Gardenia Philippines strengthens market position with innovative strategies under CEO Simplicio Umali

Simplicio “Jun” Umali Jr. has led Gardenia Philippines for 25 years, making it the top bread brand in the country. The company ensures product freshness through a unique daily delivery system, pulling unsold bread and using advanced logistics and demand forecasting. To expand its market reach, Gardenia has partnered with local distributors to serve smaller stores. The company has also introduced a second brand, Neubake, to compete in the lower-priced segment while maintaining its premium offerings, including health-focused and artisanal products. Gardenia is diversifying into new products like noodles and flavored coffee to optimize its distribution network. The company emphasizes passion, innovation, excellence, and speed as key principles for navigating competition and adapting to market changes.