By YVETTE TAN
Most people know Thou Reyes as an actor who’s appeared on TV, in film, and onstage. What not a lot of people know is that this Metro Manila Film Festival New Wave Best Supporting Actor winner is also an entrepreneur.
Reyes is the proud owner of Rice and Shine, a rice retail shop along N. Domingo St. in San Juan City, Metro Manila. The shop offers different types of rice from all over the country and overseas, as well as other sundry products like farm-fresh eggs.
The business was launched in 2021. Aside from being in the middle of the pandemic, Reyes was apprehensive about having to split his time between two jobs. “I grew up with the belief that you chose one job and focused only on that,” the actor said in Taglish. “I beg to differ because that’s the beauty of time and free will.”
He gained inspiration from his late grandmother on his father’s side wh used to run a rice retail business from her home. “When I was younger, I remember that my cousin and I used to play on top of the cavans of rice in the kitchen back then. I was told that my Lola Ninay [also] had piggery in the basement but this was before I was born,” he said. “It is safe to say that I inherited entrepreneurship from her.”
Learning the ropes
A first time businessman, Reyes admits that running a rice retail business can be challenging, especially at first. Aside from being a new player in the industry, the nature of his job as an actor means long hours and an unstable schedule, which is totally different from that of his goal of being a hands-on entrepreneur.
“Rice and Shine is my baby, I’ve never had a business this serious and I’m hands-on, too. I think some of the biggest challenges were how to work around my schedule and educating myself on the different types of rice,” he said.
Being practical about his weaknesses meant that he was able to strengthen them. He also prioritized customer service, which sets Rice and Shine apart from many similar businesses. This has helped foster good relations with both suppliers and customers. “I made sure that I tasted all my products so I experienced it firsthand and can explain to my customers and prospects. To add, another would be the rice crisis this year and price inflation. It’s continuous learning and I’m so grateful for the support of my suppliers,” he said.
As an agripreneur, Reyes also has to keep abreast of current events. This has offered him insight into the plight of a sector he was unfamiliar with just a few years ago.
“I’m just in my second year and I’m still learning so much from this industry. Now, I get affected by the news about the rice cartel and how it has been a thing for so many years. I feel bad for our local farmers, truly. They’re the most affected ones,” he said. “ It’s hard not to be frustrated with how the government handles such a crisis because almost all Filipinos are affected since rice is a staple in our country. Price changes almost every day and the increases are usually significant, not only for the business but, more importantly for our medium to low income earners. The subsidy that was given to us retailers last month cannot sustain at least two weeks of business. I see this as a super bandaid action, although I'm hoping that the Department of Trade is working nonstop to come up with a more sustainable program. We need to be optimistic to stay in the game.”
Hands-on businessman
Reyes is hands-on on every aspect of his business, though he admitted that that wasn’t the plan at first—until he realized, with guidance from his father, that being present was essential to the success of his small business.
“I don’t think a business will survive if the owner is not hands-on,” he said. “Initially, I thought one could just finance and assign people to work under you, but that’s not the case. My father let me put up my idea, kickstart it, and learn the basics before they stepped in. Fortunately, that molded me to be more responsible, which is my same mantra as an actor. I always do my assignments.”
Two years in, Reyes is thoroughly enjoying his role as a small business owner, saying that it gives him a sense of fulfillment, as well as the opportunity to reconnect with the community and bond with his family.
“My first staff are my retired parents. To keep them active, I let them engage in my business. It keeps them both occupied. I remind them from time to time to let me be the owner, let me decide, let me commit mistakes, and let me learn from them. It made the family closer, he said.
Part of learning about rice retail is discovering the importance of rice in Filipino culture. It’s something that one doesn’t notice even though one eats rice everyday, but it’s almost immediately apparent to someone who deals with it from a commercial perspective. “Filipinos are very particular with their rice, whatever their status is,” Reyes said. “...it is more than just a part of a Filipino meal. It bonds families, it is the start of a good meal. It’s barkada/workmate/house decision. It is the most important part of a meal. A bowl of good rice gives satisfaction, whatever your ulam (viand) is. Hence, the sayings “Kanin (rice) pa lang sapat na” and “rice is life.”
Reyes’ plans go beyond purely retail. Rice and Shine had also expanded from purely retail to supplying restaurants. “…it is a good feeling that they trust the business, which I am always grateful for,” he said.
There are other plans in the pipeline, but Reyes said he’s “learned to go at it one day at a time. Everything is in His (God’s) timing.”
Running a rice retail store was a complete departure from this actor’s comfort zone, but it’s an endeavor that continues to bring him joy and growth. He continues to be excited about the venture, even after two years as an agripreneur, “I still get kilig (giddy) when friends introduce me as a businessman.”
Photos courtesy of Thou Reyes