More than four decades of dedication to its vision of becoming a premier company in the food processing industry of Cebu and diligence in fulfilling its mission of providing quality yet popularly-priced products have made King's Quality Foods (KQF) today as one of the most reputable names in Cebu's vibrant food processing industry. Established by its founder, Mr. Juanito I. King, in October of 1957, it started its very modest operations with just five personnel initially producing semi-processed Chinese-style Smoked Hams for delivery to King Sue Ham & Sausages Co., a very well-known meat processor based in Manila.

   In 1968, the operations in the factory located within the Cebu downtown area were transferred to a more suitable plant within the residential compound of the King's family in Barangay Tisa, Cebu City. By this time, operations have already developed into the processing of various hams and sausages mainly marketed to institutional customers in Metro Cebu.

        The management of this company in 1976 was passed on to Mario Abellana King, the youngest son of the founders Juanito and Rufina. Modern and innovative manufacturing technology were introduced with the valuable assistance of industry partners such as Edward Keller, Bush Boake Allen, Griffith Laboratories, and Baltimore Spice (Philippines).

       This intensive drive into diversification and modernization was ably supervised by Mr. Rolando Toribio, a very reputable meat processing technician and consultant of international stature. KQF gained recognition and various awards from the City Government of Cebu, the City Health Department, and the Cebu Medical Society. The company also gained membership into such prestigious associations as the Association of Food Industries Region VII, the Philippine Association of Meat Processors, and the Philippine Article Numbering Council.

       The company has grown conservatively but steadily over the past twenty-five years purely from internally generated resources. The new processing plant located within the area close to a hectare site in Pakna-an, Mandaue City will accommodate all the expanded manufacturing operations starting January of 2002. The facilities in Tisa will mainly be utilized for the accounting, sales, and the research and development departments. The expansion of marketing is aimed at formally establishing a provincial output of about 2000 metric tons per year.

       The dedication and diligence of the close to one hundred highly trained and motivated factory workers, sales personnel, accountants, engineers, and technicians together with the fresh and innovative perspectives expected to be introduced by the third generation members of the King's family will surely bring KQF to greater heights of success and fulfillment for its shareholders, associates, and customers as the company faces the challenges of the new millennium. In this way, the King's brand will undoubtedly be the name for quality and tradition.