Philippine Business Magazine: Volume 9 No. 2 - Enterprise
Crunch Time
Chicharittos makes chicharon-eating more fun
By Tina Arceo-Dumlao

Cebu has long played second fiddle to Metro Manila as the primary urban center, even if it accounts for a big portion of the country’s exports, has one of the highest productivity levels, and still manages to keep its air clean.

The story in retailing is the same – enterprises start out in Manila then invade urban areas in the provinces. But this trend has seen more and more reversals with the emergence of major non-Manila brands conquering the metropolis, and even, with some, poised to go international. Among these are Cebu-based Island Souvenirs, Penshoppe, and now, Chicharritos, a manufacturer of bite-sized chicharon (pork rind) that comes in different packages and flavors to suit the varied tastes of customers.

Cebuano entrepreneur Eduardo Alegrado put up Chicharritos under Alenter Food, Inc. in 2000. Before Chicharritos, Filipinos had to make do with chicharon that were unbranded and whose quality could use a lot of refinement.

Alegrado chose chicharon as its entry product because he believed that it could be improved in appearance, taste, packaging, and shelf life. Alegrado then proceeded to experiment with different ways to cook chicharon. Alegrado’s kitchen was his laboratory and after several months of experimentation, Chicharritos was born.

Unlike traditional chicharon makers who use large cast iron kettles to cook chicharon out of pig skin, Alenter put up the first modern chicharon manufacturing facility in the country. The plant in Mandaue City, Cebu has modern stainless steel deep fryers, pneumatic skin cutters and stainless steel meat bandsaws in lieu of hand-held knives. The factory also houses stainless steel working tables, along with a four-stage vacuum packaging system.

Alegrado knew where the improvements should be made in both the production system and the taste of the products since he had been into chicharon-making since 1976 under Maria Cristina Foods Inc. Maria Cristina Foods is a modest family operation that produced, among other things, native sausages, beef tapa, and chicharon made in the traditional way.

After 25 years, he thought it was about time to bring chicharon manufacturing to new levels.

Cebuanos immediately got hooked on Chicharritos when it opened in 2000. People like going to the modest chicharon bar beside the plant where customers can sit and have a drink while their chicharon orders are being popped and packed. Chicharritos invaded Manila in July 2001 with its first outlet at the SM South Mall, followed by carts at Robinsons Manila, SM Megamall, and for a time at the Glorietta mall in Makati. Realizing its growth potential and hoping to reach more customers, Chicharritos opened its first stand-alone store at Moridel Building along Pasong Tamo Extension, Makati City on 23 January this year. The store accommodates dine-in customers who can enjoy its cozy atmosphere.

Fernando H. Rivilla, general manager of Alenter Food and who also manages the Pasong Tamo store, expresses great confidence over the prospects of Chicharritos in Metro Manila. The advantages of the Chicharritos line over the generic products – and even those of the branded ones — are its different taste and flavors and its longer shelf life.