Selecta is a brand of ice cream and milk sold in the Philippines. The ice cream brand is co-owned by the Philippines' RFM Corporation and the food giant Unilever under the subsidiary Unilever RFM Ice Cream, Inc.1 The company's beginnings can be traced back to Selecta Ice Cream and Refreshment Parlor, owned by Ramon Arce, Sr. and family, and founded in the 1930s. It later expanded it's business by selling it's ice cream and milk products nationwide. In 1990, RFM Corporation bought Selecta from the Arce family, and formed Selecta Dairy Products, Inc.. In 1999, RFM entered a partnership with Unilever to produce and market Wall's Ice Cream in the Philippines, under the joint venture Selecta Walls, Inc., which later became Unilever RFM Ice Cream, Inc. Selecta's market share in the region has since increased. Selecta markets it's ice cream products under Unilever's Heartbrand brand umbrella, while marketing it's milk products under the original Selecta logo. Under their name Selecta Moo, they make milk with special flavors, such as melon and ube (sweet purple yam). 2345
