CSR projects take center stage

Many of our corporate citizens are now seriously giving back to the community through their corporate social responsibility (CSR) projects in the areas of environmental protection, education, skills enhancement and community development, among others. In the automotive industry, a group of motoring journalists, the Philippine Society of Motoring Journalists ( SPMJ), of which I am a proud member, has undertaken its first project last year after a brief period of hibernation and after revitalizing its membership. The project recognizes the best among the various CSR projects of the different automotive companies in the Philippines, but merits its own telling in my other column.

Among many other companies here, the CSR projects that I have come across over the years as part of our TV show, Business & Leisure, have been outstanding and exemplary, proof that we as Filipino employers take this aspect of our corporate life seriously. However, what I would like to see is more attention and focus on human resources development. This remains an abstract for many companies. Although they are not wanting in corporate benefits, developing the people, the best assets of the company, should likewise be given focus and equal attention.

There are many ways to do this. Many companies have chosen to develop the sports skills of their employees through basketball, baseball, tennis, marathon running and others. This is laudable in itself because studies show that sports lead employees away from vices like drinking and drugs, forge camaraderie within the company and promote health and wellbeing. A healthy workforce can only mean a more productive one, and sports are always the fun way of achieving this.

Others have embarked on projects that have a positive impact on communities. Coca Cola Foundation, for one, has provided clean, potable water in far flung communities, a lasting legacy indeed for generations to come. Potato Corner, under the leadership of CEO Joe Magsaysay, gives deserving employees with great potentials scholarships in post graduate studies in leading universities like Ateneo de Manila.

Those are only some of the exceptional CSR projects. One of the noteworthy employees’ development programs I have come across is that of Bounty Agro Ventures Inc. If the corporate name is not too familiar to some of you, think Bounty Fresh Chicken or the most popular brand of roasted chicken in the Philippines now, Chooks to Go. While the company has its own CSR projects, particularly in times of disasters, it is their focus on the development of their employees’ personality that has made a difference in their HR development.

Toastmasters International has been around for decades. Bounty Agro Ventures has chosen this prestigious club to help the company in their personnel development program. Their membership in the Toastmasters Club, according to company CEO and president Ronald Mascarinas, was initiated because of the company’s desire to develop more leaders within the company. “Recognizing that people are our greatest assets, we made sure that our people management standards are at par with the world,” he said. Excellent communication skills, self-confidence and personality enhancement are hallmarks of the Toastmaster member, and Agro Ventures recognizes this. They also recognize that such skills are important in developing the personality of their employees, skills that make good leaders.

Today, Agro Ventures’ Toastmasters Club is the biggest single company membership in Toastmasters International. The company was also given the Investors in People Awards for 2015. This global organization based in the United Kingdom has been setting international people management standards through the years and this award is indeed prestigious, a coveted one among HR practitioners.

One of the perks of membership in the Toastmasters Club in Agro Ventures is the chance to represent the club in the annual international convention. Recently, the company sent some of their club members to Las Vegas, site of the convention, to participate and rub elbows with members of Toastmasters International from different parts of the world. It is a rare chance for ordinary employees to travel and be part of a prestigious international organization’s convention. Airfare and hotel accommodations of course, are shouldered by the company, so every year the convention is a much-awaited one at Agro Ventures. Everyone is waiting for their turn: who will be the anointed one this year? This kind of opportunity promotes enthusiasm among the employees and pride in the company. One of the staff members shared that after only one year membership in their company’s Toastmasters’ Club, he was given the chance to represent their local club in the recent international convention in Las Vegas.

In spite of the unprecedented success it has reaped, Agro Ventures is a relatively new company. Their story started in 1997 and Chooks to Go, their rotisserie brand was launched six years later. In just two years, it became the market leader in the roasted chicken industry. Over span of 20 years, the company has built a formidable network of company- owned stores nationwide and a highly efficient supply chain.

Agro Ventures has chalked up its share of international awards as well. In 2009, Bounty Agro was awarded the Asian Livestock Industry Awards for Best Poultry & Livestock Company in Asia in Kuala Lumpur. In 2012, the company distinguished itself again when Superbrands International recognized Chooks to Go as the leading roasted chicken brand in the Philippines. Not only that, it has risen above other brands as Asia’s no 1 rotisserie brand, besting all others in the industry. The company continues to be recognized for its technological and marketing excellence, food safety and industry leadership. With a happy work force, the company continues its journey to excellence and success. Mabuhay!!! Be proud to be a Filipino. For comments and inquiries (email) sunshine.television@yahoo.com