The country’s most successful chain of restaurants, Jollibee Foods Corporation (JFC), is planning to eradicate the use of single-use plastics in all of its stores in the country in the coming years through its “Project 2.0: Bee Earth’s Best Friends” initiative.

In a press conference during the project’s launch on Wednesday, Eloisa Anne Siccion, JFC’s assistant vice president of the Trade Marketing Group, said there have already been many discussions about making the project a nationwide endeavor as part of its “Joy for Tomorrow Sustainability Project.”

“We are doing this one step at a time because admittedly, Filipinos remain adamant to change habits. But some LGUs, aside from South Luzon, have been looking at this already and we are fully supportive of transitioning towards more sustainable wares,” Siccion said.

JFC and the Department of Trade and Industry (DTI) have signed a partnership agreement to reduce waste and integrate sustainability practices into the fast-food giant’s ecosystem, eradicating the use of single-use plastics, particularly straws, forks and spoons, and plastic bags.

The DTI and JFC unveiled their joint project, “Project 2.0: Bee Earth’s Best Friends — A Just Transition to Sustainable Lifestyles," aiming to integrate sustainability into everyday consumer choices, fostering long-term environmental and economic resilience.

"At the DTI, we recognize that consumer welfare goes hand in hand with sustainability. Under the Consumer Act of the Philippines, it is our duty to protect the interests of Filipino consumers, ensuring that their rights are upheld while guiding them toward informed, ethical, and sustainable consumption. Through this partnership, we reaffirm our commitment to empowering consumers to make choices that are both practical and planet-friendly," said DTI Undersecretary for Regional Operations Group Blesila Lantayona.

The memorandum of understanding signing is part of this year’s World Consumer Rights Day celebration, in which the DTI and Jollibee recognize the growing impact of plastic pollution, driven largely by consumer preference for plastic utensils due to their convenience, affordability, and availability. The initiative aligns with this year’s theme: A Just Transition to Sustainable Lifestyles.

In line with Secretary Ma. Cristina Roque’s directive to uphold the DTI’s commitment as a champion of consumer welfare, this partnership aims to drive behavioral change by empowering consumers to make informed and sustainable choices.

As one of the country’s leading fast-food chains, Jollibee serves millions of meals daily, many of which come with plastic utensils.

To help curb plastic waste, the campaign encourages consumers to opt out of receiving disposable utensils when ordering via drive-thru or take-out. In return, customers who choose to skip plastic utensils will receive coupons per transaction. These coupons can later be redeemed for a free juice upgrade on the third order and a free Yum Burger on the fifth.

“We are not calling this a promo, but a campaign, because our goal is to create long-term behavioral change,” Siccion stressed.

Building on the success of its 2023 launch in Batangas, Project 2.0 is now expanding its reach across South Luzon, with the DTI’s CALABARZON, MIMAROPA, and Bicol Region offices joining the initiative alongside 280 Jollibee stores.

With the strengthened collaboration, the DTI and Jollibee are leading the charge in making sustainable consumer habits the norm, proving that small choices can create a big impact.