KENEA Business Review - A New Dawn : A stronger future for Nueva Ecija and Aurora’s comeback

On September 12, 2024, at the KENEA Office in Santa Rosa, Nueva Ecija, Kimberlin Enterprises, our new distributor for Nueva Ecija and Aurora (KENEA), hosted a Business Review session with our URC BCFG Vice President for Sales, Ms. Cheri Moran. This meeting marked a significant step in KENEA's journey to establish a strong foothold in the region.

The Business Review was attended by the Sales Operations and Systems Group, CNL Territory Sales Manager Hanz Inson and our KENEA sales organic team - Distributor Sales Manager Raymund “Reggie” Gallardo, CDAM for RDKA Jose Isaac “JI” Dela Cruz, and CDAM for On-Premise and Tertiary Quennie Edquilag, and CNL Field Excecution Manager, Cathy Bayan. Additionally, the RD management team, consisting of Joaquin and Regit Pobre, RD owners, Aileen Sy, Kimberlin Enterprises General Manager and Razel Carizal, KENEA Operations Manager contributed their insights. KE-Aurora Assistant Operations Manager Emman Calagui, along with the RDLT Sales team—Field Sales Manager Alimir Martin and Field Sales Supervisors Nilo Evangelista, Kazner Ganareal, and Carlo Garcia.?

Kimberlin Enterprises, which previously focused on the Cagayan and Tuguegarao areas, expanded its operations to include Nueva Ecija and Aurora in 2024. KENEA officially commenced operations last April 17, 2024, and has since been dedicated to enhancing its presence in these vital markets.?

The objectives of the Business Review and fieldwork were multifaceted. Participants aimed to evaluate performance, identify growth opportunities, address challenges, and gather customer feedback and satisfaction data following KENEA’s transition. This strategic focus is essential for ensuring long-term success and adapting to the needs of the market.

The first order of business was fieldwork, spearheaded by our organic sales team for KENEA. They visited Newstar Supermarket in Santa Rosa, Nueva Ecija, where JI Dela Cruz conducted an insightful walkthrough. This session provided an opportunity to discuss the supermarket's business operations, challenges faced, and potential opportunities for key customers.?

In addition, Quen Edquilag, our CDAM overseeing Tertiary and On-Premise sectors, highlighted significant opportunities in public markets and Sari-Sari stores in Nueva Ecija. This focus on local retail dynamics aligns with KENEA's strategy to penetrate diverse market segments. Together with Ms. Cheri and the RD leadership team, the group had a fruitful visit to both the Santa Rosa and Gapan public markets, fostering valuable relationships and gathering firsthand insights from local vendors.?

Following the field visits, Ms. Cheri toured the warehouse to assess inventory and operational efficiency. This was succeeded by the Business Review session led by Raymund “Reggie” Gallardo, who provided a comprehensive overview of sales performance and strategic initiatives moving forward.?

The outcomes of the Business Review and fieldwork were overwhelmingly positive, igniting motivation among the team to regroup and refocus their efforts. The collaborative discussions and insights gained reinforced the commitment to building a stronger future for Nueva Ecija and Aurora.??

As KENEA continues to evolve and expand, the dedication of all team members and partners will be crucial in navigating the challenges ahead and seizing the opportunities that lie within these promising markets.?