The listed company, which operated more than 850 stores nationwide last year under brands including Buko ni Fruitas, Balai Pandesal, Ling Nam and Jamaican Pattie Shop, opened the coconut-based beverage concept at SM City Naga last June 19 as it continues to expand its portfolio of homegrown food and beverage brands.
Investment climate
Fruitas founder and CEO Lester C. Yu said the company deliberately selected Naga for the milestone opening.
“Gayak na gayak kaming mabuksan ang pinakabagong konsepto namin na CocoLab dito sa siyudad ng Naga. Pinili naming magbukas dito sa Naga City upang maipakita na kapag matapat, mahusay at masigla ang pamumuno sa isang siyudad, kusang mamumuhunan at makikipagsapalaran ang mga pribadong kumpanya tulad namin,” Yu said.
(“We are excited to open our newest concept, CocoLab, here in Naga City. We chose to open in Naga City to show that when a city is led with honesty, competence and energy, private companies like ours naturally choose to invest and take business risks.”)
The investment comes under Mayor Leni Robredo, whose public career and 2022 presidential campaign centered on transparency, accountability and good governance.
Local flavor
Robredo welcomed CocoLab’s entry, which the company said would contribute to local economic activity.
To mark the opening, CocoLab introduced the Coco Pili Shake, a Naga-exclusive drink that combines coconut with the Bicol region’s signature pili nut.
“Because we opened our first store in the Heart of Bicol, we wanted to make this launch even more meaningful by creating a product inspired by the region itself—the Coco Pili Shake. It brings together two iconic local treasures: refreshing coconut and the rich, nutty goodness of pili,” said Shaun Si, chief marketing officer of Fruitas Holdings.
The new store is located at the second-floor food hall of SM City Naga and marks another step in Fruitas’ nationwide expansion of Filipino-grown food and beverage brands.
In Naga, Fruitas is hoping its latest investment proves that good governance and private capital can grow together.
—Edited by Miguel R. Camus
