Big enterprises have a responsibility to help micro, small, and medium enterprises (MSMEs) move up the value chain, according to Department of Trade and Industry (DTI) Secretary Cristina Roque.
Roque emphasized this during the formal signing of a memorandum of understanding (MOU) between the DTI, Jollibee Foods Corporation (JFC), and the Jollibee Group Foundation (JGF).
Through the MOU, the three parties launched “Joy in Learning: MSMEs Meet and Learn,” a capability-building initiative to upgrade, upsize, and upskill MSMEs’ business fundamentals and enhance their access to markets and supply chains.
“In Bagong Pilipinas, no one is left behind. Our MSMEs are the lifeblood of our communities, and they deserve not just encouragement—but real opportunities to thrive,” the trade chief stressed.
“We are turning words into action by bringing government and industry together to uplift small businesses with the knowledge and tools they need to grow.”
“Today, we are turning words into action by bringing government and industry together to uplift small businesses with the knowledge and tools they need to grow,” the trade head added.
The MOU features a collaborative endeavor where JFC and JGF will host a half-day learning session for DTI-assisted MSMEs in July. This session will leverage JFC and JGF’s expertise to support the DTI’s mandate to promote and develop MSMEs, recognizing their crucial role in the Philippine economy.
Under the MOU, Jollibee and JGF will be responsible for the program design, venue, meals, and the issuance (jointly with the DTI) of certificates of participation. On its part, the DTI will identify and invite MSME participants, coordinate with Jollibee, and conduct post-learning session monitoring.
“This partnership is not only a model of public-private collaboration. It directly supports the provisions of the Republic Act 9501 or the Magna Carta for MSMEs by fostering entrepreneurship, building capacities, and creating vital linkages,” Undersecretary Blesila Lantayona of DTI-Regional Operations Group explained.
The partnership aligns with the Marcos Administration’s push for inclusive growth and enterprise resilience under the “Bagong Pilipinas” agenda. Roque noted that fostering MSME development is not solely the role of government but a shared responsibility that includes large private sector players.
“We are opening doors—so you don’t have to walk this path alone. We are here to walk with you.”
“I know how hard our entrepreneurs work every single day. You carry dreams not just for your families, but for your communities,” she said. “This is why we are opening doors—so you don’t have to walk this path alone. We are here to walk with you.”
“To our MSMEs: let this be your moment. Use this partnership. Learn from it. Grow through it. Your success is our country’s strength,” she added.
The MOU was signed by Roque, representing the DTI. JFC Philippines CEO and Jollibee Global Head Joseph Tanbuntiong and JGF President Ma. Gisela Tiongson signed on behalf of the Jollibee Group. Senior officials from all three organizations attended the ceremony.
