Bona Vita Philippines Thrives Amidst the Pandemic: A Success Story in the E-commerce Industry
In the midst of the challenges faced by businesses during the pandemic, Bona Vita Philippines, also known as Ed-Jire Herbal Products Inc., not only survived but actually flourished. The Cerezo family, founders of Bona Vita, capitalized on the e-commerce wave to ensure the company’s success.
Bona Vita Founder Edgardo Cerezo attributed their triumph to the Lord’s guidance and their readiness to sell online. The company utilized their e-commerce-ready website and also partnered with popular third-party platforms such as Lazada, Shoppee, and Tiktok. This strategic move allowed them to withstand the pandemic and remain operational.
One factor that contributed to Bona Vita’s success was their coffee product, which proved to be essential for consumers, even during lockdowns. Cerezo emphasized that their partnership with logistics companies such as Ninja, LBC, and J&T enabled nationwide delivery without the need for large investments in transportation and warehousing.
The journey of Bona Vita began when founders Edgardo and Teresita Cerezo, who had extensive experience in marketing and sales in the health and wellness sector, decided to start the company. They established Ed-Jire Herbal Products in October 2016 in a small rental condominium unit in Mandaluyong. Driven by their faith and passion for providing quality products, they developed an organic instant coffee blend that was fortified with supplements, targeting health-conscious customers.
The pandemic served as a catalyst for Bona Vita’s major growth. As consumers prioritized their health and searched for nutritious products, Bona Vita’s 8-in-1 Instant Coffee gained significant popularity. Moreover, the closure of physical stores during lockdowns pushed consumers towards online shopping, leveling the playing field for start-up companies like Bona Vita. The surge in e-commerce users led to increased trust in online selling platforms, allowing small companies to expand their reach without vast investments in logistics.
With a growing customer base, Bona Vita expanded its product portfolio to include other healthy drinks and organic food supplements. Ed Cerezo attributed the company’s growth to delegation and trust in his employees, who he considers as family. As the business continued to flourish, the next generation of Cerezos, who are tech-savvy, joined the company and played pivotal roles in its success. Jethro Cerezo, the chief executive, introduced innovative business strategies, while Jai Cerezo, the Chief Operations Officer, managed operations with his expertise in IT.
Bona Vita’s bright future is evident in its impressive growth. From a staff of 10 before the pandemic, they now employ 130 individuals. They have also expanded their distribution channels, with products available through Lazada, Shopee, Tiktok, Facebook Fan Pages, City Depots nationwide, and independent resellers. The company has gained celebrity endorsements and increased visibility through online ads, billboards, and banners along major roads. Bona Vita has also reached international markets, with resellers in Hong Kong, Malaysia, Singapore, Australia, and the US.
Looking ahead, Bona Vita plans to launch new products, such as BV Choco, BV Collagen, and BV Grapeseed. They aim to operate not only locally but internationally as well. Ed Cerezo shared that their next step is to venture into online selling via Amazon and Alibaba next year.
Bona Vita’s success story serves as an inspiration for businesses navigating the challenges of the pandemic. By embracing e-commerce and staying true to their commitment to providing quality products, the Cerezo family has achieved remarkable growth and continues to thrive in the health and wellness industry.
