LOOK: Joel Pedro is Lamoiyan Corporation’s new CEO
The factory floors of Lamoiyan, a place where Hapee toothpaste was born, have seen a shift. Where once Dr. Cecilio K. Pedro walked, now strides his son, Joel Conrad Pedro. From the initial 20 workers Dr. Pedro employed back in 1988, the company has grown to nearly 200, its products shipped to distant markets across Asia, the Middle East, and North Africa. This is a family story, a 100% Filipino endeavor, and in 2024, the younger Pedro accepts the mantle of leadership.
Joel, at 40, is anything but predictable. His manner is open, his smile genuine, and his words straightforward. This isn’t a case of someone simply stepping into a pre-made role. He worked his way up, learning the business from the ground, first as COO and then, finally, as CEO. And beyond the office walls, he leads another life, one filled with the rough pleasures of outdoor adventure and the smooth lines of well-engineered cars. What, one might wonder, does this blend of interests bring to a company built on the simple necessities of daily life?
The Cards Dealt
“You play with the cards that you’re dealing with,” Joel says. “So Lamoiyan is a card I am dealt with because it’s a family business. Over the time we’ve been running this business, I’m blessed to have a good team with us without whom I cannot run my other business. That’s the nature of this work.” He acknowledges the weight of responsibility, the inheritance of a successful enterprise. Yet, there’s no sense of obligation, but rather a clear understanding of the task at hand. His team, he insists, is the bedrock upon which his own ventures rest.
Finding Balance, Building Outlets
Joel’s approach to leadership is grounded in a belief in balance. “Everybody needs passion here and there. I’m a businessman who likes the outdoors and cars, and I think everybody can agree that you need something to take your mind off things so you can do your main job excellently. My Overland Kings business is an outlet for me to be able to creatively give input on what else I do,” he explains. His passion for off-road adventures and automobiles isn’t a distraction, but a crucial part of his ability to lead effectively. He sees his outside interests as a source of creative energy, a way to recharge and bring fresh perspectives to Lamoiyan.
A Sanctuary Built on Sustainability
Lamoiyan has long been known for its commitment to integrity, equality, and inclusion. The company has made a point of providing employment opportunities for hearing-impaired individuals, a practice that has earned it widespread respect. Now, under Joel’s leadership, this commitment is being further solidified. The creation of Silent Sanctuary, a self-sustaining school for the hearing-impaired that doubles as a glamping site, is a perfect example.
“Silent Sanctuary is self-sustaining. It serves a clientele, and it’s easier to tell people to go camping than just always asking donation money for them. If they enjoy nature, if they enjoy the facility, maybe they give a bigger tip. It is win-win. That’s how we’re able to sustain it,” Joel explains. He encourages clients to experience the site, knowing that every peso spent supports the school’s operations. This is a vision of corporate social responsibility that goes beyond simple charity, creating a model of sustainability and empowerment. It’s a different way to look at how a company can give back, providing experience and self-reliance to a community.
Opportunity in Crisis, Excellence in Execution
This “win-win” mentality, coupled with a keen ability to spot opportunity even in crisis, are deeply ingrained Lamoiyan traits. During the lockdowns, when many businesses faltered, Lamoiyan pivoted, producing isopropyl and ethyl alcohol brands. This move not only stabilized the company but prevented layoffs, a clear demonstration of their commitment to both their employees and the community.
“I think it’s a matter of being excellent in what you have. I always believe in being a good steward of what you’re given. At the end of the day, our mission and vision still goes back to helping the Filipinos, give them a product of quality, and affordable, that gives Filipinos products they can use. It’s also important to do it excellently. Have an excellent team,” Joel states. This philosophy, a blend of pragmatic business sense and a deep-seated desire to serve, is the driving force behind Lamoiyan’s continued growth and its place in the lives of Filipinos.
