Long before big businesses joined the global bandwagon in the burgeoning health and wellness industry, the Philippines already made its name by focusing in the very niche and limited medical wellness market, courtesy of The Farm at San Benito.
“Not in a cheap way, but a very high-end product,” said Dr. Binod K. Chaudhary, chairman of the CG Group that owns a significant majority of The Farm.
Believing in the mission of its then German owner and its business potential, the shrewd businessman-politician from Nepal, who came to The Farm in 2007 as a guest, decided to bet his money in the future of the sprawling 48-hectare facility in Lipa, Batangas.
At that time, Chaudhary described the farm as very clinical, rigid, and with very limited demographic.
In 2008, Chaudhary became the owner and subsequently as chairman of The Farm with some local partners. What followed was an aggressive expansion to fulfill the facility’s vision: to offer a holistic approach to wellness.
The Farm is not a hotel, but it offers exclusive villas, holistic medical treatments, and food that complement an individual’s customized wellness therapy. It is not just a relaxation area, but a destination for complete healing physically, mentally and spiritually.
Under Chaudhary’s watch, The Farm strengthened its medical wellness positioning. It runs a 24-hour medical facility complete with doctors and staff at its four-story medical building. It offers non-traditional method to healing and wellness. Some of its medically supervised all-inclusive programs are intro to detox, holistic detox cleanse, sleep induction program, immune intelligence, post natal, pain management, holistic cancer care, internal cleansing, fertility program, yoga and raw food retreat, among others. It is not just addressing chronic issues, but treating them naturally using evidence-based holistic wellness approach.
The Farm’s team of health professionals will create a specialized program that combines specific medical services and holistic treatments based on a guest’s state of health.
INVESTMENT
But such undertaking requires huge capital. “It’s been a non-stop process of building, adding more facilities,” said Chaudhary, the first billionaire of Nepal in the Forbes’ List.
The Farm was only a 20-room property until 2012, but they added 12 Narra units for a total of 32. Today, they have a total of 60.
Recently, The Farm embarked in a P1-billion investment program for new facilities, amenities and the expansion into the residential component.
Chaudhary explained that the P1 billion expansion program already started in 2019 up to 2022, but was disrupted by the pandemic. He, however, said that some of the expansion projects are already completed while some will be finalized in 2023. Of the amount, Chaudhary said P500 million will be used for additional amenities and upgrading and another P500 million for the development of high-end Wellness Residences.
For the next phase of development, 17 Acacia units composed of very high-end luxury villas will be developed. Another 20 more villas are also being planned. All these units will be offered to local and foreign investors.
“We continue to develop and invest because we are successful in this industry,” he said.
Chaudhary said the real estate component will turn the complex into full fledged medical tourism facility complete with a retirement enclave.
The Wellness Residences will be composed of luxury homes that could serve as retirement homes for the elderly and family, and could be placed under the time-share concept but investors can own the homes. Owners can get higher return of their homes managed by The Farm. “They can live here, they can invest, they get a very good return, they can do their home the way they like, and have a little kind of a paradise in the middle of the farm,” he said.
BRAND
Having successfully competed with a few in its class, The Farm is known in the industry globally to providing science-based, evidence-guided holistic healing and transformative lifestyle retreats. The Farm offers medically-supervised health programs that are carefully planned and conducted by internationally trained integrative medical doctors and licensed health professionals in addressing and treating chronic illnesses & lifestyle diseases naturally and holistically.
“We lifted the infrastructure, brought in the missing elements and made it far more holistic and far more enjoyable. It has to be something you enjoy, we added flavor. I enjoy every meal here,” he said citing the authentic healing concept of the farm, which has now three restaurants.
As The Farm introduces a healthy lifestyle in a well-functioning farm environment, it also grows its own vegetables, fruits and herbs. Indeed, The Farm offers a serene and fresh with lush greens all over, mostly herbs, all organically grown.
Chaudhary emphasized that The Farm has been growing and using medicinal herbs that have been present in the Philippines and are used by Filipinos in the ancient times for their curative power. The Farm is even coming out with another book: Heal.
For instance, as a former coconut tree plantation, The Farm manufactures its own coconut-based food and therapeutic oils from its 3,000 coconut trees. They also produce and brew their own coffee with the famous barako coffee of Batangas.
“We want to be sustainable,” said Chaudhary.
It has also revolutionized the hospitality industry. It has attracted a new stream of travelers. “The type of travelers are different,” said Chaudhary, noting that guests at the farm are “very mindful with brands that have “purpose” and brands that “change lives.”
“We found our purpose here, touching lives way beyond the commercial patriotism,” he said.
“We want to share to the world a brand we have,” he said citing the globalization of The Farm as a Philippine brand. “Not in a cheap way,” he stressed. “The Farm is known globally as higher or similar with very few players in its class,” he pointed out.
He would like The Farm to also cater to a wider segment of the society not just the wealthy. “We are looking for opportunities to cater to all segments of the society not just the rich,” added Chaudhary.
So, The Farm has become more inclusive, attracting new guests from the upper and working class. They are also incorporating kids and teens wellness program. The place will soon introduce a pet wellness program, which is envisioned to be the first of its kind in Asia.
It also opened two new restaurants, providing more choices of healthy, but delicious food. It has also constructed a building to host events and meetings.
If these are yardsticks of success then the Farm has grown three times in terms of capability, capacity, inventory and reach over the years.
During the pandemic, the facility was closed only for awhile and resumed on May 16. It offers a sanctuary to many stranded expats and wealthy Filipinos, some of them are still living in the facility until now. They invested in a testing facility to ensure that guests are Covid-free. They strictly implement safety and health protocols that exceeded the World Health Organization standards.
The Farm has been honored with over 80 prestigious international awards including “Best Medical Wellness Resort in the World” from SENSES Germany which made its mark as one of the leading medical wellness destinations in the world.
THE BILLIONAIRE
The first Nepalese billionaire to be listed in the Forbes’ wealthiest globally, Chaudhary’s CG operates 141 hotels worldwide. But, he said, nothing compares to The Farm for its unique and distinct offering.
“It gives me a personal sense of self fulfillment,” said the Nepalese philanthropist noting that the investments poured into the facility are life-changing “not only for me but beyond business by spreading the idea of living well.”
The Farm has achieved its global status because of hard work, the same value that generated a fortune for Chaudhary.
As a billionaire, he has lived the world pretty well while at the same time doing philanthropic works. “One cannot solve all the problems,” he said, but he vowed to continue working for Nepal.
Although it requires deep commitment, the Nepalese statesman aspires to continually bring in positive change, especially for his country. He would rather be the statesman, not the run-of-the-mill politician, for having contributed in several areas where his memories are immortalized.
“I want to be remembered as a good man” said the philanthropist.