DTI bridges MSMEs to become Jollibee suppliers

The country’s most successful food chain business, Jollibee Foods Corporation (JFC), and its Foundation have trained 106 micro, small, and medium enterprises (MSMEs) on how to improve and develop their businesses, equipping them to become potential suppliers of the fast-food giant someday.

In partnership with the Department of Trade and Industry (DTI), JFC and the Jollibee Group Foundation held the “Joy in Learning: MSME Meet and Learn” session at the Jollibee Plaza in Ortigas Center on Wednesday.

The training aims to turn small businesses into stable enterprises by connecting them to a major market.

MSMEs were given direct mentorship from Jollibee Group executives on integrating smallholder farmers and MSMEs into Jollibee's supply chain and helping them succeed in both business-to-business and business-to-consumer growth models.

“This program is not just about upskilling our MSMEs. It’s about enabling livelihood. By equipping entrepreneurs with the tools, knowledge, and network to become part of established value chains like Jollibee’s, we help them create sustainable income under the Bagong Pilipinas,” said DTI Secretary Cristina Roque, who graced the program.

The trade chief also encouraged the participating MSMEs to take advantage of DTI programs being made available to help their businesses grow.

“To our MSMEs, keep learning, keep growing, and keep moving forward. Don’t let challenges bring you down — there is always light at the end of the tunnel. Kung kaya ng iba, kaya n’yo rin (If others can do it, so can you),” Secretary Roque added.

“Joy in Learning” is a regular joint initiative that directly supports Secretary Roque’s five-point MSME agenda: Digitalization and AI, Diversification, Financing, Franchising, and Mentoring and Learning.

Since its pilot run, the program has expanded beyond the agriculture and food sector to include MSMEs from the construction and packaging industries.

"DTI will actively work with Jollibee in tracking the progress of our MSME participants. We want to see real outcomes — expanded markets, increased sales, streamlined operations, and even future partnerships with companies like Jollibee," said DTI Undersecretary for Regional Operations Group Blesila Lantayona.

DTI and the Jollibee Group both agreed they will jointly monitor the progress of participating MSMEs to ensure that the training will turn into real business gains, aligned with the Magna Carta for MSMEs (RA 9501), which calls for stronger public-private partnerships.