Mamasyami Deli Foods

The peanut butter that tastes like success

The delectable taste and appealing packaging of the peanut butter elicited exciting responses of satisfaction and, soon, Mamasyami Deli Foods peanut butter had a life of its own. Almost immediately, Ellen Muros faced higher demand.

This multi-island province famously known for its huge marble deposits is also home to the tastiest peanut butter. Mamasyami Deli Foods, from plain to crunchy, and soon to double zero (no sugar, no salt) peanut butter are now also sold in Marinduque, Occidental Mindoro, Oriental Mindoro, and Metro Manila.

Ellen Muros, the flourishing micro-entrepreneur behind the Mamasyami Deli Foods, had an ingenious approach to mainstream her peanut butter in the market by grabbing the opportunity that landed on her lap. She soon discovered that peanut butter could be both her bread and butter.

Ellen started selling products to augment the family income by direct selling of apparel, cosmetics, shoes, and even plastic products. But her distributors could not pay their obligations leaving her indebted with a large sum of money.

That was when Ellen and husband Robert decided to leave the direct selling business and look for other opportunities. Robert urged Ellen to join the 7 Isles Progressive Entrepreneurs Multi Purpose Cooperative (PEMPC), a cooperative established through the help of Department of Trade and Industry – Romblon Provincial Office to assist budding micro- entrepreneurs of Odiongan, Romblon in product development and marketing.

At first, Ellen was undecided on the product she could sink her teeth into. Seeing that the cooperative offered peanut butter raw materials, including the packaging materials, her husband advised her to make peanut butter that could be sold in the local market at a lower cost. While the rest of the members of cooperative were hesitant to use the product labels worrying about additional cost, Ellen fearlessly used the labels, improved the packaging of her product, and made her peanut butter stood out among the rest.

The entrepreneurial spirit of Ellen soared high when the wife of former Congressman Eduardo Firmalo of Romblon bought several of her peanut butter products and gave them as gifts to her friends and colleagues. The delectable taste and appealing packaging of her peanut butter elicited exciting responses of satisfaction and, soon, her peanut butter had a life of its own evolving into a talked about food product of Romblon. Ellen was faced with higher demand almost immediately.

Seeing that her product could compete with other bigger brands in Metro Manila, she sought the assistance of the DTI in Romblon in 2006. She was then tapped as one of the beneficiaries of the One Town One Product (OTOP) Program.

During this period, Ellen established her own business apart from the cooperative's activities. However, she still paid tribute to members of the cooperative, who were mostly mothers, by calling her new business Mamasyami Deli Foods. "Mamas" was a tribute to the mothers of the cooperative. "Yami," a play to the word "yummy," described the unique flavor of the peanut butter. "Deli" was short for delight.

Her initial capital came from loans that her husband sought from the Government Service Insurance System (GSIS). In addition, Rodolfo J. Mariposque, DTI-Romblon provincial officer introduced her to DTI assistance on production, market promotion, and product development. With these, she learned different inputs on how she could introduce her peanut butter to the mainstream market.

DTI endorsed Mamasyami Deli Foods to Department of Science and Technology (DOST) to take advantage of the Small Enterprise Technology Upgrading Program (SET-UP). The department supported Ellen's business with machineries and other equipment for peanut butter production. Fully loaded, Ellen's business was reconfigurated into full gear.

Going big time

Due to large demands, Mamasyami Deli Foods processing was transferred from Ellen's backyard to a bigger manufacturing place, increasing the production output with the support of five new employees. Who would imagine that this multi-island province famously known for its huge marble deposits could be the source of the tastiest peanut butter too? Now, Mamasyami Deli Foods distributes not only in Romblon but also in the provinces of Marinduque, Occidental Mindoro, Oriental Mindoro and Metro Manila.

Ellen manages her business personally and treats her employees like associates, friends, and family members. Considering the well being of her patronizing clients, she introduced good manufacturing practices in her company by providing her employees with sanitary safeguards like gloves, uniforms, and other paraphernalia.

When asked for the formula of her success, Ellen simply says, "Innovation is the name of the game." Mamasyami Deli Foods' owner always checks the market segment before embarking on new products.

Mamasyami Deli Foods is still undergoing product development as it introduces new product lines, such as plain, crunchy, double zero (no sugar, no salt), and a new product variety that will be launched in OTOP Luzon Island Fair in November 2010.

Ellen's business evolution is admirable for her fearlessness in trying new ideas and mainstreaming her product in accordance to the demand in the market. She was not shy to ask for help. Checking the market now and then gave her bountiful ideas on how to innovate and introduce new product lines. But most important of all, Ellen opened and embraced opportunity when it came by her door.