Reaping the Bounty of Courage

October 19, 2018 - 04:50
Reaping the Bounty of Courage

Filipino business leader Ronald R. Mascariñas named Outstanding Leaderin Asia at the Asia Corporate Excellence & Sustainability Awards (ACES).


MANILA,PHILIPPINES - Media OutReach - October 19, 2018 - RonaldMascariñas may be President and General Manager of a poultry integratorcompany, but he is everything but chicken in his leadership. Lauded as one ofthe Southeast Asian region's Outstanding Leaders in Asia at the Asia CorporateExcellence & Sustainability (ACES) Awards, held at Fairmont Singapore on 11October, 2018, Mascariñas was deemed an exceptionalleader who has demonstrated sound leadership, successfully applying managementwisdom to spearhead growth and prominence for his organization. Cited as anindividual who exhibits the ideal blend of business acumen, professionalism,entrepreneurial caliber and astuteness, Mascariñas was instrumental to thecontinued success -- in fact, the very survival -- of his company, BountyAgro Ventures, Inc. (BAVI).


Bounty Agro Ventures, Inc. (BAVI) President and General Manager Ronald Mascarinas is named an Outstanding Leader in Asia at the Asia Corporate Excellence and Sustainability (ACES) Awards in Singapore, October 11.

BAVI was initially established as a poultry integrator companyoperating in Cebu and Davao, Philippines, carrying the Bounty Fresh brand.  Incorporated in 1997, BAVI is presentlyranked 207th among the top 1,000 corporations in the Philippines.


In2002 the company embarked on a program to modernize operationalcapability and market expansion, led by Mascariñas. The President helped linktogether hundreds of broiler contract farms, dozens of hatcheries, feed mills,poultry processing plants and processed meats plants, with the end goal ofestablishing a highly efficient supply chain in poultry integration. Theventure was an unmitigated success, and consistently earned Triple A ratings bythe National Meat Inspection Service for cleanliness.


The implementation of the Asian Free TradeAgreement, however, led to an open market, which led to cheaper imports. Facedwith thin margins and fierce competition, BAVI faced a dire threat to itsexistence. In the light of this challenge, Mascariñas made a bold move to diversifyoperations. BAVI launched its own retail operation, and developed acomplementing range of cooked chicken and dressed chicken products.  In 2009 the company launched its oven roastedchicken business under the trade name "Chooks-to-Go", completing theintegration cycle of poultry operations, from the farm to the dinner table.


Under Mascariñas' leadership, BAVI hasset itself apart from the industry by being the first and only poultryintegrator to offer antibiotic-free chicken. BAVI is presently the country'snumber one poultry integrator, and largest rotisserie chicken chain, with morethan 1,200 rotisserie stores nationwide. 


Ina pre-Award interview, Mascariñas, attributed his bold business strategy to thetrinity of Vision, People and Training. "I have always believed in the importance of a good reputation foundedon ethical and fair business relationships; and the paramount importance ofcompetent and trustworthy people in the organization working as a team. Whatconnects the two is good management. A good leader teaches, guides, and even handholds,if needed. A good leader does everything to ensure that people who work withthem are encouraged, and taught the value of discipline."


His win is one of 11 awards won by thePhilippines at the fifth Asia Corporate Excellence & SustainabilityAwards.