King owns the Crown Regency Group of Hotels in the country. The 40-floor Crown Regency Hotel and Towers in uptown Cebu City, currently the tallest hotel in the whole country, is his flagship hotel. He also heads the J. King and Sons, Inc. of which he is president and chief executive officer.

Recently, King infused millions of pesos into VITAL-C Health Products International Inc. and now serves as its Chairman of the Board, after having been convinced that its banner product, the VITAL-C Sodium Ascorbate, truly benefits the consumers.

"VITAL-C Sodium Ascorbate has convinced me of its effectivity as a vital food supplement. I see it as a sound product to market and as a good vehicle for the exercise of our corporate social responsibility because it gives health benefits to the people," he intimated to the Manila Bulletin.

More importantly, he added, the VITAL-C investment easily fits into his business principle, which is to "provide the people good value for the products and services they pay for."

King is one of the most important business figures in Cebu with strategic investments in various industry sectors. Aside from the Crown Regency Group of Hotels, he also owns the Prince Court hotel chain with branches in Cebu, Davao and Manila. He likewise owns Club Ultima and Metro Sports which cater to the needs of lifestyle and sports buffs.

King’s other business interests include the First Laundry chain and a real estate company focused on condominium development. His way, he said, of further propelling economic development in the Philippines.

On his new investments in VITAL-C Health Products International Inc., King expressed confidence the company will perform well both here and abroad because of its sound direct selling marketing plan which serves simultaneously several purposes topped by the urgent concern to promote the people’s health.

"VITAL-C does not only make the users healthy but also helps them earn money. The product is a very highly consumable and effective in promoting the health of its users so its sales potential could also be very good," he stressed.

King noted that the company is hitting its targets well and they intend to further expand shortly. Top VITAL-C executives said King’s presence in the company gives their firm a strong foundation and reliability.

Opting to maintain his low profile, King said his business principles are founded on honesty and fairness, as well as on anticipative and forwardlooking management style.

"Before making a business decision, I go through phases that include situation analysis, problem analysis, decision analysis and potential problem analysis (SAPADAPA). That’s why I’m always ready. It’s always forward looking and anticipative," he emphasized.

VITAL-C, now considered the new face of Vitamin C, is alkaline-based Sodium Ascorbate using imported Vitamin C ingredients. It is non-acidic and comes in crystallized powder form, dissolves instantly and is absorbed by the body 5 to 8 times faster than the standard Vitamin C preparations.