An Inventive Entrepreneur Reveals the Hidden Treasures of Coconut and Helps Farmers in the Philippines
Francisco Rubio's passion is coconut. The son of impoverished coconut farmers from Jomalig island, on the Eastern part of the Philippines, he is now the Chief Executive Director of Greenlife Coconut Products Philippines, a social enterprise commercializing Fair Trade, organic innovative coconut products and helping farmers earn a better living.
Although his family could not pay for his education, Francisco got a scholarship and went on to college after high school to pursue a Bachelor of Science in agriculture. He became an agriculturist, and worked for the government for a few years.
According to sources, the Philippines is the world's second-largest producer of coconuts after Indonesia. However, Francisco said coconut farmers are still struggling with poverty, with between 70 and 80 % living below the poverty line.
From Fresh Coconut Milk Extraction to Greenlife
He soon discovered he could not raise his nine growing children on a government salary and decided to become a coconut entrepreneur in the late 1980s. He started as a coconut vendor at the market.
People buy coconuts for several purposes, mostly to get milk and grate the flesh. "I thought how convenient it would be to buy coconut milk that is already extracted," he said. By 1989, he had developed a small machine to extract kakang-gata (fresh coconut milk in Tagalog) and a grater, becoming the first to introduce ready-to-drink coconut milk on the market. "Fresh coconut milk is very delicious, far away from coconut milk that you can find on the shelves," he said. "It has natural sweetness and is creamy." Today, several vendors still sell kakang-gata using Francisco's machine.
In 2009, Francisco set up his company, Greenlife Coconut Products. He knew the resource inside out and started to explore new coconut-derived products beyond milk, kernel, and shell. "My passion for coconut helps me solve problems in the coconut sector."
Cold Process of Coconut Oil
Aside from being passionate, Francisco has an innovative mind. He wanted to develop what he describes as “emerging products” from coconut that are not yet available on the international market and would create employment in rural coconut communities.
In 2009, he developed a no-heat virgin coconut oil process based on centrifuge separation, for which he has a utility model. He later shared his invention with farmers so they can produce the oil. The invention is protected by two Utility Models.
"Original virgin coconut oil is tasteless, odorless, and colorless," he said. He further explained that Virgin coconut oil usually found on shelves with a strong aroma and yellowish color has been industrially manufactured by heating desiccated coconut flakes. "The aroma comes from heating the kernel."
Greenlife Coconut Derivatives
Over the last decade, Greenlife Coconut, headquartered in Tayabas, in the Quezon Province, a small agricultural city, has developed several coconut-derived products. In 2017, the company received the local Quezon Medalya ng Karangalan award (agriculture and business category).
The new organic products developed from coconut also come from the coconut flower nectar, such as coconut syrup, nectar, sugar, alcohol (lambanog), and coconut aminos, which is a seasoning that enhances the flavor of food, much like soy sauce, according to Francisco.
The company also commercializes coconut butter and coconut flour.
Health Benefits of Coconut – The Holistic "Healer"
"Food derived from coconut, also called the tree of life, is not only filling your stomach," Francisco noted. Research supports the fact that coconuts have many health benefits. With a low glycemic index, coconut sugar is safer for people with diabetes and contains multiple minerals and vitamins, he said.
According to Francisco, coconut vinegar is far superior to the beloved apple cider in terms of health benefits due to its high content of amino acids.
His enthusiasm for virgin coconut oil seems inexhaustible. Virgin coconut oil's content of medium chain triglycerides (MCT) makes it a functional natural medicine, working to prevent sickness, such as cardiovascular diseases, and as a cure for many ailments, he said, adding it has antiviral, antibacterial, and antifungal science-supported properties.
The company is still developing high-value products.
Farmers at the Core of Greenlife Coconut
Francisco now works with 150 farmers, has 20 regular employees, and employs 30 farm laborers. Greenlife Coconut buys coconuts from farmers and processes them but does not own a coconut farm. "My mission is the coconut sector in the Philippines is to alleviate the lives of coconut farmers," he said. He hopes that developing new high-value products will help create jobs in the farming community and increase benefits through premium prices so farmers can have a sustainable livelihood.
"We want farmers to be part of the value chain, not only supplying the raw material." The company helps farmers with organic certification, encourages them to do the primary process, and teaches them to make coconut sugar. In addition, the company also conducts community projects and outreach programs in partnership with other institutions.
Export Market a Target, Compliance Issues
Greenlife Coconut exports its virgin coconut oil, coconut sugar, syrup, and coconut sap aminos to some countries but wishes to extend its international reach.
Health-conscious consumers are enthusiastic buyers in the domestic market, but market penetration remains small. "A lot of people are used to cheap industrial products and don't understand the value of our products."
Greenlife Coconut's business model is mainly based on B2B. The company sells its products to online vendors and cosmetic and pharmaceutical companies.
High Value of Branding
Greenlife Coconut is a registered trademark in the Philippines. Still, Francisco learned more about best using his brand by participating in the WIPO's IP Management Clinic Program, which helps companies use their IP assets effectively and strategically through one-on-one mentorship sessions and tailored training. "We understand more about intellectual property, and the WIPO expert helped us with our branding and securing our name."
However, Francisco feels that he now needs his brand to be recognized internationally to secure a sustained presence on the international market. He is looking for partnerships to help leverage the company's experience, knowledge, and expertise.
