It has been many years since I last visited Boracay, but returning this time brought back a flood of memories. The island has undergone significant changes, and its beauty continues to captivate. However, for me, memory is tied not merely to this island’s beautiful beaches or vibrant sunsets, but rather to the experiences I shared with the people during the early days of Cosmos Bottling Corp. In those days, Boracay was where we went to reward our team for their hard work and dedication. It served as a tangible embodiment – a touchstone – of our collective achievements.

We had one such touchstone at our recent trip and senior planning conference at RFM Corporation, and the memories of those early days came back in a profound way. Sitting in the conference room, surrounded by the 350 executives, managers, and supervisors, I was reminded of icons from the past—people like Tony Panahon and Gerry Garcia—who were pivotal in building our legacy. It felt like a reunion not just of colleagues, but of family. Each familiar face told a story, and I couldn’t help but smile at the anticipation that buzzed through the room. Some jested about my commitment to using Boracay as an incentive trip, wondering if it was just a ploy to ease people into news that we were about to sell the company.

“No,” I assured them, “You are all here because you deserve it. You have played a critical role in taking RFM to where it is today.” The words flowed from my heart; I was overcome with gratitude for their passion and persistence. This is what “One RFM” is about.

As I gazed at the many faces in the room, I saw the embodiment of teamwork—the core value that has driven our organization through thick and thin. The success of RFM Corporation is a collective achievement, with each manager, executive, and individual contributor playing an integral role.  While each of us navigated our own unique paths, we converged towards a single goal: making RFM a continued success in the food and beverage industry.

It brought back memories of my father, Joecon. It will be two years this March since he left us, and I still feel the weight of his legacy. He taught me the importance of recognizing each person’s contributions and to never lose sight of the individuals behind the success of the group. Moments like our Boracay conference remind us that our achievements are built on the dedication of many.

I also felt a swell of national pride. RFM Corporation is part of the Filipino narrative. Each product we create tells a story of all the small businesses that support our operations, be it the suppliers or the dealers and distributors who reach into the farthest corners of the country with our products.

The values instilled by my father – and my grandfather, Salvador Araneta – resonate deeply in our ethos. They believed that we have a responsibility not just to our shareholders but to our people — to uplift and empower them. Our success must translate into broader benefits for our communities, fuel local economies, provide opportunities, and bring success back to the nation that raised us.

Family, to me, is a recurring theme. As the CEO of RFM, I often reflect on the parallels between family and the corporate environment. Just as familial bonds are built on trust and affection, so, too, must our workplace relationships be nurtured. When I spoke to the team in Boracay, I was reminded of how emotional this connection can be.

The people who come to work every day at RFM and dedicate their time and talent have chosen to be part of this family. Many of them have been with us through thick and thin. Much like family, we have come to rely on each other, tell each other where we’ve fallen short, encourage each other to do better, and, more importantly, believe that we can achieve so much more.

Dad taught me that the health of our company, our fortunes, and our future, are tied to that of the country’s. Maybe that is why, despite all the difficulties our family faced, we chose to remain and do business here. I believe he has passed this conviction to our corporate culture, and it lives on long after he has passed.

Just giving people a handshake or an embrace means a lot to those who work with you. I don’t know what prompted me to be this way. Maybe my father was reminding me that as CEO of RFM, I must always be mindful of the people who work in the company. As we ended the planning session, it was rewarding to see everyone so happy and full of hope.

Thank you, Dad, for guiding me all this time and being my angel in heaven. I know you are happy and up there watching over us. Thank you for guiding me as I once again step into my role as ASEAN Business Advisory Council chair. I carry your legacy with me, as I have carried my resolve to keep RFM Corporation on a steady course.

It is a weight I gladly bear, as I do not bear it alone. There are so many Filipinos out there who also believe that success comes in the form of lives uplifted and futures made possible. They believe, as he did, that enterprise is at its noblest when it creates opportunity, when it dignifies work, and when it invites others to dream bigger.

To Dad: your ASEAN friends will never forget you, and neither will I. I love you, and I miss you. For you, I will do my best.