Cesar's promise of change

Zamboanga City, Philippines – His life is not just focused on make believe. Away from the glaring klieg lights and grinding cameras, Cesar Montano thinks about initiating change.

But what could an actor like him possibly do? A lot. Cesar initially took the step in saving the coral reefs through the 1999 movie Muro-Ami, depicting how some fishermen resort to dynamite fishing for a bigger catch, unaware of reef destruction caused by illegal fishing methods. It sparked awareness among concerned groups and started building artificial reefs under the sea.

Cesar is running for governor in the province.

“Education and agriculture,” Cesar replied when asked why.

“Farmers need help because they are into organic farming at grabe ang importation ng bigas na binebenta ng mura at di nare-regulate.” He also finds the educational system in the province should be improved.

 “You remember the cassava food poisoning incident? I visited the school where the incident took place. The desks were parang driftwood ang hitsura. It’s not just about the poisoning but the poor educational support.”

Even as he takes everything concerning Bohol to heart, Cesar is also into something that literally promotes the heart.

Mega Sardines has tapped Cesar to promote the brand, whose omega 3 content makes it good for the heart.

“His totality as a person defines our brand. He can go along with all types of people without any hitch,” VP for sales and marketing Mark Tiu Lim says during Cesar and entertainment writers’ visit to the sardines plant here.

Mega Sardines is a brand accredited by the European Union, a HACCP compliant and USFDA approved. It has also received a number of awards for its outstanding quality.

With the same goal of giving only the best, Cesar and Mega Sardines are perfect partners.

But will Cesar turn his back on showbiz if and when he becomes governor?

“No, showbiz is a big help because it can always be an avenue to promote tourism. One good example is Panaghoy sa Suba which was able to promote Bohol, tuwang-tuwa ang mga turista sa Loboc River.”

Cesar, together with directors Maryo de los Reyes and Chito Roño, plan to create a small international filmfest in the province and invite 10 countries to participate.

“So definitely I will never stop being an actor,” he said.