The Philippine
Manufacturing Co. is largely the history of modern vegetable shortening in the
country.
 |
| ALWAYS PURE, ALWAYS RICH, PURICO! 1940 Ad |
In 1917, it
employed a chemist whose assignment was to start production of shortening and
other edible products. Near the end of
1919, the first-ever vegetable shortening manufactured in the Philippines was
launched. It was noted for its purity and richness that it was named PURICO—a
term coined from combined words “puro” (pure) and “rico” (rich), as Spanish was
still widely spoken then.
 |
| SO PURE, SO RICH...PURICO COOKS MORE! A pair of print ads, 1955 |
These qualities were underscored in slogans and headlines
like “Always Pure. Always Rich,” and “So pure..so rich..Purico cooks more!”PURICO
was sold in carton blocks with the familiar yellow label, and were widely
available nationwide—from the tiniest sari-sari stores, to the biggest
groceries in the islands.
 |
| EVERYDAY FOODS WITH PURICO, 1953 PRINT AD |
 |
| PURICO MAKES IT PERFECT,a pair of PURICO Print Ads, 1954 |
The products of PMC were promoted over the radio, then
the leading mass medium before the advent of television. PURICO sponsored
"The PURICO Amateur Hour,
 |
| TOLINDOY, CONDE UBALDO, PURICO FAN PHOTOS, 1950S |
The PURICO Amateur Hour featured the brightest stars of
the radio, dishing out songs and skits and what-have you--from Tolinday and
Chichay, announcers Ira Davis and Conde Ubaldo, actresses Rebecca Gonzales, Lily
Miraflor and singing discoveries like Milagros Bernardo.
 |
| PURICO FAN PHOTOS OF CHICHAY, REBECCA GONZALES, ETC. |
The radio program attracted bigtime stars (Rogelio de la
Rosa, Rosa Rosal, among others) and gained a nationwide following. PURICO and
other PMC brands are credited today for ushering in the golden age of
Philippine broadcasting.
 |
| PURICO FREE XMAS FREE PROMO, 1955 |
 |
| PURICO FREE EASTER GIFT PROMO, 1953 |
 |
| TAWAG NG TANGHALAN TV PROGRAM, hosted by Lopito and Patsy, 1950s. |
When PURICO Amaterur Hour was renamed Tawag ng Tanghalan/Call of the Stage),
it was staged for the new television medium, for which the first TV advertising contract
was signed, after PMC was bought by
Procter & Gamble. This further solidified the hold of PURICO on the
shortening market.
 |
| UPLIFTING THE PURICO IMAGE WITH A MANILA HOTEL AD,1960 |
The rise of liquid cooking oils eased out PURICO from the
store shelves by the 1970s, until it totally disappeared altogether in the 1980s.
SOURCES:
PROGRESS Magazine 1956,
Radio Stars from Purico Radio Show, www.flyandfleablogspot.com
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