Improving productivity and empowering farmers: Coca-Cola Foundation and PHILSURIN Solidify Partnership for Sustainable Production

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Coca-Cola Foundation Philippines and the Philippine Sugar Research Institute Foundation (PHILSURIN) entered into an agreement to help boost the productivity of small sugarcane farms and increase the income of sugarcane farmers in Negros. 

The partnership will support the research and development of high yielding varieties and disease-free planting materials, and the establishment of a breeding facility to sustain the development of these HYVs for distribution to farmers.

Since 2018, Coca-Cola Foundation Philippines, the social investment arm of Coca-Cola in the Philippines, has been partnering with PHILSURIN, a non-profit organization that aims to promote the development of the sugar industry by conducting research and development activities to improve the productivity, quality, and competitiveness of small sugarcane farms. The grant provided by Coca-Cola Foundation Philippines in 2018 for its Adopt-a-Seed Project upgraded PHILSURIN’s DNA research equipment for Variety Fingerprinting and faster disease diagnosis which then led to the production and distribution of disease-free and pure planting materials that can be harvested early and resulted to 50%-60% increase in the production of small sugarcane farms and consequently, the income of recipient farmers.

The new agreement aims to establish a 10-hectare seed farm for PHILSURIN varieties; as well as hybridization and ripening sheds, both of which will augment the production of more high-quality seed canes and allow access for small farmers to avail of clean and pure planting materials. Due to climate change and increased land conversion to commercial areas, sugarcane farmlands have been decreasing in size, so high-yielding seed canes would be critical to increase and sustain the productivity of existing ones.

“A good crop starts from a good seed. At PHILSURIN, we believe that even if there is less land to plant sugarcane compared to previous years, as long as we can increase their productivity through high-quality seed canes and proper training on good farming practices, then we can help assure the continuing livelihood of our sugarcane farmers and support local sugar production which is important for our local economy and consumers in general,” said Maria Regina B. Martin, Director General of PHILSURIN “That is why I am grateful to partners like the Coca-Cola Foundation Philippines for their support to this Project and for our enduring partnership that would make a significant impact on the lives of our farmers and their families and our local economy in Negros.”

The two provinces of Negros are major producers of sugar in the Philippines but small sugarcane farmers in these areas are considered the most vulnerable stakeholders in the local sugar industry as they continue to face challenges in terms of resources, market, and technology. Partnerships and linkages that support the development of local sugar sector are critical to promoting the welfare of this vulnerable group.

“Coca-Cola is committed to partnering with PHILSURIN for the benefit of sugarcane farmers and their communities, consistent with our purpose of refreshing the world and making a difference for the communities we serve,” said Antonio del Rosario, Coca-Cola Foundation Philippines Chairman. “Like PHILSURIN, we believe in the important work of increasing productivity of small sugarcane farms through advanced research and technologies and of improving the welfare of farmers and their families.”

Coca-Cola Foundation Philippines also has programs and initiatives in Western Visayas that support the conservation of critical watersheds, water for agriculture, water access for sanitation and health, and sustainable waste management solutions for communities.

Christmas Always Finds Its Way - Coca-Cola™ celebrates the unstoppable force of bringing families together in this year’s holiday campaign

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Holidays are indeed coming, and Coca-Cola is celebrating the moment with the launch of its new campaign–“Christmas Always Finds Its Way”–which celebrates the unstoppable, magical force of Christmas in navigating all obstacles to bring people together.

In 2021, Coca-Cola launched Real Magic®, its new global brand platform and philosophy that invites everyone, everywhere to celebrate the magic of humanity. Central to the philosophy is the belief that we find magic when we come together and share experiences.

In this year’s multi-channel, digital, and experiential campaign, Coca-Cola is set to create a series of memorable and distinct moments across the Philippines, designed to celebrate and create that festive magic across the country, while observing the special role that gatherings, meals, and traditions play in bringing families, friends, and communities together. After all, Coca-Cola has always been part of every Filipino celebration.

"December is the peak of holiday celebrations in the Philippines, when families and loved ones come together to share stories, exchange laughter, and bond over meals and drinks,” said Cesar Gangoso, East Region Frontline Marketing Director of Coca-Cola ASEAN and South Pacific. “We are delighted to hear stories of Filipinos who always celebrate Christmas with a bottle or two of Coca-Cola, so with this year's campaign, we want to better enrich the festivities through a series of activities in the Philippines that can bring a truly magical experience.”

The Christmas Always Finds Its Way campaign of Coca-Cola is headlined by the film ”Just Like Mama Used to Make,” directed by German filmmakers Dorian and Daniel and created by Grey Global. As part of the Real Magic® global brand platform, the film celebrates families and friends, past and present, as well as those shared recipes, memories, and traditions that bind generations together over a Christmas meal.

The campaign starts with a film, “Just Like Mama Used to Make,” directed by German filmmakers Dorian and Daniel and created by Grey Global. The film tells the heart-warming story of how a son’s memory of his mother is kept close through the preparation of a treasured family recipe, continuing to bring his family and new generations together for moments of magic at Christmas.

“The long association of Coca-Cola with Christmas is something we treasure and, this year, we're back with a new campaign that we hope people all over the world will love,” shared Selman Careaga, president of Coca-Cola trademark. “It celebrates families and friends, past and present, as well as those shared recipes, memories, and traditions that bind generations together over the Christmas meal.”

In wider plans to mark the festive season, the brand’s iconic Caravans will return. For almost three decades, since they first lit up the small screen in a TV ad in the mid-1990s, Coca-Cola has built its Caravans truck asset as a powerful and tangible icon of Christmas across the globe. This year, Coca-Cola Caravans are back, and the brand will be curating a truly magical, festive experience centered around sharing meals with an ice-cold Coca-Cola drink. Reimagined as ‘The Coca-Cola Care-A-Van’ in the Philippines, Coca-Cola aims to takeover over forty food fests in different parts of the country, with the goal of bringing communities around the Philippines together for festive cheer.

Coca-Cola Philippines officially kicked off this year's campaign Christmas Always Finds Its Way, a campaign that celebrates the power of Christmas to find its way no matter what, in helping us navigate all obstacles to get together and share meals and stories during the festive season. The campaign is centered around the Care-A-Van Community Takeovers, which was launched at Greenfield District last December 3, 2022, headlined by Coke Studio Artist ALAMAT, games, and Coca-Cola products. The Care-A-Van will hold stops at 41 other food fests nationwide to bring the magic of Christmas closer to communities.

The first Coca-Cola Care-A-Van Community Takeover was in Pasig City’s Greenfield District on December 3, 2022. With a jolly Santa Claus holding a bottle of Coca-Cola painted on its body, the iconic truck welcomed guests and served as a photo wall for taking festive photos. Food tents surrounding the venue also provided meals and Coca-Cola products to be enjoyed during the program. A dynamic performance by Coke Studio artist and rising P-Pop group ALAMAT, raffle draws, games, and other activities also contributed to the lively atmosphere.

Coca-Cola continues to not only refresh people with delicious drinks, but to also refresh communities. In partnership with the Ronald McDonald House of Charities Philippines, the Coca-Cola Care-A-Van Community Takeover will make a stop at Sitio Pintor, Rizal to host a Christmas party and give away meals and Coca-Cola products to 100 underserved families—bringing the spirit of Christmas to whoever needs it.

Lastly, the digital experience will continue as Coca-Cola launches “Call from Santa” web platform that will be available on iOS, Android, Win, and Mac. Filipinos can also access the platform by scanning a QR code in select Coca-Cola bottles. Anyone who wishes to send a surprise to their loved ones can request a personalized video message from Santa. With the Philippines being one of the largest diasporas globally, the platform is a welcome initiative, especially for those who are out of the country.

“We all know how special Christmas is to Filipinos, but we also recognize that there are many out there who can’t be home during the holiday season due to various circumstances or obligations, even as they yearn to be among their loved ones to celebrate a Christmas meal,” said Tony del Rosario, President of Coca-Cola Philippines and Vice President for the East Franchise Operations of Coca-Cola ASEAN and South Pacific. “Since they cannot be with their family and friends, we at Coca-Cola want to find a way to help them enjoy Christmas and experience the magic of the season.”

Indeed, Christmas this year will still be festive, especially for those with impossible journeys, as Coca-Cola helps find ways to bring Filipinos together and remind us that the festivities lie in the moments we share with our loved ones.

To learn more about Coca-Cola, visit us at coca-cola.com.ph or follow us on Facebook, Instagram, YouTube, and Twitter.

Coca-Cola celebrates a successful decade of empowering 250,000 women entrepreneurs in the Philippines

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The company’s women economic empowerment programs have reached every region and province of the Philippines

Coca-Cola believes that improving women’s economic conditions enables the creation of more empowered communities. In 2010, the beverage company made a global commitment to empower 5 million women across its value chain by 2020. Today, on International Women’s Day, Coca-Cola announced that it has surpassed its global goal, enabling more than 6 million women through 318 programs across 100 countries. Here in the Philippines, Coca-Cola announced that it has successfully supported the economic empowerment of about 250,000 women retailers all over the Philippines—this represents 21% of the total universe of small sari-sari store owners in the country.

Coca-Cola Philippines iSTAR MoA Signing :

Last October 2020, Coca-Cola Philippines and Technical Education and Skills Development Authority (TESDA) launched the STAR program’s digital roadmap, iSTAR. With this program, Coca-Cola Philippines is expected to reach more Filipinos to become economically empowered as entrepreneurs.

“Through this program over the last decade, we’ve seen women creating a ripple effect of change. As we move forward in this new decade, we will continue our commitment to fostering gender equality and support women as they challenge the barriers and the Kababae Mong Tao (Unlady-like) narratives in our society,” says Tony del Rosario, president of Coca-Cola Philippines and vice president for franchise operations of the East Region for Coca-Cola ASEAN and South Pacific. “This is good for society, good for business, and good for socio-economic progress.”

Coca-Cola Philippines ReSTART Program

An additional PHP27 million fund targets to help additional 5,000 micro-retailers through Coca-Cola ReSTART program. This program aims to provide financial support and educational resources to help and educate micro-retailers on how to safely operate in times of pandemic.

A decade ago, the Philippines was selected as one of a handful of global lead markets to pilot the 5by20 initiative. Realizing that the full potential of women can only be achieved by investing and creating an enabling environment where women can succeed, Coca-Cola Philippines has made incredible strides in empowering and advancing women across its value chain. Over the last decade, the 5by20 program has reached all 17 regions and 81 provinces of the country, which includes sari-sari store owners, carinderia owners, repatriated OFWs, artisan women, and women in operations. For those in Coca-Cola’s external value chain, the company provides business skills training, financial services, and peer mentoring support.

Coca-Cola Philippines OFW RISE Program

Through Coca-Cola Philippines’ OFW Re-Integration through Skills and Entrepreneurship Program or OFW RISE, 10,000 returning OFWs can make their dream of having their own business and staying with their family come true. Currently, 2,743 OFWs are enrolled in the program.

Women as the best investment to spur economic growth

The journey of Coca-Cola towards women economic empowerment here in the Philippines started in 2011 with the pilot program of the 5by20 Sari-Sari Stores Training and Access to Resources (STAR) Program. In partnership with the Technical Education and Skills Development Authority (TESDA), the STAR program for the past decade and until today helps women overcome barriers to achieving their full potential.

Globally-referenced as a case study on effective business-sustainability initiatives and identified as one of the country’s first business training modules that provides Gender Sensitivity Training, the STAR program continues to emphasize the critical role women play in their families and communities, at the same time, in fostering economic growth.

A 2020 report of the program’s impact revealed that 97% of the women participants found the women economic programs beneficial in their business management.

“Coca-Cola Philippines wouldn’t be where it is today without the strategic role that women play as a key pillar of our business success,” says Jonah de Lumen-Pernia, public affairs and sustainability director of Coca-Cola Philippines. “Supporting women and small retailers will always be a priority for us. When women are empowered, their valuable contribution is not only seen within their families nor in the communities; but in the vibrancy of the economy as well.”

Since its inception, Coca-Cola has built many partnerships and engagements anchored in women’s economic empowerment. The STAR Program has evolved into several other initiatives in response to the prevailing needs of women and sub-sectors—working closely with various government agencies, civil society organizations, and micro-finance institutions. To date, the STAR Program has expanded to sub-initiatives such as iSTAR, STAR Ka-Asenso, ReSTART, Women Artisans of Tondo, PASCO, STAR Rebuild, Women REACH, and OFW Rise, which continue to advance the gender equality agenda.

Coca-Cola and women towards a better shared future

Even after a decade of active participation in the sphere of women empowerment, Coca-Cola Philippines understands that supporting women and communities continues to be essential for economies to thrive into the next decade and beyond.

“Since last year, we have pivoted some of our women economic initiatives to support small retailers in restarting and recovering through the pandemic,” del Rosario further added. “Though we have surpassed our 2020 goal here in the Philippines and globally, the story of resilience and empowerment will continue, and we remain committed to helping women and communities thrive in line with our purpose of refreshing the world and making a difference,” he concluded.

The initiatives of Coca-Cola Philippines have produced positive results and unlocked the full economic potential of women through the support of like-minded organizations from the government: TESDA, Department of Labor and Employment (DOLE) – OWWA & NRCO, the Philippine Trade Training Center (PTTC) – an attached agency of the Department of Trade and Industry (DTI), and the Local Government Units (LGUs); civil-society organizations: Small Business Corporations, and USAID; and micro-finance institutions: Tagum City Council of Women (TCCWI), the Negros Women for Tomorrow Foundation (NWTF), First Community Cooperative (FICCO), Alalay Sa Kaunlaran, Inc. (ASKI), and ASA Philippines.

To learn more about the women economic empowerment vision of Coca-Cola, visit https://www.coca-colacompany.com/shared-future/women-empowerment. #

About Coca-Cola in the Philippines

Coca-Cola has been refreshing Filipinos and making a difference in the Philippines for 109 years. The Philippines was Coca-Cola’s first market in Asia to begin local bottling operations. Today, the Coca-Cola system in the Philippines has evolved into a total beverage company, offering a diverse portfolio of brands in its beverage portfolio and employing over 15,000 Filipinos in over 19 manufacturing facilities and more than 60 distribution centers nationwide. As part of its long-standing commitment to the country, Coca-Cola continues to #GOBEYONDGOOD as a business by continuously supporting safe water access programs in over 250 communities, empowering around 250,000 women entrepreneurs through training and peer mentoring, and accelerating packaging collection and recycling under its global World Without Waste initiative