The phenomenal Dr. Cecilio K. Pedro, whose Lamoiyan Corp. is known by the toothpaste Hapee (among others), celebrated his 70th birthday at the Reception Hall of the Philippine International Convention Center (PICC) last week with a special performance: he sang the ballad “I Believe.”
Founder of the first Filipino company to succeed in penetrating the local toothpaste industry long dominated by multinationals with the Hapee brand, Cecilio has led Lamoiyan since March 1988 driven by hard work and faith — in God and the Filipino people.
The Reception Hall was festooned not just by balloons and plant arrangements, but by blown-up renditions of biblical verses.
Even the stage had a biblical verse from Isaiah Psalms 105:1 as backdrop: “Give thanks to the Lord, proclaim his greatness; tell all the nations what he has done.”
A devout Christian, he chairs the board of the Deaf Evangelistic Alliance Foundation, Inc. (DEAF), which helps the hearing-impaired with employment and skills training. DEAF provides free college education to at least 200 deaf-mute students, and has established several centers throughout the country that teach some 1,000 students sign language. Lamoiyan is committed to providing employment and housing to 30 disabled students who graduate from high school every year. Cecilio supports DEAF not just with his time but with his treasure.
Pastor Peter Tan Chi was the guest speaker, and Kuh Ledesma serenaded some 700 guests, who included Cecilio’s Ateneo classmates (including his good friend restaurateur and wine connoisseur Oscar Ong and my husband Ed Ramirez).
The story of Cecilio’s rise to the top has never failed to amaze me. In the ‘70s, his Aluminum Containers, Inc. was the major supplier of aluminum collapsible toothpaste tubes to multinationals. The companies began to use plastic laminated tubes instead of aluminum collapsible tubes leaving Cecilio, now the president of the Filipino Chinese Chamber of Commerce and Industry, with a stockpile of aluminum tubes. Cecilio, reluctant to dispose of the factory’s equipment, decided to reopen his factory as Lamoiyan Corp., the first Filipino company to penetrate the toothpaste industry in the Philippines.
With less than 20 employees at the time, Lamoiyan produced world-class brands Hapee and Kutitap at affordable prices. Lamoiyan grew and sponsored the 1988 Philippine Olympic Delegation. In the ‘90s, Lamoiyan garnered several awards such as “Most Outstanding Toothpaste Manufacturer” (1990, 1993, 1995, 1996, 1997 and 2002), TOYM for Business Leadership (1991), Company of the Year by Agora Awards (1992), Apolinario Mabini Award for Employer of the Year (1993), and Most Outstanding Program for Equal Employment (1993). In 2004, the company expanded its business to China, Vietnam and Indonesia. In 2012, Hapee toothpaste was exported to the Middle East, Papua New Guinea, Russia and Hong Kong.
He told The STAR in an earlier interview about the setback that turned his life around — when he lost his two top clients and decided to strike out on his own.
“Maybe it’s what God wanted me to do here in the Philippines. I told Him, “You closed down my factory, maybe you want me to produce.” That started my dream of making my own toothpaste to compete with the giants.”
During the company’s 34th anniversary last year, he said, “When the whole world was shaken by COVID-19, God remained faithful. And He remains faithful today. With Him we are certain our tomorrow is bright and the sun will definitely shine again after the rain. To my Lamoiyan family, as we move forward to another 34 years and more, always remember the only fear we should have in our hearts is the Fear of the Lord — for it will fuel us through all things. And will strengthen us at all times. To God be the glory and honor always!”
During his 70th birthday party, which he celebrated with his wife Irene and son Joel and his family by his side, Cecilio said that his faith has made him find “joy even in times of difficulties.”
With faith and family, we know what Dr. Cecilio K. Pedro’s secret to “Hapeeness” is.
Not just for tourists
Chef Jereme Leung of Conrad’s renowned China Blue restaurant at the Conrad Manila flew to Manila recently, hand-carrying some prized secret ingredients (only those that are allowed by Customs, of course).
It was for China Blue’s seventh anniversary and for its “Legendary Chefs” series. His special menu will be available till the end of July.
Before the multi-course lunch, the star of which was the “merry fruit” that was used to flavor the soup (double-boiled merry fruit peach gum, sea cucumber, black chicken dumpling dry moon clam and matsutake mushroom) even further, he bared the secret ingredient to China Blue’s success. And it’s not just the merry fruit.
“I really think in any restaurant, it is really not about the food — every property would have something to say, “We are the best, we are the best.” But I think the testament is really from the local clientele that supports you strongly every day. So to be able to be working in a restaurant, that is always full over lunch, always packed for dinner, they’re always waiting for seats, that is success. And most of the guests, more importantly, are not tourists, because if you run a tourist place, that is going to be one place that is the first one to go when something happens. So we are here — we have come up even stronger, with the support of the team.”
(You may e-mail me at joanneraeramirez@yahoo.com. Follow me on Instagram @joanneraeramirez.)