Cecilio Pedro

In the late 1970s, Mr. Cecilio K. Pedros Aluminum Containers, Inc., was the major supplier of
aluminum collapsible toothpaste tubes to colgate-Palmolive and the Philippine Refining
Company. However, in 1985, these companies began using plastic laminated tubes. Mr. Pedro
had to close his factory but soon realized his old equipment could still be put to good use. He
reopened his factory as Lamoiyan Corporation, now known as the manufacturer of toothpaste
brands Hapee and Kutitap.

Mr. Pedro succeeded in making Hapee the No. 3 toothpaste brand in the country, the first
Filipino to ever penetrate the toothpaste market dominated by multinational companies. He has
since diversified his product line to include Dazz dishwashing paste and liquids, Tenderly fabric
enhancer, Fash detergent, and Gumtech, a special gum-formula toothpaste.

Mr. Pedro has chosen to use his entrepreneurial skills to help provide opportunities to others. A
staunch advocate of the hearing-impaired, he helps proved free college education to at least 200
hearing-impaired students through the Deaf Evangelistic Alliance Foundation, Inc. (DEAF), which
he currently chairs. He also employs 30 hearing-impaired staff in his company, and helps provide
them with free housing. To narrow the communication gap between his hearing-impaired and
hearing personnel, he has also required his managers to learn sign language.

Mr. Pedro hopes to establish Lamoiyan in neighboring countries such as China, Vietnam, and
Indonesia, and later on to become the preferred brand in Asia.

Among the awards he has received are the Outstanding Filipino Retailer by the Philippine
Retailers Association in 2001, the TOYM for Business Leadership in 1991, and the Agora Award for
Outstanding Achievement in Entrepreneurship in 1991.