When you buy Magnolia ice cream, you are reminded
of your childhood…those times when a trip to Magnolia House means sharing a
peach melba or a banana split with your brother or sister and “hating kapatid”
means the older sibling will be getting the biggest portion for having the bigger
stomach….when birthdays mean your parents are going to give away cups of ube,
vanilla, or chocolate flavors to your classmates while they greet you in unison
“happy birthday classmate, praise be Jesus and Mary!” and you feel like a star
for a day…when mid-play you stop on the sound of that kuliling and run back to
pester your nanay for a pinipig crunch, ice drops or those twin popsicles which
you never ever got because they were expensive and for throwing a tantrum you
have to fold all the clothes in the aparador…those times when you actually
watched a TV ad curious to know the next flavor of the month... or when you
saved money to buy a pint of your favorite flavor (mine was Choco Marble) then
locked yourself up to eat half of it before coming out to give the rest for
every one to eat dahil solb ka na….oh and the smell of the Ice cream cake box
and the blisters you got for holding the dry ice!
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| Photo lifted from http://isamunangpatalastas.blogspot.com/ |
Magnolia began in 1899 when William J. Schober, a
20 year old American was deployed in the Philippines as cook for the US
Army. He reportedly introduced ice cream
pies, and ice drops in the Philippines. He was the ice cream man for three
decades until he sold Magnolia in 1925 to San Miguel Brewery, three years
before his death. SMC was just in the
beer business back then. But since SMC
was in expansion, it acquired Schober’s Magnolia. Originally, its dairy plant was located in
Calle Aviles, Manila. Then SMC
transferred it to a facility in Quiapo.
In 1970, SMC relocated the daily plant to a new location in Aurora Blvd
complete with an ice cream house.
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| Photo lifted from http://erobinsonsresidences.blogspot.com/ |
There are many Ice Cream brands now. But back then
Magnolia was the biggest name in Ice Cream. It’s so big that in the US, there’s
also Magnolia Ice Cream. But it’s not SMC owned. A Filipino family put up a
company called Ramar Foods International in 1971 in Pittsburg. They began
making their own ice cream among other things. They could have called it any
other name but they used the name Magnolia. Its branding was very similar to
Magnolia of the Philippines. The only difference is the “since 1972” trademark.
SMC never authorized Ramar to use their logo and branding. In simple terms,
that’s piracy, no? Because Maganolia has been around for many decades before
Ramar. But, since SMC didn’t register their trademark in the US, it’s NOT
ILLEGAL for Ramar to use Magnolia in Obamaland. Of course, SMC will not take
that sitting down. Hence the legal battle.
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| Photo lifted from Magnolia Ramar's page |
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| Photo lifted from Yelp.com |
Magnolia in the US is sold as San Miguel Gold Label
Best Of The Philippines. It would take time or maybe forever before they can
finally carry their own brand name. So, for a taste of home, many Pinoys abroad
buy Ramar’s Magnolia thinking it’s the Magnolia of their childhood. (by Ramona Nieva)
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