Bike for Good: Baker John partners with GMA Kapuso Foundation for Livelihood Project


Baker John, Universal Robina Corporation’s (URC) brand of bread, recently teamed up with GMA Kapuso Foundation for the “Bike for Good” project. Through this partnership, 30 beneficiaries will receive bikes and bread products from Baker John.

“Our goal is to provide assistance to those who are trying to adapt to this new, challenging situation in the time of the COVID pandemic. Through this partnership, we hope the beneficiaries selected by GMA Kapuso Foundation will have the will — and the wheels — to keep going,” said Ellison Lee, URC Flour and Bread Division’s Managing Director.

TEAMING UP FOR BIKE FOR GOOD. Rikki Escudero-Catibog, GMA Kapuso Foundation Executive Vice President and Chief Operating Officer, (left) and Ellison Lee, URC Flour and Bread Division Managing Director sign the agreement formalizing the partnership for the Bike for Good livelihood donation.

According to Lee, the Bike for Good project provides each of the 30 beneficiaries with a bicycle and a negosyo starter package consisting of Baker John products. “We want to assist them in kicking off their community selling business which can help them with their livelihood,” Lee shared.

PROVIDING LIVELIHOOD THROUGH WHEELS: GMA Kapuso Foundation Executive Vice President and Chief Operating Officer (left) Rikki Escudero-Catibog together with URC Flour and Bread Division Managing Director Ellison Lee check the bread-and-bike livelihood package from Baker John for the Bike for Good beneficiaries.

In choosing the beneficiaries, the project prioritizes those who lost their livelihood due to the COVID-19 pandemic, as well as residents of Metro Manila and Rizal who have lost their source of income due to the typhoons Rolly and/or Ulysses.

Apart from this, GMA Kapuso Foundation chose beneficiaries who are physically able, have the can do spirit, and willing to use the bicycle to sell Baker John’s bread in their community as a source of alternative livelihood for their family.

“COVID and typhoon Ulysses brought economic devastation to residents of NCR. GMA Kapuso Foundation is happy to help Baker John and URC find beneficiaries. It is a very difficult time but in time of great adversity there is also opportunity. Do not lose hope,” stated Ms. Rikki Escudero-Catibog, GMA Kapuso Foundation’s Executive Vice President and Chief Operating Officer.

Baker John is URC’s very own line of tasty premium bread products available in selected Robinsons, Rustan’s, Shopwise, and Walter Mart supermarkets, and Ministop branches nationwide. Visit www.urcflour.com today for more information.


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Mommy Iris

I'm a lifestyle and mommy blogger from the Philippines. Pinay Ads was created to share bits and pieces of my life and my family. I have a wide array of interests that include entertainment, movies, music, gadgets, traveling, food, baking, and more. So, I hope you’ll stick around and enjoy reading!