Inspiring, Leading, and making a difference: Jollibee honors exemplary families in 9th Jollibee Family Values Awards

Jollibee remains steadfast in honoring exemplary families—whose values resonate in their communities through their selfless initiatives—in the 9th Jollibee Family Values Awards. Their inspiring stories and advocacies again took front and center during the Gabi ng Parangal para sa Pamilyang Pilipino held at Crowne Plaza Manila Galleria in Ortigas.

Recognized for their family values-driven advocacies that fostered meaningful change in their respective communities, the 9th JFVA winning families include: Mrs. Dorotea Mansing and family of Dumaguete City, Negros Oriental, for donating children’s books to public schools; Mr. Jerome and Mrs. Zenaida Paler and family of Maasin City, Southern Leyte, for starting a drug rehabilitation and recovery program; Mr. Alvin and Sandra Montano and family of Quezon City for conducting outreach and disaster training programs stressing capacity and resiliency building; Mr. Rey and Mrs. Mary Grace Bufi and family of Taguig City, for teaching literacy and bringing the joy of reading to far-flung communities with scarce resources; Mr. Jeson and Mrs. Fretzel Anne Viñas and family of Quezon City, for giving free eye examinations to deprived and neglected school children; and Mr. Virigilio and Mrs. Ana Maria Bacudio and family of Malate, Manila, who received a Special Citation for Education last year, but is now a main winner for further expanding their advocacy of providing libraries and other material donations to communities in Mindoro.

Jollibee also conferred special citations to families who are focused on specific advocacies. The Special Citation for Education was presented to Mr. Edielon and Mrs. Leticia Manuel and family of Solana, Cagayan Province, for their I-Saved (Saving Vulnerable, Education, and Dreams) that offers programs to alleviate hunger and other household problems to Aeta Communities and severely wasted children in Cagayan; Mrs. Norma Plaza and family of Mati City, Davao Oriental who, through their Amihan sa Dahican, sends underprivileged children to school while spearheading projects to protect and serve the marine wildlife of Dahican. Mrs. Julieta Elago and family of Cabadbaran City, Agusan Del Norte helps underprivileged students study college through Project Scholar while Project ADAMMS (Adopt a Mamanwa, a Manobo Student) provides scholarship support and other needs to indigenous people throughout high school; and Mr. Rhamley and Mrs. Natalia Sali of Hagonoy, Bulacan and London, UK, supports environmental projects and tree planting programs through their One Child One Tree movement.
The six winning families each received a P300,000 cash prize, a brass trophy designed by renowned sculptor Michael Cacnio, and P10,000 worth of Jollibee gift certificates. The special citation recipients were each given P100,000 in cash, a plaque of recognition, and P3,000 worth of Jollibee gift certificates.

“It is an honor and privilege once again to pay tribute to our latest JFVA winners who bring inspiring stories of hope and positivity through their selfless advocacies,” said JJ Alano, Jollibee Philippines President. “Jollibee has always been championing positive Filipino values throughout the years and to know that there are more Filipino families all over the country and abroad who exemplify this is truly heartening. Through the Jollibee Family Values Awards, it is our desire to give encouragement and support to these outstanding families who have done nothing but spread love, light, and joy to others through their respective community endeavors that are truly life changing, meaningful, and impactful.”  

The 9th Gabi ng Parangal sa Pamilyang Pilipino centered on the theme of Katha, as the Jollibee Family Values Awards turns the page to the next chapter–one filled with even more inspiring and touching stories, always chronicling stories of goodwill and kindness from Filipino family heroes.

The task of sifting through volumes of submitted entries was taken on by a selection committee composed mainly of veteran JFVA judges: Assistant Vice President and Head of Brand Communications, PR, and Digital Marketing of Jollibee Philippines Arline Adeva, representing Jollibee Global Brand CMO and JFC Philippines Country Business Group and Jollibee PH Marketing Head Francis Flores, Jollibee Group Foundation Executive Director Gisela Tiongson, parenting and relationship consultant Maribel Dionisio, Chairman of Homeschool Global Learning, Inc., Edric Mendoza, lifestyle columnist and children’s advocate Audrey Tan-Zubiri, actress Dimples Romana, and Jollibee HR Head Jazel Mendoza. Other judges include Coca-Cola Public Affairs, Communications and Sustainability Director Jonah de Lumen-Pernia, and Arabelle Magallona, Head of Sustainability of HOUSE Foundation, representing Messy Bessy CEO and Founder Krie Reyes-Lopez. 

The 9th JFVA is made possible with the support of Co-Presenter Coca-Cola, Official airline and Special Citation for the Environment Partner Cebu Pacific, Official Residence Partner Crowne Plaza and Holiday Inn, Jollibee Group Foundation, and  campaign sponsors Hisense, Vanguard Screening Solutions,  2KK (Tulong sa Kapwa Kapatid Foundation), AD/HD Society of the Philippines and JFC Brands – Burger King, Chowking, Greenwich, Mang Inasal and Red Ribbon.

Since its inception in 2011, the Jollibee Family Values Awards continues to seek noteworthy families who embody a strong sense of duty for others to emulate. In photo are (L-R) Ruth Angeles, Jollibee Vice President of Corporate HR and Head of PH HR; Cynthia Castro, Jollibee Country Business Group Finance Head and Jollibee PH Vice President for Finance; Francis Flores, Jollibee Global Brand CMO, JFC Philippines Country Business Group Marketing Head and concurrent Jollibee Philippines Marketing Head and JFVA co-chair; Charlene Gonzales-Muhlach, JFVA co-chair and long-time member of the Jollibee family; Joseph Tanbuntiong, JFC Philippines Country Business Group Head; and JJ Alano, Jollibee Philippines President.

The 9th JFVA hosts Vince Velasco (leftmost) and Dimples Romana (second from right) show their jolly smiles as they share the stage with Jollibee executives (second from left) Francis Flores, Jollibee Global Brand CMO, JFC Philippines Country Business Group Marketing Head and concurrent Jollibee Philippines Marketing Head; (third from left) Arline Adeva, Jollibee Brand Communications, PR and Digital Marketing Head; and (rightmost) JJ Alano, Jollibee Philippines President.

Hosting this year’s JFVA Gabi ng Parangal para sa Pamilyang Pilipino are celebrities Vince Velasco and Dimples Romana.

Stephanie Montano, one of the children of the JFVA families, opens the night with a heartfelt prayer. 

The 9th Jollibee Family Values Awards Night starts off on a high note with an opening performance from A-Team and Jollibee. 

“The past nine years of JFVA has been a great showcase of how everyday efforts of one family can transform, empower, and revolutionize society,” shares Jollibee Philippines President JJ Alano as he gives his welcome speech.

“For a long time, I have been a member of the Jollibee family together with my husband Aga and my kids. But I can say this with confidence, that being part of this advocacy that promotes family values is one of the most fulfilling things that I have done,” expresses Chalene Gonzales-Muhlach who sits as JFVA’s co-chair for this year. 

A Special Citation for Indigenous People awardee, the Elago Family of Agusan del Norte has touched lives for helping college students fund their education with Project Scholar.   

The Manuel Family of Cagayan Province wins a Special Citation for Education for their tireless efforts to provide literacy and tutorial programs for kids from the Aeta community. 

Hailing from Davao Oriental, the Plaza Family receives a Special Citation for Children for their advocacy to send underprivileged children to school and preserve the marine wildlife of Dahican. 
Inspired by their love of the environment, the Sali Family has helped plant over 5,000 mangrove seedlings and over 2,000 fruit bearing and native trees in different elementary schools and forests in Bulacan. 

Singers Darren Espanto and Morissette sing a duet of “Never Enough” from the musical film The Greatest Showman.

Starting from a garage, the Bacudio Family’s Dagdag Dunong Project has transformed into a library facility which now provides workshops and storytelling program to more than 100 children. 

The Montano family spearheads the CHEERS (Community Health Education Emergency Rescue Safety Services) Foundation which helps equip communities with disaster preparedness for times of calamities.
More than providing school outreach programs in remote areas of Negros Oriental, the Mansing Family of Dumaguete also gives motivational talks that promote disability awareness led by the patriarch, Zacarias Mansing, Jr.

Guided by their principle ‘Malinaw na Mata Para Sa Maliwanag na Kinabukasan’, the Viñas Family conducts free eye examinations for underprivileged elementary and high school children. 

The Bufi Family of Taguig City promotes literacy and shares the joy of reading to kids in far-flung communities through enjoyable storytelling activities. 

The Paler Family of Southern Leyte is recognized for their Rehab Without Walls program which aims to support ‘aspirants’ to achieve a drug-free and more productive life. 

Jollibee endorsers Regine Velasquez-Alcasid and Nate Alcasid perform a mother-and-son duet at the 9th Jollibee Family Values Awards.

Asia’s Songbird Regine Velasquez-Alcasid beguiles guests with a compelling medley of her top hits “Ikaw”, “Pangako”, and “Pangarap Ko Ang Ibigin Ka”.

Powerhouse singers Morissette, Darren Espanto, and Regine Velasquez-Alcasid culminate the night with a robust performance of the song “Shine”. 

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