The Philippines

Maria Ruiz

Luis Padilla

Environment

• 7,100 islands• Tropical climate,

monsoons year round• Mostly mountains with

narrow to extensive coastal lowlands

• Longest discontinuous coastline

Land Use

• Minerals: copper, chromite, gold

• Agriculture: rice, sugarcane, cotton, coconuts, bananas, mangos

• Other industries: fishing, mining, lumbering, poultry raising, shipbuilding, weaving

Pre-Hispanic Culture

• Barangays: 30-100 families

• Datu: leader of barangay

• Council of elders

• Four classes of society

• Religion– Form of polytheism– Bathala

Values• Strong family and community relationships• Respect for elders and authority• Strong religious faith• Hospitality• Bayanihan

Filipino Cuisine

• Malay: preparation techniques; use of chili and coconut milk

• Chinese: noodles and soy products

• Spanish: dishes emphasizing meat and dairy products

• 80% of food is of Spanish origin

Adobo

• Comes from Spanish word “adobar”

• Stew made with chicken or pork marinated in soy sauce, vinegar, garlic, and peppercorns

Why Adobo?

• Regional and historical influences

• Reflection of Philippine history

1. Distantly related to ginataan

2. Spanish introduced marinating

3. Regional variations

• Represents identity, colonialism, and ethnic pride

Characteristics

• Sweet and sour taste

• Long shelf-life

• Easy to make

• Ease of transportability

• Used as main course in a meal or as a snack

Target Market

• Leading States: California, Hawaii, Illinois, New Jersey, New York

• Adults 18-65 years old

• Highly educated people in nursing and medical professions

• Annual income of $20,000 and over

4 P’s

• Product:– Bayanihan Adobo – Microwaveable

rice bowls

4 P’s Continued

• Place– Grocery stores– Asian specialty food stores– Hospital cafeterias– College campuses

• Price– 4.99 basic adobo with white rice– 6.99 coconut milk adobo with white rice

• Promotion– Samples– Events: Philippine Weekend