‘Prutasan ni Adan’ eyes national expansion

CEBU, Philippines — What began as a modest enterprise inspired by overseas travels is fast becoming one of Cebu’s most recognized names in the fresh produce sector.

Prutasan ni Adan, the fruit supply business founded by Bobby and Shera Mae Adan in 2017, has evolved into a strong player in Cebu’s retail food landscape, blending consumer demand for health-focused choices with a flair for quality and presentation.

Formerly an accountant at Pentax Cebu Philippines inside the Mactan Economic Zone, Bobby transitioned into entrepreneurship after recognizing a market gap in the supply of fresh, premium fruits.

His initial foray into selling coconut juice, dried fish, and reselling local goods gradually matured into a vertically integrated retail brand known for its quality, consistency, and customer focus.

From Local Roots to International

Recognition

In 2023, Prutasan ni Adan was named MSME (Micro, Small and Medium Enterprise)  Entrepreneur of the Year by the Cebu Chamber of Commerce and Industry (CCCI), a milestone that capped years of disciplined growth. That same year, the brand reached an unlikely but symbolic global milestone: a feature on a Times Square billboard in New York City through a GrabFood campaign promoting Filipino small businesses. It also clinched GrabFood’s Fan Favorite Award and ranked among the top three food merchants in the Visayas.

A Fruitful Vision for National Scale

Hailed from Southern Leyte, Adan now has his sights set beyond Cebu. “In five to ten years, we aim to be a national brand,” he said in an interview.

The company is actively scouting for strategic partners across the Visayas, with plans to broaden distribution and establish a firmer foothold in wholesale and logistics—key steps toward building a fruit supply chain that can scale nationwide.

Riding on growing consumer interest in healthier lifestyles, Prutasan ni Adan has curated a product line that includes fruit salads, snack cups, and pantry staples. The brand’s strategy hinges on freshness and premium sourcing—an approach that has resonated with urban Filipino consumers willing to pay a premium for quality.

However, managing perishables at scale remains a critical challenge. “Maintaining freshness is our biggest operational risk,” Adan admitted.

To mitigate losses, the company invests in process innovation and continually reevaluates its cold chain and inventory protocols.

Customer Feedback as a Growth Driver

Digital engagement plays a central role in the company’s strategy. Through platforms like Facebook, Instagram, and Google Reviews, Prutasan ni Adan actively gathers customer feedback, using real-time insights to adjust product offerings and service models. This consumer-first approach has proven in helping the company refine its brand and retain market loyalty.

While the company recently opened its third retail outlet at Paseo Arcenas, expansion is proceeding with caution. Adan advocates for business focus and stability over premature diversification—a lesson he said came from hard-won experience. “You have to understand your core business deeply before thinking of new ventures,” he noted.

Looking Ahead

As it moves into its next phase of growth, Prutasan ni Adan is investing in back-end infrastructure, improved storage capabilities, and an expanded product catalog.

The long-term goal he said is to position itself as the go-to premium fruit supplier—not just in Cebu, but across the archipelago.

With a brand values built on quality, innovation, and responsiveness, Prutasan ni Adan is a reflection of the modern Filipino SME: globally aware, digitally savvy, and rooted in local excellence.