Reaping the Bounty of Courage

Filipino business leader Ronald R. Mascari�as named Outstanding Leader
in Asia at the Asia Corporate Excellence & Sustainability Awards (ACES).

 

MANILA,
PHILIPPINES - Media OutReach – October 19, 2018 – Ronald
Mascariñas may be President and General Manager of a poultry integrator
company, but he is everything but chicken in his leadership. Lauded as one of
the Southeast Asian region’s Outstanding Leaders in Asia at the Asia Corporate
Excellence & Sustainability (ACES) Awards, held at Fairmont Singapore on 11
October, 2018, Mascariñas was deemed an exceptional
leader who has demonstrated sound leadership, successfully applying management
wisdom to spearhead growth and prominence for his organization. Cited as an
individual who exhibits the ideal blend of business acumen, professionalism,
entrepreneurial caliber and astuteness, Mascariñas was instrumental to the
continued success — in fact, the very survival — of his company, Bounty
Agro 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 company
operating in Cebu and Davao, Philippines, carrying the Bounty Fresh brand.  Incorporated in 1997, BAVI is presently
ranked 207th among the top 1,000 corporations in the Philippines.

 

In
2002 the company embarked on a program to modernize operational
capability and market expansion, led by Mascariñas. The President helped link
together hundreds of broiler contract farms, dozens of hatcheries, feed mills,
poultry processing plants and processed meats plants, with the end goal of
establishing a highly efficient supply chain in poultry integration. The
venture was an unmitigated success, and consistently earned Triple A ratings by
the National Meat Inspection Service for cleanliness.

 

The implementation of the Asian Free Trade
Agreement, however, led to an open market, which led to cheaper imports. Faced
with thin margins and fierce competition, BAVI faced a dire threat to its
existence. In the light of this challenge, Mascariñas made a bold move to diversify
operations. BAVI launched its own retail operation, and developed a
complementing range of cooked chicken and dressed chicken products.  In 2009 the company launched its oven roasted
chicken business under the trade name “Chooks-to-Go”, completing the
integration cycle of poultry operations, from the farm to the dinner table.

 

Under Mascariñas’ leadership, BAVI has
set itself apart from the industry by being the first and only poultry
integrator to offer antibiotic-free chicken. BAVI is presently the country’s
number one poultry integrator, and largest rotisserie chicken chain, with more
than 1,200 rotisserie stores nationwide. 

 

In
a pre-Award interview, Mascariñas, attributed his bold business strategy to the
trinity of Vision, People and Training. 
“I have always believed in the importance of a good reputation founded
on ethical and fair business relationships; and the paramount importance of
competent and trustworthy people in the organization working as a team. What
connects 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 with
them are encouraged, and taught the value of discipline.”

 

His win is one of 11 awards won by the
Philippines at the fifth Asia Corporate Excellence & Sustainability
Awards.