In September 11, 2000, SLAC was formally incorporated with the primary purpose of promoting the development, commercialization and growth of hybrid rice technology. Starting modestly with land provided by the provincial government of Laguna in October 1999, SLAC initiated the development of several hybrid rice parental lines which were later transferred to a 40-hectare farm in Sta. Cruz, Laguna, w
hich now houses the research and breeding complex of the company. In April 2000, the first crop of Mestizo A line and F1 Mestizo hybrid rice seeds were harvested, as stipulated in the initial partnership agreement forged between SLAC and the Department of Agriculture represented by the Philippine Rice Research Institute (PHILRICE). In 2001, the Hybrid Rice Commercialization Program was formally launched, signaling the drive to spread hybrid rice technology across all regions. It was also at this time that another agreement was signed with PHILRICE for SLAC to produce Mestizo Parental seeds. This prompted the company to establish its first major seed production base in Banaybanay, Davao Oriental. The marketing effort at that time consisted of joint undertakings between PHILRICE and SLAC with promotions channeled through trade fairs, television and radio features. These were later followed by more substantive efforts in the form of technology demonstrations. The development of SLAC’s proprietary hybrid rice SL-8H, which was initially released during dry season 2002-2003, marked the start of the company’s expansion and the development of its marketing organization. A Regional Sales Manager who supervises a team of technical sales representatives and agronomists serving as field technicians divides the national sales area into three sales regions. The field technicians generate demand for the product by constant interaction with farmer groups and local agriculturists while sales representatives make sure of product availability at places of distribution. The marketing program of SLAC makes no major departures from standard sales and marketing practices of companies in similar fields. It features a marketing organization made up of a strong field base that implements marketing strategies formulated in consideration of the total operating environment. This basically means that the marketing mix takes into account the factors that determine the “sale-ability” of the product in relation to conditions obtained in the market place. Product features for example must address factors critical to stakeholders in the rice supply chain. Reinforcing the implementation of the marketing programs is a close working relationship with the Regional Field Units (RFU) of the Department of Agriculture, PHILRICE and the various agencies involved in the GMA Rice Program, a strong, albeit tacit partnership evolved with many of these agencies.
