By John Roland Q. Claridad
In any day, if you happen to visit the office of Business Prime Enterprises Inc. (BPEI), you might come across a tall man sporting a crewcut, wearing flip-flops, white shirt, and cargo shorts. You might not give him attention but if your intention in visiting is to talk to the Boss, well, you just passed him by. He is Mr. Ronilo Dela Cruz but more popularly known as Doseng, the father and founder of Business Prime Enterprises Inc.
He started as C&T Rice Dealer on March 1983. In 1986, he dropped the rice retail business and focused on carrying feeds for hogs and poultry, veterinary products, chemicals and agricultural supplies and changed the name to C&T Poultry and Agricultural Supply. In June 8, 1995, he began to diversify and established the Anna Beatrix Marketing and Construction supply, its sister company. Three years later, they started a business of providing purified water in Pangasinan with CT Aquaration. In July 18, 2003, they put up Ro-Ann Manufacturing, Inc., the first veterinary plant in Region 1.
Business Prime Enterprises, Inc. (BPEI) was established on January 12, 2004 as the holding company for C&T Poultry & Agricultural Supply and Anna Beatrix Marketing & Construction Supply. In December 23, 2007, BPEI added another division named the Flour Department, carrying different bakery supplies. BPEI has a centralized type of management from their main office located in San Agustin, Alaminos City, Pangasinan overseeing 56 regular employees and with the help of innovation, a central command for their GPS tracked logistics fleet.
A seasoned and strong dealer of Atlas fertilizers in the 1980s with just two trucks, BPEI became a direct distributor in 1996. In 22 years, they have strengthened their network that covers the provinces of Pangasinan, Tarlac, and Zambales. They maintain two strategic warehouses in Pangasinan, and now operate more than 15 trucks that deliver the requirements of their dealers and customers.
BPEI, like AFC, believes in the advocacy to make farming not just a vocation but as a stable and profitable business for our number one stakeholders—the farmers, by providing better quality products at reasonable prices. The adage Mr. Dela Cruz lives by, that he does business promoting fairness for all stakeholders, immensely benefiting farmers along the way. BPEI helps the local community in providing stable jobs to the locals. Their mission is to distribute and supply farm inputs and materials for the small farmers to the big landowners to further increase their production and harvest. They are also aggressive in distributing non-traditional grades like the 17-0-17 to further improve the yield of the farmers. This dedication has paid off, making BPEI one of the best AFC distributors as they control leadership in markets of Pangasinan, Tarlac and Zambales.
Sir Doseng is not only the father of BPEI but more importantly, a family man. He has two sons and a daughter with his first wife, Agnes Dela Cruz, who unfortunately passed away in 2003. Kristoffer Dela Cruz, now resides in Isabela with his own family. Ron Paolo Dela Cruz, 27 years of age, is recently a new father to his newborn son. His youngest child, Anna Beatrix Dela Cruz, 22 years of age, is now being trained in management at UNAHCO. Now, he is again happily married with his second wife, Genedina Dela Cruz.
BPEI’s next generation planning involves his daughter Anna, and is the one envisioned to manage and continue the business in the future. While waiting for her arrival, Mr. Dela Cruz plans to sustain and grow BPEI further as it is not only for his family but also for the many that rely on their supplies. According to him, he started as a small rice retailer, he feels that God has blessed him with so much that he knows it is his moral obligation to others, sharing the blessings he has received. He no longer considers venturing into businesses, jokingly questions why he would add more stress into his life, now that he is a senior citizen.
Even with all the success and blessings, Sir Doseng remains to be simple and humble, and making sure that his actions and decisions are fair for everybody. As from his words, “hindi ko ito pinangarap, pero pinaghirapan.” He feels blessed, never even dreamt of his success, but something deserved as all came from years of hard work and dedication.