Stories of inspiration
Shell Philippines and JNJ Industries’ ‘Project COCONUT’ launches its first COCO Hub in Unisan, Quezon
May 3, 2019
In Philippine agriculture, the coconut industry is known to be one of the most dominant across many farming sectors. According to the Philippine Coconut Authority (PCA), of the country’s 12 million hectare farmlands, 3.1 million is devoted to coconuts; not to mention, 68 out of the 79 provinces are coconut areas. These numbers do not only prove the supposed infallibility of the industry, but it also shows how countless families depend on this as their main source of income.
Unfortunately, recent data indicates that the average farm-gate price of copra has decreased by almost 60% in the last year, from P38.50 to P15.52 per kilo (PCA, December 2018). This has caused triple the struggles to make ends meet for millions of coconut farmers and their families. Not only is it difficult for them to fasten up the planting and harvesting process (each tree only bares 40-120 nuts per year, depending on the type of seed planted), but they are grappling to find ways to trade them for reasonable costs too.
With the intention of finding sustainable livelihood methods for various communities all over the country, Pilipinas Shell Petroleum Corporation (PSPC), through its social arm, Pilipinas Shell Foundation Inc. (PSFI), and in partnership with JNJ Oil Industries Inc., launched Project COCONUT last November 2018.
The COllaboration for COconut Productivity and NUrturing Farmers’ Trade (COCONUT) Sustainable Livelihood Program, or Project COCONUT, is an initiative to work with farmers in improving their lives through the increase of their income. Since its launch late last year, the program has already established a cooperative and has conducted a series of trainings in farm management and innovative income opportunities using different coconut processing methods.
As part of its advancements, Project COCONUT launched its first ever COCO Hub Facility in Ilayang Kabulihan, Unisan, Quezon on April 22, 2019. The COCO Hub Facility serves as the farming community’s venue to process coconuts into more profitable material. PSPC, JNJ Industries, PCA and the local farming cooperative commits themselves to the 3-year program (and beyond) and expresses their positive anticipation for its results.
During the inauguration, PSFI Executive Director Sebastian Quiniones emphasizes on the collaboration between the various entities as key to the projects’ success. He ensures the farmers that the foundation is truly dedicated to the partnership, “Ang partners ay andito para tumulong, at patuloy namin susubukan na makatulong gumawa ng dagdag pang mga programa. Patuloy nating pagaaralan sama-sama ang mga pangangailangan at kalakasan ninyo, kasi ang gusto namin ay sa tuwing pumapasok ang PSFI sa isang komunidad, hindi lamang kami dumadating at umaalis. Naniniwala kami na dapat magkakasama natin tinatahak ito.” (The partners are here to help, and we will continue to try helping through the creation of more programs. We will continue to study the needs and strengths of your community together, because what we want is for PSFI to not only come and go from communities. We believe that we should take on this together.)
JNJ Oil Industries VP for Sales and Marketing, Ryan Jervis Jao, tells the story of how their company came up with the idea of making Project COCONUT their CSR project a couple of years ago, “Ang industriyang ito ay parang bahay na nangangailangan ng matibay na pundasyon, at para sa amin, ang pundasyon na ito ay kayo– ang farmers. At upang mas pagtibayan pa ito, sa inyo kami direktang makikipagtrabaho.” (This industry is like a house that needs a strong foundation, and for us, this foundation is you– the farmers. And to further strengthen this, we want to work with you.) He also goes on to say that his team believes in the farmers and this project greatly that they are not only committing to the first 3 years of its implementation, but they are pledging to continue the collaboration way beyond.
As part of the launching program, the farmers were given the chance to take a quick look and feel of their new income-generating facilities. JNJ workers did a quick sample of the use of the first four (4) machines that produced coconut beads for jewelry as the farmers eagerly watched and tried these out. Trainings and discussions on the production and trade of the beads are to be conducted subsequent to the inauguration.
Farmers of Unisan, Quezon showed their enthusiasm for this new way of earning income and continuously thank their partners for the support. Ray John Belleza, the Chairman of Unisan Atimonan Cocofarmers Cooperative shared the process of being able to reach this point of accomplishment as a community, “Magkakaiba po ang response ng mga farmers dito, dahil syempre yung iba ay nanggaling na sa ibang cooperative at nabigo lang. Pero positibo po talaga ang tingin namin sa project na ito dahil tinutulungan po kami ng LGU, ng Shell at ng JNJ ng 100%.” (Farmers have different responses because of course, some already came from cooperatives that only failed. But we are truly positive about this new project because the LGU, Shell and JNJ helps us 100%).
Sources:
https://www.shell.com.ph/media/media-releases/2018-media-releases/is-cocodiesel-the-answer-to-the-prayers-of-filipino-farmers.html
Project COCONUT launched in Quezon
https://news.mb.com.ph/2018/06/06/project-coconut-launched-in-quezon/
101 Reasons to Use Coconut
https://www.choosephilippines.com/specials/lists/243/coconut
Copra prices continue to tumble
https://business.inquirer.net/261977/copra-prices-continue-to-tumble
Related stories:
PSFI and Shell Pilipinas Corporation Celebrate 2025 Tagbilaran Culmination Day, Honoring Community Enterprises and Local Partnerships
PSFI and Shell Pilipinas Corporation celebrated the 2025 Tagbilaran Culmination Day, marking key milestones of the Tagbilaran Social Development Program and the impact of strong local partnerships.
The event highlighted the completion of the 2025 Shell LiveWIRE Program by three community enterprises and recognized broader community initiatives, including school support, coastal cleanups, and disaster relief efforts. The gathering underscored a shared commitment to sustaining community progress in Tagbilaran.
In Memory of Cesar A. Buenaventura
Cesar A. Buenaventura shaped not only institutions, but the character and purpose of the people who worked with him. As the founding chairman of Pilipinas Shell Foundation, Inc., he was a principled leader who combined firmness with empathy, demanded excellence, and remained unwavering in doing what was right. In this personal reflection, PSFI Executive Director Sebastian C. Quiniones Jr. shares memories of CAB’s quiet but lasting influence, and the values that continue to guide the Foundation’s service to others.
BCFI and PSFI Celebrate 99 Caregiver Graduates, Opening Pathways to Employment and Transformation
BCFI and PSFI recently celebrated the graduation of 99 caregiver scholars under the MetamorphoCare 2025 program, held at Eastwood Richmonde Hotel in Quezon City. The ceremony highlighted powerful stories of second chances, from working mothers and sidewalk vendors to determined breadwinners who turned challenges into opportunities through education and skills training.
Through the Technical Vocational Caregiving Scholarship Program, part of a five–year partnership between BCFI and PSFI, scholars are equipped with NC II certification, career readiness, and direct access to employment opportunities through career talks and a linkages fair with hiring partners. Beyond certificates, the graduates carry renewed dignity, hope, and purpose as they step into their roles as caregivers, ready to uplift their families and serve communities with compassion.
Anchored by Love: The Story of Bong Fernan Tumanda
For years, former seafarer Bong Fernan Tumanda crossed oceans to provide for his family, spending more time at sea than at home. When the pandemic hit and his wife was pregnant, he chose to come home for good and start over through PSFI’s SKIL program in Electrical Installation and Maintenance. Today, Bong works close to his family, helps grow their small business, and treasures simple moments with his children, proving that with courage, faith, and the right support, a father’s love can chart a new course home.
From Vision to Victory: PSFI Celebrates Community Progress at the 2025 Cagayan de Oro Culmination Day
Pilipinas Shell Foundation, Inc. celebrated the 2025 Culmination Day in Cagayan de Oro, honoring scholars, local enterprises, and partner institutions that continue to drive progress in Northern Mindanao. The event highlighted achievements in education, livelihood, safety, and community development.
From Sea Waste to Showcase: Candy’s Journey of Creativity and Purpose
In the coastal community of Bagong Silang, Puerto Princesa, Candelaria “Candy” Germata found beauty in discarded plastics and turned them into purpose. Through her enterprise, Candy’s Eco-Friendly Recycled Plastic Bottles, she transforms marine litter into colorful pots and home décor that inspire sustainable living. With guidance from Pilipinas Shell Foundation, Inc. (PSFI) and Shell Pilipinas Corporation through the Shell LiveWIRE Program, Candy gained the confidence and skills to grow her small business and prove that creativity and care for the environment can change lives.