CONCRETE DREAMS
The story of Mabuhay Filcement Inc. started like any other story - with a dream.

At the turn of the millennium, there has been a massive consolidation in the cement industry locally and globally. Most of the leading local cement manufacturing companies have already been acquired by the global giants. Lately, this consolidation even saw the merger of the two biggest cement companies in the world: Lafarge and Holcim. With the industry dominated by global powerhouses, is there room for a local private player?

Cebu is an island in the Visayas, Philippines, and is considered the Queen City of the South. It is already home to several global cement manufacturing plants. In recent times, the humble cement has become an important indicator of economic activity especially with the Philippine government’s Build Build Build program. Such a simple product but once mixed with water and sand, it can create monuments and buildings that dot the landscape. This was the scenario facing the owners and management of Mabuhay Filcement, Inc. Dreams remain dreams unless it is followed and acted upon. Very much like cement, it remains shapeless and useless unless it’s mixed with water. So, they decided to act and make their dreams - concrete. First, what name should be given to this company that’s willing to enter an industry dominated by giants? It is very telling that the owners decided to name their cement company “Mabuhay” - a word very synonymous with a positive Philippine greeting but also with living and life. In fact, it emphasizes on living great and to “long live”.

Today, Mabuhay Filcement Inc. is probably the largest Filipino and privately owned company in the Visayas and Mindanao. It utilizes state of the art technology in manufacturing and engineering design. It currently produces the following cement brands: Mabuhay Portland, Mabuhay Premium Portland, Mabuhay Pozzolan, and Mabuhay Masonry.

More than contributing to nation building, the company has also been directly engaging the community, city, and province through its CSR activities. These range from:

• Environmental initiatives: marine coastal clean-up, tree planting, and seedlings propagation.
• Social initiatives: Fiesta activities, medical mission, and adopt a child program.
• Livelihood initiatives: donation of sewing machines and computers.
• Infrastructure initiatives: cement donations for schools, roads, and drainage.

Currently, the cement industry is facing headwinds with local and global challenges. The management believes they have seen the industry cycle and the fluctuations that occur in the supply and demand. Faced with these challenges, they have made continuous improvements to ensure supply efficiency. They have managed to improve kiln capacity in existing plants. They have also introduced innovations to the assembly lines, and modernized their equipment. They are developing new product lines, and seeking untapped markets and uses. Other strategic solutions include investing in a port facility and distribution terminals to improve network distribution. There are also plans for national expansion in key areas through property acquisitions and subsequent development investments.

Mabuhay Filcement, Inc. is conservatively optimistic about the future. As their industry is vital to national growth, its success will mirror the country’s success. To believe in cement is to believe in the Philippines. Mabuhay!

VISION STATEMENT : to be the most sustainable and recognizable cement brand in the Philippines.

MISSION STATEMENT : to be the leading cement brand known for:

• Operational excellence. Consistent quality. On-time delivery. Competitive pricing. Efficient operations. Service oriented.
• Marketing innovation. Product differentiation. Brand recognition. Segment penetration.
• Cement that cares: employee satisfaction. Community interaction. Environmental protection.
• Sustainable growth. Economic efficiency. Continuous improvement. Maximizing opportunities.

CSR project name : cement that cares.

ENVIRONMENT POLICY : as a cement that cares, Mabuhay Filcement, Inc. is committed to be a responsible and proactive stakeholder to the environment through management initiative, employee participation, technological innovation and community interaction.

QUALITY POLICY : Every single individual in the Mabuhay Filcement, Inc. team is committed to deliver excellent cement products and related services (to internal and external customers). This will be enhanced by continuous improvement and timely review of policies, customer engagement, employee training, and benchmarking against the industry best practices.