pickled papaya and mango to an ever-growing
clientele. Originally it was geared
towards the local Filipino community, the market has expanded to include pickle
lovers in Portland area.
selling high quality and product-uniqueness in a market segment filled with
competition. Our approach is to take our
product image up-market because of our unique and exotic offering. We believe there is void in the market and
our product will fill that need. After
further research and review of other pickle products, we will position
ourselves accordingly to similar fashion.
Traditional Pickled Green Papaya
Traditional Pickled Green Mango
Fusion Pickled Watermelon Rinds
Foods will differentiate itself from others by offering a unique and
traditional product. The high-quality
ingredients are wonderful blend with a twist of culture. These products are unique and must be
presented to encourage customers to try our product.
are no similar food items, so premium charge can be applied. The market has shown there are other local
and readily known brands, but none offer a unique style of pickles.
are part of margin squeeze. As orders
increase, production must increase that also increases our margin. We need to
find additional opportunities to lower cost of production maintaining the
quality of product.
We are researching and developing other
products to complement our product line. We are also considering other ways of
marketing the overall product line.
and Target Market Analysis Summary
Recent studies have shown
potential link between eating fermented foods and decreased social anxiety
(Eater Staff, 2015). In Portland, there
are a variety of places that offer pickles ranging from Russian, Korean, and
American (Eater Staff, 2015). There is a need to introduce Filipino foods and
culture to an ever-growing city.
As of 2010 Census, there were
almost 27,000 Filipino residents in Oregon with only three Filipino restaurants
and no local Filipino food distributor. Filipino Cuisine is making its presence
known to foodies (Rodbard, 2016). For
example, Washington D.C. has called Filipino Food to be the “Next It Cuisine,”
are many pickle items from various vendors, Tinidor Foods will approach the
market as a Specialty Retailer provider of high quality pickles. We have opportunities with local grocers to
provide us with a market presence.
are initially focusing on pickle lovers and the Filipino community. They will be able to appreciate the
availability and uniqueness of the product. The market will observe the
products they choose and will indirectly become promoters of our products.
market analysis shows us broad range of prospective clients covering more than
one ethnic group or body.
food industry is new and its popularity is still making its way in
Portland. The taste and ingredients are
not common in the pickling industry, which give Tinidor Foods an advantage
against the competition.
Foods would like to capitalize on the consumer’s desire for something
different, high quality, and unique. Specialty food items that have health benefit
seem to find its path in the market place even in a troubled economy.
Tinidor Foods will capitalize on its unique and
high-quality product line. We want to
focus on the consumer through grocery stores giving Tinidor Foods continuous
o Place: Farmers
Market, Local Grocery Stores
o Price: We
will price our products competitively, but maintaining low enough price will
help us build a market share. As long as our supplier prices remain stable, we
do not anticipate price increases.
o Promotion: Long-range
goal is to gain enough visibility to leverage the product into other
distribution sites within our area, then move to other geographical regions
based on inquiries and distribution requests.