Monday, April 21, 2003
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World-class marble can benefit from worldwide markets: Savvy marketing could open up new markets


By Mike O'Loughlin

 

Last November, the RP's Department of Science and Technology sent out a news release in which Congressman Perpetuo Ylagan announced that coconut, not marble, is now Romblon's top export product. While that may be technically true, image is everything.

There is no denying that copra and other coconut products have yet to be tapped to full potential. Coconut products could provide an important economic boost through local use and as a source of export income, such as through the Cocomethyl Ester (CME) project.

Yet despite coconut power-literally and figuratively-Romblon and marble will always be synonymous. Marble isn't just abundant in Romblon; as Ma. Christina Perez points out on the Rombloanon website (http://litera1no4.tripod.com/rombloanon_frame.html), marble is literally the foundation of Romblon island. The marble quarried and processed in the province is world-class, and export marble products generated 7.586 million pesos in 1999, with Europe, Britain, Australia, and North America all representing significant markets.

Unfortunately, an inexhaustible supply, exceptional quality, and more than two dozen attractive varieties don't automatically translate into an economic boom. As was reported in last August's edition of this newsletter, Gov. Madrona pointed to the challenge of a significant decline in export volume in recent years: from 8,000 sacks per month in the industry's peak years down to just 500 sacks last year. Yet with the help of marketing savvy and strong business acumen, lucrative markets await Romblon's mineral resources and craftsmanship.

Quality products around the globe
For a century, Romblon's marble has been put to use in products that range from exquisite desk sets to towering structural pillars. Homebuilders often boast of their use of Romblon marble in floor tiles and wall panels. "Marble has been used in making monumental and lapidary name tablets, garden sets, table tops, chess tables, and stools," writes Perez. "It can also be made into decorative items such as ashtrays, chess pieces, powder bowls, animal figurines, statuettes, miniature mortars and pestles, globes, pen holders, jars, and flower vases."

Perez notes that these smaller items are crafted by more than 100 small enterprises, most of them family-owned businesses. "Finished products find their way into the local novelty stores where they are sold to tourists or Manila distributors," Perez said.

A 2002 report from the RP Department of Trade and Industry (DTI) (http://www.dti.gov.ph/contentment/9/17/108/300.jsp) identified products that will be key components in the marble industry's future. These include:
· Marble slabs and tiles, measuring from 100mm x 100mm to 600mm x 600mm, usually used for floor and wall finishing
· Memorials and tombstones
· Slabs used for billiard tables
· Table and countertops

The study identified Cebu, Metro Manila, and all sections of Luzon as the most lucrative domestic markets for Romblon's marble products. In addition to the aforementioned export markets, Japan will be an important target.

Showcasing exceptional craftsmanship
With that market in mind, several of the province's leading marble companies pooled their expertise to present a unified "Romblon Marble Philippines" exhibit at last year's Stone Expo Japan 2002 and Architecture and Construction Materials Exhibition, both held at the Tokyo International Exhibition Center. Participating organizations in the Romblon display included Pandan Mining Corporation, San Juan Marble Cooperative, and the Romblon Marble Development Cooperative, under the leadership of Edgar Tamayo, Pandan Mining's senior geologist.

The DTI lauded this unified effort. By taking their place among 24 exhibitors at the Stone Expo and 179 exhibitors at the Architecture and Construction Materials show, Romblon's marble producers were able to give an influential audience from around the world a first-hand look at why the exceptional craftsmanship of Romblon-produced tables, tiles, and quality novelty items have earned international preeminence.

The DTI also feels that the marble industry opens up additional trade and investment opportunities for the province. Specifically, they identified:

· Geological surveying
· Waste treatment facility
· Technology for utilization of by-products

So while nothing can be taken for granted in today's economy, there are many reasons to be optimistic about the future of Romblon's trademark product and the opportunities it presents for entrepreneurs. For additional details about such ventures, contact Oscar Agbay, DTI's Provincial Director, 3/F J.M. Diaz Bldg., Quezon St., 5500 Romblon, Romblon; Tel: (02) 412-28-64 to 67, loc. 2133.

 

Mike O'Loughlin writes from Naperville, Illinois, USA.