The Selecta Story: How it all began
The Selecta ice cream brand can trace its roots way back to 1933 when Ramon Arce, Sr. started his carabao milk business in Novaliches. Soon after putting the business up, he and his wife Carmen began making their own ice cream recipes made from the carabao milk and sold these in the iconic gold tin containers. Since then, the taste and quality of Selecta ice cream have been the priority of the founders and the company today.
In 1990, RFM Corporation acquired the Selecta brand from Arcecon Dairy Products, Inc. and established Selecta Dairy Products, Inc. to take over the production of Selecta ice cream. Under RFM, the recipe of Selecta ice cream was further improved and aggressively marketed, posing a serious challenge to then market leader, Magnolia, and a big international player, Nestle. With a vision of being the no. 1 ice cream company in the Philippines, Selecta would gain its success in a “David and Goliath” battle against the said giants and work on to being Asia’s #1. This led to a joint-venture agreement with Unilever Philippines in 1999, bringing to life the now Unilever-RFM Ice Cream, Inc. With this partnership, we at Selecta today envisions bringing the ice cream business to further heights with the values and purpose that has molded us since day one.
At Wall's, we have been making ice cream for over 100 years.
But surprisingly enough, we weren't always making ice cream. So what's the scoop? Here's a Selecta history over the last 100 years…