Pinakurat is the now famous brand of vinegar made in Iligan City. And there seems no stopping its growing fame because it has not only become the must-have pasalubong from visitors of this city of waterfalls, but it is the most in demand padala to Filipinos abroad.
The lucky few who had managed to get a taste of it when they vacationed home bought boxes of sukang Pinakurat to bring as pasalubong but they had the misfortune of having their precious cargo severely cut down to size by airport authorities.
The lucky few who had managed to get a taste of it when they vacationed home bought boxes of sukang Pinakurat to bring as pasalubong but they had the misfortune of having their precious cargo severely cut down to size by airport authorities.
Clearly, the demand for Pinakurat is there that its maker, Green Gold Gourmet, is swamped with orders. People cannot seem to do without it on their dining tables.
Sukang Pinakurat is that spicy vinegar made from fermented coconut nectar and spices grown in the farmlands of Iligan City and Lanao del Norte. Its mercuric rise to the top of the condiment and dip business owes primarily to the fact that it takes over one’s taste buds and gives the pulutan or any food that needed zzzing!
Sukang Pinakurat was born out of desperation eight years ago when life dealt former Iligan restaurateur, Rene Jose Stuart del Rosario, 54, a double whammy—his restaurant business closed and his health failed.
The decline of Stuart del Rosario’s health is attributed by some to his indulgence of a famous local dish called pinakurat, which is made of chopped baboy sulop (wild boar meat) soused in vinegar and spices. Penniless and sick, he went to Manila to get a heart by-pass operation as an indigent patient.
After a successful operation, Stuart del Rosario returned home with what was left of the already meager funds donated to him by concerned relatives and friends. With wife Donna, 51, and four sons to support, Stuart del Rosario was at the lowest point of his life.
The decline of Stuart del Rosario’s health is attributed by some to his indulgence of a famous local dish called pinakurat, which is made of chopped baboy sulop (wild boar meat) soused in vinegar and spices. Penniless and sick, he went to Manila to get a heart by-pass operation as an indigent patient.
After a successful operation, Stuart del Rosario returned home with what was left of the already meager funds donated to him by concerned relatives and friends. With wife Donna, 51, and four sons to support, Stuart del Rosario was at the lowest point of his life.
The term ‘pinakurat’
Linguistics Professor at the Mindanao State University-Iligan Institute of Technology (MSU-IIT), Dr. Luvizminda Cagas de la Cruz, says “pinakurat” is an affixation of the Sebuano (correct spelling instead of “Cebuano” according to language scholars) root word “kurat.” “Kurat,” according to De la Cruz, means surprise. Thus, “pinakurat” means in a sudden or surprising manner as to shock the person.
Linguistics Professor at the Mindanao State University-Iligan Institute of Technology (MSU-IIT), Dr. Luvizminda Cagas de la Cruz, says “pinakurat” is an affixation of the Sebuano (correct spelling instead of “Cebuano” according to language scholars) root word “kurat.” “Kurat,” according to De la Cruz, means surprise. Thus, “pinakurat” means in a sudden or surprising manner as to shock the person.
“Since the taste of the vinegar mixed with the spices was very similar to that used in the pinakurat dish, we decided to name our product after it,” explained Stuart del Rosario. And sure enough, sukang Pinakurat’s taste took everyone by surprise. “Papawisan ka sa sarap” (you’ll break out into a sweat from its spiciness) so the ad goes.
Because of the undeniable success of sukang Pinakurat, Green Gold Gourmet will now move from a micro cottage industry status to either small or medium enterprise in an effort to cope with the public demand.
Green Gold Gourmet’s response to this public demand of a famous product spawned 14 other creations to date, among them: Suka Waykurat (the milder version of sukang Pinakurat); Kuratsoy (Pinakurat blended with soy sauce and calamansi); Sweetened Pinakurat; Chigar (chili garlic sauce); Naprik (spicy pork alamang); Kulikot (flaming-hot chili pepper sauce); Pure Suka Tuba; Garlic Chips; and Garlic Crunch.
Because of the undeniable success of sukang Pinakurat, Green Gold Gourmet will now move from a micro cottage industry status to either small or medium enterprise in an effort to cope with the public demand.
Green Gold Gourmet’s response to this public demand of a famous product spawned 14 other creations to date, among them: Suka Waykurat (the milder version of sukang Pinakurat); Kuratsoy (Pinakurat blended with soy sauce and calamansi); Sweetened Pinakurat; Chigar (chili garlic sauce); Naprik (spicy pork alamang); Kulikot (flaming-hot chili pepper sauce); Pure Suka Tuba; Garlic Chips; and Garlic Crunch.
Acccording to Stuart del Rosario’s son, Rene “Peppo” Jr., who now manages the family business, they plan to ship the sukang Pinakurat to Australia, Canada and parts of the United States.
“Westerners are adapting to the taste. To them it is exotic,” he says.
There are also plans to export the family products to the Middle East as soon as Green Gold Gourmet gets its halal certification.
But all the talk of exporting is overshadowed by the fact that the company has yet to receive its license to operate and its certificate of product registry from the Bureau of Food and Drugs (BFAD). Peppo though is confident they will get the license to operate very soon.
“We are actually just waiting for it to be issued by the end of the month,” he says. “The BFAD already inspected our production facilities and was satisfied,” he adds.
The BFAD approval is important to Green Gold Gourmet because it is the only thing preventing it from realizing the product potential of sukang Pinakurat.
Already, notable giants in the retail industry in the Philippines like Shoemart (SM), Mercury Drug, 7/11 and Rustan’s have signified their intentions to carry the Pinakurat as part of their in-house brand lines.
Today, Green Gold Gourmet’s products can be found in stores in Metro Manila, and the cities of Cebu, Cagayan de Oro, Davao and Iligan.
“But who knows, maybe very soon, makurat ka (you’ll be surprised) to find our products in your favorite mall or the sari-sari store,” Peppo says.
“Westerners are adapting to the taste. To them it is exotic,” he says.
There are also plans to export the family products to the Middle East as soon as Green Gold Gourmet gets its halal certification.
But all the talk of exporting is overshadowed by the fact that the company has yet to receive its license to operate and its certificate of product registry from the Bureau of Food and Drugs (BFAD). Peppo though is confident they will get the license to operate very soon.
“We are actually just waiting for it to be issued by the end of the month,” he says. “The BFAD already inspected our production facilities and was satisfied,” he adds.
The BFAD approval is important to Green Gold Gourmet because it is the only thing preventing it from realizing the product potential of sukang Pinakurat.
Already, notable giants in the retail industry in the Philippines like Shoemart (SM), Mercury Drug, 7/11 and Rustan’s have signified their intentions to carry the Pinakurat as part of their in-house brand lines.
Today, Green Gold Gourmet’s products can be found in stores in Metro Manila, and the cities of Cebu, Cagayan de Oro, Davao and Iligan.
“But who knows, maybe very soon, makurat ka (you’ll be surprised) to find our products in your favorite mall or the sari-sari store,” Peppo says.
1 comment:
Came upon this piece by serendipity. Well written---very good description of the product (with matching linguistic background).
And, yes, Rene's financial success came as some kind of poetic justice to his many years invested in Iligan's culinary scene. He was a dear friend and neighbour. The last time we met he was proudly showing me the original site of Pinakurat's "production line"---the dining room and kitchen (extending to the backyard) of the family residence. Yes---the business started as a home-based industry.
From there he drove me over to the current factory and office of Green Gold Gourmet which was nearing completion at the time, proudly showing me around the facility that no less than President Gloria M. Arroyo was going to inaugurate shortly. He asked me to stay longer in Iligan for the inauguration but unfortunately I couldn't. Sadly, that was going to be the last time I would see Rene.
Later, and back in Canada, I came across a blog saying that Pinakurat was the hottest item to come out of Cagayan de Oro City. I had to write to correct the misimpression. Obviously, the author was just passing through CDO and must have bought Pinakurat at the airport.
Indeed---Pinakurat is a testament to a man's vision....and tenacity.
Post a Comment