Beverage Company Offers Business Opportunity for Repatriated OFWs

Carlos Manzano had been working as a company messenger in Qatar for eight years until the COVID-19 pandemic shook the trajectory of his career and, consequently, the well-being of his family. He shares that his initial plan for a short visit to his loved ones back home in the Philippines when his company carried out company-wide layoffs would turn out to be permanent.

Carlos suffered the same fate as his brother Jazz and returned to the country. Their livelihoods became casualties of the COVID19 pandemic. Now, their future and that of their families are uncertain. They are among the 180,000 overseas Filipino workers (OFW) repatriated due to the pandemic.

With determination, resilience, and unflagging hope, Carlos, Jazz, and their father Lito—who himself had been an OFW for eighteen years—set up a beverage distribution business called Naga Jac Beverages Trading in their hometown of Naga. But, as with any new business venture, the family’s optimism was tempered with anxiety over how it would all turn out—especially during such tenuous times.

During the construction of their warehouse, however, a perfect opportunity to succeed presented itself in the form of Coca-Cola’s Balik Pinas Program, which was offered to the Manzano family by Carlos Rivera, the Territory Sales Manager of Coca-Cola Beverages Philippines, Inc. (CCBPI) in Naga City.

For the Manzanos, the gesture strengthened their hopes regarding their family’s future. The support and opportunities provided by the Balik Pinas Program—the trust that they held for Coca-Cola—allowed them to restart back home, taking comfort in the knowledge that they had help.

Their business started with only 60 cases. Now, that business has grown to an average of 4,000 cases a month in just five months after they started and in the middle of pandemic. They have also invested in a multicab and a tricycle as routing units.

For the Manzanos, Balik Pinas has allowed them to continuously support their family. “Even as I left Qatar, I always envisioned that I would head back to work there. But with (the) Balik Pinas (Program) of Coca-Cola, I would say that I wouldn’t want to work anywhere else and be away from my family again,” said Carlos.

45-year-old Billy Belleza, on the other hand, was excited to head home after 20 years of working in Brunei. He voluntarily left in March 2019 to start a water-refilling station business in Naga. “I was excited to head back home. I was able to rise up from being a simple janitor to a sales manager in Brunei,” says Billy. “I had the confidence and the experience; I told myself I didn’t need to worry too much.”

Billy was among the pioneer members of the program. His business, Andre Water Station, soon became an outfit that primarily sold Coca-Cola products— and has since become one of the prominent distributors in his area after he, too, discovered the Company’s Balik Pinas Program. Billy shares his first delivery from Coca-Cola— “It was during the Traslacion in Naga. It was a blessed-filled kickstart”.

Billy has since bought another routing unit, a mini truck, to expand his routes and deliveries. Andre Water Station also transferred their warehouse to a bigger and better location to support a growing business.

Billy Belleza with his mini truck en route for deliveries. Photo credit: Cebu Daily News

“Coca-Cola has never failed to present opportunities for me and my business to grow since I decided to take part in the Balik Pinas Program,” shares Billy. Besides direct guidance and support from CCBPI Territory Sales Manager Carlos Rivera, the Company helps grow Billy’s customer base and taps him to be the official supplier for booth set-ups in his area.

“The Balik Pinas program started as a small-scale effort here in Naga to help former OFWs like Billy, Carlos, and Jazz and their families to set up and successfully run a business,” shares CCBPI’s Rivera. “With their success and in light of current events, this program has been expanded to a national scale to help repatriated OFWs and their families recover gradually during these trying times.”


CCBPI has consistently sought to create programs to support MSMEs, more so now with the COVID-19 pandemic having disrupted lives and livelihoods. Balik Pinas is one of those programs; it aims to help returning OFWs like Carlos, Jazz, and Billy as they restart in the Philippines and support their families through new businesses.

With the program, the Company provides an opportunity to become a part of the Coca-Cola family as a distributor, wholesaler, stills distributor, or a community reseller.

This is a journey that the Company and these new entrepreneurs take together at every step—from setting up the business, to sustaining it, to ensuring growth. CCBPI assists former OFWs in choosing a suitable business model for their area, helps in managing their cash flow and inventory, and sees to it that they are given proper guidance and training until they are fully ready and equipped to operate on their own—all in all, a sustainable and profitable business founded on practical support from a global beverage brand.

With programs like Balik Pinas, Coca-Cola remains firm in their commitment to help local communities, contributing to the restart of the national economy—by way of reaching out to Filipinos.

With the help of the Department of Labor and Employment (DOLE), CCBPI aims to reach more OFWs who are interested to start their own business through Balik Pinas.

To know more about the program, you may reach Coca-Cola’s contact center at (02)-8813-COKE (2653). For SMART/PLDT users: toll-free number: 1800-1888-COKE (2653); and for GLOBE users: toll-free number: 1800-8888-COKE (2653). You may also contact 0919-160-COKE (2653) via SMS.

Spread the word to be one with the Company in helping our kababayans.

Cebu Daily News

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