More than 100 Filipino entrepreneurs are a step closer to becoming potential suppliers of fast-food giant Jollibee following a special training organized by the Department of Trade and Industry which aims to turn small businesses into stable enterprises by connecting them to a major market.
A total of 106 owners of micro, small, and medium enterprises (MSMEs) participated in the “Joy in Learning: MSME Meet and Learn,” session at the Jollibee Plaza in Ortigas Center on Wednesday, July 02. The event is a partnership between the DTI, Jollibee Foods Corporation (JFC), and Jollibee Group Foundation (JGF), where the MSMEs were given direct mentorship from Jollibee Group executives on integrating smallholder farmers and MSMEs into Jollibee’s supply chain and helping them succeed in both business-to-business and business-to-consumer growth models.
“This program is not just about upskilling our MSMEs. It’s about enabling livelihood. By equipping entrepreneurs with the tools, knowledge, and network to become part of established value chains like Jollibee’s, we help them create sustainable income under the Bagong Pilipinas,” said DTI Secretary Cristina A. Roque.
The trade chief also encouraged the participating MSMEs to take advantage of DTI programs being made available to them that would help their businesses grow as well.
“To our MSMEs, keep learning, keep growing, and keep moving forward. Don’t let challenges bring you down—there is always light at the end of the tunnel. Kung kaya ng iba, kaya n’yo rin (If others can do it, so can you.),” Secretary Roque added.
The “Joy in Learning” is a regular joint initiative which directly supports Secretary Roque’s five-point MSME agenda: Digitalization and AI, Diversification, Financing, Franchising, and Mentoring and Learning.
Since its pilot run, the program has expanded beyond the agriculture and food sector to include MSMEs from the construction and packaging industries.
“DTI will actively work with Jollibee in tracking the progress of our MSME participants. We want to see real outcomes, expanded markets, increased sales, streamlined operations, and even future partnerships with companies like Jollibee,” said DTI Undersecretary for Regional Operations Group Blesila Lantayona.
DTI and Jollibee Group said they will jointly monitor the progress of participating MSMEs to ensure that the training will turn into real business gains, aligned with the Magna Carta for MSMEs (RA 9501), which calls for stronger public-private partnerships.
