Fruit Magic
The Healthy Alternative
By PePe Castro

FRUIT MAGIC WAS already operational since 1993, as a pioneer in the fresh fruit juice sector of the beverage industry, which was then flooded by artificial drinks.  Even then, it was a welcome change from artificiality, since the “real goodness of fresh drinks was (hard to find),” the company’s Web site (fruitmagic.com.ph) states.

In 1999, its former owners sold Fruit Magic to the family of Alan Escalona, who now serves as its chief executive officer, after investing approximately P15 million because “we felt that the health and fitness business line was very much in (vogue, especially since the) Philippines is a tropical fruit and agricultural country, and we have abundant raw materials for fresh juices, shakes, smoothies, and the likes,” Escalona says.

Selling the concept of Fruit Magic was not always easy.

“The first big challenge was the acceptance of our products in a softdrink and packed juice-dominated market,” Escalona says.  “Juicing and blending a fresh fruit/vegetable to a natural, enzyme-laden drink was totally different and unique.  We had to educate the market and communicate the differences, the advantages, and show them the comparative costs in the long run.”

But Escalona notes that “Filipinos love the art of having their beverages (made) in front of them.  So we capitalized on that 'What you see is what you get' type of marketing.”

The other challenge is the “staff and crew training, as (there was a need for) pilferages, wastages, total quality service, best quality/best tasting products, and attractive/clean stores (to be improved on).  And these needed extra capital, and the hiring of consultants.”

Because of the continuing growing popularity, Fruit Magic started offering franchises (under the supervision of FRANCORP) in 2006, with the fees ranging from P250,000 to P400,000.   The fees cover, among others, the kiosk construction, equipment, and initial inventory.  Return on investment happens in a year and nine months to two years.

“We are the pioneers in the fresh fruit/vegetable juicing industry, with over 15 years of experience,” Escalona says, stressing that it is their "dedication to high quality products, better service, continuous innovation and new products from time to time” that will continue driving their success.

For more information on Fruit Magic, visit No. 27 Rizal Avenue Extension, Grace Park, Caloocan City; call (+632) 3646927or 3662934; email contact@fruitmagic.com.ph or alan@fruitmagic.com.ph; or visit fruitmagic.com.ph.