Dreaming Big: The Aljay Group Story

by Mr. Rolando B. Alejandro

“Thirty two years ago I took a shot at a dream. More than three decades later I found myself staring at my reality – standing right in front of me was the fruit of my passion and years of hard work… It was a long chain of hits and misses; fortunately more of the former than the latter… This business has seen countless victories both in the field and in our people. Keeping up with changing times and evolving trends have forced us to grow together…”

With a young man’s dream, Amihan Farm Supply was born in the year 1981. The first store was located at Santiago City and started with just three (3) employees. Mr. Rolando B. Alejandro, born and raised in the town of Bayombong in Nueva Vizcaya province is the proprietor. Young Rolando was no stranger to what life in the farm is and knew exactly the kind of business that would grow out of it.

His father, Orlando Alejandro, had put up a business called “Green Field”, which engaged in agricultural products. Growing as part of the business, the young Rolando learned the ropes of dealership and was able to observe how his father ran the business where he formed the foundation of his business acumen. Being unable to receive mentoring from his father, he was independent.  He took his father’s mistakes as lessons learned and was very careful not to commit the same. At twenty one, he married the beautiful Jocelyn Cayetano from Cabanatuan, Nueva Ecija and they have five children. Jocelyn took her role as a wife to a struggling businessman and mother to a fast growing family with great devotion. She seemed to have been tailored made for the dual roles.

In 1997, as Asian financial crisis swept across the region and the Philippine business sector felt its adverse effects, their business was not spared. It was a turning point in their lives.   Laying all the cards at the table, the couple made a very difficult decision.  They had to let go of the house and other properties so that Mr. Alejandro can infuse more capital to the business for the family’s future.   That decision made them closer as a family when they gave up the house and rented a smaller one.  Pouring all resources and efforts in business, Mr. Alejandro succeeded and the business survived and gradually began to grow and prosper.

In 2000, the management decided to conquer the Cagayan Valley region by putting up branches in the provinces of Cagayan and Nueva Vizcaya and expanded operations in Isabela.  In July 4, 2003, Aljay Agro-Industrial Development Corporation was incorporated.  It is involved in the manufacturing of Ultimax Pro-Bio.; home brands of molluscicides, herbicides, fungicides, insecticides, fertilizers and vegetables seeds.

Strong demand for agricultural products, performing and committed employees, continuous patronage of dealers and financiers are the strengths of the management to dream for more. The Amihan Farm Supply Main Office and Warehouse was opened and inaugurated in 2008. The demand of farm supply in other region gives the company an opportunity to take another step and enter the province of Nueva Ecija in Central Luzon. Amihan Talavera branch was established expanding its distribution coverage further to Western Luzon particularly Ilocos, Pangasinan, Benguet, Tarlac, Aurora and as far south as Southern Luzon. As of now, Amihan Farm Supply has twelve branches and covers almost every area of Luzon.

Today, Mr. Rolando B. Alejandro is the Chief Executive Officer and President of both Amihan Farm Supply and Aljay Agro-Industrial Development Corporation. The company’s success is deeply rooted in its commitment to help farmers get the best from their harvests, place quality food on their tables and help make dream of a better life come true. Together, both companies employ more than 300 individuals who, like them, want to strive for their dreams to live on and come true. Both companies are in a continuous pace of growth and expansion, constantly on the look-out of better opportunities and innovative solutions. Well-equipped and perpetually ready, the future seems brighter than ever for the Amihan and Aljay group.


One Comment

  1. Henry Han


    Would you consider import AmSul from China? We may offer you cost price​. Our web is hisens.com​​

    Waiting your reply


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