From farm deliveries to digital commerce: The evolution of Organic Options

The businesses that stand the test of time rarely follow a straight path. Markets shift. Consumer habits evolve. New technologies reshape the way people buy and sell. The entrepreneurs who continue to grow are often those who embrace change while staying grounded in the values that first inspired them to start.

For Mike and Malou Melendres, that mindset has shaped Organic Options since they founded the business in 2001.

Long before organic produce became a familiar sight in supermarkets, Mike had already decided that farming could be done differently. Armed with a degree in Agriculture from the University of the Philippines Los Baños, he believed there was a better way to grow food by prioritizing food safety and organic farming. At a time when organic produce remained unfamiliar to many Filipinos, that belief required patience, conviction and resilience.

Like many entrepreneurs, they started small. Growing up on a farm, Mike and his brother personally delivered vegetables to markets across Metro Manila in an aging jeep, making early morning trips to ensure fresh produce reached customers on time. Every delivery reflected the determination to build something they believed in.

Building for the future

A defining milestone came after participating in the International Food Exhibition, where Organic Options broke into major supermarket retail. The breakthrough expanded the company’s reach, making its products more accessible to Filipino families while setting the stage for its next phase of growth.

Rather than stopping there, the couple continued to expand what the business could offer. In 2013, they established Organic Options as a dedicated distribution company, strengthening the systems needed to support future growth while deepening partnerships with farmers across Nueva Vizcaya, Benguet, Mountain Province, Tarlac and Batangas. Mike believes the company’s willingness to keep evolving has been central to its growth.

“Every stage of our business has required us to think differently. From supplying supermarkets and expanding into new product categories to embracing digital commerce, every decision has been about finding better ways to serve our customers while staying true to our commitment to safe, organic food,” Mike shared.

The company also invested in demonstration farms and training programs, encouraging more growers to adopt organic farming practices by allowing them to see the results firsthand.

Innovation soon became another defining part of Organic Options’ growth. Beyond fresh produce, the company expanded into pantry staples and condiments, forged a partnership with Biotech JP to introduce Echigo ready-to-eat rice to the Philippine market, and later launched Gohan. Building on this momentum, Organic Options also developed functional food products, including low-carbohydrate rice and specialty rice for people managing kidney disease.

For Mike and Malou, these products reflected the same goal that shaped the business from the beginning: creating healthier and more convenient food solutions that respond to the evolving needs of Filipino consumers.

Growing with customers

After growing through supermarkets, distribution partnerships, and new product categories, Organic Options saw digital commerce as the next step in reaching Filipino families more directly. When Organic Options launched its Shopee store in 2021, it marked another turning point in the company’s evolution. Selling online placed them in direct contact with customers, who came with questions about their ready-to-eat rice products: whether the products contained preservatives, and how they made that possible. “We answered them candidly because we had nothing to hide,” said Malou.

The company later brought in dedicated marketing talent to adapt to e-commerce, and their Shopee store began to gain traction. Going online also shortened the path between the business and its customers. “We cut a lot of costs, like logistics,” Mike shared. “We’re selling more with Shopee.”

Online orders are handled centrally at the company’s Antipolo office. Finished goods are picked up from suppliers in Tarlac, brought in for sorting, then packed at the warehouse and either collected by a courier or dropped off at a courier center.

“It’s really heartwarming because people buy from us on Shopee from Zamboanga, and even as far as Isabela,” Malou shared. “As a small producer and manufacturer, we wouldn’t be able to reach those places on our own.”

For Mike and Malou, digital commerce became a natural extension of the business. Alongside its retail partnerships, Shopee enabled Organic Options to strengthen customer relationships, adapt more quickly to changing consumer needs and continue making safe, healthy food more accessible to Filipino households.

Looking back, the contrast between the early days and where Organic Options stands today is striking. The jeep that once carried vegetables to markets has given way to a business that supplies retailers, develops value-added products and reaches customers through digital platforms. Through every stage of growth, Mike and Malou have remained committed to finding better ways to serve their customers while staying true to the principles that shaped the business from the beginning.

For Mike, however, the company’s success has always been about something bigger than business.

“People often talk about food security, but for food to truly be secure, it also has to be safe,” Mike shared. “That’s what we’ve believed from the beginning. But beyond that, we also need to make farming a viable and dignified livelihood again. If we can continue supporting our farmers, helping them adopt better practices, and creating real demand for what they grow, then there’s hope for the next generation to see agriculture not as a last resort, but as a future worth building. I hope we can keep embracing innovation while staying rooted in our values, so we can make safe, healthy food more accessible and help strengthen the local agriculture industry for years to come.”

Discover more about Mike and Malou Melendres’ inspiring story in Grit Expectations, the FEATR docuseries presented by Shopee Kultura+, which spotlights Filipino enterprises growing through creativity, resilience, and new opportunities in digital commerce.

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This article is brought to you by Shopee.