Commits to Help Restore the Country’s Mangrove Ecosystem

Employee Volunteerism. Employees from Jollibee North Luzon District 1 participate in a mangrove tree planting project in Alaminos City, Pangasinan.

MANILA, Philippines. – The Jollibee Foods Corporation (JFC) continues to drive change through its corporate social responsibility arm, the Jollibee Group Foundation, Inc. (JGF), as it spearheaded a mangrove reforestation program with a string of tree-planting activities held in three coastal provinces.

Close to 4,000 mangrove trees have been planted by JFC employees: 2,250 mangrove propagules along the coastlines of Alaminos, Pangasinan and Carmen, Cebu; and 1,700 seedlings in Lemery, Batangas. 

JGF President Gisela Tiongson emphasized that the reforestation initiative is part of JFC’s increased efforts to advance its global sustainability agenda called Joy for Tomorrow in line with the objective under the Planet pillar to help treat the planet responsibly.

“JFC’s 45th anniversary last year marked a special milestone that inspired us to step up our effort in creating value for our stakeholders and in giving back to the environment,” said Tiongson. “Through this mangrove reforestation program, we aim to help restore the mangrove ecosystem and build a more resilient future for our fellow Filipinos living in coastal communities.” 

Strengthening collaboration 

JGF has collaborated with national agencies and local community partners to ensure that the mangrove planting activities are done correctly using the right species that are planted in the right site and in the right season—all these considerations are crucial in ensuring mangrove survival and propagation.

Tiongson recognized the support provided by DENR SCIS-Strategic Alliance and Environmental Partnership Division, DENR-Environmental Management Bureau, DENR Region 7, City Environment & Natural Resources Office (CENRO) of Cebu City and Carmen, and CENRO Calaca, Batangas. “We are grateful for their assistance and for guiding us throughout the activities, as well as the People’s Organization in Cebu for the mangrove seedlings,” she said.  

Fostering employee engagement

The reforestation program was started in 2023, with over 200 employee-volunteers from Jollibee, Greenwich, Red Ribbon, Zenith Foods Corporation, and Jollibee Worldwide Services Logistics. This also formed part of the Company’s engagement program for its employees and JFC’s 45th anniversary activities.

To bolster the project, JFC’s President and CEO Ernesto Tanmantiong and JGF’s Tiongson, signed a Memorandum of Understanding with DENR Secretary Maria Antonia Yulo Loyzaga on April 19. 

Tanmantiong emphasized, “We are cognizant of the climate emergency we are in, and hence, we are taking steps to contribute to climate mitigation in the work of JGF, together with the company. To this end, we will be investing in mangrove reforestation initiatives with the help of our employee volunteers. And we will be supporting communities in mangrove management.”

Under the MOU, JGF has committed to “mobilize volunteer employees to participate in the conduct of environmental programs and activities in mangrove reforestation and extend its support to community-based mangrove protection and reforestation activities.” 

This year, JGF will also be working on establishing the project as a sustained program in a move to further broaden the skill set, experience, and knowledge of JFC employees beyond their work. To further increase the area of mangrove habitat in the country, JGF is also planning to conduct mangrove planting activities in Visayas and Mindanao under strong community management.

Other Photos:

Protecting shorelines. Last year, 212 employee volunteers participated in a string of tree-planting activities. The photo shows some Jollibee employees who volunteered planting mangrove propagules in Lemery, Batangas. 

Treating the Planet Responsibly. Zenith Foods Corporation and Red Ribbon – Mandaue City employee volunteers plant mangrove propagules in Carmen, Cebu.

To bolster its commitment to expand its Mangrove Reforestation project in 2024, Jollibee Foods Corporation and Jollibee Group Foundation has signed a Memorandum of Understanding with the Department of Environment and National Resources (DENR). Present during the signing were (L-R) Jollibee Group Foundation’s President and Executive Director Gisela Tiongson, Jollibee Foods Corporation’s President and CEO Ernesto Tanmantiong, DENR Secretary Maria Antonia Yulo Loyzaga, and Jollibee Foods Corporation’s Vice President and Head of Public Affairs, Atty. Raul Academia. 

About Jollibee Group 

Jollibee Foods Corporation (JFC, also known as Jollibee Group) is one of the fastest-growing restaurant companies in the world. Its mission is to serve great-tasting food and bring the joy of eating to everyone through its 18 brands with over 6,800 stores across 33 countries. 

The Jollibee Group has eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in certain territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership in the SuperFoods Group that owns Highlands Coffee; and 51% ownership of Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.

The Jollibee Group, through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL) owns 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. The Company also established a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. Recently, the Jollibee Group signed agreements to own 10% ownership in Botrista, a leader in the beverage technology space.  The Company also owns a 90% participating interest in Titan Dining Partners II Ltd to further grow Asia Pacific food service brands and/or bring strong global food service brands to Asia Pacific.

The Jollibee Group has launched its global sustainability agenda dubbed Joy for Tomorrow, which aims to strengthen the Company’s commitment to sustainable business practices. The agenda centers on the key pillars of Food, People, and Planet, and consists of 10 focus areas namely: food safety, food quality, nutrition & transparency, employee welfare, farmers livelihood, community support, good governance, packaging & recycling, waste reduction, and energy & water efficiency. Each focus area sets goals and initiatives that contribute and align with the United Nations Sustainable Development Goals (UN SDGs).

The Jollibee Group was named the Philippines’ Most Admired Company by the Asian Wall Street Journal for ten years. It was also honored as one of Asia’s Fab 50 Companies and among the World’s Best Employers and World’s Top Female-Friendly Companies by Forbes. The Company is also a three-time recipient of Gallup’s Exceptional Workplace Award and was recently cited in TIME’s List of the World’s Best Companies.  =

To learn more about Jollibee Group, visit www.jollibeegroup.com