Sparkling bubbles inside a Coca-Cola with 'Media Centre' displayed over it

DTI, Coca‑Cola and partners roll out Tatak Matatag na Negosyo-Sustainable Stores Movement to empower MSMEs


The Department of Trade and Industry (DTI) announced during the National MSME Summit 2021 the launch of Tatak Matatag na Negosyo - Sustainable Stores Movement, which aims to help micro, small, and medium enterprises (MSMEs) to enhance entrepreneurial capacities and provide access to market and finance. The initiative brings together Coca‑Cola Philippines, members of the private sector, and non-government organizations to rehabilitate the retail industry.

In line with DTI’s theme of “Makabagong MSMEs: Bagong Pag-asa Laban sa Pandemya”, Tatak Matatag na Negosyo (TMN) aims to assist MSMEs -- especially sari-sari stores, carinderias, mini bakeries, and stalls, to become future-proof, resilient, and sustainable. The movement was sparked by Coca‑Cola Philippines’ pioneering safe stores advocacy called Rebuilding Sari-Sari Stores Through Access to Resources and Trade (ReSTART) program, in partnership with DTI, Fast Moving Consumer Goods (FMCG) sector, civil society, and microfinancing institutions, which began in 2020.

DTI and Coca‑Cola Philippines, along with 11 other partners from the ReSTART program, saw the need to move the coalition further with Tatak Matatag na Negosyo. The coalition recognizes the retail industry as an essential economic driver that provides livelihood and jobs to Filipinos nationwide, thus providing support through a series of activities that provide low interest loan options and digital trade innovations. The movement seeks to enhance capacities of micro-stores, facilitate information and access to formal financial channels, as well as build stronger market linkages to optimize supply chain management.

“We are glad to see many of our partners, especially Coca‑Cola Philippines, here at our launch of the Tatak Matatag na Negosyo Movement which should ensure the sustainability of our micro, small and medium enterprises. Growing from the reSTART program, the TMN initiative will not only help our microenterprises recover from the pandemic but also promote their sustainability. That is why the MSME Development Council and DTI Chairs fully support this initiative,” shares DTI Secretary Ramon Lopez.

“It is necessary to improve the business environment and expand access to finance and market to achieve long-term MSME growth. We look forward to working with the DTI and our partners in creating a sustainable environment where our micro retailers can thrive in the new normal with resilience,” adds Tony del Rosario, President of Coca‑Cola Philippines.

Among the 11 other partners who have pledged their commitment to TMN include Colgate-Palmolive, Unilever, P&G, Nestle, Small Business Corporation, Suy Sing, Philippine Young Entrepreneurs Association, Philippine Disasters Resilience Foundation, Alalay Sa Kaunlaran, Inc., and ASA Philippines.

“Our aim is to ensure a safe and economically robust fourth quarter to help businesses and industries, especially MSMEs to recover and prepare for a strong rebound in 2022,” shares Jose Ma. Concepcion III, Presidential Adviser for Entrepreneurship and GoNegosyo Founder.

According to DTI, the number of registered businesses in the Philippines jumped to 1.7 million in 2020, a significant rise from the 900,000 annual registration since 2015.

Coca‑Cola remains committed to partner with more organizations and communities to create a better shared future for aspiring and established entrepreneurs. In addition to putting sustainability at the core of their business agenda, Coca‑Cola is also one of the first companies globally to enable economic empowerment of five million women by 2020 through their 5by20 initiative. Coca‑Cola successfully exceeded their target by empowering six million women across 100 countries last year.

To celebrate this milestone, a book entitled 5by20 Women and Coca‑Cola: A Program of Sustainability and a Decade of Empowerment has also been launched during the National MSME Summit. The book features how the program started and evolved throughout the years. It includes stories of women who became better managers through peer support and linkages to financial resources from Coca‑Cola’s capacity-building programs from 2011 to 2020.

About Coca‑Cola Philippines

Coca‑Cola has been refreshing Filipinos and making a difference in the Philippines for 109 years. The Philippines was Coca‑Cola’s first market in Asia to begin local bottling operations. Today, the Coca‑Cola system in the Philippines has evolved into a total beverage company, offering a diverse portfolio of brands in its beverage portfolio and employing over 15,000 Filipinos in over 19 manufacturing facilities and more than 60 distribution centers nationwide. As part of its long-standing commitment to the country, Coca‑Cola continues to #GOBEYONDGOOD as a business by continuously supporting safe water access programs in over 250 communities, empowering around 250,000 women entrepreneurs through training and peer mentoring, and accelerating packaging collection and recycling under its global World Without Waste initiative.


A banner showcasing brands supporting Tatak Matatag Na Negosyo Sustainable Stores Movement

Tatak Matatag na Negosyo (TMN) is a sustainable stores movement which aims to assist micro, small, and medium enterprises in becoming future-proof, resilient, and sustainable.

A man shows a Tatak Matatag na Negosyo Sustainable Stores Movement document inside a Coca-Cola office

Coca‑Cola Philippines President Tony del Rosario holds a copy of his Tatak Matatag na Negosyo – Sustainable Stores Movement pledge. Del Rosario, together with 11 other CEOs from different brands and companies, committed to support MSMEs by enhancing their entrepreneurial capacities.