STAR Rtn. Rolando B. Hortaleza: The Entrepreneurial Doctor Who Loves to Compete with Foreign Giants

Being innovative in an industry constantly flooded with new products while facing industry giants are never easy tasks for an entrepreneur. While the local consumers benefit from the many available choices, the influx of products—both from the local and international manufacturers—is challenging, particularly to local companies. Imagine facing foreign competitors armed with significant financial resources and sophisticated technologies. Surviving and thriving become more daunting.

But, not to STAR Rtn. Rolando B. Hortaleza, an entrepreneur who is passionate about battling foreign rivals. He has gone through business struggles and challenges during his early years in business. Armed with massive experience, an innovative mind, and a strong will to execute his plans and strategies, STAR Rtn. Hortaleza later emerged successful in his business battles. His continued outstanding success in building brands in the fast-moving consumer goods (FMCG) and later expanding into financing business—then, recently into the hospitality sector, as well—echo his over three decades of business expertise. Who would think that this highly regarded businessman is a medical doctor by profession? Get to know more about this successful entrepreneur who let go of his stethoscope and built a business empire instead.

Rhea Vitto Tabora (RVT): Please share something about yourself that your fellow Rotarians might not readily know.

STAR Rtn. Rolando B. Hortaleza (RBH): In spite of being known as an entrepreneur and a marketer, I am actually a physician by profession.

RVT: Despite leading several companies, you are described as a marketer first and a CEO second on your company website. Why is that?

RBH: I am working close to the market even before I started my own business. I remember when I was growing up, I always helped my parents in our family business, Hortaleza Vaciador. Aside from the acquired knowledge and the experience from those years, I am always on the lookout for growth opportunities and spot market gaps in order to lead the innovation group and utilize it as a source of inspiration for my next big idea.

RVT: What inspired you to grow your business empire—from selling beauty and personal care products to financing, FMCG, and recently, hotel business?

RBH: I can say that I am an FMCG guy. In 1985, I took a leap of faith and ventured into the personal care category of FMCG. Battling foreign companies is my passion. Competitive as it was, I am always thrilled with the market structure of the FMCG business. That’s the reason why I started Prime Global Corporation (PGC). PGC is the marketing and distribution parent of Barrio Fiesta Manufacturing Company, producing the crowd’s favorite condiment, the “Barrio Fiesta Bagoong”. Our sales skyrocketed globally with 40% sales done internationally, mostly in the USA. And now, we are starting to create other products such as peanut butter spreads, breading mixes and other Filipino-favorite condiments.

Then, we entered the financing business solely for one reason—our desire to help our existing suppliers and business partners. As the company grew, we expanded our portfolio and now provide services to other businesses and individuals with a range of financial services and support systems.

When I sold Splash Corporation, I thought that since I am semi-retired, I can explore the hospitality industry, complex as it may be. It consists of different segments like food, lodging, travel, tourism, and recreation where I can spot market gaps and growth opportunities.

RVT: What experiences do you feel shaped you the most as an entrepreneur?

RBH: I think any business owner can relate to not having enough capital and facing industry giants as your competitors. It made me realize that business is not easy. Business can be challenging. It was not a walk in the park, as they say. I experienced struggling to compete locally and with a little capital.

RVT: Who has had the biggest influence in your life and why?

RBH: Aside from my parents, I think it’s the constant belief that Filipinos can compete against big players. Not only here, but also abroad. That mindset shaped my behavior as a person and as a businessman.

RVT: Looking back at your life thus far, what are you most proud of?

I am proud of making a name in a field dominated by multinational businesses who are ahead in terms of resources and experience. Business start-ups are hard; it’s not easy to build a Filipino company producing Filipino products and making them available not only locally, but internationally.

RVT: What do you consider the highlights of your life?

RBH: Transferring the baton to the second generation—my sons. We all want our children to become leaders and take the reins of the businesses their parents built. We want them to grow to be courageous, passionate and authentic. I want them to continue to inspire other people to be their best, to get more out of life than they ever thought possible. Also, creating and building a professional organization that will continue my vision and mission when I started my business.

RVT: If you could give one piece of advice to an aspiring entrepreneur, what would it be?

RBH: Set a vision, but always remember that execution is very important.

RVT: What are your interests and hobbies? What do you do when you are not at work?

RBH: I do boating regularly; it helps me clear my mind. Aside from that, I work out and travel every other month. I can say that right now, I have a full life. I don’t practice micromanaging; I just lay down processes, align strategies and manage a scorecard to evaluate execution progress.

RVT: What ignited your interest in joining the Rotary Club of Manila?

RBH: I want to extend help to the community, to share my story with my fellow successful Rotarians. Being there for others is a significant contribution that may create even more significant results. It is like a positive chain reaction you create. People whom you helped will help other people, and so on. Changing and inspiring one life can lead to million other lives being changed.