Fruitas expansion continues amid COVID-19

MANILA, Philippines — Fruitas Holdings Inc., the listed beverage and food kiosk operator, is expanding despite the difficult business environment brought about by the coronavirus disease 2019 or COVID-19 pandemic.

The company plans to open concept stores carrying its fresh products as an alternative to the more crowded supermarkets or malls, FHI founder Lester Yu told The STAR.

Next month, the company will open 10 Babot’s Farm outlets, its new fresh products store concept.

Initially, these Babot’s Farm outlets will have three major verticals of fresh products in its portfolio, including Fruitas’ leading buko beverage line, soy & bean fresh soy products line (soy milk, tofu, and taho), and fresh dairy and yogurt from Bukidnon Milk Co.

Fruitas has already opened the first Babot’s Farm outlet along E. Rodriguez Sr. Avenue, Quezon City.

Other Fruitas products such as frozen De Original Jamaican Pattie, ready-to-heat SHOU Chinese delicacies and viands from Sabroso Lechon and other Fruitas food brands will also be available in Babot’s Farm outlets soon.

Babot’s Farm’s outlets will also function as CocoDelivery hubs.

Fruitas intends to adapt and seize attractive opportunities in the market even as it has not been spared by by COVID-19.

Since the quarantine began in March, the company has been in talks for more tie-ups and is continuously on the lookout for more strategic acquisitions.

Fruitas partnered with food retailer Pan de Manila in April and placed its fresh juice products in Pan de Manila stores. It also partnered with Bukidnon Milk to carry its fresh dairy yogurt.

More than 575 stores are back in business and are seeing increasing sales as the economy gradually reopens, Fruitas said.

Yu said the company expects a faster recovery as the year progresses especially in light of the initiatives being undertaken.