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Selecta (dairy products)

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Selecta
Logos of Selecta ice cream (left) and Selecta milk (right)
Product typeIce cream, UHT milk, margarine
OwnerRFM Corporation
Produced byRFM Corporation (milk products)
Unilever RFM Ice Cream, Inc. (ice cream products)
CountryPhilippines
Introduced1933; 91 years ago (1933)
Previous ownersArcecon Dairy, Inc. (1933–1990)
Ambassador(s)Aga Muhlach
Sharon Cuneta
Carmina Villarroel
Piolo Pascual
Vhong Navarro
Sarah Geronimo
Michael V.
James Reid
Nadine Lustre
Joshua Garcia
Luis Manzano
Kristine Hermosa
Belle Mariano
SB19
TaglineSarap ng Sama-Sama (transl. "It's Delicious Being Together"; ice cream brand only, 2022–present)
Websitehttps://www.selectaphilippines.com/ (ice cream brand and products)

Selecta is a Filipino dairy products brand owned by RFM Corporation (PSE: RFM). Its milk business is operated by RFM Corporation, while its ice cream business is operated under a joint-venture with Unilever Philippines, Inc. (known as Unilever RFM Ice Cream, Inc.), and serves as the Philippine branch of Unilever's Heartbrand line of ice cream.

History

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The brand's beginnings can be traced back to 1933[1] when Ramón Arce started pasteurizing carabao milk near his home in Novaliches (then a part of Caloocan), where carabaos were in abundance. Arce would establish his first dairy plant in 1935.[2][3] Unilever RFM Ice Cream, Inc. would cite the brand's foundation year as 1948.[4] Arce began selling and distributing fresh milk in bottles using the Selecta brand name to residences, restaurants and offices. Soon after, Arce and his wife, Carmen, would come up with their own ice cream recipe made from carabao milk. These products became the foundation of the family's Selecta business, which later included the Selecta restaurants and bakery. The Selecta business was continued by Arce's children after his retirement in 1950. It would establish its Balintawak dairy plant in 1952.[5][6] By the 1970s, Selecta's carabao milk based ice cream and fresh milk became available in supermarkets. Its milk was packaged in glass bottles while its ice cream was packaged in gold colored tin containers.

In January 1990, RFM Corporation acquired the Selecta trademark from Arcecon Dairy Products, Inc. (successor-in-interest to the Selecta business) and established Selecta Dairy Products, Inc. to take over the production of Selecta ice cream. Under RFM ownership, the recipe of Selecta ice cream was improved and aggressively marketed, posing a serious challenge to then market leader, Magnolia. With its success, its ice cream recipe would eventually shift to cow's milk. Much later, the gold colored tin containers would be changed to gold colored plastic tubs. RFM also introduced its own Selecta milk products which were made from cow's milk.

In January 1995, the family of Mauro Arce, the youngest son of Ramón and Carmen Arce, revived the Arce family's ice cream business under a new name, Arce Dairy. Its ice cream would continue to be made from the former Selecta Balintawak dairy plant using carabao milk and packaged in gold colored tin containers, reminiscent of the original Arce-era Selecta ice cream.[7]

In February 1999, RFM entered into a joint-venture with Unilever Philippines to take over the production and marketing of the Selecta ice cream business.[8] For this purpose, Selecta Walls, Inc. was established (now known as Unilever RFM Ice Cream, Inc.). The Selecta milk business continues to be operated directly by RFM Corporation.

References

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  1. ^ Arce Sons & Company v. Selecta Biscuit Company, Inc. et al (Supreme Court of the Philippines January 28, 1961) ("In 1933, Ramon Arce, predecessor in interest of the plaintiff, started a milk business in Novaliches, Rizal, using the name 'SELECTA' as a trade-name as well as a trade-mark."), Text.
  2. ^ "Our History". Arce Dairy. Archived from the original on February 7, 2021. Retrieved February 2, 2021.
  3. ^ Campos, Efleda (April 16, 2012). "Arce family: Serving 'all-natural' ice cream to Pinoys since 1935". Business Mirror. Retrieved February 2, 2021.
  4. ^ "Selecta". Unilever Philippines. Archived from the original on July 4, 2019. Retrieved March 8, 2019.
  5. ^ "Our History". Arce Dairy. Archived from the original on February 7, 2021. Retrieved February 2, 2021.
  6. ^ Campos, Efleda (April 16, 2012). "Arce family: Serving 'all-natural' ice cream to Pinoys since 1935". Business Mirror. Retrieved February 2, 2021.
  7. ^ "Arce Family serving all natural ice cream pinoys 1935". ABS-CBN News. Retrieved March 8, 2019.[permanent dead link‍]
  8. ^ "Unilever Enters Ice Cream Venture in Philippines". Dairynetwork.com. Retrieved March 8, 2019.
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