Elar Z lechon mounts global expansion for 2021

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Metro Manila (CNN Philippines, December 18) — Elar Z Pambansang Lechon wants a bite of the global food market with its signature crispy lechon and a new line of products.

Elar Z President and Chief Executive Officer Manric Zalamea plans to go big with its global expansion plans, counting on its signature savory roasted pigs to whet appetites.

"Our plan is a bit ambitious: we want to be able to penetrate first and provide all the Filipinos with lechon all over the world and secondly, penetrate the international market by highlighting the Filipino dish to all of them," Zalamea told CNN Philippines' The Exchange.

Elar Z has been on the market since 1941, tracing its roots to Zalamea's grandparents and their first shop in Montalban, Rizal.

Not to be confused with Elar's –– a brand that emerged from a family rift –– Zalamea's company has set itself apart from its rival with its groundbreaking lechon in a can that has a two-year shelf life.

The same ready-to-eat delight, which has been giving Filipinos on a tight budget here at home as well as those craving a taste of home abroad, is seen as Elar Z's ticket to the global marketplace.

"For 2021, we have new products. We are coming up with our frozen line, our meals, and franchise programs. We are very happy and thankful that the Antonio family headed by Joey and Carlo Antonio joined us to make our vision a reality to expand globally," Zalamea said.

"Looking at the pork consumption in the whole world, it's in the millions of metric tons but there is no Filipino-flavored dish available in the whole world," he added.