Prieto was born on Nov. 28, 1936, the son of Benito “Bibelo” Legarda Prieto, whose Tuason ancestors controlled, through an encomienda, the vast Diliman Estate, and Antonia “Chucha” Roces, a sister of Joaquin “Chino” Roces of the Manila Times. His other siblings were Mercedes, Bettina, Benito Jr., Jaime and Mauro.
A product of De La Salle from grade school to high school, where he was awarded with the DLSAA Sports Hall of Fame for golf in 2000, Prieto married 63 years ago Marixi Rufino, former chair of the Philippine Daily Inquirer and whose family owned movie theaters in downtown Manila and other prime real-estate.
In a 2014 interview, Mrs. Prieto revealed that when she, then a newsprint supplier, bought into the Inquirer, she did not inform her husband, Alex, even though “he comes from a family that was actively involved with the pre-martial law Manila Times.”
“I knew he was going to say no had I told him," she said.
Manila Jockey Club
The extended Prieto family, long involved with the storied Manila Jockey Club Inc., established in 1867, and the operator of the former San Lazaro Hippodrome in Sta. Cruz, Manila, sold their stake in 1995 to a group led by lawyer Alfonso Reyno Jr. Alex Prieto had served as the club's treasurer.
Additionally, Alex and his immediate family controlled Golden Donuts Inc., the local franchisee of Dunkin’ Donuts, which the Duterte-era Bureau of Internal Revenue (BIR) accused of tax evasion. Further, he along with other extended family members owned International Family Food Services Inc., local operator of Shakey’s Pizza. Dunkin’ was subsequently acquired by Inspire Brands while Shakey’s was sold in 2016 to the Po Family of Century Tuna.
An avid golfer
A longtime member of the prestigious Manila Golf Club where he sat on the board, Prieto spent considerable time on the links — was a ranking member of our national team — and was also an ardent spectator. In 2010 he scored a hole in one in Manila Golf’s Golden Tee Tournament, taking home a Jaguar XF sedan.
Apart from his wife Marixi, he is survived by children Tessa, Andrew, Sandy, and Paolo. Another son Louie, from whom the former Louie’s THX theater was named, predeceased him in a motorcycle accident at age 33.
Features Reporter
