Dr.
Cecilio Kwok Pedro is the CEO and President of Lamoiyan Corporation, the
company famous for its toothpaste brand “Hapee”.
In
1978, he opened Aluminum Container Inc., a business that relied on orders for
aluminum tubes for multinational companies such Colgate – Palmolive and Unilever.
For 10 years, Dr. Pedro’s business boomed. However, in early 1986, Dr. Pedro
closed ACI when his clients shifted from using aluminum tubes for its
packaging, to laminated plastic tubes for packing of its toothpastes. Despite
the adversity, Dr. Pedro launched his own toothpaste company, named Lamoiyan
Corporation, and the brand Hapee was born.
Dr.
Pedro’s belief that corporations should not only focus on making profits but
also on having positive impact to society. He prioritized the PWDs and hired
hearing impaired individuals and re-hired his previous employees from ACI
including the hearing impaired. In its factory, the hearing impaired employees
are assigned to labor intensive positions as either line assist employees,
machine assist employees, or machine operators, which maximize their technical
skills and capabilities; and received the same treatment, trainings/seminars
and benefits.
Currently,
Lamoiyan Corporation has a number of CSR programs which include Dental Outreach
and taking care of the environment. The company launched a series of activities
in support of DEAF, Inc. They also produced a video featuring several
celebrities expressing their support to the advocacy project.
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With
this case, it’s good to know that there’s still company who value the PWDs and
hearing impaired and they are aiming to hire more as the company expand. PWDs
are loyal to the company and they can work in almost every field. Hiring PWDs
demonstrates the company’s commitment to a diverse workplace. It send a
positive message about the firm and its value to customers, investors, and
staff members.
The
most important that our group learned in this case, are the relevance of human
rights to companies and the role of business in sustainable development. Respecting
human rights is the right thing to do. It is in line with core business values
such as integrity, respect for people and equal opportunity. Sustainable development
requires meeting the basic needs of all and extending to all the opportunity to
satisfy their aspirations for a better life.
References:
http://www.gcnetherlands.nl/docs/how_to_business_with_respect_for_human_rights_gcn_netherlands_june2010.pdf
http://www.un-documents.net/ocf-02.htm
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