ALFREDO M.

YAO

Nature of the Business: Manufacturing Business - unlike a merchandising business,

using them as materials straw plastic, from making a new product.

Company / Business Name: ZEST-O CORPORATION

History / Business Startup: Alfredo Yao is undoubtedly a self-made man. After the death
of his father when he was only 12 years old, Yao stepped up and became the
breadwinner for his mother and six siblings. In the video above, Yao tearfully shares of
his personal sacrifices such as sleeping in sidewalks as a street vendor or being the
only one who didn’t get to finish school. But the tears were not from shame or sadness
— they come from a place only one who has managed to overcome vast adversity in
their life, knows. From a roughing it out as a street vendor, Yao is known today as the
man who built the widely regarded Zest-o Corporation and an inspiration for aspiring
entrepreneurs across the ASEAN.

Yao was featured in Go Negosyo’s first edition of Joey Concepcion’s 50 Inspiring

Entrepreneurial Stories. There he shared that entrepreneurship is a great equalizer
because the entrepreneurial spirit cannot be bought or inherited “You learn it. I don’t
think it’s inborn. They consider me a Tsinoy but I consider myself a Filipino. I was born
in the Philippines and studied here. The Chinese have a good side and so do the
Filipinos. Ang napuna ko lang sa Pilipino, sasabihan nila sa’yo, ‘pag bata ka pa, mag-
aral ka nang mabuti para padating ng araw, makapagtrabaho ka ng maigi.’ Yun na ang
ultimate goal. We should instill in children’s mind na dapat huwag makuntento na
maging empleyado na lang. Kahit sa bangketa yan, sariling hanapbuhay yan. At the end
of the day, it’s fate. Kanya-kanyang linya sa buhay.

It’s no wonder that Yao was the first Filipino, and first ASEAN entrepreneur, to win the
Most Admired ASEAN Enterprise in Innovation Award during the ASEAN Business
Awards initial run back in 2007. Innovation is truly not something one can simply buy
into. In fact, it takes an enterprising and humble spirit to lead innovation that is lasting
and relevant.

Yao’s Zest-o Corporation, for example, was bred from an unrelenting passion to make
something out of nothing. The beverage industry leader is known for being the first to
bring the tetrapack technology to the Philippines. In fact, the story behind Zest-o was
that Yao brought in tetrapacks (a.k.a. doypacks) to sell them to existing beverage
companies as a new way to package their products. When no one showed interest, Yao
decided to develop his own juice formula to package in packs and the rest is history.

This knack for innovation and resilient spirit is truly what makes Alfredo Yao admirable.
While most established and traditional business are buckling in the face of technology
disruptions and changing economic tides, Yao is largely unfazed. In his eyes,
innovation, disruption and persistency is what got him far and he only wishes that more
and more enterprises will be able to rise from meager circumstances to become
beacons of hope.

“I started this business with just 3,000 pesos — and I’m not ashamed of that. If you want
know how poor I was… look for the 10 poorest in a room of people, I was probably one
of those 10. So, don’t lose hope.”

True enough, Yao at the helm of the three decades old corporation, still continues to
dream big for the company. In a feature in Entrepreneur Philippines Magazine back in
July 2015, he shared that “We [Zest-O Corp.] still continue to improve our products, our
facilities, our technology so that we can serve our customers better. I still dream of
seeing Zest-O as a big global brand. I never stop dreaming.

Entrepreneurial traits: Alfredo Yao was so humble and passionate in finding a good
income and he did not fear to try.

Creativity of the Business: Alfredo Yao: His business genius came from within, not from
school ...... who had previously produced almost the whole of Mr. Scarface is Back. ...
love, celebration, courage, creativity, and humor —qualities that he viewed as

Innovativeness: Yao has never been one to shy away from innovation. While his
beverage company, Zest-O Corporation, was slowly making waves in the juice market,
he was already looking at other potential investments. At 2008, he launched Zest
Airways and sought to compete with other low-cost carriers of the country

Marketing Strategy: he was already looking at other to make her The vision, passion, &
diskarte of Alfredo Yao ... no other than Zest-O Corporation Chairman Alfredo Yao, the
man credited for bringing doy pack technology ... Developing the right strategy towards
The vision, passion, & diskarte of Alfredo Yao ... no other than Zest-O Corporation
Chairman Alfredo Yao, the man credited for bringing Doy pack technology ...
Developing the right strategy towards achieving business success.

Competitive advantage of the Business: the advantage of Zest-O juice to other drink
help has Vitamin C that is very beneficial for kids.

Contribution to Economic Development: They provided hundreds of works for the

Filipinos, Zest-O Corporation has successfully grown to become a leading food ...
These economic and social opportunities in turn, will improve Filipino lives.

Issues and Business Problems: Zest-O Corp. may close some of its factories in the
country because should losses continue to mount as a result of taxes levied on sugar-
sweetened beverages under the TRAIN law and the soaring price of domestic sugar
maybe affected “Hopefully the market will get accustomed with the pricing. Meanwhile,
sales have been on a decline. We are really affected,” Yao said.

With the excise tax already posing problems to the company, the increasing price of
sugar is further rubbing salt into the wound, he said.

Opinion and suggestion on how to be more effective in this filled: Alfredo Yao is one
good entrepreneur he think what people needs. And help many people drink has
Vitamin C that is very beneficial for kids.