Prutasan ni Adan marked a new milestone with the opening of its third branch—its largest and flagship store to date—at Banilad Town Centre on June 11.
For founder, president, and CEO Bobby Adan, the expansion represents a journey he never imagined when he started supplying bananas to the canteen of the company where he worked as a side business in 2015.
Today, the homegrown retailer has evolved beyond a specialty produce store, providing market access to more than 20 small and medium enterprises (SMEs) and about50 farmers and agricultural cooperatives.
Its growing network of stores helps local producers reach a wider customer base and showcase their products to Cebu consumers.
During a visit to the United States, Adan drew inspiration from specialty grocery chains such as Erewhon, the upscale organic grocer based in Los Angeles, and Whole Foods Market, one of the country's largest and most influential natural and organic food retailers.
Adan recalled dreaming of owning a similar store one day, describing it as a goal he simply kept visualizing and working toward.
More than a decade later, that dream has taken shape in Prutasan ni Adan's flagship store, which offers everything from premium local and imported fruits to organic food, wines, gourmet delicacies, fresh fruit gift crates, frozen yogurt, shakes, and coffee.
The store also has a dedicated flower section integrated into the store, allowing customers to pair their fruit baskets with fresh flower bouquets and luxury floral arrangements.
It started with bananas
It all started in 2015 when Adan, then an employee at a company in the Mactan Export Processing Zone in Lapu-Lapu City, offered to supply lakatan bananas to the company canteen.
Every day, he delivered about 100 bananas at 5 a.m. using his brother-in-law's motorcycle because he did not yet own a car, before reporting for work at 7:45 a.m.
Seeing the potential to grow the venture, Adan left his job in 2016 and opened a small store along Airport Road in Lapu-Lapu City the following year with just P5,000 in capital.
The modest fruit stand was named Prutasan ni Adan, a name suggested by his wife, Shera Mae.
Pandemic hit
The side-hustle slowly started to grow. They were already supplying fruits to hotels and some companies and were starting to connect with suppliers of premium fruits when COVID-19 pandemic hit in 2020 which forced him and his wife to stop operations.
But he didn’t give up.
Maximizing the power of social media, he decided to sell his fruits online—one of the first to do so in Cebu.
Adan said the presence of on-demand logistics platforms like Lalamove and Maxim made it easier to deliver the fruits. Payment was conveniently done either through cash-on-delivery or GCash.
Their customer service endeared them to the Cebuanos. Their secret: They accept and refund returns –no questions asked.
“If the customers were not happy with the products, they could return these and we would refund them. We don’t want to argue with them because we don’t want to lose them as our customers,” he said.
As a result, they were able to build a solid base of loyal clients who kept ordering for more.
US suppliers
Their popularity online caught the attention of the United States Department of Agriculture (USDA) .
During the pandemic, supermarket sales were not doing very well, affecting the movement of US produce. The USDA got in touch with popular online sellers to connect them directly with the US farmers who could supply them with US produce such as strawberries, blueberries, raspberries and apples.
In 2022, Adan traveled to the United States under a U.S. Department of Agriculture (USDA) program that connected him with American farmers and producers.
He also attended the Organic Produce Summit in California, where he met fruit suppliers and gained insights into global trends in specialty retail.
When health restrictions began to ease and more people started going out, Adan opened a physical store at Tancor 1 Residences on Gen. Lim Street in Villa Aurora, Barangay Kasambagan, Cebu City, while continuing the company’s online delivery service.
They expanded their products to yogurts, fruits in ice cream, healthy pantry items, freshly made fruit dessert, among others.
Their selections were based on customer-demand.
“We listen to our customers. They ask for yogurt, so we offer yogurt. And we make sure we only provide the best,” Adan said, adding that the store’s fruits-in-a-cup products cater to customers who want a variety of fruits without having to buy them in bulk.
Local partnership
As the business grew, local farmers and startup enterprises began approaching Prutasan ni Adan to sell their products in its stores.
To support small producers, Adan said the company does not charge listing fees, allowing entrepreneurs and farmers to gain market access and introduce their products to more consumers.
According to Adan, breaking into large retail chains can be challenging for small producers, who often have to pay listing fees just to secure shelf space.
On top of that, obtaining Food and Drug Administration (FDA) certification entails additional costs that may be prohibitive for farmers and startup MSMEs.
Beyond selling fresh produce, Prutasan ni Adan has become a platform for local entrepreneurs and farmers. Adan said the company helps Cebu-based producers market their products by giving them shelf space and access to customers.
Platform for entrepreneurs, farmers
He said some suppliers of homemade products have since expanded their operations and established their own stores.
Today, Prutasan ni Adan works with more than 20 SMEs and around 50 farmers and agricultural cooperatives.
The success of Adan earned him the Small Business Entrepreneur of the Year by the Cebu Chamber of Commerce and Industry in November 2024.
Just weeks before accepting the award, Adan traveled to New York to witness his brand being showcased on the iconic Nasdaq Tower billboard in Times Square, one of the world's most prominent advertising displays.
The recognition formed part of Grab’s annual regional campaign, which featured 75 exceptional small and medium-sized food and beverage enterprises from across Southeast Asia. Among those recognized was Prutasan ni Adan.
Plans and challenges
Adan said they have received several offers to open in big malls in Cebu but their priority now is to open a commissary for their ready-to-eat food such as sushi and salads at their main branch in Tancor 1 Residences.
The company also operates a branch at Paseo Arcenas in Banawa, Cebu City.
One of its biggest challenges remains the limited shelf life of fresh fruits. To address this, Adan said the company strives to maintain fair pricing—while its products may not always be the cheapest, they are priced competitively to ensure the business remains sustainable.
The company has also absorbed higher logistics costs brought about by rising fuel prices amid ongoing tensions in the Middle East.
The company also seeks to minimize food waste by turning unsold but still usable fruits into smoothies and mixed fruit cups.
Outlook
Asked where he sees the business in the next five years, Adan paused before answering.
“We don’t want to become too big,” he said.
He explained that rapid expansion could make it more difficult for the small farmers and SMEs they support to keep up.
Larger-scale operations often require stricter supplier requirements, such as barcodes and Food and Drug Administration (FDA) certifications, which some small producers may find challenging to obtain.
For Adan, growth remains important, but not at the expense of the local farmers and entrepreneurs who have been part of the company’s journey.
He said Prutasan ni Adan intends to continue providing these producers with a platform to market and grow their businesses. —Ed: Corrie S. Narisma
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