‘Although I come from a prominent political family, I am thankful that I grew up in a non-political household and was never forced into doing something that most people basically expected or assumed me to do as a Magsaysay’
The mention of Francisco "Paco" Magsaysay's family summons images of public service and commitment to the good of the common man. His grandfather, known as "The Guy," was the president who welcomed the Filipino people to Malacanang Palace. Loved by the people, Ramon Magsaysay Sr. was easily the most popular president of the Philippines in the 20th century. It is a distinction that has yet to be equaled or surpassed. On the other hand, Ramon Magsaysay Jr., Paco's father, is a man after his father's heart – just as humble, upright, and, firm, where delicadeza or one's sense of honor is concerned. Jun Magsaysay, as a legislator, was known to stick by his guts and not one to sacrifice principles all because of friendship or the personal interests of his political supporters.
Paco, at first glance, is just as friendly as his grandfather, and as unassuming as his father, but certain traits of Paco may well be his unique contribution to his family's mystique. For one, he is very friendly, one who easily laughs and smiles. One would assume he is a man easy to deal with, and being a creature of his generation, cool, a word that has never been used to refer to his forebears. Media has also described him as "a down-to-earth, amiable family man."
Ice cream lover from his youth
In the new millennium's popular culture, though, Paco, will foremost be known as the young entrepreneur who gave us Carmen's Best, the ice cream brand that the Philippine Air Lines serves on its international flights, and one that people look forward to enjoying in parties, reunions and some such special or rare occasions that call for something different and exceptional on the dining or coffee table. It is this singular achievement that has inspired many to regard him as a visionary.
In an interview with Paco, who guested in the Daily Tribune lifestyle online show, Pairfect, hosted by Dinah Sabal Ventura and Jojo G. Silvestre, he related the beginnings of his masterpiece of an ice cream brand, and how it rocketed to the top of the ice cream totem pole.
Paco had been focused on the trailblazing television cable business that his father, Jun Magsaysay, founded in the early 1970s, when the senator asked his son, to look into the dairy farm that he and his friends established in Bay, Laguna.
"Their intention was to produce 100% fresh milk, or that meant that the milk was pasteurized at the right temperature of 76.5 degrees, which is not the case with most milk in the market. While it was good, being pure, it did not last as long as the other commercial brands because it did not contain preservatives. That was when my father asked me to help sell the milk so it doesn't get spoiled on the supermarket shelf."
In October 2009, Carmen's Best Dairy Products was registered, "but we were not thinking of making ice cream," recalled Paco. "Instead, we worked around flavored milk, cheese, pastillas, and other milk-related products. Yet, our products did not reach their full potential."
It would take some time before Paco would realize there was one dairy product that he loved as a young man – ice cream, which he had enjoyed in the United States where he grew up. "I tasted all kinds of Western flavors, and when I was traveling, I became enamored with the almond ice cream, Turon, in Spain, and then, the Hokey Pokey in New Zealand. "I was fascinated because they weren't just ice cream that you ate. They had their stories, how they were concocted, what inspired their creation, and which celebrities loved them.
"So, when we began making Carmen's Best, we had the common favorites, or the basics, chocolate, strawberry, and vanilla. Then, we moved to Salted Caramel, Brazilian Coffee, Butter Pecan, and Malted Milk, which continue to be our best sellers. What kept coming to my mind was I felt good eating them just as I did as a young traveler. It occurred to me that our ice cream was a lot different, something that I would be proud to share with friends, family, and guests, and sell to my countrymen."
Honoring Carmen
The brand name Carmen originated from his only daughter, Carmen. Jokingly, he said, "It sounded a lot better than Paco's Best." The name Carmen, to him, epitomizes top choice, one of superior quality. "It is my daughter's name, so I would not sacrifice quality. After all, we want the best for our children. The ingredients had to be of the highest quality and never mind if they were expensive. If we scrimped, that would not do justice to my daughter's name. We might just as well name it as something else."
The beginnings of the ice cream brand that he named after his daughter had not been easy for Paco. He related, "I began as a one-man team operation – from sourcing to purchasing ingredients, churning and mixing, product development and testing, marketing and sales. I had to do it all, and I did all of this from my own kitchen until the wee hours of the morning."
His education in ice cream began on "YouTube, a fact I am not ashamed to admit. Besides providing entertainment, YouTube is a treasure trove of information and learning."
But to learn more about ice cream – the history and science behind it, the latest technology, best practices, market trends – "and further improve my brand, I took up an ice cream short course at Penn State's famed Berkey Creamery in 2013."
Beyond the initial stage, Paco had it all figured out, "because I was offering something that I enjoyed for myself, one that I was proud to serve and be known for," he said. And, of course, his bottom line has always been about "the use of fresh milk and cream, to the point of my sounding like a broken record, but that's it. We do not add water, powdered milk, or artificial flavorings, and we use only premium ingredients.
Pure Indulgence
"We offer high quality, locally made ice cream to the market, and I think that's what makes it stand out, and consumers realize that upon first taste. Our tagline, 'Pure Indulgence,' says everything about our product."
The awards were forthcoming – the Agora Awards in 2018, the Mansmith Innovation Award in 2022 and then, he was chosen as the Italian Chamber of Commerce's Emerging Entrepreneur of the Year, and the Ernest Young/SGV Entrepreneur of the Year, the last specifically as the Small Business Entrepreneur of the Year.
Carmen's bet became so successful ("much to my shock and pleasant surprise") that we caught the attention and interest of a huge conglomerate. I cannot wait to see how far they will take Carmen's Best."
He explained, "The Metro Pacific Agro Ventures Group of Manny Pangilinan now owns 51% of Carmen's Best, which means it has full management of the company. As a minority stakeholder, I remain on the Board of Directors. And I continue to promote it because people ask me to talk about Carmen's Best so that's what I do."
Exposed to grandparents Paco and Cita Delgado
That Paco, a graduate of a Master's in Entrepreneurship degree from the Asian Institute of Management, would succeed in the world of enterprise was always expected by those who knew him from his youth. It was as though becoming a businessman and executive was his manifest destiny.
Paco recalled, "My interest in business probably stems from my early exposure to it. In 1980, at just 12 years old, I worked at my Lolo Paco's gas station called Motorists' Haven. I saw how the business was run, and since then, I dreamt of having my own business someday. I started small by selling sandwiches in school, and I kept to heart this entrepreneurial mindset until I was ready to venture on my own."
Another inspiration was his maternal grandmother, Carmencita "Cita" Chuidian Delgado who had an outstanding public relations acumen. Paco remembers her "as the gracious lady who made sure to bring home pasalubong to the family's business associates and partners. I learned that thoughtfulness from her, and the way she dealt with clients and people she transacted business with on a personal and warm level. And it is a style that I have internalized and has served me well. I always come home from abroad with some pasalubong, just small things or delicacies that would show I value my friends and associates."
The one role that he plays to the hilt and with genuine pleasure is being a father.
Of the way he has raised his sons, Jaime and Miguel, he said, "As a father, I could be strict, but within reason. In that sense, I am more like a disciplinarian. I strive to be a good example for them so they grew up having the same ideals and principles as mine." Jaime now is involved in the broadband internet business while Miguel is with the Citibank Corporate Group.
Of his daughter, Carmen, on the other hand, he said, "Of course I am very protective of her, being my unica hija. No matter how old she gets, she will always be my baby, and she knows that." Carmen works for Curology, a start-up cosmetics company in the US."
Tita Mila as surrogate mom
With his mom, Isabel Delgado long gone, the other significant woman in his life is his paternal aunt, Mila, who is now the grand dame of the Magsaysay family. "Since my mom Isabel died six years ago, Tita Mila has assumed the role of surrogate mom to me. I miss having talks with my mom, listening to her stories, and admonishing me (only sometimes), but I am grateful that I still get to experience that with my Tita Mila."
Moving Asian Vision Cable forward
Today, Paco is the top honcho of Asian Vision Cable Holdings, his father's visionary legacy that earned him the title of "Father of Cable Television in the Philippines." He related, "My father founded the company in 1972, so we have been around for more than 50 years."
Living up to the Magsaysay name outside of politics
Interestingly, entering politics, to which he has had more than ample exposure, having campaigned for his father Jun from north to south, has not occurred to him. "Although I come from a prominent political family, I am thankful that I grew up in a non-political household and was never forced into doing something that most people basically expected or assumed me to do as a Magsaysay."
What continues to run in his blood, though, is the aggregate of Magsaysay virtues of honesty, integrity, hard work, enthusiasm for one's vocation, compassion, and a generous heart.
"I never got to meet my grandfather personally, so what I know about him, I only learned through the stories and memories of my dad and Tita Mila. But from what I can tell, he was a man of action. Even as a young man, way before he became president, he was always doing something. Perhaps that restless spirit is something I share with him," he said. Paco, in keeping with the family tradition of public service, supports organizations that help the disadvantaged like the Philippine General Hospital and the Rotary Club.
It is to Paco's credit that he has more than lived up to the expectations that come with bearing his illustrious family name. He has, on his own, shown, how a Magsaysay could be distinct in his life's choices and still contribute to the well-being of his fellow Filipinos and the greatness of his country. When Paco created Carmen's Best, he also gave his countrymen the one ice cream brand that they could be proud of.
