Figaro: Giving Life to a Dying Industry

“The purpose of life is a life of purpose.”---Robert Byrne

This Filipino enterprise serving the famed barako blend of coffee has come a long way since its modest beginnings in 1993 as an unfussy coffee shop. Today, after becoming a full service store that offers a whole range of fast food items, and going into franchise operations, the company has established16 franchisees, and 14 company owned stores throughout the country. It’s a profitable business that continues to grow.

The Small Business Corporation, by way of its Franchise financing facility has financed the establishment of several Figaro coffee stores, and has helped in the growth of the business.

But more than just its business success, what makes Figaro Coffee Company unique among its SME peers is fulfilling a purpose--- to revive the once vibrant and now struggling coffee industry.

It is one of the leading movers in an effort to bring back to the industry its old position of prominence in the world coffee market. Representing the private sector as one of the leading coffee retailers in the country, Figaro Coffee Company has built on the image as a source of Filipino specialty coffee.  It introduced Barako roast in 1999 and it immediately became a big success.

Believing in the potential of the Barako bean, Pacita Juan, owner of Figaro embarked on a program called “Save the Barako.” The program promoted the coffee bean, and encouraged farmers to plant and improved their cultural practices to increase productivity.  At the same time, Juan also set up the Figaro Foundation Corporation to address the plight of the coffee farmers and the other humanitarian needs of the industry.

Soon the business promotion effort became an industry saving cause. Figaro became active in launching various projects such as tree planting, coffee farm tours, art exhibits, coffee conventions, seminars, and trainings in quick succession, all in the call of reviving the coffee industry.

With its use of the mass media, Figaro soon made people aware of the low productivity of the Barako coffee due to the low demand, and because of this awareness, people soon started buying the local coffee which increased the demand among domestic and foreign coffee retailers.

Figaro’s involvement eventually became institutionalized as its owner was selected as private sector representative and co-chair of the National Coffee Development Board, a government created, but private sector led collaborative effort to bring back the Philippine coffee industry on its feet.

Since then, there has been an air of optimism as industry players look to the future. As one industry stalwart puts it, “its bean value is at least three billion pesos. It’s growing by leaps and bounds and there’s room for investment, not only in retail but also in farming.”

Figaro has truly epitomized the devotion of the entrepreneur to its art, or to the purpose to which the enterprise was created. As industry analysts sum it up, it’s an inspired effort to “secure the future of a dying coffee bean.” In the process, not only Figaro has reaped the benefits, but the Filipino and the country as well.