While many businesses big and small floundered amid the challenges faced during the pandemic, the Cerezo family’s Bona Vita Philippines (Ed-Jire Herbal Products Inc.) not only survived but actually flourished during this period as it rode on the crest of the e-commerce wave. 

“The Lord prepared us for pandemic. When many businesses were closing due to the pandemic, Bona Vita took advantage of selling online thru our website which is e-commerce ready. We also used third party platforms like Lazada, Shoppee and Tiktok so that we were able to survive the pandemic,” said Bona Vita Founder Edgardo Cerezo.

He added that, “our coffee product is an essential product—that is why we didn’t have a problem in marketing it even during lockdowns. We are also blessed that we have partnered with logistic companies like Ninja, LBC, J&T who deliver our products nationwide so we no longer had to invest in transportation and warehousing in different parts of the country.”

HOW IT STARTED

Bona Vita was founded by husband and wife Edgardo and Teresita Cerezo after accumulating decades of experience in marketing and sales, particularly in the health and wellness sector.

Ed started as an electrical engineer for 10 years in several multinational companies and later established an electrical contracting company in 1995. Eventually, he ventured into the health and wellness industry in 1998 and became well-known in the multi-level marketing industry for almost 20 years.

On the other hand, Terrie has extensive corporate experience in Human Resources, Accountancy, and in the Sales & Marketing Industry for almost 20 years.

Their company started operations in October 2016 in a 20-square meter rental condominium unit in Cityland Shaw Tower, Mandaluyong.

“Our pure intentions partnered with vision and guidance from God helped us start a company named Ed-Jire Herbal Products which means ‘To Honor God and That He Will Provide,’” said Ed.

They started by reinventing everyone’s favorite drink — coffee. The Cerezos thought of formulating an organic instant coffee blend and fortified it with supplements with know health benefits to make it more nutritious.

The reason they decided on this product was partly due to Ed’s being a diabetic and they could not find an organic coffee product that would help him manage his ailment. “I’m diabetic, so I was inspired to formulate coffee that’s friendly to diabetic people like me,” he said.

MAJOR GROWTH DURING THE PANDEMIC

Their Bona Vita 8-in-1 Instant Coffee clicked so well with consumers specially during the pandemic when everyone became more health conscious and were on the lookout for products that are packed with nutrients.

The pandemic also served to level the playing field for startup companies like Bona Vita as all stores were closed during the lockdown and everyone learned to do online shopping where there is no big or small store as sellers compete on equally footing and come up with the most effective online ads and product packaging.

The surge in popularity of e-commerce also served to get consumers used to trusting online selling platforms which, in turn, allow small companies to reach out and deliver products to their customers without having to invest large amounts of capital on logistics for shipping, warehousing, and last mile delivery.

With a growing customer base looking to stay fit and healthy, the company soon expanded its product portfolio by developing other healthy drinks and organic food supplements.

Ed said he does not micro-manage the company but manages it through delegation by showing trust and confidence in his staff. “I manage through delegation because every department has its own manager and supervisors. I handle my employees as my family. It has my personal touch,” he said.

As the business continued to expand during the pandemic years, Ed said their children stepped in to help and this also helped the company grow even more as the next generation Cerezos are tech-savvy and know their way around the digital world of marketing, distribution, sales, and payments in the age of e-commerce.

“Jethro Cerezo has a creative mind and crafted innovative business strategies while Edgar Jireh or Jai has sharp management skills and perseverance. They were able to turn this humble start-up company into a nationwide success,” said Ed proudly of his sons.

Jethro is a young and successful entrepreneur exposed to various businesses and had started working at the age of 16. He established a strong foundation working in the sales and marketing industry and is now the chief executive of Bona Vita. 

Jai is the “Go-to-Guy” when it comes to operations. With almost eight years of corporate experience in the IT Industry, he has been working as the Chief Operations Officer of the company for two years.

Meanwhile, only daughter Genesis Cerezo-Bagdonas migrated to Europe to finish her Master's Degree in Business Administration in England and to develop her career experiences in financial accounting, management, and human resources in Germany. 

As Bona Vita continued to grow and expand, she finally decided to join their family business in the Philippines as the remote Chief Finance Officer of the company to share her expertise and knowledge.

Ed added that, “now that my children have taken more responsibilities out of our hands, Terrie and I have more time for our advocacies and ministry. We are both committed followers of Christ.” Both are active leaders in Christ Commission Fellowship as speakers, mentors, motivators, life coaches, and international trainers.

BRIGHT FUTURE FOR BONA VITA

Bona Vita has indeed come a long way from its humble beginnings in the 20-squater meter condominium unit in Mandaluyong. Sales have grown a hundred times from their small base and its products are now being endorsed by major celebrities and enjoy high visibility through online ads, billboards and banners along major thoroughfares.

“Before the pandemic we only had a staff of 10 which already included us as management. Now we have 130 people working with us. Before the pandemic we had five in-house sellers and two resellers. Now we have 60 in-house sellers and more than 5,000 resellers nationwide,” said Cerezo.

Now Bona Vita Products are available through Lazada, Shopee, Tiktok, Facebook Fan Pages, City Depots nationwide and independent resellers. “Aside from the Philippines, our products are now available in Hong Kong, Malaysia and Singapore, also part of Australia and the US—we have resellers there,” he noted.

“As the Company expanded, Bona Vita added new products such as BV Choco, BV Collagen, BV Grapeseed, and more are on the way. Bona Vita not only aims to operate locally but soon internationally,” said Ed adding that, “our direction is to go online selling via Amazon and Alibaba next year.”