1. The Philippines Maria Ruiz Luis Padilla

2. Environment • 7,100 islands • Tropical climate, monsoons year round • Mostly mountains with narrow to extensive coastal lowlands • Longest discontinuous coastline

3. Land Use • Minerals: copper, chromite, gold • Agriculture: rice, sugarcane, cotton, coconuts, bananas, mangos • Other industries: fishing, mining, lumbering, poultry raising, shipbuilding, weaving

4. Pre-Hispanic Culture • Barangays: 30-100 families • Datu: leader of barangay • Council of elders • Four classes of society • Religion • Form of polytheism • Bathala

5. Values • Strong family and community relationships • Respect for elders and authority • Strong religious faith • Hospitality • Bayanihan

6. Filipino Cuisine • Malay: preparation techniques; use of chili and coconut milk • Chinese: noodles and soy products • Spanish: dishes emphasizing meat and dairy products • 80% of food is of Spanish origin

7. Adobo • Comes from Spanish word “adobar” • Stew made with chicken or pork marinated in soy sauce, vinegar, garlic, and peppercorns

8. Why Adobo? • Regional and historical influences • Reflection of Philippine history 1. Distantly related to ginataan 2. Spanish introduced marinating 3. Regional variations • Represents identity, colonialism, and ethnic pride

9. Characteristics • Sweet and sour taste • Long shelf-life • Easy to make • Ease of transportability • Used as main course in a meal or as a snack

10. Target Market • Leading States: California, Hawaii, Illinois, New Jersey, New York • Adults 18-65 years old • Highly educated people in nursing and medical professions • Annual income of $20,000 and over

11. 4 P’s • Product: • Bayanihan Adobo • Microwaveable rice bowls

12. Bayanihan Adobo

13. 4 P’s Continued • Place • Grocery stores • Asian specialty food stores • Hospital cafeterias • College campuses • Price • 4.99 basic adobo with white rice • 6.99 coconut milk adobo with white rice • Promotion • Samples • Events: Philippine Weekend