Notes

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CECILIO KWOK PEDRO
His principle is much grounded and to quote this man of humility, he once said, "We are competing against the giants.
Without faith and without the intervention of the divine, it is really difficult to survive in this industry." The founder of Hapee
toothpaste in the Philippines, making his company, Lamoiyan Corp., the country’s first homegrown toothpaste name.
Pedro, became one of the first Filipinos who became successful in the exporting industry. His Chinese surname, Kwok
means "to give" is truly an exact description of this man. He started doing business at an early age, compared to other
boys his age, Pedro tried and jumped into buying and selling ball pens in grade school even if the results were not good. A
Chinese-Filipino descent, he graduated from Ateneo de Manila University and earned a degree in Business Management.
He also received the Honorary Doctor of Philosophy in Technological Management from Technological University of the
Philippines.
He is married with one son, Joel, who is now also part of the said company. His son is a marketing graduate from De La
Salle University. A Christian since birth, his values extends to people whom he helped fulfill their dreams. He chairs this
foundation and established schools in Laguna, Nueva Ecija and Palawan and 13 community centers all over the country.
He also supports an NGO – Kaisa Para sa Kaunlaran which helps produce a television show for children.
Corporate Social Responsibility
A longtime Christian, Pedro has made Lamoiyan an instrument helping him spread the GOOD NEWS, "People who get
close to God introduce the gospel to other people," he notes. As such, his employees attend Bible studies every week and
the company, on top of providing the expected personnel benefits, also sees to the spiritual growth of its people. "We are
careful in choosing people who in certain ways will be working with Lamoiyan," he adds. "They have to principally believe
in God," In fact, Lamoiyan's corporate motto is "To make a difference for the glory of GOD"
However, the low-priced toothpaste was not the only strategy that took Lamoiyan Corporation to the pinnacles of success.
The company was lauded for having the “Most Outstanding Program for Equal Employment Opportunity” by providing
work opportunities to the country’s hearing-impaired community members.
Lamoiyan’s employment program includes free housing for more than 30 deaf-mute staff, while the company’s managers
are required to learn sign-language as a means of communicating with the hearing-impaired staff. Since the founding of
the Lamoiyan Corporation, about 180 deaf-mute students have received a free college education through D.E.A.F. which
stands for Deaf Evangelistic Alliance Foundation, founded and chaired by Cecilio K. Pedro and officially recognized by the
Philippine government’s Department of Education and Culture.
Cecilio K. Pedro was awarded with an Honorary Doctor of Philosophy in Technological Management by the Technological
University of the Philippines in recognition of his corporate and social achievements. Dr. Pedro ingrained his own belief
through the company’s corporate motto: ”Making the difference for the Glory of God”.
he more important other reason: He has done better than the small David who killed the giant Goliath. This Pedro bested
not one but two giants in the toothpaste business. This corner refers to Dr. Cecilio Kwok Pedro, whose faith in God and in
his God-given ability to surmount every obstacle has led him to the peak of Mt. Success. Dr. Pedro, president and chief
executive officer of Lamoiyan Corp., maker of Hapee toothpaste, was one of the six famous business magnates – the
others being Manuel V. Pangilinan, Jesus Tambunting, Ramon del Rosario, Jonathan de Luzuriaga and Narzalina Lim –
who spoke at the day-long 1st Iloilo Business Summit at the Sarabia Manor last Friday, July 29. Believe it or not, even if
Dr. Pedro were the lone speaker, I would still have attended the summit; I have always been fascinated by his fantastic
rise. I had only seen him once before on TV, but that was enough encouragement for me to see him in person.
As the fourth speaker, Dr. Pedro came up the rostrum at 2:00 p.m. to deliver an inspirational speech, “Breaking through
Barriers: The Hapee Story.” He began very unusually, asking the more than five hundred people seated around round
tables to stand and turn right. “Massage the back of the person in front of you,” he said. We did for a few seconds. “Turn
around and massage the person who had massaged you.” We did, wondering what it was all about. “You,” the speaker
thundered, an index finger pointing at us. “You have just obeyed the golden rule: Do unto others what you would have
others do unto you.” The golden rule, he stressed, had always been among his favorite quotes. He also mentioned many
more, including that of the late United States President John F. Kennedy: “Ask not what your country can do for you. Ask
what you can do for your country.” Pedro cited the initials CSR as the keys that have opened to him doors to opportunities.
And while spelling that out as “corporate social responsibility,” he said that C could also mean “change”; S, “sacrifice”; and
R, “rewards.”
To change others, he argued that you and I should do it first. The reason why the President has successfully swayed
highly-placed government officials into disabling vehicle siren or “wang-wang” is because he, the highest official of the
land, has practiced what he promised one year ago, “Wala nang wang-wang.”

He started out in the 1970s as an aluminum toothpaste tubes manufacturer to the multinational firms. Lamoiyan Corp. but cut price by 50%! Other independent toothpaste makers have erupted since then.. . came from the name of Pedro’s beloved grandmother. Lamoiyan Corporation. the firm name. she empathized with the less fortunate. Colgate-Palmolive and Unilever. To appease Mother Theresa. “I will not bring a single centavo when I leave this world. Hapee plans to continue expanding overseas.” He did not have to be good in college. has also donated dental equipment and supplies to the newly inaugurated Manila Cleft Care Center in Sta. I told them to pay when able. the multinationals started changing their toothpaste packaging from aluminum to plastic tubes. As an elder of the United Evangelical Churches of the Philippines. Hapee and Kutitap (the newer Lamoiyan brand) have also penetrated neighboring countries like China. Hapee has become a progressive homegrown Filipino brand competing directly with top multinational brands. but Hapee is happy to be in the no. The challenging question was: How could he snatch a share of the market at that time when his former customers were enjoying 99% of the pie? Certainly he could not compete in promotion and distribution aspects.” Lamoiyan/Hapee. “Hapee is made in the Philippines. not just of flourishing business.2. Pedro decided to take an indefinite rest. Pedro – a Business Management graduate of Ateneo de Manila (1975) with honorary degree in Doctorate of Philosophy in Technological Management from the Technological University of the Philippines – quipped that he had never been a good Ateneo student: “I barely passed with a grade of 2. plus a stockpile of aluminum tubes. Pedro has also donated various public school-buildings to poor rural regions of the Philippines through the “Operation: Barrio Schools” project of the Federation of Filipino Chinese Chambers of Commerce & Industry. which was making aluminum tubes for two multinational toothpaste manufacturers. 2013 Whatever the mind can conceive and believe. it is not what we take up but what we give up that makes us rich. the opportunity presented itself. A Christian entrepreneur who passionately believes in private business with a social conscience.” he revealed. Pedro said. 3 position in the Philippine market.” he pointed to the late celebrated nun. but also of diverse civic undertakings through their strong corporate social responsibility (CSR).” Pedro’s affection for the deaf-mute is also visible in his chairmanship of the Deaf Evangelistic Association of the Philippines (DEAF). Realizing that no other toothpaste company would patronize his aluminum-molding machine. president and chief executive officer of Lamoiyan Corporation. and they could work better than talkers. Ana Hospital. Vietnam and Indonesia. “God helps those who help themselves.” he said. “They are focused. “I want to be remembered for what I did. proving Pedro’s conviction that “the Filipino can be world-class. “She would not eat dinner after meeting the squatters who had nothing to eat. If they had no money. against all odds. Pedro recalled. Mother Theresa. In 1985. His factory is unique and noted for employing a lot of hearing-impaired people. Humble beginnings of a well-loved Philippine brand Like Jollibee in fast food and Bench in fashion.” the 58-year-young entrepreneur intoned.” He quoted the late American preacher Henry Ward Beecher: “In this world. Some of them did not pay.” Dr. Apart from strengthening its market share locally. Hapee toothpaste and its founder Cecilio Kwok Pedro is this year celebrating the brand’s 25th anniversary. Pedro enthused they could just present themselves sooner or later “if we see the world for what it can be. so Pedro was stuck with industrial equipment but no customers. He recalled that when she visited Manila. The product would be branded Hapee. Manila City. Cecilio K. a gesture of filial love. 25 years of business & CSR success BULL MARKET BULL SHEET By Wilson Lee Flores (The Philippine Star) | Updated May 6. “I sold ball pens to my classmates.” Pedro proudly disclosed that 70% of Lamoiyan employees are either deaf-mute or hearing-impaired. His family had decided to revive his machinery by launching the toothpaste firm. The happy Hapee answer: Match the quality of the old brands.” As regards the “rewards. of which he was in March elected one of this civic and business group’s new vice presidents. “Giving up was not an option. it can achieve. (FFCCCII). he wanted to prove by example the adage. Faced with this crisis.With regard to “sacrifice. Inc.” he quipped. “They were shifting to cheaper plastic tubes. Cecilio K.” This was the advice he gave himself in 1986 when a dark future seemed to be hovering over the business he had nurtured since 1977 – the Aluminum Container Inc. Reinforced with an added P100-million capitalization.” Dr. Cecilio K. Pedro has supported the international non-governmental organization (NGO) Operation Smile Philippines to care for children afflicted with oral cleft.” Pedro happily announced. I lost the business but gained the lesson that a sale is not a sale unless collected.” in R. — Napoleon Hill A distinctive homegrown consumer brand in Philippine business. hoping to bounce back at first opportunity. Pedro. Lamoiyan. How did this brand and product start 25 years ago by seizing an unexpected business opportunity? The prime mover behind Hapee toothpaste is entrepreneur Dr. he had already learned his first business lesson while in grade 2.” Two years later. he decided to venture into toothpaste manufacturing with affordable Hapee and Kutitap brands. as a servant leader capable of placing others above self. “We sent food to the squatters. in Indonesia. Close-up. The almost simultaneous decision of these customers to sever business with him was so sudden that he had no alternative but close shop. “Walang tsismis. which sponsors deaf-mute scholars in sign language. It is no secret that Colgate is made in Thailand.

could not brush their teeth because toothpaste and toothbrush are expensive. We found out that many Filipinos. marketing initiatives and consistent world-class quality. his dedicated team of executives and employees competed versus the multinationals with innovations. He nevertheless came up with another brand name with the same positive mindset and cheerful disposition. Pedro discovered that the brand “Smile” had already been registered and owned by a multinational company. is what makes us different from the world and this is what we believe is making a difference for the glory of God. so hopefully we will gain some footing (there) in the very near future. When I see them. Every day that I wake up I consider it a happy moment. He said: “Here at Lamoiyan Corporation. you look happy. especially those belonging to the poorest of the poor. How did Dr. the brand I chose was Smile because when you brush your teeth. We are fortunate here in Lamoiyan Corporation and we tell the world that yes. Pedro changed the dental care landscape in the country by introducing his own locally-made. and Our Values . Kutitap. They envision Hapee to be at par with multinational brands. so I changed it from ‘h-a-p-p-y’ to ‘h-a-p-e-e. particularly Southeast Asia. Pedro. I think. That dream pushed us initially and we were not afraid to face the multinational companies because we believe there is this need to help Filipinos. Pedro. his business has a mission to help improve the people’s quality of life through affordable and good dental products. especially in the provinces.” Going global. When you frown. you are supposed to smile.” Pedro further elaborated on Lamoiyan’s experiences with the hearing-impaired: “We have very good experiences with the hearing-impaired as they are always among the top performers. Steve Mark G. It is indeed very rewarding and fulfilling to provide jobs to people who may not be as fortunate as us. around six or seven of them are in the Top 10 best performers. National University (NU) College of Dentistry dean Dr. Cecilio K. we are fueled by our corporate philosophy which is to make a difference for the glory of God. This. thanking God for giving me another day. Pedro said that this year Hapee toothpaste is setting its sights higher to go global with its commitment to world-class quality at affordable prices. We will again be facing the multinational companies. corporate social responsibility (CSR) in Lamoiyan Corporation is considered an intrinsic aspect of the company’s DNA or reason for existence. Pedro said: “We introduced world-class quality toothpaste at affordable prices so that many Filipinos can afford to brush their teeth regularly. I’m happy because they were provided by the Lord. He said: “I call them angels sent by the Lord. Social mission: Offering affordable Filipino brand for basic dental care The 25-year journey of Lamoiyan Corporation and Hapee toothpaste has been historic and fulfilling. For me. growing beyond the Philippines This writer was part of the Philippine business delegation that visited Myanmar in March. Dr. it becomes difficult to brush your teeth. Joseph Dy Lim of Dr. “Every year we survive the competition thrown at us and we celebrate each happy moment. we believe this is the year when we will grow faster than before. The Professional Regulation Commission (PRC) Board of Dentistry chairman Dr.” For entrepreneur Pedro. by the grace of God.” One of the admirable company policies of Lamoiyan is its hiring the hearing-impaired. Smile Dental Center at Podium Mall told this writer that one of the social problems of Philippine society is the large proportion of urban and rural poor who do not have adequate dental hygiene practices and basic dental care services. At the same time. Mission. He said: “We are very bullish about 2013. Corporate social responsibility as part of Lamoiyan & Hapee DNA Under the idealistic Dr. world-class quality and affordable toothpaste brand as a new alternative. Pedro come up with the brand name Hapee? He said: “Initially. There are so many challenges and difficulties in this world but it really depends on how you look at life. and his employees share his sense of mission for the past 25 years. we can survive and we can compete with the best of the best in the world.Like a David challenging the well-established Goliaths who have for generations cornered the local market. Hapee toothpaste’s new flavors and the addition of new product lines in the household and personal care segments through brands like Gumtect.’” Pedro explained. we are able to promote better relationships and a culture of compassion and harmony inside the company. The choice of “Hapee” as brand name was deemed by marketing observers as “a stroke of genius” due to its easy and positive brand recall in the Philippines and eventually in several foreign markets as well. And when you smile. which best describes the feeling of people who smile. Gan of Gan Advanced Osseointegration Center (GAOC) also said that much can still be done to improve accessibility of basic dental care nationwide. Proper attention and training are given them. This is the year where we will probably also explore exports to other countries. Dazz and Licealiz. we are so blessed as a country and as a people. “I thought ‘happy’ did not seem suitable as a brand.” he said.” However. The past quarter century of Hapee success in the Philippines has witnessed the growth of Lamoiyan Corporation’s manufacturing facilities in Parañaque. who make up about 30 percent of their total workforce and who receive equal opportunities. and I observed that one of the entrepreneurs most assiduous in looking out for economic opportunities in that country was Hapee’s Dr.” Vision. It is quite good to note that every year. Why such optimism about the prospects for Hapee toothpaste? Pedro believes that Filipino consumers are ready for a good-quality Filipino-made toothpaste as an alternative and affordable brand. Pedro.

he grew up doing odd jobs to help his mother feed the family. trading. The doy packs are being recycled by local cottage industries into handbags and are now being exported to other countries. it had a single yet valuable mission. In two decades. Korea. As a young man. his mother tried to support Alfredo and five other siblings with her earnings as a sidewalk vendor. PURSUIT OF EXCELLENCE. which CEO Alfredo Yao aptly renamed as Zest Air. Juice manufacturers refused to entertain him and everybody he approached with his new idea turned him away. Never one to lose faith. he was unable to complete his college education at the Mapua Institute of Technology. SOCIAL RESPONSIBILITY. INTEGRITY. OUR MISSION We exist to improve the quality of life by bringing essential products within the reach of the common people OUR VISION We aspire to have a Lamoiyan product in every home. then the latest European packaging technology. to provide products of immense consumer value and quality that exceeds even the scrutiny of global measure. Initially. he came across a new technology in packaging. It has expanded its business to China. banking. RESPECT FOR THE lNDIVIDUAL. Alfredo Yao started concocting fruit juices in his own kitchen and launched the Zest-O orange drinks in the same year. New Zealand. so much so that in 1979 Yao could afford to visit a trade exhibition in Europe. In his interactions with the media. But back home. Zest-O orange drink was launched within the next two years and Yao never looked back. we are fueled by our corporate philosophy which is making the difference for the glory of God. Excited. the press became reasonably successful. He had to face life’s hard realities at the age of 12 when his father died. but since there were no takers. Today.’ these were lightweight. But that Midas touch hasn’t come easy to Yao. Aside from expanding the business by producing other ready-to-eat and ready-to-cook food products. Yao was determined to start something on his own. The business thrived for about 20 years until Alfredo Yao saw the potentials of the "doy packs". Alfredo Yao learned the ropes on printing cellophane wrappers for candies and biscuits and went on to venture into operating a printing press business. earthy wisdom with his knack for improvising that has added the zest to his business ventures. his business diversified from printing and packaging to realty. be it in his business or personal life. Alfredo Yao Yao’s successes in all of his business ventures until now have prompted people to call him the ‘juice magnate’ with the Midas touch. to not lose heart. We reach collectively goals that we cannot reach separately. However. Zest-O drinks come in 12 variants and command 80% of the market for fruit juices. Clearly. There. OUR CORE VALUES We achieve our mission and vision by living according to our corporate values. which used plastic and foil to make easy-to-use collapsible packs. We do things right. he ventured into the juice manufacturing business himself. Zest-O Corporation now owns the former Asian Spirit Airlines. it is Alfredo Yao’s affinity to meld this simple. Yao began making juices enthusiastically in his own kitchen and packaged them using the equipment he had just bought. So he invested in a small printing press and named it after his mother. and Europe and has helped revitalize the fruit growing industry in the provinces. nobody was convinced. and no matter what the circumstances.” Alfredo Yao Alfredo Yao's story is yet another rags-to-riches tale of a self-made businessman who rose from poverty through hard work and determination. His optimism was not misplaced. We value individuality by treating each other with fairness. and now aviation.Through the help of a relative. Alfredo Yao – Zest-O Corporation “When Zest-O was established. Known as ‘doy packs. to persevere.S. Kids loved it that their chilled fruit drinks stayed cold and fresh till snack time. Having lost his father at 12. Through a cousin who was working with a printing press. . It became an instant hit as every mother saw the practicality of putting the light but tightly-packed orange drinks in their kids’ lunch boxes. he was able to finish his elementary and high school education. Yao is fond of reiterating that all his actions. We do things better than before and better than competitors. the U. Singapore. particularly the Philippine’s native orange variety called "dalandan". Alfredo's first intention was to offer the “doy-pack” packaging to some local juice manufacturers. and they could stand upright and be sealed aseptically. Here at Lamoiyan Corporation. food and beverage. which he attended while doing odd jobs at a warehouse of a packaging company. Australia. TEAMWORK. Yao immediately bought a packaging machine. In 1980. We make our presence a blessing to society. are a reflection of the lessons he learned at his mother’s lap — to work hard.Lamoiyan Corporation is a 100% Filipino-owned Company with 25 years of manufacturing excellence. Over the years.

Zest-O is now a household name. On one of his many trips to a printing press where his cousin worked. maintain mutually profitable relationship with our trade partners and achieve growth level equal to or better than the norms of the food industry. Mr. Yao saw potential in the packaging business and decided to invest his time and money in a printing press. He was even unable to earn a degree at Mapua Institute of Technology! Alfredo Yao was already into the printing press business when he liked the idea of doypack pouches in packaging beverages. Inc. Singapore. In 1980. Mr. To put the equipment to use. helping revive the dwindling dalandan-growing business in Southern Luzon. This. Mr.000 workers in various offices and facilities nationwide. was named after his mother and role model. Yao was awarded the 2003 Centennial Taxpayer for Caloocan by the Caloocan Regional District Office and the 2005 Outstanding Business of Caloocan by the City of Caloocan. Yao Chairman Zest-O Corporation The eldest of six children. The company also produces popular products like the Sunglo Juice Drink.. From 20 employees in a small corner of the Solemar compound. and the rest is history. for us is the means by which we can effectively participate in the social and economic development of the communities we serve. Yao to set up other businesses: Semexco Marketing. dairy and related food products that best satisfy the growing needs of the customers. The company’s success has even helped other industries prosper. Yao was able to complete his elementary and high school education. Amchem Marketing. SMI Development Corp. Then in 1979. New Zealand. Handbags made of recycled Zest-O packs are exported to many countries. The success of Zest-O has also inspired Mr. Zest-O Corporation now has over 1. He would accompany his mother to Chinese gambling dens where he got balato (tips) from the players and met people from all walks of life. With the help of a relative. On Being Ambitious: “Hard work. He initially pitched the idea to beverage manufacturers in the Philippines. perseverance and foresight. and kitchen condiments. Zest-O introduced dalandan (native orange) fruit sodas. Zest-O juice drink was launched. It grew steadily during its first 20 years. Inc. a printing press for cellophane wrappers of biscuits and candies. and his mother’s earnings as a sidewalk vendor could not support the family’s needs.. promote professional growth and well-being of our employees. Mr. Yao tried to market the idea of doy packs to local juice manufacturers but there were no takers. plus having the right people working with me to develop and sustain the business are key elements to my success. All ingredients are sourced from local suppliers of fruits. He’s a self-made businessman who lived an impoverished life as he finished his elementary and high school education. A majority of the growers in these provinces have become contract growers for Zest-O. Alfredo M. but none of them expressed interest..Alfredo Yao. Big 250 Juice Drink. and Europe. Its popularity has also penetrated the fashion industry. Yao discovered a new technology in packaging called “doy packs. Zest-O Corporation commands 80% of the total market for ready-to-drink juices in the country. Australia. Korea. Solemar Commercial Press. Mr. purees. and Plus! Juice Drink. as many Filipino families have been enjoying the juice brand for years. Mission and Vision Mission: Our mission is to be the leading manufacturer and distributor of juices. Today. while visiting an exhibit in Europe. and Philippine Business Bank. Zest-O juice drinks have a total of 12 different flavors and includes in its product line fruit sodas. Inc. American Brands Philippines. he started preparing fruit juice in his own kitchen. the US. His father died when he was only 12 years old. Yao did odd jobs and worked at a warehouse of a packaging company. Mr. Vision: To be the leading food and beverage Filipino company competing with the multinational companies . Alfredo Yao started to work at an early age to augment the family income. So he ventured into the juice manufacturing business himself in 1980. Harman Foods.” Alfredo Yao started the Zest-O Corporation through sheer determination. It has come to symbolize Filipino success and ingenuity while providing income to several women engaged in micro entrepreneurship. He went to the Mapua Institute of Technology for college but had to leave after two years. Zest-O Corporation. Mr. It also exports mango purees to China.” He saw promise in the technology and bought a machine.