Monique Miracle Fruit Juice, founded by Madelyn B. Alvizo and headquartered in San Francisco, Agusan del Sur, Philippines, is a pioneering manufacturer of natural health beverages derived from the calabash fruit—also known locally as the “miracle fruit.” The brand has become a household name in Mindanao and among niche health-conscious communities across the country for its therapeutic, antioxidant-rich product range.
Core Business and Product Portfolio
Monique Miracle Fruit Juice offers a variety of beverages and nutraceuticals focused on the health benefits of the calabash fruit, a traditional remedy known in Filipino herbal medicine. The core product lines include:
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Miracle Fruit Juice Concentrate (1000 ml):
- A powerful, all-natural juice made from the calabash fruit, rich in antioxidants, flavonoids, and phytochemicals.
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Calamansi Juice Ready-to-Drink (RTD):
- Bottled in convenient formats for everyday consumption, combining vitamin C-rich citrus with the healing profile of calabash.
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Functional Variants and Specialty Products:
- Miracle Fruit Brew
- Miracle Fruit Jam
- Miracle Fruit Capsules (dietary supplement)
- Miracle Fruit Roasted Corn Snacks
These offerings cater to various preferences and lifestyles, promoting immune support, blood sugar regulation, and detoxification.
Unique Selling Proposition (USP)
Monique stands out with its:
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Singular Focus on Calabash (Crescentia cujete):
- Among the very few brands commercializing this traditional Filipino medicinal fruit in standardized, safe-to-consume formats.
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Natural and Locally Sourced:
- Ingredients are organically grown and harvested from local farms in Agusan del Sur and neighboring areas, supporting rural livelihoods.
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Multi-format Offerings:
- From beverages to capsules and even snacks, providing consumers with multiple ways to integrate the fruit into their wellness routine.
The brand blends traditional herbal knowledge with modern food processing and packaging innovations.
Financial and Operational Strength
Though detailed financial disclosures are not public, key operational strengths include:
- Capacity to manufacture thousands of liters monthly of juice concentrate and RTD beverages from their Agusan del Sur facility.
- Consistent presence in regional DTI programs and trade fairs.
- Recognition as a priority MSME for product innovation in Region XIII (Caraga).
Monique’s continued growth is supported by increasing demand for functional drinks and plant-based wellness solutions in both local and export markets.
Shipment and Market Reach
Monique Miracle Fruit Juice products are currently distributed through:
- Provincial and regional retail outlets in Mindanao and Visayas.
- E-commerce and online reseller networks, including orders facilitated through Facebook and resellers nationwide.
- International demand from OFW markets, especially in Canada, UAE, and parts of the U.S., fulfilled through informal export and hand-carry orders.
The company is also preparing to scale up for export compliance and FDA certification for mainstream global distribution.
Target Market
The brand caters to:
- Health-conscious Filipino consumers seeking natural alternatives to synthetic supplements.
- Middle-aged and senior demographics with lifestyle-related health concerns like hypertension, diabetes, and cholesterol.
- OFW communities and balikbayans familiar with traditional Philippine herbal medicine.
- Alternative medicine practitioners and health food retailers.
Its affordability and documented consumer testimonials make it particularly appealing to wellness advocates and nutraceutical retailers.
Certifications and Compliance
Monique is actively working with local agencies to strengthen its certification profile, including:
- FDA registration for juice concentrates and RTD products.
- Business and sanitation permits from the Municipality of San Francisco and the province of Agusan del Sur.
- Support from DTI and DOST for product labeling, shelf-life testing, and packaging innovation.
The business is also aligned with One Town, One Product (OTOP) and Kapatid Mentor ME programs.
Customer Testimonials
Consumers regularly highlight:
- Perceived health benefits including lowered blood pressure, improved digestion, and energy enhancement.
- Pleasant, herbal taste of the juice concentrate, often consumed diluted with water or warm tea.
- Trust in the product’s natural roots, backed by local herbal knowledge and consistent quality.
Many customers are repeat buyers, and word-of-mouth has driven regional brand expansion without heavy marketing costs.
Notable Achievements
- Featured on DTI Agusan del Sur’s MSME showcase and recognized as a model for innovation in the nutraceutical category.
- Participated in trade expos and online selling caravans organized by DTI Caraga Region.
- Developed a multi-product line from a single underutilized native fruit, adding value to local agriculture and folklore medicine.
- Successfully scaled from a home-based herbal preparation into a commercial health product enterprise.
Monique Miracle Fruit Juice stands at the intersection of Filipino heritage, health consciousness, and entrepreneurial innovation—creating accessible wellness solutions from the heart of Mindanao.
