Entrepreneur of the year - Cecilio Pedro

If there is an entrepreneur who does not have the word "loss" in his vocabulary because he believes that anything and everything can be an opportunity, it is Lamoiyan CEO Cecilio K. Pedro. Further, he has shown how an opportunity can transform into one's lifework.

In the late 1970s, Pedro’s Aluminum Containers, Inc. stood as the major supplier of aluminum collapsible toothpaste tubes to Colgate-Palmolive and the Philippine Refining Company (PRC). Aluminum Containers, Inc. enjoyed profit growth due to the increasing demand from the country’s leading toothpaste manufacturers.

However, in 1985, these companies began using plastic laminated tubes. Although this caused Pedro to close his factory, he realized his old equipment could still be put to good use. Two years later, he reopened his factory as Lamoiyan Corporation, now known as the manufacturer of toothpaste brands Hapee and Kutitap. Lamoiyan is the Cantonese name of his late grandmother – the first Christian in their family – and who remains his inspiration to this day.

Cecilio Pedro poses with the Socially Responsible Entrepreneur Of The Year award presenters Mr. Alfredo M. Velayo, Chairman Emeritus of the SGV Foundation; and Ms. Doris Magsaysay Ho, 2003 Socially Responsible Entrepreneur

With perseverance and effective advertising, and by selling his product at a price 30% lower than the leading brands, Pedro succeeded in making Hapee the No. 3 toothpaste brand in the country.

While enjoying the success of being the first Filipino to ever penetrate the toothpaste market that has been dominated by multinational companies, Pedro has chosen to use his entrepreneurial skills to help provide opportunities to others. A staunch advocate of the hearing impaired, Pedro helps provide free college education to at least 200 deaf-mute students through the Deaf Evangelistic Alliance Foundation, Inc. (DEAF), which he currently chairs. Pedro also employs over 30 deaf-mute staff in his company, and helps provide them with free housing. To narrow the communication gap between his hearing-impaired and hearing personnel, Pedro has also required his managers to learn sign language.Of these three aspects, Pedro puts a premium on creating means by which his people can grow spiritually. His company holds regular Bible studies and prayer meetings to help make food for the soul. Their singular corporate motto is “To make a difference for the Glory of God.”