Modernizing a legacy of excellence in coconut

A trusted supplier for local and international markets, Tropicana is backed by reputable organic certifications. The company has created over 200 job opportunities for local people while maintaining its commitment to quality and sustainability. However, the pandemic presented significant challenges, disrupting key client relationships and exposing gaps in digital branding and market positioning that were hindering the company’s sustainable growth.

In this context, Tropicana faced the need to adapt, reposition itself, and proactively seek new partnerships. Strengthening their branding and international presence became essential in allowing them to successfully pursue export opportunities and new international buyers. The International Trade Centre (ITC), through the ARISE+ Philippines Project, became a pivotal partner in helping Tropicana address these challenges, guiding the company to:

• redefine its brand
• strengthen its online presence
• connect with international buyers

The ARISE+ Philippines Project is designed to contribute to inclusive and sustainable growth of small enterprises – whether just starting or well-established. Through a blend of strategic guidance and hands-on training, the programme helps companies identify opportunities, develop their value proposition, and enhance their market visibility. Tropicana participated in three core areas of training, which provided them with the tools, training, and guidance to address these barriers.

Branding and an online presence that promotes growth

Tropicana understood that they had a strong position to grow from:

• Pioneer in virgin coconut oil (VCO) production
• Pioneer in liquid/winterised VCO
• Pioneer in organic/vegan coconut milk powder
• Only organic certified MCT oil in the Philippines
• 1st organic coconut cooking oil in Philippine supermarkets.

But these strengths were not effectively communicated to their ideal audiences. Their branding and online presence lacked the cohesion and professionalism needed to inspire trust and drive engagement.

With the support of the ITC Philippines-based coach, an expert with extensive years of experience on how to build an international brand to export, Tropicana worked hard to:

• identify their unique value propositions
• articulate them in a way that resonated with both local and international audiences
• and align their branding with their pioneering status.

The website redesign ensured that Tropicana’s online presence worked as a powerful marketing tool. The website evolved beyond just an information hub—it became an active driver of customer engagement.

The development of a professional marketing kit, including logos, social media assets, and visually cohesive branding—elevated Tropicana’s presence both online and at trade fairs. These enhancements strenghtened the company’s ability to build trust and credibility with prospective clients. Tropicana is now poised to celebrate its 50th anniversary with a stronger foundation for continued expansion and influence in the global market.

Phase 1: Branding transformation Training in identifying market opportunities and defining Tropicana’s unique value proposition. Brand development, including a refreshed logo, updated social media icons, and a cohesive marketing kit help build trust and awareness.	Phase 2: Online presence upgrade Website redesign to align with global standards and better showcase Tropicana’s strengths. Enhanced digital presence with professional photography, improved content, and more engaging visuals.	Phase 3: Trade fair preparation Coaching on effective communication and negotiation strategies for trade fairs. Practical support for events such as Anuga Germany, Seoul Food and Hotel Show, and Fi Europe, which all lead to new business connections and partnerships.

Trade fair success: confidence, preparation, and results

Before partnering with ITC, Tropicana’s participation in trade fairs was limited by insufficient preparation and the lack of a strategic approach. With ITC’s support, Tropicana underwent targeted training that fundamentally changed their approach to trade fairs. The training focused on:

Preparation and Strategy: Tropicana learned to plan effectively for trade fairs, from pre-event outreach to post-event follow-ups.

Negotiation Skills: Practical coaching empowered the team to communicate their value confidently, turning interactions into meaningful engagements.

Confidence and Professionalism: Armed with tools and techniques, Tropicana began to approach trade fairs as strategic opportunities for growth.

Measurable success

Tropicana’s new approach to attending trade fairs resulted in tangible results that support their growth:

• New Business Opportunities: Participation in Anuga Germany with the support of ITC after the COVID-19 hiatus was a standout moment. The event’s bustling energy was matched by Tropicana’s confident and professional presence, leading to valuable new business connections.
• Increased Participation in Global Trade Fairs: With ITC’s support, Tropicana successfully exhibited at leading international trade shows, including Anuga, Seoul Food, and Fi Europe, which opened doors to partnerships that continue to drive the company’s growth.