How the health and wellness brand stood the test of time and changed the health and wellness game
SANTÉ International, a pioneering leader in health and wellness, commemorates its 18th anniversary this year, marking nearly two decades of relentless innovation, transformative leadership, and Filipino pride. What started as a humble initiative has grown into a global brand that is shaping the future of natural health products, inspiring millions of Filipinos and advocates for wellness around the world.
A Journey Rooted in Vision and People
From the very beginning, Sante's founders believed that success was driven not only by superior products but by the strength of its people. “From day one, we believed something great would happen to this organization,” co-founder and Chief Executive Officer Joey Marcelo reflected during the anniversary celebration. “It’s not just about the products—the secret lies in finding the right people who believe in the vision. It’s the leaders who turn ideas into reality.. True enough, 18 years after, we’re known globally.” Santé co-founder Minette Carag added, “One of our dreams is to see Santé become a household name.”
This people-centered approach has been fundamental to the company's exponential growth. Their commitment to developing leaders has nurtured a network of global entrepreneurs and health advocates. Today, thousands of Santé distributors across different countries continue to inspire their communities, embodying the company’s mission to help people live better, healthier lives.
Building a Global Filipino Brand
Sante’s vision is ambitious: to develop a world-renowned Filipino brand. The company’s groundbreaking achievement of establishing its own manufacturing facility in New Zealand underscores its commitment to quality and its global aspirations. Established as the first Filipino-owned company outside New Zealand to develop such a facility, Santé exemplifies Filipino ingenuity and determination.
“Imagine that a Filipino company owns a manufacturing plant in New Zealand—it’s a true breakthrough,” said Marcelo. "Our capacity there is around 30-40% now, but we’re aiming to maximize production capacity in the next decade." Their strategic efforts are geared toward creating products that meet international standards, sourced from both local and global raw materials, especially focusing on organic and sustainable sources.
Innovating for Growth and Relevance
Innovation remains at the core of Sante’s strategy to stay relevant in this fast-evolving industry. The company is continuously developing new products, exploring cutting-edge science, and embracing technology. Their upcoming product launches include the Sante Beauty line, which merges the power of barley with collagen, and other health supplements derived from rich, natural sources rooted in New Zealand and the Philippines. “We had so many changes. We’re very flexible especially during the pandemic. We realized that we pivot fast and we learn from our mistakes,” Chief Network Development Officer Paul Caluag said.
“Our product development team is a powerhouse,” shared Marcelo. “We are creating new health solutions that will be market-ready next year, and we aim to be the first Asian direct selling company to heavily incorporate artificial intelligence in our operations.” The company believes that technological innovation, especially AI-driven business tools, will propel their growth and support distributors worldwide.
Changing Lives and Creating Destinies
One of the most inspiring aspects of Sante’s 18-year journey is the lives they have transformed. The company’s story is not just about product sales but about hope, empowerment, and changing destinies. “Our platform has helped thousands of people realize their dreams,” shared Gab Ecalla, a top distributor. “Some started with just a small network, but with perseverance and belief, they are now building businesses that serve as a source of income and life-changing hope.”
Many distributors attribute their success to the personal development, financial freedom, and community support that Sante has provided. “I used to be an ordinary employee,” said Ed Geronilla. “Through Santé, I learned to be confident, independent, and impactful. I now see a future unlimited in possibilities.”
Pioneering Industry Innovation: The Future of Santé
Ahead, Santé is poised to set new standards in the natural health industry through innovative product development, technological integration, and global expansion. Their next-generation products, sourced from organic farms in New Zealand and the Philippines, include unique formulations that combine science with nature to deliver superior health benefits.
“Within just a few years, we aim to position ourselves as the barley authority worldwide,” said Marcelo. “Our flagship product, barley grass, has already taken the Philippines by storm, and we’re on track to make it a billion-dollar industry. But that’s just the beginning. We’re developing new products—some from traditional origins, others from cutting-edge research—that will serve markets globally.”
Expanding Infrastructure and Manufacturing Capabilities
Recognizing the need to sustain rapid growth, Sante’s leadership plans to establish a manufacturing facility in the Philippines, in partnership with local pharmaceutical and supplement manufacturers. Their current capacity in New Zealand, while impressive, is only around 40% of their potential. They anticipate that within two years, organic farms in New Zealand will be fully developed to support increased production.
“Our goal is to be a vertically integrated company,” emphasized their CEO. “We want control over our manufacturing—setting up labs here and building alliances with local producers. This way, we can ensure product quality, reduce costs, and expand our product range.”
Sustaining Relevance through Innovation
Throughout their 18-year journey, Sante has consistently highlighted the importance of innovation—not just in product formulation but in business processes, leadership, and community engagement. The upcoming launch of “Sante Next AI” exemplifies their commitment to leveraging the latest technology to support business growth and serve customers more effectively.
“Our evolution isn’t only about product development,” said Marcelo “It’s about staying relevant by adopting new technologies, expanding globally, and continuously improving our organizational structure. That’s how we stay ahead—by being innovative at every level.”
Upholding the Filipino Spirit
Throughout the years, Sante has remained proudly Filipino—an identity reflected in their innovative products and global expansion efforts. Their story emphasizes that Filipino entrepreneurs, scientists, and business leaders are capable of competing with the best in the world.
“Filipinos have incredible potential,” declared Marcelo. “Our journey proves that with faith, hard work, and innovation, we can build brands that stand among the largest in the world. We want Filipinos everywhere to see that they are capable of creating products and businesses that have a global impact.”
Nurturing Tomorrow's Leaders
The foundation of Sante’s strength comes from its people. Their leadership development programs foster character, resilience, and the capacity to serve others effectively. Distributors are given opportunities for mentorship and training that help them become not just successful entrepreneurs but inspiring leaders.
“Many of our top leaders started with humble beginnings,” shared Marcelo. “Now, they are influencing communities in Indonesia, the US, Europe, and beyond. Their stories encourage others to pursue their dreams and build impactful lives.”
A Bright Future: The Road Ahead
Looking forward, Sante’s plans are both ambitious and strategic. They aim to double their sales within the next few years, expand their global footprint further, and launch innovative health products rooted in science and tradition.
Their focus on technology is a critical component of their growth strategy. The company is investing heavily in e-commerce, artificial intelligence, and logistics infrastructure to facilitate rapid, seamless worldwide distribution.
A Call to Filipinos and the World
Finally, Sante’s leadership sends a powerful message: their success is rooted in Filipino resilience and global vision. They invite Filipinos and international partners to join their journey—to embrace health, entrepreneurship, and innovation. “Our story is just beginning,” said top distributor Jun Francisco. “Together, we can create a future where Filipino-made products are celebrated worldwide, lives are transformed, and health is accessible for all. We’re committed to empowering Filipinos to lead, innovate, and inspire the world.”
About Sante International:
Founded 18 years ago in the Philippines, Sante International has emerged as a global leader in health and wellness, specializing in natural food supplements with a focus on barley grass. Its mission is to empower Filipinos and promote health and wellness across all borders through innovative products, technology, and leadership.
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