Chit Juan thriving well in a changing world
Social entrepreneur, green advocate, coffee crusader and women empowerment champion Pacita Juan views the pandemic as a silver lining even as she wished that Filipinos practiced sustainable living much earlier
For a forward thinker like Pacita “Chit” Juan, there is nothing like a pandemic to challenge one’s mind.
With a string of notable tags to her name -- social entrepreneur, green advocate, coffee crusader and women empowerment champion -- Juan has come a long way in putting forth a lifelong passion for sustainable living.
She was there before local coffee was a “culture,” and she and her like-minded friends saw to it that something as alien a concept as “social enterprise” would give local producers across the country platforms on which to sell their goods.
For all her “risky” ventures, Juan and her business partners succeeded — tremendously in fact — as the coffee chain they founded in 1993 had grown to more than about 70 branches here and abroad before she decided to relinquish it. And now, her current venture had close to 20 branches before the pandemic pushed them to pivot to the digital realm.
'If we can't do much about plastic pollution, our proposal is to eat better.'-Chit Juan
In spite of the setbacks caused by quarantine restrictions, the pandemic was a boost they never expected.
Juan had always hoped that Filipinos would practice sustainable living much earlier.
She said, “I think it’s a silver lining that the pandemic taught people to look at essentials such as rice, virgin coconut oil (VCO), turmeric or malunggay. We’ve been selling these for the last 12 years. It was like a niche back then, but seeing it go mainstream now is a very big development for us. It was fast-tracked by the pandemic.
“It made the journey shorter. The farmer met the consumer. Technology helped us get in touch with these farmers. Then the young people got involved. A lot of things that we thought wouldn’t happen, happened.”
I think it’s a silver lining that the pandemic taught people to look at essentials such as rice, Virgin Coconut Oil (VCO), turmeric or malunggay. We’ve been selling these for the last 12 years. It was like a niche back then, but seeing it go mainstream now is a very big development for us. It was fast-tracked by the pandemic.
‘Eat better’
Juan believes if we can’t do much about plastic pollution, the alternative is to eat much closer to food sources as possible.
While ordinances were passed to ban single-use plastics and styrofoam years ago to help eradicate solid wastes, there is still much left to do for Filipinos to switch to sustainable living. Juan gave a few thoughts about this during her interview on Daily Tribune’s Spotlight show.
“Through the past 12 years we’ve seen a lot of changes. Sumasabay naman, but I think we still have a long way to go in terms of plastic. To offset that, if we can’t do much in plastic, our proposal is to eat better. Eat as close as possible to source,” Juan said.
As consumers, have a choice on what to eat, and Juan said it helps if Filipinos are conscious about the goods they are purchasing. She said, “Consumers need to learn how to buy responsibly. The Covid-19 pandemic also brought it about. We were given a year to practice (and figure out) what we really need in our pantry.”
‘Now making sense’
Juan, like many visionaries, delved into little-known industries where she could see vast potentials. Before local coffee became popular, she helped establish Figaro Coffee Co. with seven college friends in 1993. As its chief executive officer, Chit went on to plant the seeds of what we now call Filipino coffee culture.
Her connections with regional farmers and suppliers growing, it was inevitable that she would go on to create a more expanded business concept that would help uplift community livelihoods. With her cofounders Jeannie Javelosa and Reena Francisco, Chit established ECHOstore (Environment & Community Hope Organization Store), a sustainable lifestyle brand that specializes in organic products and artisanal crafts sourced from communities around the Philippines.
Today, ‘sustainability’ is no longer just a trend right along with ‘healthy living’ and ‘environment care’ ----- it is increasingly a way of life for more people across the world. “We wanted a venture that served the triple bottom line: people, planet and profits,” Juan said in another interview.
ECHOstore’s best selling products are Tawa Tawa (for dengue), VCO (touted as an anti-Covid solution), muscovado and glycemic coconut sugar for those with diabetes. In terms of general health, ECHOstore also offers turmeric products, also a popular natural solution against the coronavirus.
The stores’ vegetables are grown in their small farm in Amadeo, Cavite. The idea of sharing a farm experience with clients, customers and like-minded advocates of natural food came to them even before the pandemic, Juan said.
“It’s like transporting you to the source of the vegetables and coffee. I was working on it before the pandemic, but now it is making sense. I’ll be able to invite you, let’s say per family, and pretend it’s your farm even for just a day. A lot of people would want that experience. The transition is quite natural. You now bring the experience to the farm,” she explained.
Passions grow with generosity
Juan also sits as co-chair of the Philippine Coffee Board. She has worked with coffee farmers since her Figaro days. Most of her growers are women entrepreneurs who, at the sidelines, are also into weaving.
There’s no denying that a number of sustainable businesses rose since ECHOstore was established, a situation which is fine by Juan. “We’re proud that we’ve been copied, proud that a lot of people have come up with the same idea. I say it’s fine, that’s what we wanted anyhow,” she said.
Traditional businesses would often tell Chit to keep her secrets closer to her chest, don’t teach or else you won’t gain anything from it. Juan, however, doesn’t mind it at all.
She said, “Entrepreneurs must learn how to be ahead of the curve. You’re up against big companies and people who have money. You have to think not just outside of the box, but way outside of the box. Change in mindset is what I eat for breakfast.”
What she values most instead is seeing her mentees fly. “It’s very gratifying. And I know if they are really entrepreneurs or trying to be lang. I’ve mentored people older and younger than I am. The best award really is seeing my mentees’ businesses grow. Somehow you’ve helped them address a challenge.”
From one entrepreneur to another, in these unprecedented times, the unstoppable Chit Juan advised: “Everyone has their gift so look for yours. ‘Wag mong pinipilit yung sarili mo (Don’t force yourself) so you don’t have to drag yourself out of bed every day. Look for your gift and develop it. You can’t give up. Maybe Covid-19 is the best time for us to find that business that has always been meant for us. lang tayo. It will come to you. Nothing is impossible.”