DAVAO DEL NORTE, Philippines—Fructosa “Frux” Llana knows firsthand that an entrepreneur’s journey is often a bittersweet story. With enough doses of perseverance, hard work and determination, she has turned countless setbacks into a thriving business, proving that resilience remains a key ingredient for success.
As the founder of Frux Food Products in Brgy. San Francisco, Panabo City, Fructosa believes that market demand alone does not guarantee sustainability.
Adaptability and flexibility, she says, are essential for long-term success—lessons she learned through years of trial and error.
Before finding her niche, Fructosa tried selling repacked sugar and spices, operating a sari-sari store, engaging in buy-and-sell activities and even venturing into sand and gravel, mining and logging businesses. Despite repeated failures, her passion for entrepreneurship never diminished.
The journey
Throughout her high school and college years, Fructosa juggled multiple jobs to fund her education. She recalls using her first salary as capital to buy raw materials for repacking sugars and spices, driven by her intense passion for business, even in its simplest form.
“I vividly remember that my very first salary was used as my initial capital to buy raw materials to repack sugars and spices. It is really my desire to have a business, even in the simplest form of selling stuff,” she says while reminiscing about how entrepreneurship found her.
From gaining nothing from her previous businesses to building her own family with five children, Fructosa has proven that embracing resilience can truly go a long way.
In the absence of technology to develop and refine her product, Fructosa spent hours manually mixing crushed peanuts, leaving her arms numb from the discomfort. At some point, she considered giving up, but she persevered after seeing the potential of her latest endeavor.
“Roasting and crushing the peanuts were so hard, too. Luckily, my husband is skilled in fabricating machinery, so he made me a customized machine for peanut processing,” she quips.
To upscale her business, Fructosa consulted her neighbors and customers through taste testing. She also sourced sturdy containers and partnered with a reliable firm for label printing. Following these initiatives, she approached the Department of Trade and Industry (DTI) Davao del Norte for her business name registration.
“While walking home, I had an idea—why not let my first name inspire my business name? And so, I named it ‘Frux,’” she recalls.
The word ‘Frux’ is derived from the Latin word meaning fruit, produce or crops.
Planting the seed of a new name also grew and expanded the potential of her peanut butter ventures.
Continued success
Fructosa continues to see bread and butter in her peanut butter business to this day, constantly improving the quality, packaging and labelling of her product to make it more appealing to the market.
Fructosa notes that visiting the DTI office is a critical step for entrepreneurs seeking business growth support. In her case, it provided valuable training and guidance, which significantly improved her business.
“As an entrepreneur, once you show interest in the DTI, the agency is also interested in helping and improving your business. Like me, they have provided training, such as packaging and labeling, marketing, good manufacturing practices, value-adding and many more,” she says while encouraging other entrepreneurs to seek help.
Of expansion, diversification and innovation
Fructosa had already established her mark as one of the most marketable peanut butter brands in the city, but this did not stop her from reaching new heights and expanding her market. She was immensely determined to display and sell her product at supermarkets, grocery stores and malls. Thus, she complied with the Food and Drug Administration’s registration to meet the requirements and standards for food products. She also obtained a halal certification to join local and international trade fairs, a gateway for market expansion.
Moreover, Fructosa, adopted technological innovations, being a beneficiary of the Department of Science and Technology’s Small Enterprise Technology Upgrading Program, which provided her with labeling and packaging machines.
Later on, she realized that relying on a single product might not be enough to sustain her business in the long run. While she remained hopeful about its future marketability, she understood the importance of diversification.
“As I displayed my peanut butter at the malls, bakeries and trade fairs, I realized that I had only a single product. And maybe, as anticipated with the future marketability of my peanut butter would not guarantee the sustainability of my business,” she says, while emphasizing that product diversification is crucial to sustaining a business.
Frux added banana and cassava chips, as well as ginger tea, turmeric and moringa powder, to its product offerings. This is not the end, though, as she looks forward to developing other innovative products that have not yet reached the market.
Meanwhile, DTI Davao del Norte Provincial Director lawyer Zerline Balleque highlights the importance of innovation for micro, small, and medium enterprises (MSMEs) like Frux Food Products.
She exclaims that it helps them set their products and services apart from competitors, adapt to evolving market trends and consumer needs, improve operational efficiency, cut costs and enhance productivity.
“Innovation is crucial among MSMEs because it enables them to differentiate their products and services from competitors, respond to changing market trends and consumer preferences, improve efficiency, reduce costs, and increase productivity,” she emphasizes.
Of reaping the sweetest fruit Fructosa’s effort did not only gain ground in the market; they also caught the attention of award-giving bodies.
Frux Food Products was honored with the Most Innovative Product Award at the Great Mindanao Food Fair held in August 2014. The award-winning product, recognized for its creativity and health benefits, is made from a unique blend of fresh vegetables, including cassava, carrots, squash, saluyot, moringa leaves, water spinach and camote tops—all known for their nutritional value.
Frux Food Products further proved its excellence in innovation, as Fructosa was awarded the 2019 Packaging Innovation Award – Regional Level. The prestigious recognition was given during the National Science and Technology Week celebration at the World Trade Center in Pasay City.
In addition, Frux Food Products was awarded as one of the Top 10 awardees in the 2022 Search for Women of the Year in Panabo City. She received the prestigious Entrepreneur Award in 2022, in celebration of the National Women’s Month and the 21st Araw ng Panabo. This recognition highlights her remarkable contributions to the local business community and her dedication to empowering women through entrepreneurship.
Moving forward
As she continues to expand Frux Food Products and explore new opportunities, Fructosa’s journey remains a source of motivation for others. Her achievements reinforce the importance of resilience, creativity and hard work in the entrepreneurial world, proving that with determination and vision, success is within reach.
“I hope to inspire others to keep pushing forward, embrace challenges, and turn their visions into reality,” she says, almost in tears as she remembers all of her struggles before.
“I’ve failed many times, lost, and almost surrendered my passion for entrepreneurship, but those also fueled me to innovate and excel in the market.”
Fructosa’s journey is more than a business success story. It is a testament to the power of vision, perseverance, and the unyielding spirit of a woman determined to carve her path. From humble beginnings to award-winning innovation, she has transformed challenges into stepping stones, proving that no dream is too big when fueled by passion and resilience.
—DEPARTMENT OF TRADE AND
INDUSTRY, CONTRIBUTED