About 280 Jollibee stores are expected to participate in a regional program that aims to instill sustainable habits among consumers in Region IVA, Region IVB and Region 5.
Jollibee Foods Corp., in collaboration with the Department of Trade and Industry (DTI), launched Bee Earth’s Friend 2.0, which seeks to eliminate the use of one-time-use plastic in take-away and drive-thru transactions.
A memorandum of understanding (MOU) signed Wednesday will ensure the project’s success as a consumer advocacy tool, allowing both parties to influence consumer behavior and reduce plastic waste.
JFC trade marketing group assistant vice president Eloise Anne Siccion said the initiative supports the global movement toward responsible consumption and production, particularly the Sustainable Development Goals (SDGs) and the Philippines’ AmBisyon Natin 2040 vision.
“We really want to create better consumer habits, and we aligend with our DTI partners to give the consumers the right for a better and healthier environment,” she said.
Under Project 1.0 launched in 2024 in 16 Jollibee stores, DTI Region IVA and JFC promoted sustainable consumer choices that had a significant environmental impact on reducing single-use plastics.
As part of the campaign, customers will be rewarded through a coupon system that allows diners to collect stamps with each visit, earning free items after a certain number of visits.
The partnership is also part of the lead-up to the 2025 World Consumer Rights Day, which carries the theme “A Just Transition to Sustainable Lifestyles.”
DTI Undersecretary Blesilda Lantayona echoed JFC’s intention to expand the program nationwide.
“This is a very timely campaign and we want to ensure its continuity, one region at a time,” she said.