BizListing
‘Coffee for Peace’ enables Filipinos to build peace with coffee
Because at the heart of CFP’s operations is training farmers on coffee processing to develop skills to produce high-quality coffee beans. CFP provides knowledge on the market for farmers to understand what consumers want in coffee, and the value of what they do for awareness on fairer trade pricing.
What if every Filipino, no matter where they’re based in the country, can be a “force for good” simply by sticking to routine—like, say, enjoying their morning cup of coffee?
Davao-based Coffee for Peace (CFP) proves this can be the case as its CEO and co-founder Felicitas “Joji” B. Pantoja confirms that they are a growing community of farmers and business owners practicing and advocating inclusive development principles in the coffee industry. Social entrepreneurship is their business approach to achieve justice and harmony in society and environment.
“As a reputable processor for good beans and an experienced roastery, CFP means business continuity for business owners but equally: support for farming communities. CFP even gives buyers the option to create their own brand under a MOA where 10% of very kilo sold goes back to farmers,” says J. Pantoja.
Where does the customer from Luzon or Visayas ordering through the online shop fit into the peace building in Mindanao? “CFP by design allocates 25% of its net profit for its Peace and Reconciliation Teams, composed of volunteers from conflict-affected areas and international volunteers. They are trained in inter-faith dialogue, cross-cultural comms, trauma healing, relief and medical operations,” says J. Pantoja.
Because at the heart of CFP’s operations is training farmers on coffee processing to develop skills to produce high-quality coffee beans. CFP provides knowledge on the market for farmers to understand what consumers want in coffee, and the value of what they do for awareness on fairer trade pricing. “We want farmers to be confident about the business side of farming, understand their market, correctly price and inspire the next generation to be farmpreneurs too,” says J. Pantoja.
Once the training is complete, CFP offers to partner communities post-harvest services at cost such as: coffee pulping, coffee dehulling, and coffee drying. Coffee for Peace also offers to partner-farmers and those who buy from them shared services such as: toll roasting, packaging, label design, and photography. The training result is a higher quality coffee product produced by a community in the Philippines.
Nurturing grassroots ‘farmerpreneurs’
At the Philippine Coffee Quality Competition, the top five awards went to Specialty Arabica coffee farmers from Davao del Sur. For jury member Byron Pantoja, CFP VP for operations, this indicates “farmers taking ownership of their craft as producers of some of the best coffee in the Philippines. We need to give more farmers the freedom, knowledge, and opportunity to innovate their coffee processes based on the demands of the market and the limitations of their land. That sense of ownership over what they do is what’s going to make them the best.”
Nurturing community ‘farmerpreneurs’ and realizing the country’s potential for premium to specialty coffee go hand in hand. J. Pantoja says, “Only 25% of the country’s 111M population is served by Filipino coffee farmers. Local cafes are challenged in sourcing good beans. We partner with DTI on bridging gaps such as training, equipment and drying space but getting to a scale that boosts our national reputation as a good coffee producer will take time. From 2,000 kilos at start, we are now at 32,000 kilos and encouraged to continue.”
Coffee for Peace has trained close to 880 farming families from different parts of our country, representing 13 tribes, including some Muslim areas. “Our model is to create our own competitors by giving them the secrets to making good coffee. We want to groom ‘farmerpreneurs’ who are also skilled in coffee tasting, financial management and conflict resolution. We want barista interns to dream of having their own coffee kiosks. For every kilo of coffee, one can make 140 cups of 6 ounces, and a barista in Davao nets 5K a day with his own coffee cart. The same can be done anywhere in the Philippines. Imagine if every region’s farmers had their own pop-up café or coffee cart, neighborhoods will also be educated to buy local,” says J. Pantoja.
“Premium specialty coffee from the Philippines” requires a mindset change that’s supported by the fact that local coffee has scored 80% special quality standard, points out Pantoja. A member of the National Coffee Council, she spoke about the need to streamline various resources from government policy and services and link these to smallholder farmers. “We want every island to join the national movement within the coffee industry to raise the level of coffee quality. Grassroots farmers also mean less carbon footprint for supplying the coffee locals want. We’ve gone to uplands to help a micro-lot owner assess the possibility of coffee farming. We’ve also linked roasters, who used to order coffee from us, straight to the farming community.”
Coffee and PH culture
Coffee is innate in the Filipino culture. “When we visit high-conflict communities, coffee served from a palayok is good quality. When I brought a sample to Canada where I used to live, the roasters said there was potential for premium quality to specialty. But we can only produce limited quantities. Opening opportunities for our farmers drove me to collaborate—inspire baristas to educate customers, get roasters to work with traders who source from farmer,” said J. Pantoja.
Operating for 13 years now, Coffee of Peace started with peacebuilding work. “Coffee is the vehicle but the ‘product’ is peace. In our peacebuilding work in Maguindanao, Basilan, and Sulu, we saw that coffee makes Moslem and Christians sit together and dialogue to settle conflict. In our environmental work, we saw that Arabica trees are included in our national greening program. Giving life back to forests also give locals a new, sustainable means of livelihood. I tell farmers: ‘You don’t have to go to the city, the buyers will come to see protected forest.’ We also advise farmers to get to know their customers, then the process follows,” said J. Pantoja.
As a case, Korean buyers came to Davao looking for fine Robusta. Local farmers have since expanded to Robusta. Explains B. Pantoja, “While specialty Arabica has fruity flavors like blueberries and strawberry, fine Robusta has a super smooth, full-bodied chocolatey taste like black tea.”
This distinction in tastes can be a strength of the Philippines as a group of islands since, explains J. Pantoja, we can’t compete with the land mass and harvest volumes of Vietnam, Brazil or Colombia, and we can’t produce for large coffee chains. “Instead, our edge is premium specialty coffee, with micro-lot orders of 1 to 2 tons that are of a quality and fetch a good price. Each island can produce a different taste profile depending on soil and fauna of that area. Arabica alone has 3,500 subvarieties, while Robusta has 2,400 subvarieties. The higher, the elevation, the sweeter the coffee.” The growing community of coffee champions and curiosity of millennials can only drive excitement over developing Philippine variants that are also ‘Just’ coffee of the social-justice kind.
For more information, visit www.coffeeforpeace.com and peacebuilderscommunity.org. Follow Coffee for Peace at www.facebook.com/coffeeforpeace.
BizListing
Introducing Triloueva, the Filipino footwear brand making a mark
Home-grown Filipino shoe brand, Triloueva, offers trendy and comfortable footwear crafted from materials like vegan leather, locally sourced fabric, and exquisite wooden heels.
Consumers have become increasingly conscious of their impact on the environment. This shift is particularly evident in the fashion industry, where consumers increasingly seek sustainably produced and ethically sourced products. Home-grown Filipino shoe brand, Triloueva, offers trendy and comfortable footwear crafted from materials like vegan leather, locally sourced fabric, and exquisite wooden heels.
Triloueva, a portmanteau of its founder’s name, TRIna LOUisse EVAngelista, began its journey in 2014 with a minimal capital of only PHP5,000. Trina was determined to start a business that would solve her personal struggle: the quest for the perfect footwear for her size 10 feet without breaking the bank or compromising on style.
Sole Searching
Trina is very hands-on when it comes to managing all aspects of her business—from design and branding to advertising her products on social media and burning the midnight oil packing orders for delivery to customers. She also faced the challenges of sourcing suppliers willing to accommodate small orders while maintaining stringent quality standards. This led to her collaboration with the skilled artisans of Marikina, a city known best for the craft of shoemaking. Operating solely with the support of her immediate family, Trina launched her own online footwear business, attracting young professionals seeking a blend of sustainable and affordable work and business casual shoes. Her marketing strategy artfully straddled the line, presenting Triloueva shoes as luxurious yet reasonably priced.
The Triloeuva Trademark
What distinguishes Triloueva from other footwear brands is that Trina embodies the customer mindset herself. “I personally test each and every product to make sure I am satisfied enough for them to go into mass production,” Trina proudly shared. “My regular clients are a crucial part of my brand. I am always all ears for any input they have on my products. I even adapt some of their names for various shoe styles. By doing this, I want them to feel that they are a significant part of the brand, which then leads to their continuous support for Triloueva.”
The average lifecycle for Triloueva shoes is 3 to 5 years, a testament to the quintessential craftsmanship of the artisans Trina collaborates with. The brand gained popularity over time thanks to its top-notch quality and fresh designs.
When the pandemic hit, the brand skyrocketed in popularity as Filipino celebrities and influencers rallied behind local labels like Triloueva. Today, Triloueva products are not just sold online but are also available at major shopping malls in Manila and Alabang.
Going Global
With the ascent of Triloueva’s popularity, they started receiving orders from abroad. This made Trina realize the importance of collaborating with a reliable logistics provider that would prove vital to the success of her company’s operations. “For the past years, I’ve received requests from customers asking me to ship abroad but I had a hard time figuring out the logistics of doing it. When I turned to FedEx for support, I was pleasantly surprised how they were able to activate my corporate account within 24 hours. Since then, FedEx has helped elevate my brand to the next level by opening up more opportunities to ship our products to customers worldwide with utmost convenience,” Trina said.
As a strong supporter of small and medium-sized businesses (SMEs) in the Philippines, FedEx takes pride in offering a robust platform for local entrepreneurs to venture into international markets. With a vast network serving over 220 countries and territories, FedEx empowers SMEs like Triloueva to amplify their global presence. Trina lauds FedEx for its convenient booking, pickup, tracking, and payment processes. “Since I am constantly juggling time between my side hustle and a day job, the convenience and flexibility of using FedEx services has provided great relief for me when needed to manage tedious tasks, giving me more time to focus on my work and business,” added Trina.
The Future of Fashion
Having built a solid name in the fashion world, Trina is even more motivated to expand her business beyond shoes. She envisions a boutique featuring diverse accessories and apparel and dreams of innovating Triloueva’s product line, contemplating the inclusion of unique heel designs through international collaborations with renowned fashion designers. Moreover, Trina is determined to expand her brand’s e-commerce presence and eventually conquer the Asian market.
For aspiring entrepreneurs, Trina’s advice is, “Do not force yourself to keep up with trends.” Amidst competitors shifting their manufacturing hubs for quick sales, she champions quality over fleeting trends.
Discover more inspiring stories from entrepreneurs across Asia Pacific and how FedEx supports SMEs at FedEx Business Insights.
BizListing
Casi’s Mushroom Chicharon taps TikTok Shop to grow business
Casi’s Mushroom Chicharon was founded by Josemartin Casillano during a challenging time, following a significant medical expense. Starting as a side project, Casillano’s commitment and hard work led to the rapid growth of his business.
BizListing
How Linya-Linya and Common Room’s financial missteps’ turned into business successes
Retail shop owners Jim Bacarro of Linya-linya and sisters Roma and Maan Agsalud of Common Room shared in RCBC Boz Sessions that they had to learn it the hard way.
Introducing Triloueva, the Filipino footwear brand making a mark
Tweak pitches based on how innovative an idea is
Companies in strategic alliances get better access to financing, more desirable terms
To promote your brand, stop hiring rogue social media influencers
Want to attract clothes buyers? Use size-inclusive model photos
Casi’s Mushroom Chicharon taps TikTok Shop to grow business
Should celebrities and influencers turn off their social media comments? Study suggests they are less persuasive, likable when they do
When consumers feel intimidated by too many features in a product, highlight their user-friendliness
Casi’s Mushroom Chicharon taps TikTok Shop to grow business
Should celebrities and influencers turn off their social media comments? Study suggests they are less persuasive, likable when they do
Marketing people, pay attention: Scent sells, and the right picture titillates both eyes and nose
When consumers feel intimidated by too many features in a product, highlight their user-friendliness
To promote your brand, stop hiring rogue social media influencers
Introducing Triloueva, the Filipino footwear brand making a mark
Want to attract clothes buyers? Use size-inclusive model photos
Companies in strategic alliances get better access to financing, more desirable terms
-
BizListing2 weeks agoCasi’s Mushroom Chicharon taps TikTok Shop to grow business
-
BizNews2 weeks agoShould celebrities and influencers turn off their social media comments? Study suggests they are less persuasive, likable when they do
-
Strategies2 weeks agoMarketing people, pay attention: Scent sells, and the right picture titillates both eyes and nose
-
BizNews2 weeks agoWhen consumers feel intimidated by too many features in a product, highlight their user-friendliness
-
BizNews2 weeks agoTo promote your brand, stop hiring rogue social media influencers
-
BizListing1 week agoIntroducing Triloueva, the Filipino footwear brand making a mark
-
BizNews2 weeks agoWant to attract clothes buyers? Use size-inclusive model photos
-
BizNews2 weeks agoCompanies in strategic alliances get better access to financing, more desirable terms