STORY OF

ARMANDA T. BATTAD
Owner, Amanda's Marine Products

 Address: Pto. Rivas Itaas Balanga Bataan

 Contact Person: Ms. Armanda T. Battad (Owner)
 Contact Number: +639178761456
 Email Address: amandas.marine.products@gmail.com
 Facebook: https://www.facebook.com/AmandasMarineProducts
 Product Group: Food, Processed Food
 Products & Services: processed fish - dried fish, bagoong (alamang |
isda), smoked fish

Our coastal village in Balanga City, Bataan is home to native fishermen and tinapa (smoked fish) and
tuyo (salted dried fish) makers. I grew up in a community where selling fish provides for daily survival.
Every day, the heat of sun, mirage of seas and smell of fish reflected our life of poverty. Throughout my
elementary to collegiate study, I found joy in selling small items: from chocolates to Triumph and PX
products like bra, underwear and hairpins among others. I discovered the simple happiness of having my
own money at the end of work day.

I was able to finish college in 1983 through the study now, pay later program of the government. After
college, I thought: I will not get better in life being an employee. I ventured back into the same industry
that supported my family: fish processing.

I started getting tinapa from my village relatives and joined in early morning trips to nearby Zambales
markets. I will never forget that in the first week of selling, I only earned P70. I had no idea on marketing
and pricing. Around 1984, I asked myself: What if the supply of fish dwindled? I noticed the marketplace
should not focus only on tinapa. I went to Divisoria to buy other seafood like pusit or squid, dilis or
anchovies, and daing or dried milkfish. That’s when the markets of Zambales came to known my marine
products, and I needed to employ 15 vendors across the province to sell.

Officially registered in 2002, Amanda’s Marine Products is a synthesis of years of backyard and
community support. Starting 1985, my tinapa, dilis, pusit and bangus reached the markets of Zambales
towns. As my employees sold in Zambales markets, I focused in establishing my own business at my
hometown in Balanga City, Bataan. Startup was a challenge due to capital and the people around whom
you could trust. All these challenges coupled with personal hardships of sending my three children to
school as a single mother.
While starting, various government agencies helped me to my feet. DTI, DOST, BFAR and the local
governments of Balanga City and Bataan were blessings for which I am proud to share to other
entrepreneurs: the government helps. A lot.

But the biggest challenge I faced was not from within, but from the people outside. Once in a trade fair,
there were many media covering the event. When they were about to turn to my booth, they said: Wag
natin kunan yan. Pagkain lang yan ng katulong.

I was hurt. But that episode fueled my passion to prove to the world that this food that they degrade, is
the very food that has put Amanda’s name in the world. Now, my clients include Chowking, Goldilocks,
Cabalen, and my products reached other countries through consolidators.

It is now my vision to be a direct exporter and be able to send my products outside the Philippines.
Amanda’s is proud Filipino made. It’s time the world to know.

The best kept secret to success of Amanda’s Marine Products: the community works hard together for
same day harvest and processing.

Small fish processors in Luzon like Amanda’s face the adversity of lack of supply, while in Visayas and
Mindanao where fish is abundant, large canning companies monopolize the seas. Here at Amanda’s, we
take the advantage of making sure that our products are made from fresh catch, directly sent to the
plant, protectively processed, and packaged on the same day. Our workers do not stop 24 hours until
the cycle is done. Every process is done carefully by hand by community laborers who give the same
quality products to their families. This is the mark of Amanda’s—100 percent fresh for your family.

My products—tinapa, bangus, dilis, tuyo, pusit, bagoong, and bottled fish—all went through a series of
quality tests approved by DOST, FDA and BFAR. We maintain Hazard Analysis and Critical Control Points
(HACCP) accreditation, an international standard that prevents microbial and chemical hazards,
demonstrating to customers our commitment to producing safe food. Our License to Operate from FDA,
as well as strict adherence to Good Manufacturing Practices, ensures ideal working environment for
clean, safe and high-quality food for consumers.

The taste is premium. For the raw materials are fresh. For the process is done by a loving and working
community. For the actual product is a blend of national government-local government-entrepreneur
tripartite cooperation.

Giving back to the community is a daily dedication for Amanda’s. Way back 1990s when I had 15
employees up to now when I have 40, all of them are community-based coming from my village of
Puerto Rivas. This what makes Amanda’s a community enterprise surviving for the people, maintained
by the people.

When Typhoon Yolanda, the deadliest storm that hit Philippines, struck Leyte in 2013, I went to
Tacloban and saw for myself the misery of livelihoods lost and the despair of nothingness. I taught
hundreds of people there how to start a small business through making tinapa. The sea that took away
their lives was the same source of hope for livelihood.

One inspiring story here in Region 3 came from a group of women in Tarlac province. I learned their
stories, taught them how to make tinapa, and mentored them. The Tarlac Chamber of Commerce and
Industry extended their gratitude to me as the women continue to develop their business. But the
biggest thanks I would ever receive is to see that the women are now independently strong and
creative, infusing flavors to tinapa like lemongrass to bring twist.

Also, the organizations I am affiliated with and lead continue to bring community developments such as
the Philippine Tilapia Association, PARTNERSHIP for Integrity & Jobs, Regional Development Council,
Bataan Chamber of Commerce and Industry, Bataan Tourism Council Foundation Inc, Bataan Federation
of Food and Non-Food Manufacturers Association, Multi-Sectoral Governance Coalition, and Balanga
City Consumer Affairs Council.