Gerry ‘Mr. Freeze’ Santos embarks on first TV show with ALLTV

Leah C. Salterio - The Philippine Star
Gerry �Mr. Freeze� Santos embarks on first TV show with ALLTV
Gerry, the businessman behind Mr. Freeze purified tube ice business, equips anew generation of Filipino entrepreneurs and viewers to pursue their business dreams in Negosyo Goals. Bankrolled by Makers Mind Media Production, with CEO Ivy Ataya and Joyce Selga as producer, the program airs every Sunday at 11:30 a.m. on ALLTV and features Gerry’s celebrity friends such as Albert Martinez, Thirdy Ravena, Alyssa Valdez, Derek Ramsay and Aga Muhlach.

MANILA, Philippines — Mr. Freeze in Batman is known as an antagonist. When Arnold Schwarzenegger came to be known as Mr. Freeze in Joel Schumacher’s Batman and Robin (1997), businessman Gerry Santos decided to adopt the moniker for his tube ice business and he was never pictured as a bad guy.

Since 1995, Gerry loves to mentor a lot of people. He started as a small-scale entrepreneur. His dad was the original ice dealer who started with the block ice business. Gerry was only 18 when he began to work for his dad’s business. They would get block ice from ice plants.

“There was no purification system for ice yet at that time,” Gerry shared. “Tube ice was not yet existent. We would crack the block ice to sell it. I did all kinds of roles in the family business. If a worker is absent, I would jump into the delivery truck. I know the ins and outs of the business.”

Ice was the business that sustained the Santos family. After 13 years of working with his father, Gerry resigned and established his buy-and-sell business for cars.

“That’s (cars) my passion,” Gerry admitted. “I got a P3 million loan from the bank and started my buy-and-sell business. When I excelled in doing buy-and-sell, I later realized that I should go back to my dad’s business.”

By 2005, Gerry decided to build his first 15-ton ice facility in Quezon City. The origin of his Mr. Freeze did start in Batman. “Mr. Freeze shoots at his enemies and they turn into ice,” Gerry said. “So, I created the branding and marketing for my business. Everybody calls me Mr. Freeze.”

Gerry with couple Derek Ramsay and Ellen Adarna.

After having six plants in 2012, Gerry decided to sell ice to small-time resellers like tricycle drivers in Malabon. “That was the start of the success of Mr. Freeze,” he beamed. “The rest is history.”

At that time, Meralco was looking for a luminary. Gerry became the first grand luminary awarded in 2012. He was even featured in the TV commercial of Meralco.

Since 2012, Gerry continuously worked on Mr. Freeze expansion. “Up to now, 90 percent of our volume goes to the urban poor or low-income families” he said. “I concentrated there. Mr. Freeze is built on our relationships with our employees, partners and distributors. Every one became successful.”

“There were those who previously worked as kasambahay and rose to become area manager. There was a tricycle driver who got to buy his own house. That was how I became known even to my partners. Up to now, we are still growing. Our industry became big,” he continued.

Gerry is a product of San Beda education from grade school to college. He was also a member of the school’s Glee Club.

“I also sing, although not professionally,” Gerry said. “One time, I attended the birthday of Derek Ramsay. Pops Fernandez and I did a duet of Bakit Ngayon Ka Lang. My family members are also singers. More often, we are the life of the party.”

Recently, Gerry was tapped to host his own business show, Negosyo Goals, bankrolled by Makers Mind Media Production, with CEO Ivy Ataya and Joyce Selga as producer.

Gerry with celebrity friends Isabelle Daza.

Negosyo Goals is a program with a new generation of Filipino entrepreneurs which aims to inspire and equip the viewers to pursue their entrepreneurial dreams. It airs every Sunday at 11:30 a.m. on AllTV.

In Negosyo Goals, Gerry will feature his celebrity friends who have their businesses such as Albert Martinez, Thirdy Ravena, Alyssa Valdez, Derek Ramsay and Aga Muhlach. Other celebrities agreed to be featured, while some even agreed to host with Gerry.

Gerry met Isabelle Daza in a car event 10 years ago. “In the years that Bel and I have known each other, she is now like family to me,” Gerry said. “I often talk to her about her business. I guide her in her investments.”

Even if he is the big boss in his company, Gerry does not prefer VIP treatment anywhere he goes to. “I still take the tricycle anywhere I can,” he disclosed. “I take Grab if needed. I don’t have a driver. My family and friends know that. I’m very low-key. Happiness is contentment for me. That’s my goal. If you don’t get contented in life, you will never stop looking. Success is not money. Success is what you have done and accomplished. My life now is very relaxed. I have passed on the business to my eldest son, who is now the president of the company.”

Gerry’s main stress now is taping for Negosyo Goals. “It’s not easy,” he attested. “You tape one video from 7 a.m. to 7 p.m. But I saw the perseverance of my producer and CEO, that was why I gave my nod to my first TV show. We never talked about compensation. I am not after the money here.”

Gerry agreed to do two seasons of Negosyo Goals, so that will mean taping 26 episodes for him. Enough to keep him preoccupied with his first TV hosting venture.

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