RSCI senior managers participated in a 3-day Joy-Care Leadership workshop aimed at building a results-driven organization in a joyful, caring environment. The workshop integrated fun and aligned corporate values with daily management. Participants learned the importance of being joyful and caring to achieve goals. They shared insights and bonded beyond work. RSCI leaders now appreciate positivity is most enjoyable when shared and aim to find balance between heart, mind and action to become better leaders and support the RSCI family.

1. RSCI: Building A Joyful Family
RSCI CEO Pierre Deplanck and Chief Joy Care Officer Avi
Liran in a commitment huddle with the senior officers of RSCI
RSCI joyful managers in a playful mood during the Joy Care Workshop
By: Cher Jarales and Onheal Aguinaldo
Get it Straight from
For 3 days in February this year, senior managers of RSCI participated in an
extraordinary workshop aimed to bring out a results-driven organization in a joyful
caring environment. Called the Joy-Care Leadership program, Chief Joy Care Officer
Avi Liran who flew all the way from Singapore, integrated fun in every session.
The first day started with sessions designed to
align corporate values and guiding principles
with the day-to-day management of respective
departments and handling of relationships with
team members.
By day’s end, the participants understood
and embraced the
importance of being
joyful and caring in
realizing goals. Ready,
able and willing to share
their learnings on the first
day,theseniormanagers
gamely participated in
the sessions and mingled
with fellow employees.
Combining lecture with,
structured learning and
experiential exercise,
the next 2 days were
filled with opportunities to share insights, interact and engage with one
another beyond the realms of work. With the Joy Care Leadership
program, RSCI leaders learned to appreciate that positivity in the
workplace is most enjoyable when shared. The challenge is to keep the
Joy-Care flame ablaze by finding that balance
between the heart, the mind and the action to
become better and more effective leaders and
supportive, caring members of the RSCI family.
“We can’t be happy all the time and
it is unhealthy to mask your feelings
and pretend that you are happy. Some-
times happiness is about being able
to be sad or mad and be supported
by your friends at home and work.
When a leader truly feels that the
employees are part of the extended
family and derives “naches” (pride or
joy) from their success, he enjoys the
warmth and love, in return commits
to take the extra mile.“ - Avi Liran.
8
A member of the
Group
Message
from the CEO
Rustan’s Supermarket
Rockstars
Joy Care
Leadership
Activities
2
What’s
on the
Pages
3
&
4 5
6
Quarter 2 Issue 2015
Rustan Supercenters,Inc.
c o r p o r a t e n e w s l e t t e r
7
Shopwise
Service Spells
the Difference
Wellcome
Suki

2. TheGrapevine | Business
DAIRY FARM ACQUIRES 19.99%
OF YONGHUI SUPERSTORES &
SAN MIU SUPERMARKET
Dairy Farm International Holdings
Limited announced on 25 March that its
wholly-owned subsidiary, The Dairy Farm
Company, Limited, had acquired Macau-
based supermarket operator – San Miu
Supermarket Limited. San Miu operates 15
mass market supermarkets with an average
gross store size of approximately 9,500
sq.ft. The acquisition of San Miu reinforces
Dairy Farm’s retail presence in Macau,
and complements its well-established
convenience store and health and beauty
businesses in the territory.
Meanwhile, several days later, The Group
confirmed another successful acquisition
at 19.99% interest of the Shanghai-listed
Yonghui Superstores Co., Ltd.
Today, The Group, together with its
associates and joint ventures, operates
6,100 outlets, employs over 100,000 people,
and had a total annual sales in 2014
exceeding US$13 billion.
(Source: www. dairyfarmgroup.com)
DF SUPPORT CENTER
BLESSING
No less than Dairy Farm
Group CEO Graham Allan
graced the formal blessing
of the Dairy Farm Support
Center in Ortigas, Pasig
City. This was also attended
by the Hon. Maribel Eusebio
(Mayor of Pasig City) and
CongressmanMonRomulo.
Cutting the Ribbon: Group IT Shared
Services Director, Mr. Mark Clifton and
DF Group CEO Graham Allan
A joyful greeting to my RSCI team!
We’re well into the 2nd quarter and sooner or later, we will all be busy with
preparations for Christmas with all efforts focused on our year-end targets.
While we think of our own KPIs and calendars, let’s remind ourselves of the
real reason why we are here.
Message of the CEO
Our CUSTOMERS.
Our customers are those who we work
with – our peers and colleagues, and
those for whom we work hard - our
customers. Treating and serving our
customers right – in our workplace,
and at our stores - are what would
help us to become the most preferred
placetoshopor
organization
to work at.
This brings us
then to why it
is important
to make our
office and
stores a joyful
place to be.
In the RSCI Business Presentation held
last February 4, Group CEO Graham
Allan engaged the team to an open
discussion of ideas that could help
differentiate our brand from competitors.
In a nutshell, he left the group with 4 key
points to think about when strategizing
plans to achieve targets.
1. What do I see in 2015 that I have not seen in 2014? Think
assortment, from indents to exclusives. Envision displays and
executions made more exciting with promotions.
2. What do we want Customers to think about us? Do we
have the credibility in Fresh as the fresh food people? Do we
offer a complete range everywhere, every time? Do we offer
them reasons to indulge in what we provide?
3. What are the barriers to our fresh business? Are we
competitive on price? Do we build our strengths or fix up our
weak points according to consumer perceptions and insights?
4. What do we have to do to make customers fall in love
with us? Do we address concerns and issues that affect how
customers perceive and patronize us? Are we focusing on
Fresh? Beyond fixing meat, are we working on being known
for produce, fish and deli as well?
Finally, GDA emphasized the importance of knowing the
DNA of every brand, saying:
“We need to understand our consumer;
in every market consumers are in charge.”
DAIRY FARM GROUP CEO GRAHAM
ALLAN SHARES 4 BUSINESS POINTS
TO PONDER
RSCI receives Golden POS award from the Bank of
the Philippine Islands (BPI) for having achieved at
least 30% increase in Total Billings 2014 vs. YA.
(In photo: Lilian
Villablanca (AR
Manager), Amy
Estanislao (AVP
Treasury) and
Alfie Javier(BPI
R e l at i on s h ip
Manager)
DF GROUP CFO
VISITS RSCI
March 19 was an
extraordinary gathering
for RSCI when it opened
with an unexpected
Happy Dance led
by our CFO DSC and
HR VP RRCV. This was
gamely participated
in by DF Group CFO
Neil Galloway. With the
happy mood already
set, the group was
updated with the latest
on Dairy Farm. RSCI CFO DSC and CEO
POD also presented the achievements
and key objectives of each brand.
3
Throughout the performances, every rock star’s pledge of allegiance was renewed with prom-
ises written on records posted at the 4th floor of the Head Office. Genuine rockers were also
awarded for their rock star appeal as seen in their garb and attitude, Mr. Tony Boy Aguilar of
Fresh, and Ms. Jess Linga of operations. Of the rock star collaborations performed by 7 bands, 2
emerged victorious: Team Eagles’ rendition of Hotel California won first place and Team Guns
‘N Roses’ Sweet Child O’ Mine won second place.
Amidst the laughter, applause, and the incredible rock and roll, a great time was surely had. Rock star
Steve Tyler of Aerosmith once said that anything that was worth doing is worth overdoing. This year’s
tour starter is no different. Each stop is a goal achieved and a lesson learned – gaining more fans,
breaking more records, and creating more music.
The stage was all set in Makati Sports
Club when more than 70 rock stars from all
over the country gathered for the opening
of an all-star rock fest. Clad in full gear –
tattoos, leather, studs, and torn jeans, you
could feel that rock was, and is, truly alive
on this momentous celebration. March 5,
2015 will surely be remembered. With an
atmosphere oozing with attitude, and a
pulsating thrill in everyone’s rockin’ heart,
all that’s left is the music.
Manuel Alberto, then VP of Rustan’s
started with a mellow piece, reminiscent
of Rustan’s Supermarket achievements
in the past years and looking forward to
bigger successes. Marketing AVP Ana
Punongbayan’s performance showed
great promise, thrilling everyone with new
beats for this year’s marketing calendar.
Fresh AVP Fred Orzes gave a new
definition to showmanship as his
passionate rendition of Fresh goals got
everyone cheering loudly. FSD AVP Bon
Torres did not disappoint with his music -
contemporary melodies proven to break
records. A woman with a huge following,
FMCG AVP Marie Vierneza gave a heart-
warming performance, fully supported
by her throng of fans screaming “One
team for the win!” Hit maker Operations
AVP Daniel Pasumbal rallied the die-
hard rock fans with the last performance,
proving that a great concert is not made
of big rock stars, but of breathtaking
performances.
Six head-banging executives brought the house down with their awesome
rendition of Queen’s classic, Bohemian Rhapsody. Rock stars collaborated
to write and produce new songs from famous hits, bringing fresh sounds to well-
loved classics. Famous rock icons graced the event with the man who started
it all, Ambassador Bienvenido Tantoco Sr. and all-time favorite, RSCI President
Donnie Tantoco drawing loud applause and cheers. Rock star of today, RSCI
CEO Pierre Deplanck, roused the crowd and got everyone standing as well.
2 TheGrapevine | OneTeamWords and Design by: RS Marketing
A happy team, is a dream team.
When we are excited every day
to get to work, and return home
satisfied with our daily output, we
will be able to serve our customers
better naturally, joyfully.
With the Joyful Care Leadership
workshop that our managers
participated in, I am confident that
we will be able to work at building
a results-driven Company where
customers are the priority.

3. Love In Many Shades...
RSCI employees expressed their love
status in various shades on February
13, eve of Valentine’s Day. The office
became a colourful sea of red, pink, blue
and green. To spice up
the fun, surprise sweet
treats were given to the
first bunch who clocked
in early and signed up.
What’s more, lucky-in-
love employees got a chance
to mingle in an afternoon coffee date for
free, charged to RSCI with love!
4
Thinking out loud
“It is uplifting to see how a Company has the genuine
effort in creating an environment where joy and care
are of utmost importance. RSCI has taken a big step
forward in achieving this and weaving it into its DNA.”
- Carlo, Corporate Brand
Connecting with people in the
team by knowing their lives
outside of work builds strong
relationships. Actively listening to
people around you will expand
the possibilities and boundaries
of what you can do.
- Lot, Buying Admin
JCL is simply a
testament that no work
is difficult or stressful
for as long as you have
the happiest people on earth
around you. Truly amazing!
- Joel, Taxes & Licenses
Training RSCI
leadership was an
amazing experience.
What a lovely group
that is energetic, playful
and appreciative and
smart to challenge
respectfully. The
suggestions and
offerings from the
participants challenged and taught
me new things that elevate the
quality of training.
I treasure the genuine personal
connection with participants, the
short and private moments of sharing
feelings, ideas and hugs from the
heart.
I want to thank RSCI from the bottom
of my heart. I really appreciate it.
"Joy Care Leadership, in one simple phrase, is the
ability to channel joy as a medium to attain your
goals. It reminds us of the simple fundamental
truth that positivity, no matter the context, will
always be the preferred outlook in anything we
do or encounter. “ Jeff, Legal
“Joy Care Leadership gave us a
unique new language to
communicate with and
support each other .
Unbelievable!
Dindo, CFO
The joyful
journey
continues...
Everyone needs a happy
break
This year, we set off on a mission
to make RSCI a happier place to
work at. We create opportunities
for our people to mingle with peers,
bridge gaps and make new friends
EMPLOYEE APPRECIATION DAY
March 06, Friday
Working people most often get all bogged down
with work that they miss out on the opportunity
to appreciate the people they work with. RSCI
took advantage of Employee Appreciation Day
to say thank you. Some passed around pleasant
notes, while others gave away sweet treats. Some
groups chipped in to enjoy snacks and
coffee. Appreciation need not be pricey.
Sometimes, the simplest ways end up to
be the most meaningful of all.
RSCI Human Resources Department : Snacking all
together. A tummy-filling way to appreciate each other.
For RSCI VISMIN, Thank You is best when
it comes from the heart.
RSCI : #HAPPINESS INVASION DAY
March 20
Celebrating the International Day of Happiness on March 20, a flash mob dancing to Will Pharell’s
Happy invaded the Head Office and stores of RSCI. On this fun Friday morning, everyone got up from
their seats, grooved to the beat and passed on the happiness tune.
President Donnie Tantoco and CEO Pierre Deplanck happily welcomed the dance mob even as they
were in the middle of
their meeting.
Surprises were
available for the
first 10 cheer-
givers to earn at
least 5 smileys!
Joy transcended
all barriers when
everyone in the
o r g a n i z a t i o n ,
including guests and
visitors, joined the
fun.
Spread Happiness.
As the saying goes “no man is
an island.” Focus on the good
things and pass this positive
energy around!
Appreciate.
Make it a habit to say “thank
you” sincerely and honestly.
Showing your appreciation not
only affects the other person’s
life but it enriches yours as well.
Connect and Communicate.
As good leaders, we
should be able to get our
message across clearly
and respectfully. When
frustrated, breathe and
smell the flowers so you
can choose the right words
to say and how.
Value your team.
Leadership is insignificant if there
are no followers. A good leader
nurtures its team and treats
each one as a team player, a
partner.
Everyone has a choice.
We can choose to be happy or
sad, afraid or undaunted. We
can go hurting or healing. The
power of choice is in our hands.
Take Action.
Happiness should be shared,
its power unleashed!
As Our CEO would say,
“We should do what we
say, and say what we do.
Alone we go faster, but
together we go further.”
6 JOYFUL POINTS I LEARNED FROM
THE WORKSHOP as an observer
By: Leng Navarro
5

4. 7TheGrapevine | OneTeam
Engage. Involve. Particpate.
SERVICE SPELLS THE
BIG DIFFERENCE
By: Virma Gapasin, SW Sucat - CCSD Head
Going the extra mile for our customer is a commitment that
the Shopwise team keeps. The ultimate reward is to see our
customers shop again and again in our stores, like Mrs. Pureza
Go, a V.I.C (Very Important Customer) of Shopwise Makati.
Shopwise Makati shares a special bond with Mrs. Pureza Go, a loyal SW patron
for so many years now. Mrs. Go is also a retailer and has treated SW Makati
as her one-stop shop for all her needs – whether for the home or for her stores.
She usually shops with family in tow,
that’s why it is no longer surprising
to see her treat everyone in the store,
regardless of rank and stature, with
motherly affection. In return, the SW
team makes it a point to go beyond
her needs and expectations, extending
services such as product sourcing,
reservation, and free delivery services to
make sure that she is satisfied and happy.
Ms. Pureza Go, Mr. Keith Go(Husband),Thea Murdoch (Granddaughter)
Cookie Go(Daughter),Jade Go(Daughter). The relationship has become so val-
ued that often, members of SW Maka-
ti get invited to occasions meant only for fam-
ily and close friends. Through the years, SW
Makati and Ms. Go have built a relationship based
on trust that extends beyond business. One can-
not put a price tag on a bond as special as this.
** Pureza Go is a Wise Club Member since 2003 and operates a can-
teen and convenience stores in NAIA Terminals 1 and 3 airport;
shops 2-3 times a week with an average spend of P100,000 per visit.
INTEGRITY IS AT THE HEART OF THE WAY RAMPZEL LIVES.
KERWIN L. LEGARDE (KLL)
VP of Mass Market
Working as a True Pioneer
Rampzel Laxa, rehired part-time bagger at Shopwise Sucat, lives in Tondo and is the
breadwinner to a diabetic mother and youngest sister. Life is not as easy for Rampzel
but he hardly complains. Last January 18, while collecting pushcarts at the store’s
parking area, Rampzel chanced upon a wallet. Without even thinking of keeping
it for himself, Rampzel immediately turned it over to the Customer Service area
and was immediately returned to owner Ms. Anabel Narce, a regular Shopwise
customer. Mrs. Narce was pleasantly surprised to not only have her wallet
back, but everything else in it which included over P20k cash, HK$2,000.00,
among others. Ms. Narce said that if it was in Shopwise she left her wallet,
she was confident she’d get it back. And she was right, thanking Rampzel and
commending him for his integrity. SW Sucat can only be proud to have Rampzel
on the team. Truly, a pioneer who lives with integrity in his heart.
In RSCI, integrity plays a vital role – both at work and in our personal lives.
We share with you Rampzel’s story for inspiration.
A wise investment for the Filipino Shopper. AIG Philippines
and Shopwise has signed an agreement to promote and market
AIG’s various insurance products to the Shopwise customer.
This was made possible through Jardine Lloyd Thompson
(JLT) Asia, the market leader in insurance. In photo (From
L-R)AIGPresident&CEO,Mr.MarkLwin;VPforShopwise&
Wellcome, Mr. Kerwin Legarde; CEO of Rustan Supercenters,
Inc., Mr. Pierre Deplanck; JLT Philippines President and
CEO, Mr. Graham Edwards and Managing Director of Thistle
Insurance Services Asia at JLT Asia Pte Ltd, Mr. David Chan
PROFILE
“Retail is dynamic enough to make my
everyday a continuous learning process,” says
Kerwin when asked why he has chosen to
be with the retail industry for 15 years now.
Kerwin has been with RSCI for a
decade now, turning 11 in July,
simply because he loves to work with
people who share the same passion
for learning. Apart from this, KLL –
as he is known to many – believes in
the Company, the core values
it keeps and the relationship
that binds the team.
The challenges of
reviving Shopwise to
market dominance and o f
building a strong brand
in Wellcome are not
at all easy. But the
achiever in KLL helps
him to stay focused on the goals. Kerwin describes his
journey with RSCI as “tough, but definitely fulfilling.”
Despite the demands of his work, Kerwin makes
it a point to keep himself fit and healthy. He
engages in sports and other activities that he can
enjoy with his family, including triathlon events
whenever possible. He believes that maintaining
a work-life balance is critical in this industry.
Learning from Howard Schultz, CEO of Starbucks, who
believes that the most powerful and enduring brands
are built from the heart, Kerwin reminds his team to
stay true to what their brands represent. “Keep working
from the heart so we may deliver results, sustain growth
and achieve set goals for our consumers,” he adds.
“Iwanttoseemyteamsucceedandbecomefutureleaders
of this Company,” says Kerwin, dreaming, aspiring
and working as a true pioneer – motivating people
and harnessing teamwork, to make customers happy.
6
Prioritizing our customers’ needs, Wellcome now offers meat and poultry
in its range of fresh products to make for a complete shopping experience.
Bringing the wet market convenience to a comfortable neighbourhood
supermarket environment, Wellcome shoppers expressed their appreciation for the
new concept and embraced the refreshing experience. Here’s what our suki say.
WELLCOME SUKI.
“Bilang isang ina, gusto kong
yung best para sa aking mga
anak. Si bunso mahilig sa
fried chicken. Buti na lang
may chicken na sa Wellcome.
Malapit na, sigurado pa
akong malinis at sariwa.”
Estrella Siagan, WC
Lagro Customer
“Now I don’t need to go to the talipapa, everything I
need is here.“ -Karen T. Abejuela,
WC Lancaster Customer
With power shortages expected
to happen this summer, Shopwise
has heeded the government’s call
to participate in the Interruptible
Load Program or ILP as part of its
commitment to serve the Filipino
community.
According to Shopwise Vice
President Kerwin Legarde, “The
ILP is one of the many ways we, as a
business,canfurthercontributetothe
welfare of our consumers. Shopwise
believes that our participation in the
ILP allows us to ensure that Filipino
families continue to enjoy the good
life despite the looming electricity
shortage,” Legarde says.
Shopwise joins
government’s energy
saving initiative
ACTIVITIES
DF FINANCE FORUM
March 14-17
RSCI proudly hosted this year's Dairy Farm
Finance Forum at the scenic Club Balai Isabel
right by Taal Lake in Talisay, Batangas. The forum
brings together the top finance leaders of the Dairy
Farm Group from the head office and operating
companies in the markets to share ideas and best
practices, networking through team building and social
activities. This year's forum
not only covered important
finance and business topics
relevant to the company
but also provided team
building opportunities and
social functions inspired
by our country’s tourism campaign: It's more fun the Philippines!
“Always fresh, good price. Very
accomodating employees/staff”-
Delly S. Velasco, WC Boni Customer
“Now, I buy my fresh food daily,
saves me time and space in
my ref.”
- Sonia Budiit, WC Stamford Customer
Happy 50th Birthday POD!
EMPLOYEE
COUNCIL
INDUCTS NEW
MEMBERS
Coming from the nomi-
nations and elections in
January, newly-elected EC
members had their oath-taking and formal induction as members of the
RSCI Employee Council. Sitting as EC members for a term of 2 years,
this batch commits to represent the RSCI employees, to bridge the gap
and to become effective conduits to both management and customers.

5. 8
More than a hundred employees gathered
at the Metropolitan Club Center, eager to
listen to RSCI’s goals for 2015. The audience got
more than its share of business updates led by
our CEO POD, CFO DSC and Brand VPs, MCA
and KLL. The first RSCI Forum for the year also
became the rightful venue to kick-off the Dairy
Farm Vision, Mission, and Principles (VMP)
dubbed PIONEERS.
Practical Category Management workshop was a
2-day information-filled activity that provided an
overview of the current market environment and
how category management can bring additional
value to the business. Attended by selected
store managers and merchandising managers
from all brands including RDFS, the workshop
engaged everyone on how to collaborate with
trade partners and identify growth opportunities
altogether.
RSCI FORUM
Practical Category
Management March 10 - 11
10-FEBRUARY,
METROPILITAN CLUB CENTER
Warding off negativity and inviting everything
positive, a traditional Dragon and Lion Dance
ushered in good luck and sunny vibes on
February 19. Celebrating the Chinese New
Year,ang pao envelopes hung everywhere in the
office – a manifestation of hope from among
the RSCI people and a reflection of positivity
towards the future.
Kung Hei Fat Choi!
ACTIVITIESDuring this session, the pioneering principles
were explained thoroughly with an engaging
workshop where personalities were matched
with the 6 pioneering principles. By noon,
the group came up with a list of the traits that
embody a pioneer. Motivated and guided,
everyone returned to work with a mission to
think, work, behave and live and inspire as a
Pioneer.
SHOPPER PSYCHOLOGY
WORKSHOP
FEBRUARY 24
Organized by P&G, the Shopper Psychology
workshop provided sets of framework to
help RSCI understand shopper behaviour
and preferences. Guided by the P.A.T.H.
principle, participants are able to base
action plans and strategies on consumer
preferences and insights.
HR BUSINESS PARTNERING
WORKSHOP
MARCH 5-6
Our HR Business partners in the branch proudly pres-
ents their certificates as they completed the two-days
workshop designed to further enhance their skills on
Interviewing Skills, Competency Assessment, Taxes
Computation, Compensation Basics, HRIS and ER/LR.
Lenten Journey: Finding My
Way Back Home
Rustan’s Supermarket opens
new branch in Antipolo City
Located at the Mille Luce Village Center, Rustan’s
Supermarket opened on March 27 its 22nd store
signaling the arrival of the freshest, top-quality
food finds in Antipolo City. Rustan’s Mille Luce
brings with it an exciting shopping experience for
families to enjoy extensive selection of Rustan’s Su-
permarket’s products from all over the world, along
with its excellent customer service
NIELSEN CATEGORY REVIEWS
•May 21 - Dietetics
•June 23 – RTD Milk
MOTHER’S DAY – May 10
FATHER’S DAY – June 21
Watch out for the RSCI
Family Fun Run!!!
With Rev. Fr. Richard Diaz (CCM) leading the
group, 50 RSCI employees took time away from
work for introspection and spiritual renewal.
THE CONFIDENT FILIPINO CONSUMER
As more stores open and new players come in,
competition in food retail becomes tougher.
The key to having the edge and gaining a
bigger share of the market is simple: know and
understand your consumer. Nielsen shares
the lastest findings on the Filipino consumer.
1. The Filipino middle class has grown to 74% vs LY and is expected
to double by 2020.
2. The working class is positive about career, personal finances and
the ability to spend for their needs.
3. There will be higher disposable incomes starting 2015 as the working
population increases.
4. More Filipinos are mobile and on the road hence will visit food res-
tos and buy quick meals in convenience stores more often.
As our CEO would always put it: “Give your shoppers what they
REALLY want, not what WE THINK they want.” That’s building our retail
world around consumers. That’s being a pioneer.