PFA to Craft Programs to Raise Competitiveness of its Members


The Philippine Franchise Association (PFA), headed by PFA president Yvette Pardo-Orbeta, welcomed new members to its fold during its first general membership meeting (GMM) for 2013 held recently at the Crowne Plaza Galleria Manila. During the said event, Ms. Orbeta also called for the raising of the competitiveness of the sector as it expects new challenges as well as opportunities that will be ushered in due to the country’s fast-growing economy and the looming ASEAN economic integration in 2015. During her speech, Ms. Orbeta revealed that PFA will craft and implement programs that will carefully consider the various needs of its members, which come from the micro to large, both homegrown and international. “These programs will cover the entire spectrum of business – from logistics to marketing; from operations to branding; from product development to human resource management and other concerns of the franchising sector in the country,” said Ms. Orbeta. “Raising competitiveness should be our battle cry.”

But before these will be implemented, a foundational program on good corporate governance will have to be implemented. “We have seen how the competitiveness of the Philippines grew by more than 20 points mainly driven by the index of good governance and transparency. It is clear that good governance is good for business,” Ms. Orbeta explained.

“With the growing optimism of the economy, plus the impending ASEAN economic integration, we can expect an influx of international franchise players in the coming years. Raising competitiveness is, therefore, a priority for the sector not only in terms of business operations but also in business ethics,” she stressed.

PFA members mainly comprise franchisors – both homegrown and foreign – but it also accepts suppliers as allied services members. The newest franchisor-members were: Ultra Mega Supermarket and Re/Max Philippines, a real estate company.

The latest PFA members in the allied services, meanwhile, were: Aqualipure, a provided of water systems and equipment; Philippine Explorer, a travel agency; F&A Hub, an accounting and auditing firm; CT Concepts Enterprise, a food equipment supplier and Global-Link, an event organizer.

Photo shows the new PFA members (left to right, back row) Philippine Explorer represented by Ms. Joan Grace Aquino, franchise manager (2nd from left); F&A Hub, represented by Ms. Evelyn Enriquez, president (3rd from left); Re/Max Philippines, represented by Mr. Jaime Navarro, business development consultant (4th from left); Ultra Mega Multi Sales, represented by Mr. Filbert See, franchise officer (5th from left) and CT Concepts Enterprises, represented by Carl Jeffrey S. Tan, General Manager (6th from left). Joining the new members were members of the PFA board of trustees and officers, (back row, first from left) Ms. Lin Deres (Goldilocks), VP-Membership Recruitment and Benefits; (front row, left to right) Ms. Siu Ping Par (PR Gaz Haus), Director for NCR; Ms. Bing Sibal-Limjoco (Francorp Phils), Vice Chairman; Ms. Rebecca Bucad (K2 Drug), Director for North Luzon; Ms. Yvette Pardo-Orbeta (Wendy’s), President; Atty. Leo Dominguez (Dominguez Consultancy), VP-Legal Affairs; Mr. Les Reyes (Reyes Haircutter), VP-CSR; Atty. Ferdinand Negre (BNU IP Lawyers), Corporate Secretary; and Mr. Robert Trota (Max’s Restaurant), Chairman.

PFA is the pioneer and the only internationally-recognized franchise association. It is now on its 18th year as voice of Philippine franchising. For inquiries, call 687-0365 to 67 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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