Jonathan Y. Dee has over 25 years of experience in the food manufacturing industry and currently serves as an executive in four different firms. In 2009, the company he previously chaired, president, and was CEO of, Alliance Select Foods International Inc. (ASFII), received an award for outstanding achievement in export marketing from the Philippine Marketing Association. The award recognized ASFII's ability to implement excellent marketing strategies that contributed to the Philippine economy despite facing a global recession and natural disasters. ASFII demonstrated resilience by continuing to export canned tuna and salmon products to over 40 countries while remaining profitable without major marketing campaigns. According to ASFII, their competitive edge is the first-rate quality of their products.

1. ASFII’s Competitive Edge
By: Jonathan Y. Dee

2. ASFII’s Competitive Edge
With over 25 years of experience in the food manufacturing business, Jonathan Y. Dee has been a
strong provider of board level leadership with business development and strategy. He is currently
serving as an executive in four different firms. From 2003 to 2016, Jonathan Y. Dee served as
chairman, president, and CEO of Alliance Select Foods International Inc. (ASFII) when the
company received the 2009 Agora Award for Outstanding Achievement in Export Marketing.

3. ASFII’s Competitive Edge
This award is given by the Philippine Marketing Association to companies that have contributed to
the nation’s economy by implementing excellent marketing strategies. The timing of the award was
special to ASFII because it came at a period when the business community in the Philippines had
been battered by a global recession and natural calamities.

4. ASFII’s Competitive Edge
Despite the many negative factors that affected ASFII, the company has proven its resilience. In
fact, its canned tuna and salmon products were exported to more than 40 countries during that
time. ASFII’s success stood out because although the company did not engage in any high-profile
marketing campaigns, it remained profitable.

5. ASFII’s Competitive Edge
According to a statement issued by ASFII, the company’s competitive edge is the first-rate quality
of its products. ASFII has regularly participated in international food shows, where it has
showcased its products alongside the best food manufacturers in the world. ASFII’s “good factory,
good products, and good practices” have been the company’s greatest marketing tools.