Lose 18 pounds in 6 weeks!

We pulled if off. We actually helped Philippine movie celebrity, John Lloyd Cruz lose 18 pounds in just 6 weeks. And erased the flab around his tummy while making his overall built more toned and muscular!

Leaner, more toned John Lloyd Cruz after the 6 week
Century Superbod Super Challenge Diet & Workout Plan

John Lloyd is one of the top draws in Philippine Cinema and entertainment because of his "boy next door" good looks and his acting chops. But he is also known for being a "regular Joe" and really more of a teddy bear. A bit on the chubby side and not very athletic. He once proclaimed during an interview "ang tunay na lalaki, walang six pack abs". His love for alcohol and his ability to hold his liquor is legendary. We realized that the challenge was going to tough.

Anne and JLC before the start of the Challenge.

Marketing Idea

Since the Century Tuna brand is already well entrenched as a dominant leader in the Philippine canned tuna market, our major task is to grow the size of the market. The brand is established as a healthy lifestyle brand and is the "go to" protein source of choice especially among the figure conscious and those who aim to lose weight. Our strongest equity pillar is the bi-annual Century Superbods Contest which has become a much awaited and usually the biggest summer event in the country. However, being a model search, the Superbods was becoming more of something to watch rather than something to emulate, be inspired with. Our consumers appreciated the event but were more of just an audience to a spectacle than participants.

To grow the tuna market while protecting if not expanding our market share, we decided to involve our consumers in Superbods. To make them participants rather than spectators. Thus giving birth to the 'transformation campaign". We asked celebrity nutritionist, Nadine Tengco and celebrity fitness coach, Jim Saret to develop for us a 6 week diet and exercise program that will help our consumers get fit healthy and even become Superbods.

And, to show proof that the diet and workout plan works, we anchored the 2014 campaign on transforming John Lloyd Cruz from a flabby but loveable matinee idol, to a toned, muscular and fit hunk! We threw in some hefty marketing dollars behind the campaign and called it the Century Tuna Superbods, Super Challenge.

The Diet

We asked Chef Nadine Tengco, a certified Fitness Nutritionist in the USA and erstwhile, nutritionist of the stars to prepare recipes for the 6 weeks Superbod Super Challenge Diet and Workout. Some dishes were rotated but overall, we made sure that whoever tried the diet would find it both effective and tasty. We then published the diet in the Century Superbods website so anyone from anywhere in the world can follow the diet.

Celebrity Nutritionist - Nadine Tengco

It incorporates key nutrients that not only help you lose weight, but targets the tummy! These are Omega 3, Vitamin D, Calcium and Fiber. Tuna, specifically Century Tuna is high in Omega 3 and Vitamin D thus is a key ingredient in the 42 day diet. But we also threw in other protein sources such as chicken and beef.

Here's the link. Good Luck. http://www.centurytuna.ph/superbodschallenge.

Work Out

Coach Jim Saret is famous for his Metafit workouts. I never asked him what Metafit means but I am assuming it has something to do with jumpstarting the metabolism and getting fit.  We got 2012 Superbods winner, John Spainhour and the 2012 female Superbods Most Photogenic Awardee, Janette Emerich to be the models in the demonstration videos of Coach Jim's workouts. The result was a 42 day instructional that gives everyone an easy to follow guide to doing the Superbod workout. An online coach!

Coach Jim Saret!

The workout is on the same website link I attached earlier.

Both Coach Jim and Chef Nadine are also the same tandem that leads the transformation of participants to the Biggest Loser Philippine show on ABS-CBN.

Nadine with her "clients" at the Century Superbods After Party

Superbods 2014

Aside from the big reveal of John Lloyd during the Superbods finals night, we of course had the difficult task of selecting this year's Superbod winners.

It was a tough task for the 7 judges which included renowned model and beauty queen, Patty Betita, Eventologist, Lifestyle Columnist and Media Personality, Tim Yap; Host and Lifestyle Columnist Tessa Prieto Valdez; Designer and Stylist; Advertising Veteran and PC&V CEO, Ariel Comia; world renowned Fashion Designer, Dennis Rustico; Business Columnist and Fulbright Scholar and myself. Each judge was looking for something different so I noticed how the scores were almost evenly scored across the candidates. But in the end, upcoming actor, Mauro Lumba and noted model, Sarah Polverini won as male and female superbods and bested New Yorker, Marniel Lim, Dutch-Fil model Laurens Tolenars, new face and high potential model, Catherine Almirante and Alyssa who were runner ups.

Follow the work out and diet and you too can be a superbod. As John Lloyd says in the TVC, "Kung Kaya Ko, Kaya Nyo!".

Thanks to FB for the pics of Nadine and Jim.

How I Crammed for the Cobra Ironman 70.3, 2013

The Cobra Ironman 70.3 is undoubtedly the country's most popular triathlon event. Now on its 5th year, no other race is able to motivate local triathletes to carve out large swaths of their time each week to do long rides, long runs and those mind-numbing countless laps in the pool to do long swim sessions.

It's the challenge of the distance that makes it attractive. Roughly double the standard Olympic distance triathlon that many in the local community have already graduated from. Pinoy triAthletes, mostly overachievers in anything we do, get bored and look for a bigger challenge. The 1.8km swim, 90km bike and 21k run of a 70.3 miler offers an extra serving of difficulties and uncertainties to test our abilities and speed. We get to battle a longer swim, cramps in the bike and run leg, blisters and the occasional heat stroke given that it takes 5 to 7 hours average to finish this distance. The cut off, in fact is 8:30 hours.

A strong bike ride often spells triathlon success.

As such, training is usually two to three times more intense than preparing for a standard distance tri less you stand the risk of "bonking" during the race or coming in with a slow performance.

My dilemma was time. Though I've done six 70.3's in the past and I am used to the training load, my work load this year for some reason is exponentially higher than what it used to be. As such, I could only focus on the 5i50 (standard distance) triathlon slated for May (SUBIT)  and June (Century Tuna 5i50). Not much long rides nor work on the hills and long runs. As to the swim? Forget about it. I am probably the only veteran who till now hates the water. To make matters worse, I had to fly out for 10 days on a business trip 5 weeks before the 70.3 in Cebu. That left me 3.5 weeks to prepare for the country's premier triathlon event. A half Ironman distance at that.

To cushion the impact of the extended absence from training here in Manila, I was determined to train in the USA during the business trip. Though I was able to run, a few times ranging from 16k to shorter distances, my work schedule and situational circumstances prevented me from logging in mileage in the pool and on stationary bikes.

Travel includes working even up to late at night...and going for some R&R.

My 3.5 weeks crash program for the Cobra Ironman 70.3:

I know my limitations and priorities. I am not a Podium contender for this distance (and of late, any distance for that matter). Moreover, I knew I had to temper my ambitions on race time. Lastly, my swim is hopeless. So, after giving it some thought, I decided to focus on the bike and run for this challenge. I figured, I am a good runner. But this won't do much if I leave my legs in the bike course.

This is where I would focus. I had three weekends leading to the big day. I committed to do back to back long rides for three Saturdays and Sundays consecutively. At least 100k on a Saturday and 90k to 100k on a Sunday plus a long run (8k to 15k). I also found time to run daily, even short distances as well as to do a 15k to 20k run once a week during the weekday as well. Finally, I also did at least two rides during the week. A short one (30k to 40k - which is what my work schedule could fit in) and a 50k to 60k ride. I was only able to swim a total or three to four times because of my choice to focus on bike and run. The longest I swam was 2k. A mortal sin when preparing for the 70.3.

Race Day - The Result:

I knew I had no swim endurance or speed or power. So at the swim start, I made the wise decision to really just take it easy. I still had my share of being kicked, pulled at, elbowed, scratched during most of the race as I think I was swimming mostly among the newbies. But, I just kept on executing a relaxed swim no matter what. The swells were also big that day. Extra challenge but this is where experience helps. I felt the tension and near panic of the other swimmers through the swim course. I even saw athletes clinging to the lines and throwing up because of motion sickness. A first in my over 8 years of doing triathlon. But I just kept calm and swam effortlessly. BUT SUPER SLOW. I finished the swim in 0:51 minutes.

When I got to the bike, I felt really fresh. But again - realizing I just crammed for this race, and learning from the painful experience of pushing too hard through the strong winds last year and ending up bonking - I kept a steady, slightly labored pace but still very relaxed. I was conserving for the run and all I had planned to do was finish the 90k ride in 3 hours. I would stop at the aid stations (something I never used to do) and even took a pee break when I saw a porta-let. I would have short chats with the other bikers and they would be surprised to see me not pushing. I finished the bike leg in 3:07 or so. My slowest 70.3 distance ride and a far cry from the 2:40 or so I would usually put in for Camsur.

The Intensity is Missing :)

I knew I had to put in a strong run to compensate for all this leisurely strolling I was doing in Cebu. I jogged for a kilometer to shake off the lactic acid build up in my leg muscles. During this portion, I was jogging with a swim coach who was doing the swim and run legs as part of a relay team. We were exchanging notes on what pace to take for the run. He said he felt good and so opted to push the pace. I made him go ahead for awhile before deciding I needed to go sub-2 hours for the run to still try to salvage a sub 6 hour performance.

Power Run - Sub 2 hour for the 21k.

Then ----- BOOM. I hit my groove and chase after whoever I could find in the run course. The crash program worked. My legs were not cramping. It helped that I doused myself with water in the legs, glutes, heart and head at each water station. This gave me more energy to sustain the pace despite only having taken two bars or Choco Mucho bars (P12 local choco bars I bought from the gas station before heading off to Cebu) for the entire race. Oh, did I tell you I also have poor race nutrition discipline. I can't eat to save my life.

I didn't make the sub 6 but I did run in 2:00 hours exactly for the 21k. My total time was 6:08. A decent finish for an old guy like me considering the lack of training.

In the end, I was quite happy with the results of my crash training program.

Training while Travelling - NO CHOICE!

Exactly a year ago this week, scientist announced that they had been able to breakdown matter into a subatomic particle now boringly called the Higgs boson (compared to its more exciting previous name, "the God particle"). The particle is  named after the British physicist, Peter Higgs who led the breakthrough discovery along with an army of the best minds in the field of science.  Apart from having brilliant and inquisitive minds, the primary driver of discovery for these distinguished men and women of science was strong MOTIVATION. The motivation for wealth, fame and fortune.

MOTIVATION indeed is a powerful engine for performance. It stretches the mind, body and spirit to achieve even what was once thought to be on a heavenly realm.

Higgs boson particle - photo by freeonline.

Unfortunately (or Fortunately?) for most of us mere mortals living mundane lives, our biggest mental challenge is to figure out life puzzles such as how Donald Trump combs his hair and how it hangs on to his head without seemingly anything to hold on to.

But when it comes to applying some grey matter into our sport - we ascend to Peter Higgs levels of genius in the way we analyze race courses, research on bike and run gear, study the science of the perfect swim stroke or update ourselves on the metabolic impact of nutrition to our performance as triathletes.

However, where we really pour on the thinking juices is in the training program. We have elaborate 16 week plans that bring us through base, build, peak and race-ready form down to Higgs boson particle detail.

The Triathlete's attention to detail. Photo by the funtimesguide.

Alas, we are not wealthy or talented enough to be full time triathletes  and do it as a profession. As they say, life gets in the way. Especially for those of us who are corporate men who abdicate freedom over our time in exchange for amassing great wealth dispensed in bi-monthly installments across 30 or so years.

A natural consequence of life in corporate is travel. And this is a surefire guarantee of derailing your journey to the podium (or even just a personal best) when travel happens right smack in the middle of the race season.

My Travel Companions.

4 weeks prior to the upcoming Cobra Ironman 70.3 Cebu race, I had to take 9 days off from my training program to travel to the USA for business. What made it more difficult was that I had to go to LA, New York, Chicago and back to LA across those 9 action-packed, crazy hectic days. Before my body would adjust to the time zone, I'd be flying off to another time zone. Not to count the dinners, lunches and drinking sessions that usually come along these trips. All either limiting or taking away time for putting in quality mileage.

Not one known to give up easily, I drew on as much MOTIVATION as I could to commit to train on the road. And not just train - but to be race ready for the Ironman 70.3 (1.9km swim, 90k bike and 21k run).

Despite only knowing I was going on the trip less than a week before flying, I carefully booked all the hotels to make sure they had 1) a 24 hour gym; 2) a heated pool; 3) space to run. Next, I leveled with my business associates, suppliers and customers in the USA that I would only have time for early dinners and would have to head back to the room or hotel at a decent hour. I told them that though I am an active triathlete, the half Ironman distance is always a challenge for me (anything longer than an Olympic distance is, in fact too long for me - I am what you would call, a sprinter). Thus, I needed to put in mileage even during the trip.

24 Hour Gym at Sheraton Gateway Hotel LAX

My program consisted of focusing on running and some strengthening during the 9 days on the road and efforts to squeeze in some swims and rides on stationary bikes in the gyms.

Training Summary:

It takes around 12 hours++ direct or 18 hours via Tokyo to get to Los Angeles from Manila. You get hit by jet lag usually on Day 2 after arriving in the USA from Asia. Day 1 had me adjusting and not being sleepy. So, I used the extra energy to do a short 5km run to ease me into the new continent.

Here is a rough summary of the actual training I did on the road:

Day 1:     Arrive in LA. 5k very easy run at night to get sleepy, adjust.
Day 2:     Maximized sleep to adjust to jetlag. Then ran 16k (10 miles) at night.
                Did weight training after the run.
Day 3:     Travel to New York. Hit the gym at night for a 30 min session on the statiobike.
Day 4:     Run to Central Park. Did 10 x 1k intervals with 1 min rest in between and 4k easy.
                Weight training at night.
Day 5:     Rest
Day 6:     10k easy run
Day 7:     Travel to Chicago. Did 40 minutes on statiobike and 40 mins easy run on treadmill.
Day 8:     15k long run in the City
Day 9:      Head back to Los Angeles. Ran a 12k tempo.

Unfortunately, I didn't get to swim. Too many hotel guest partying in and along the poolside. I would have been the only one in spandex while everyone else was in two piece bikinis and board shorts. Better nalang to sit by the pool and enjoy the view...I mean the summer breeze.

In the end, it all kinda worked out for me. I did a catch up 90k ride a day after arriving in Manila and then did the Adidas King of the Road 16.8k (10 miler) race the following day.

One of the bonuses of running in New York is the breathtaking scenes in Central Park.

The Fountain at Central Park. My kids used to run around this endlessly.

Along the West Entrance (I think)



 

All told, I think I was able to pull it off. It's not competitive level training but enough to still manage a decent finish.

Moreover, I was able to balance work-travel-tri training with some precision.

Promise, there's a tri suit underneath the Armani Suit.

Business Travel to The Summer Fancy Food Show in New York

I've been so busy in a blessed kind of way. I just flew back in from the USA to continue working on growing our business there. Specifically to launch 555 Tuna as a second brand to our flagship, Century Tuna and capitalize on the growing demand for variety and stronger flavored dishes in that market.

What better platform to launch a specialty food than the annual Summer Fancy Food Show in New York City. The Fancy Food Show has been staged annually since 1955 and attracts over 40,000 visitors consisting of retailers, distributors, restaurateurs, media, food and ingredients suppliers and related businesses. Companies from over 80 countries exhibit their latest creations, innovations and new food and beverage ideas to generate sales globally under one roof. There are two shows a year - the Winter Fancy Food Show in San Francisco and the Summer version in New York City.

Exhibitor at the Summer Fancy Food Show

The Show is usually held at the Javits Convention Center in Manhattan along 11th Avenue. This is a appropriate venue given the large number of exhibitors the event attracts each year. A total of three major sized halls were occupied by this year's show. And it takes as much as 3 days to complete a walk through of all the booths.

Believers in the saying "there is strength in numbers", major foodie countries like Italy, Germany, France, Spain, etc grouped their exhibitors together and formed a block of booths to make it easier for the visitors to appreciate the specialties showcased by each of the nations.

Italian Section

Ola Argentina!

Entrance at the Javits Convention Center - NYC

Booth Numbers reached 5600 - a huge Show indeed.

I was like a kid set loose in a candy store seeing all the great food and beverage products showcased in the Show. Sampling and food tasting were free flowing for the 10am to 5pm daily for the duration of the show. Here are some of my favorite food products that I saw (and tasted) on display.

The finest cheeses in the world.

Award winning specialty baked goods.

World's Best Olives!

Deli Items



Frozen Seafood.

Bakery Goods that allow maximum creativity.

Olive Oil marketed almost like wine.

Exotic Teas!

CHEESE!

Though dramatically outnumbered and with a so much lesser budget, two bold Philippine companies were front and center in showcasing our brands and products. I am happy to report that we stood proudly and generated a lot of interest as well for our products.

USA version of 555 Tuna catering to Asian+Hispanic Market.
More flavorful tuna.

Standing at the Mama Sita's Booth.

Aside from the lectures and demos, one of the biggest highlights of the Show is the annual SOFI (specialty foods industry) awards which recognizes excellence in overall quality, taste, presentation and uniqueness of the brands and products showcased. The awards night is equivalent to the Oscars of the food industry. We'll win one of these one day, promise.

Here are some of the pictures of the red carpet feel leading to the awards event:

The SOFI Awards

Red Carpet leading to the SOFI Awards Hall.

I consider myself so fortunate to have been able to join both the Winter and Summer Fancy Food Shows and be a key driver of the push for growing sales of Philippine products and brands globally.  It was also a great learning experience and an excellent means of seeing best practices from all over the world. The Food Show was very well organized and the venue well laid out.

Registration Area

Ample Booth Areas.

Spacious Aisles.

 I'm looking forward to seeing a very strong presence of our brands in the USA because of our active presence in these types of trade activities.

SM Aura Opening

Whenever big malls and supermarkets open, I have the honor of being invited to the blessing to share the "auspicious event" with the owners or management of the new establishment. I am always grateful for being remembered and included in the guest list.

Welcome to premier shopping and lifestyle!

The most recent and undoubtedly, one of the grandest openings I've attended in the more than 20 years in the industry is that of the new premier mall of the SM Group, the SM Aura! This truly is making a statement in the retailing industry, not only in the Philippines, but across the Region. The quality, scale and approachable elegance of the SM Aura Mall is proud evidence that our malls can rival the best in the world. In a sense, the event was not only the opening of the SM Aura Mall. But, rather because of the impact this grand mall will make, it can be seen as the "Grand Opening of the Philippines" as a shopping Mecca in Asia, as well.

All roads lead to SM Aura.

A ton of local celebrities and personalities from the business community, fashion world and a sprinkling of politicians showed up for the event. But, the SM Group had a bigger treat for those in attendance. The SM Aura, being a prestige and lifestyle mall, SM management brought in no less than the global icon for style and fashion, Sarah Jessica Parker to cut the ceremonial ribbon. It was a casting coup that no other mall has been able to match. Again, it was a statement that Aura is indeed, world class.

Global Fashion and Lifestyle Icon - SJP! (photo by elysplanet)

As SJ Parker walked by, I found myself being as star struck as all the other people in the event. It didn't matter that some of those I was standing alongside with to get a glimpse of the celebrity were CEO's or top showbiz personalities. When she descended upon SM Aura and walked among us mere mortals, we were all smitten by her simple elegance and the warm personality that seemed to radiate from her.

Sarah Jessica Parker and SM Prime Head, Mr. Hans Sy

Given the prestige of the event and always, as a sign of respect to the owners, I thought it best to put on a suit for the occasion. There was a lot of buzz about Sarah Jessica Parker's presence, so I whip out the old reliable dark Armani suit to look as pogi as I could. It didn't help much, though. And though I didn't get to have a picture taken with SJ Parker, I did bump into a few VIPs of this world.

SM Supermarket AVP, Ms Anette Ong. Who needs Sarah Jessica Parker?

With "Eventologist", multi talented, Tim Yap and Mrs Karen Parungo of SM Malls.

The Tessa Prieto-Valdez - triathlete, columnist, showbiz personality, host.

My college track team buddy is now a Rice Trading Magnate.
Benson Tan, in the house.

Belo Essentials Marketing Manager, Lerma Mendoza (left) and
National Sales Manager, Erwin Reodica (Right).

The SM Supermarket on the ground floor is a mix of the best local brands and a good dose of imported products. The ambiance, product assortment, courteous and capable store staff and great merchandising makes the shopping experience here a family treat.

Century Canning Corporation + a few competitors..on the shelf :)

Here, Herbert Sy was holding court and warmly welcomed the "who's who" in the FMCG (fast moving consumer goods) industry. Even the "biggest of the big, the mightiest of the mighty" among CEO's from the industry make it a point to attend events such as this to get to spend even a fraction of a minute with the King of Philippine Supermarket Retail.

There is a good mix of middle to high end food shops and retail shops in the 5 floors that I got to see at SM Aura. The regular traffic builders are well represented. But there are several new ones that do catch attention. There is also an SM Convention Center which now adds to the much needed venues for events at the Bonifacio Global City.

The personal care aisle. Very impressive. It induces you to shop.

The ground floor...the opening draws a huge crowd despite
being a "by invitation only" event.

Indeed the retail landscape has changed with the opening of SM Aura. Filipinos need not travel to experience world class retailing. Now, it is just a short drive to the BGC to visit and experience, breathtaking, SM Aura.