Couple builds chicharon empire one crackling at a time
“My dream is to bring the Filipino chicharon to every corner of the world.”
SUCCESS in marriage could be a very strong foundation when putting up a business. This was proven by the husband-and-wife tandem of Immanuel “Manny” Cauntay and his wife Carlota.
They’ve been married for 36 years and partners in business for 32 years.
Immanuel, 63, the chief executive officer of La Carlota Food Enterprise, heartwarmingly credits his wife, Carlota, for his success in running the food business based in San Pedro, Laguna.
His demure and low-key wife, however, insists that the progress and growth of La Carlota Food Enterprise should be attributed to her husband.
This kind of simplicity, humility and openness between the husband and wife have seemed to augur well in both the married and business lives of the Cauntays.
Love for family was also the main inspiration for the La Carlota Food Enterprise.
Cauntay started the La Carlota Food Enterprise in 1992 with his father-in-law Ricardo when he saw the opportunity to sell pork rind crackling (chicharron) in Santa Maria, Bulacan.
As a stellar sales agent in Saudi Arabia and in the Philippines in the 1990s, both his father-in-law Ricardo and brother-in-law Rolando prodded him to start his own chicharon business in his wife’s hometown in Bulacan.
Cauntay relented, realizing that “it was more worthwhile to market products of your own rather than work for a company.”
Under the brand name Carl’s, Cauntay initially sold chicharon in Bulacan.
His product variants expanded to include hot and spicy, smokey barbeque and pinakurat.
These have all become handy “pasalubong” or comfort food-on-the-go in Bulacan.
His father-in-law handled the operations while Cauntay focused on the sales and marketing aspects. Both were busy with their own portfolios. However, as they needed an extra hand in dealing with the financial aspects, Cauntay decided to ask his wife to assist in the family business. His wife Carlota heeded this call and left her work as a certified public accountant in a private company to help her husband and father.
Cauntay and his wife complemented each other in the business.
“Consultation is important in our relationship not only in the business but as husband and wife,” said Cauntay. It was, therefore, a balancing act in the business equation.
Whatever strength and weakness one has is offset by the other spouse, Cauntay stressed.
Following the retirement of his father-in-law, Cauntay gets more immersed in the technical and sales operations while his wife focuses on the numbers. With the couple now in tandem, the sales performance of the enterprise was boosted.
Being a people-oriented person, Cauntay was able to establish a strong relationship with his suppliers and clients.
He has become the figurehead and spokesperson for the company, visiting government agencies and discussing with potential clients and suppliers. But as competition became tougher, Cauntay produced other snacks, adding fish crackers and banana chips to their enterprise.
Cauntay did not stop from growing his business. He further honed his skills, and because he did not want to rely on his cook, he learned how to cook chicharon and other food products himself.
“My father taught me the value of continuous learning. Learning not for the sake of learning, he emphasized, but learning to be able to help other people.”
Carl’s developed its own consistency, texture and taste not only with its flagship chicharon but also with other food variants. Carl’s snacks have become favorite snacks in pit stops, gasoline stations, convenience stores, and groceries and supermarkets in the country.
But every sales journey is not without any challenges. Cauntay narrated that sales growth declined in 2009, and both husband and wife felt stuck. This slump, however, became an opportunity for the couple to strive all the more.
With the assistance of a consultant from the Department of Trade and Industry (DTI), Cauntay managed to source additional raw materials and to manufacture his own products.
Determination and perseverance paid off. He realized the importance of expanding the product line. “Every year, we have something new to offer, and it does not necessarily mean adding new products but adding more variants or flavors.”
Cauntay sees every potential in business expansion. La Carlota Food Enterprise transferred to San Pedro, Laguna, which has also become its home base. The food enterprise added crispy squid, cashew nuts, chicken skin and garlic chips to its product line, along with creating more flavors in chicharon and chips. A consolidator then approached Cauntay and assisted him and his wife in distributing their products initially in Hong Kong.
Our participation in trade exhibitions and outbound missions by the DTI greatly assisted our enterprise, according to Cauntay.
La Carlota Food Enterprise participated in international exhibitions such as Philippine Fiesta in New Jersey in 2021, Fabex in Japan in 2013 and in other exhibitions in China, Thailand, Vietnam, Korea, Singapore, Canada, Dubai and Hong Kong throughout the past years.
Cauntay said that these exhibitions opened doors for orders from the international market.
He said that it was a learning curve for him and his wife until they were able to negotiate with other exporters and consolidators in the United States, Norway, New Zealand, Canada and other countries.
When asked about his secret to success, Cauntay said, “The quality of our products stand out. No matter how you promote if the quality of the food is not excellent, then sales and promotions will not [improve],” said Cauntay.
He also cited the values of respect, open communication and consultation in the business.
“We always discuss the pros and cons of our every action,” said Cauntay. His wife agreed, saying, “From the time that we were married, I have not made a decision which I did not consult with him.”
La Carlota Food Enterprise is thankful to government agencies like the DTI in Laguna and the DTI Export Marketing Bureau in Makati. Visibility in food fairs and exhibitions also helped the Cauntays in ensuring that their products reached their target market not only in the Philippines but in other parts of the world.
“We at La Carlota Food Enterprise are committed to providing not only quality products but also quality services to all our clients,” Cauntay said. “We aim to be part of each customer’s success, and this goal drives us to work harder for the benefit of not only our company but also our clients as well as our 15 employees.”
The Cauntays take pride that their employees have been with their company for many years. Among them is nurse Marsha Eliza Pascual Banay, who has been working for the company for the last 15 years. Banay is a niece of the Cauntays.
“We value their dedication and hard work by providing them better food on the table, education of their children and decent living,” Cauntay said.
With his children, Cauntay has become a symbol of good leadership and governance. Love for God and family are instilled in the Cauntay children: Carlo, 24, a registered nurse; Paulo, 30, a computer engineer; Ara, 28, a certified public accountant; and Bea, 25, who is taking up medicine.
While their children are successful in their own fields, the Cauntays hope that they will eventually take over and continue with their family business.
“My dream is to bring the Filipino chicharon to every corner of the world,” he said.
With his grit and determination, this goal will one day soon become a reality.
Quick Questions
What is your biggest fear?
My greatest fear is not being with my family, my wife and my children.
What really makes you angry?
People who could not fulfill their commitments.
What motivates you to work hard?
Giving a good future to my family and helping my employees to have food on their table, children’s education and shelter — the basic needs of a person to have
a decent life.
What motivates you to laugh the most?
Playing with my grandson Echo and being with my family.
What did you want to be when you were small?
I wanted to be a seaman to be able to earn money.
What would you do if you won the lotto?
I will bring my family to different parts of the world. I will share some with families who have no capacity to have nutritious food and no decent lives.
If you could share a meal with an individual, living or dead, who would they be?
My parents and parents-in-law who made me who I am today, with all the blessings me and my family
receive from above.
What is the most daring thing you have ever done?
None.
What was the last book you read?
I am not fond of reading books; I read more
newspapers, and I talk with people
about their experiences and learnings.
What is the one thing you will never do again?
I can’t think of any. But being away from my family is one thing I will not do.
Where will you see yourself in 10 years?
Playing with my grandchild and future grandchildren, traveling more with my family, fishing, playing basketball, coaching and mentoring my children in running the company that we have started. Making sure that the next generation will continue this legacy.
Be the first to comment