SOAR Phoenix Rising - Phoenix Petroleum Philippines

SOAR 

PHOENIX PETROLEUM PHILIPPINES, INC. 

VOL 4 ISSUE 2 APRIL-JUNE 2011 

Phoenix 

rising 

“It always seems impossible 

until it is done.” - Nelson Mandela 

SOAR PHOENIX April-June 2011 / 1

FROM THE PRESIDENT 

Trust and learning 

Dennis A. Uy Founder, President, and CEO 

Reputation 

cannot be bought 

and credibility 

cannot be 

earned 

overnight. 

this issue 

SOAR Vol 4 Issue 2 / April-June 2011 

2 From the President 

3 Top Speak 

4 News 

10 Phoenix Run Series 

11 Sports 

12 Lubes Track 

13 Dealer Feature: Phoenix 

Aglayan, Bukidnon 

14 New Stations 

SOAR VOL 4 ISSUE 2 / April-June 2011 

EdItOrIAL: Corporate Communications department 

Published by PHOENIX PEtrOLEUM PHILIPPINES, 

INC. (PPPI). All rights reserved. Copyright 2011 by 

PPPI. No part of this newsletter may be reproduced 

in any manner without the permission of PPPI. this 

newsletter is distributed free to Phoenix staff, dealers, 

and business partners. 

2 / SOAR PHOENIX April-June 2011 

The year is half over, but 

it has been an eventful 

first semester. While 

we continue to make progress 

on our targets, we should not 

be complacent and instead 

work harder to surpass our past 

performance. 

There are two valuable lessons 

essential to success that I would 

like to emphasize to the team: trust 

and learning. 

When I was starting in 

business, I learned an important 

principle early on: “xinyong.” It is 

what the Chinese use to describe 

trustworthiness, integrity, and 

the character and reputation of a 

person. The Chinese character for 

trust or “xin” is composed of two 

elements: those of ‘person’ and 

‘word; to speak.’ Literally, trust is a 

person’s word. 

My grandfather and father 

taught me to value xinyong. Be 

16 Phoenix stations as 

Western Union agents 

18 Lubes Feature: Exceedall 

Distributors 

19 I Love Phoenix 

23 Giving Back 

28 Inspire: Why I Run 

29 Lakbay Pasasalamat: 

Dealers go to Thailand 

On the cover: Phoenix Pagadian station on opening day in April 

xin yong 

trustworthy at all times, even if 

this will cost me money. Trust takes 

work and time. Reputation cannot 

be bought and credibility cannot 

be earned overnight. When a 

person has the trust of another, it is 

a great honor. 

Trust also works as a shield. We 

have seen this in our company. 

When other people tried to bring 

us down, the trust we shared with 

our business partners and each 

other kept us afloat. As long as we 

are doing the right thing, we can be 

assured of success. 

At its simplest, trust is built on 

doing what you say and saying 

what you mean. Both work and 

personal lives should be lived with 

Find us online! 

integrity. 

Another important element to 

success is learning, whether from 

other people or from books. They 

say experience is the best teacher. 

But we do not have to experience 

it for ourselves to learn from it. We 

need only listen to the advice of the 

elders, they who have experience 

and wisdom. 

Books are another great source 

of knowledge. I get valuable 

advice and lessons from reading 

biography, management, and 

inspirational books. Reading 

opens our minds and hearts to all 

possibilities. 

As we celebrate nine years 

of Phoenix Petroleum, I urge all 

of us to continue learning and 

improving. What we have been 

able to achieve, we must surpass. 

And we must do all these with 

integrity, unwavering passion, and 

dedication to Phoenix. 

• Visit us at www.phoenixphilippines.com 

for weekly news updates 

• Watch our videos on YouTube. Just type 

“PhoenixPhilippines” and subscribe to us. You’ll find 

our TVCs and corporate videos. 

• Add us as friend on Facebook at www.facebook.com/ 

phoenixpetroleum, and be on the loop on our latest news 

and events 

• Like our page www.facebook.com/phoenixphilippines 

and spread the word about your favorite oil company! 

• Follow us on www.twitter.com/phoenixphils and get 

instant updates from us 

PHOENIX PEtrOLEUM PHILIPPINES, INC. OffICES At: 

• Phoenix Bulk Depot, Sasa, Davao City (082) 235-8888 

• 25th Floor Fort Legend Towers, 3rd Avenue corner 31st Street, Fort Bonifacio Global City, 

Taguig City (02) 403-4013 Fax: (02) 403-4021 

• Suite 1 & 2, 8th Floor Limketkai Gateway Center, Lapasan, Cagayan de Oro City 

(088) 855-4527 Fax: (088) 855-4528 

• Mezzanine Floor, RD Plaza, Daproza St., General Santos City (083) 553-9207, 304-0046 

• 12th Floor, Skyrise II Building, Asia Town IT Park, Lahug, Cebu City (032) 236-8168, 236-8198 

• Door 5-7, Ground Floor JFC Bldg., Palanca Avenue, BREDCO Reclamation Area, Bacolod City (034) 4412683 

Email: contactus@phoenixphilippines.com www.phoenixphilippines.com

Atty. Gigi Fuensalida 

Corporate Counsel 

and Asst. Corporate 

Secretary 

The besT advice They received 

relentless preparation 

Talent alone is not 

enough. One must 

be prepared. 

When I was a first year 

lawyer in my old law 

firm, I often heard the 

partners say, “Preparation is the 

key to the success of any litigation 

lawyer.” To instill this in the young 

lawyers of the Firm, litigation 

partners conducted month-long 

lecture series and workshops every 

year on drafting of pleadings, trial 

preparation and techniques, and 

presentation of different kinds of 

witnesses – all geared towards 

preparing young lawyers for 

trial practice. Perhaps because of 

immaturity, I heard but did not 

really listen to this most important 

lesson from our law partners. This 

attitude almost lost me a case. 

In one of the cases assigned 

to me, I was asked to present in 

court a real estate appraiser as an 

expert witness. Since I had already 

Professionalism and politics 

John Yap 

Trading and 

Supply Manager 

Professionalism, 

hard work, and 

determination 

make a leader. 

as Trading and Supply 

Manager of Phoenix 

Petroleum for more than 

two and half years, I have met and 

interacted with a lot of people, 

including foreigners. I handle the 

nationwide supply of fuels and 

base oils for the company. I also 

handle the pricing of fuels for 

Luzon and the sales of Jet A1 to 

Cebu Pacific. My work entails me to 

meet various types of people, from 

suppliers to customers, from private 

individuals to government officials. 

Through these interactions I 

received many pieces of advice 

from them – from personal to 

professional – coming from their 

own experiences. All these have 

helped me in my career here at 

Phoenix. 

The first advice that struck 

me the most came from our COO 

himself, Mr. Romy de Guzman. He 

gave the advice to me in April of 

presented an expert witness in 

court in the past, I felt confident 

and did not conduct additional 

research for my hearing. I prepared 

my usual list of questions that 

would qualify the witness as an 

expert in his field – his educational 

background, work experience, 

seminars and trainings attended. 

During my presentation of the 

real estate appraiser, I simply 

asked these same questions to the 

witness. 

I had expected this witness 

presentation to follow the usual 

routine. However, during crossexamination, 

the opposing 

counsel asked my witness a simple 

question, “Mr. Witness, did you 

pass the Real Estate Appraisers 

Licensure Examination?” To my 

utter shock, my witness, with 

utmost confidence, emphatically 

2009 during the initial stages of his 

assumption of office. 

According to him, to excel in my 

career, I should properly practice 

the combination of “90% hard 

work and determination and 10% 

politics.” 

Lest we be misinterpreted, he 

immediately defined “politics” as 

not the politics that is associated 

with being loyal to a person instead 

of the organization, crab mentality, 

backbiting, and other pitfalls. 

In essence, our COO said that 

the 10% politics is limited to that 

which is required to know a person 

or co-worker in a professional level. 

In other words, being able to build 

a good working relationship based 

on trust and respect. 

“Politics” should not be used 

to go up the corporate ladder. It 

is the professionalism, hard work, 

and determination by which one is 

gauged to be a leader. 

TOP SPEAK 

replied, “No!” My so-called expert 

witness did not even take the 

examination! I was flabbergasted. 

It was then that I realized I 

had overlooked the most basic 

requirement to qualify my witness 

as an expert. This serious error was 

due to my misplaced confidence 

that I was already good enough 

to skip trial preparation. I realized 

then that there is really no 

substitute for preparation! 

It is often said that being a great 

litigation lawyer is 10% skill in the 

courtroom and 90% drudgery in 

the office preparing for the case. 

Diligence and meticulous trial 

preparation can more than make 

up for lack of trial experience. 

Preparation not only provides 

the lawyer the necessary 

knowledge to handle and win 

Continued on next page 

Having only worked previously 

in another company which was 

run differently, being with Phoenix 

is actually my first time to be in a 

“real” corporate life. The difference 

between the two companies itself 

motivates me to do better with 

what I’m supposed to do. 

With Phoenix, I get to feel like I 

am part of a team trying to achieve 

a single goal. Most of all, I am 

respected as somebody who can 

and will be able to contribute. And 

it’s rewarding when Phoenix shows 

its appreciation to its people. 

Our COO’s first advice has 

guided me to this day in dealing 

with people from all walks of life. 

Aside from that, it has helped me in 

a lot of decisions I have to make in 

my career as officer for Phoenix. 

I love what I do for the company 

for I consider it an adventure. I am 

motivated to help make Phoenix 

bigger and better. 


NEWS 

Phoenix wins Asia responsible 

entrepreneurship Award 

Phoenix Petroleum Philippines, Inc. was recognized for our “outstanding 

and exemplary achievements in social and responsible entrepreneurship” 

at the prestigious Asia Responsible Entrepreneurship Awards (AREA), the 

first time the awards included Philippine companies. 

AREA recognizes and honors 

Asian businesses for championing 

sustainable and responsible 

entrepreneurship. It is given 

annually by Enterprise Asia, the 

region’s leading non-governmental 

organization for entrepreneurship. 

The judging panel was made up of 

regionally recognized icons from a 

diverse field of industry sectors and 

disciplines. 

Phoenix Petroleum won in the 

Social Empowerment category 

for its “Phoenix for Education” 

program that benefits public 

schools, teachers, and students 

in Davao City. Enterprise Asia 

recognized Phoenix for promoting 

empowerment of communities 

through its CSR programs, and for 

embodying innovation, solutionoriented 

approach, results, 

sustainability, and integration. 

The awarding was held at the 


Marina Bay Sands in Singapore on 

June 10, 2011 and was attended by 

hundreds of entrepreneurs from 

Malaysia, Singapore, Indonesia, 

Vietnam, and the Philippines. 

Various winners were recognized 

for their contributions to social 

empowerment, investment in 

people, promotion of health, and 

protection of the environment. 

Phoenix for Education is 

comprised of three programs: 

Adopt-a-School, Alternative 

Learning System, and book 

donations. In partnership with the 

Department of Education, Phoenix 

has adopted two pre-schools in 

Davao City. It directly benefits 

teachers, whose salary Phoenix 

shoulders, and students who 

avail of free education and have 

access to new books. Since 2008 

when Phoenix began supporting 

pre-school education, a total of 390 

Enterprise Asia President William 

Ng with BBC Asia Senior Vice 

President Sunita Rajan award 

Phoenix Petroleum Philippines 

as one of the winners of the 

prestigious 2011 Asia Responsible 

Entrepreneurship Awards, Social 

Empowerment category. Receiving 

it on behalf of Phoenix Petroleum 

President Dennis Uy is Corporate 

Communications Officer Debbie Uy 

at the awarding on June 10, 2011 

at Marina Bay Sands, Singapore. 

relentless preparation Continued from previous page 

the case. Just as important, it gives him a huge 

confidence boost. A lawyer who is prepared 

and organized will appear confident and 

professional to the judge and even to his client. 

Prior to joining Phoenix Petroleum, I did trial 

work for five years. In those years, I learned and 

appreciated the value of coming to court (or any 

meeting) well-prepared – with well-researched 

arguments, effectively and efficiently organized 

trial folder and trial brief, carefully selected and 

prepared witnesses and documentary evidence 

– lest I embarrass myself, my Firm and our client 

and ultimately lose the case. 

When I joined the Company and the 

corporate world in June 2008, I knew that 

relentless preparation would still be a key to 

meeting this new challenge. 

As Corporate Counsel, it is my primary 

duty to monitor and ensure that the Company 

is operating within the bounds of law at all 

times. It is my responsibility to guide and 

keep management in the right direction by 

promoting and implementing legal compliance 

within the Company. 

I am also expected to have business acumen 

and a good grasp of the complexities of the 

Company’s operations and of the petroleum 

industry. Thus I have to maintain open 

communication with other business units and 

be familiar with their operation. 

Indeed, in a fast growing, dynamic and 

a publicly-listed company like Phoenix, the 

huge challenge is to ensure that the Company 

complies with all rules and regulations and all its 

transactions are above-board, without hindering 

or restricting its growth. 

I believe that the key to meeting this 

challenge is relentless preparation – to be 

prepared for and be able to anticipate the next 

steps so that the Company can plan ahead 

and evaluate workable options. As former New 

York mayor Rudolph W. Giuliani said in his book 

young students and three teachers 

have benefited. A Phoenix Library 

has been built at the first adopted 

school. 

The Alternative Learning 

System benefits out-of-school 

youth, unemployed, and working 

students by providing free high 

school weekend classes and 

free vocational courses such as 

welding, electricity, electronics, 

and cosmetology. Since 2009, 69 

livelihood students and 33 high 

school students have graduated. 

Most of them have become 

employed and productive. 

Aside from education, the 

other core programs of Phoenix 

Foundation are environment, 

health, and outreach. 

It is often said that being a 

great litigation lawyer is 10% 

skill in the courtroom and 

90% drudgery in the office 

preparing for the case. 

“Leadership,” “If you prepare for those challenges 

that you can predict, you will be better equipped 

to handle all problems, even the unexpected 

ones.” 

So what happened to the case I nearly lost 

because of my blunder? The next hearing, I came 

prepared and ready to do battle. I presented 

another real estate appraiser as my witness – 

whose expertise in his field was acknowledged 

not only by his peers but by the courts as he had 

been presented as an expert witness in other 

cases. Needless to say, he passed the Real Estate 

Appraiser Licensure Examination provided by 

the Department of Trade and Industry, with 

flying colors – and I won my case!

Phoenix Petroleum rolls out ‘Trip Mo, 

Sagot ng Phoenix’ grand raffle promo 

Gas up at Phoenix Petroleum 

stations nationwide and you could 

win a brand-new Toyota Vios, an 

Asian package tour, an iPad or a 

DSLR camera with the “Trip Mo, 

Sagot ng Phoenix” grand raffle 

promo. You can also win monthly 

prizes of motorcycles, LED TVs, 

digital cameras, or Phoenix gift 

certificates. 

From July 7 to December 

1, 2011, every P500 single or 

accumulated purchase of Phoenix 

fuels or lubricants entitles the 

motorist to one raffle coupon. 

Fill up the coupon and drop it in 

designated drop boxes at Phoenix 

stations. 

Four monthly draws will be held 

every 15th of the month starting 

August 15, 2011. Grand draw will be 

on December 8, 2011 in Davao City. 

Two sets of winners will be 

Trip Ko Phoenix Fuels 

Basketball Cup underway 

The first Trip Ko Phoenix Fuels 

Basketball Cup by Phoenix 

Petroleum Philippines opened to 

great cheer and excitement last 

July 2 at the Davao City Recreation 

Center. 

The best 90 players from all 

over Davao composed the six 

teams of the 16-under basketball 

tournament: Accelerate Supreme, 

Accelerate Vega, Cyclomax 4T Force, 

Cyclomax Titan, Zoelo Diesel and 

Zoelo Extreme. Phoenix shoulders 

their uniforms and practice 

allowances. 

The Phoenix Basketball Cup is 

held in partnership with the city 

government of Davao. It will be 

played over nine Sundays from 8am 

to 1 pm and will culminate during 

the Kadayawan sa Dabaw in August. 

It is sanctioned by the Samahang 

Basketbol ng Pilipinas (SBP) - XI. 

chosen per month and in the grand 

draw: one set from Luzon-Visayas 

and one set from Mindanao. 

Each month from August to 

November, Phoenix Petroleum will 

give away 8 specially-designed 

Suzuki Smash 115 motorcycles, 

10 Devant 24" LED TV, 10 Canon 

digital cameras PS A2200, and P500 

worth of Phoenix Lubricants gift 

certificates. 

On the grand draw on 

December 8, Phoenix Petroleum 

will raffle off 2 Blaze Toyota Vios, 

2 Singapore Tour Package for four, 

2 Hong Kong Tour Package for 

Ceremonial toss with Phoenix AVP for Fuel Sales- 

Mindanao Edgar Alerta and the team captains of Zoelo 

Diesel and Cyclomax 4T Force on the opening on July 2 

Team Accelerate Supreme, one of the six teams 

competing for the title 

NEWS 

four, 20 Devant 42" LCD TV with 

speaker system, 20 iPad with wifi 

16Gb, 20 red Canon DSLR EOS 

1100D, and 200 Phoenix Fuels and/ 

or Lubricants gift certificate worth 

P2,000 each. 

The Singapore and Hong Kong 

tour packages each include round 

trip plane tickets, 3 days and 2 

nights hotel accommodation, 

and P40,000 pocket money. For 

Singapore, it includes 4 tickets to 

Universal Studios, and for Hong 

Kong 4 tickets to Hong Kong 

Disneyland. Each package is worth 

P200,000. 

Gas up now at Phoenix 

Petroleum and you could be one of 

the lucky winners! 

Promo runs from July 7 to 

December 1, 2011. Per DTI-NCR 

Permit No. 4709 Series of 2011. (See 

back poster for more details.) 

For more photos and updates, 

go to www.facebook.com/ 

phoenixphilsbasketball 

City General Services Office Head Atty. Marvin 

Melodias turns over support and basketball rule 

book to Phoenix Corporate Affairs Manager Ben Sur 

and Phoenix AVP for Fuel Sales-Mindanao Edgar 

Alerta 

Players of 

Accelerate 

Supreme and 

Zoelo Extreme 

juggle for the ball. 

Supreme won 

in the opening 

game, 106-63. 


NEWS 

‘Todo Karga, Insured Ka’ launched 

Phoenix Petroleum Philippines 

in partnership with Malayan 

Insurance Company has rolled out 

its loyalty rewards program “Todo 

Karga, Insured Ka!” for motorists 

nationwide. 

The launching and press 

conference was held on April 

15, 2011 in Davao City, and was 

attended by executives from 

Phoenix Petroleum and Malayan 

Insurance, led by their President 

Ms. Yvonne Yuchengco. 

The program gives customers 

and their family monetary 

compensation for death or bodily 

injury arising from accidental, 

violent, external and visible means. 


Members can receive a maximum 

benefit of P100,000 for every 

secured member of the family. 

To avail of the insurance card, 

customers just have to gas up at 

their favorite Phoenix station. A 

purchase report card will be given 

to indicate purchase. To earn points, 

gas up at the same station. An 

insurance card will be given once 

the qualifying level for the desired 

insurance coverage is reached. 

“Todo Karga, Insured Ka” is 

available in all Phoenix stations 

nationwide. 

Malayan Insurance is the 

number one non-life insurance 

company in the country. 

Malayan Insurance President Ms. Yvonne Yuchengco and Phoenix AVP for 

Fuel Sales-Mindanao Edgar Alerta award “Todo Karga, Insured Ka” cards 

to representatives of transport groups in Davao City. They are joined by 

Phoenix Asst. Brand Manager Neb Bulaclac 

Malayan Insurance executives led by President Ms. Yvonne Yuchengco 

and Phoenix Petroleum executives led by AVP-Corporate Legal Atty. 

Pinky Cabreros and AVP-Fuel Sales Mindanao Edgar Alerta celebrate a 

fruitful partnership 

Clean and Cool restrooms 

at Phoenix stations 

A clean and cool restroom is one of the 

luxuries on the road – a luxury Phoenix 

Petroleum happily brings to travelers. 

Drop by at the following Phoenix service 

stations to enjoy clean and air-conditioned 

restrooms. 

In Luzon: 

1. Phoenix Sta.Rosa-Tagaytay Road, 

Sta. Rosa, Laguna 

2. Phoenix National Highway, Balagtas, 

Batangas City 

3. Phoenix Felix Avenue, Pasig City 

4. Phoenix McArthur Highway, Bgy. 

Dela Paz, San Fernando, Pampanga 

5. Phoenix Poblacion, Malolos, Bulacan 

6. Phoenix McArthur Highway, Balagtas, 

Bulacan 

In Davao City: 

1. Phoenix Maa corner Diversion Road 

2. Phoenix Guerrero corner Magsaysay 

3. Phoenix Maharlika Highway, Dumoy 

4. Phoenix Davao-Bukidnon Road, 

Calinan 

In the coming months, more Phoenix 

service stations nationwide will have clean 

and cool restrooms. Visit us! 

A clean and air-conditioned 

restroom at Phoenix 

Calinan, Davao City 

Stations open for dealership 

The following Phoenix stations in Luzon are open for dealership: 

1) Mindanao Ave. Valenzuela City 

2) 817 JP Rizal St., Nangka, Marikina City 

For inquiries, contact Kim Buenagua at 0908-873-8888 or Claire Wong at 

0917-633-3734. 

Luzon locator spaces for rent 

Phoenix Petroleum has available retail spaces in the following Phoenix 

service stations in Luzon: 

1. Phoenix Cabuyao – Old National Highway, Cabuyao, Laguna 

Area Available: 132 sqm. (5 slots) Lease Rate: P250 per sqm. 

2. Phoenix Molino Boulevard – Molino Boulevard, Bacoor, Cavite 

Area: 70 sqm. Lease Rate: P350 per sqm. 

3. Phoenix Marcos Highway – Marcos Highway, Antipolo 

Area: 200 sqm. Lease Rate: P400 per sqm. 

For inquiries, please contact Michael Vantomme through cellphone 

number 0917-6331100 or send an e-mail to michael.vantomme@ 

phoenixphilippines.com. You may also contact Angelo Balajadia through 

his cellphone number 0917-8264356 or email angelo.balajadia@ 

phoenixphilippines.com

Mindanao Dealers’ Forum 

Over 100 Phoenix station dealers 

from Mindanao attended the 

Dealers’ Forum held at various 

locations across the island. 

On June 16, 2011, dealers 

from North Mindanao gathered 

in Cagayan de Oro City. Dealers 

from Davao South attended the 

forum held in Microtel Davao on 

June 21. The next day, dealers 

from Socsargen met in General 

Santos City. Davao North dealers 

gathered in Tagum City on June 

24 while Zamboanga Peninsula 

dealers got together on the 29th 

for the forum. 

Phoenix officers shared 

updates and expertise, and 

dealers shared their experiences. 

Mario Debolgado receives his award as Top 

Performing Western Union-Phoenix Outlet 

for the 1st quarter of 2011 on June 22, from 

Dealers from Zamboanga Peninsula with Phoenix Assistant 

Brand Manager Neb Bulaclac, RTM-Zamboanga Mariano 

Claridad, NFRB Manager Michael Vantomme, and Sales Manager 

George Nifras 

Dealers from Socsargen with Phoenix Retail Territory Manager-Socsargen 

Ryan Diamante 

i-Pay Commerce Ventures 

Inc. Community Sales 

and Marketing Manager 

Michael Lim. Also with 

them is Phoenix RTM Ryan 

Diamante. 

Phoenix Training Specialist 

Christine Talaguit 

Phoenix dealer 

Patrick Galves of 

PICIGI Phoenix 

in Emily Homes, 

C a b a n t i a n , 

Davao City 

Phoenix manager 

elected head 

of sports, port 

security orgs 

NEWS 

Phoenix Petroleum 

Corporate 

Affairs Manager 

Beethoven Sur has 

been elected to 

lead two various 

organizations in 

Davao City. 

On May 17, Ben 

became President 

of the Port Facility 

Security Officers Ben Sur 

Association of Davao 

Gulf. His term will last two years. The election 

was called by the Office for Transportation 

Security (OTS) and presided by the Office of 

Philippine Ports Authority (PPA) - Davao. 

As President, Ben will lead the group’s efforts 

to assist Davao ports, the OTS, and the PPA in the 

protection, implementation and compliance of 

laws, regulations and orders related to the safety 

and security of all ports in Davao Gulf. 

On May 31, Ben was elected to a twoyear 

term as President of the Davao City 

Sports Council Inc. (DCSCI). The Council is an 

association of sports leaders and regional 

heads of 24 different sports discipline. His main 

objective will be to unite and support the sports 

development program of the Council and that of 

Davao City. 

Phoenix creates HSE committees 

Phoenix Petroleum has formed Health, Safety, 

and Environment committees in its depot 

and office locations nationwide. These are the 

head office in Davao City, Fort Legend office, 

Calaca terminal, Zamboanga bulk depot, New 

Washington depot, and Lubes warehouse. Future 

depots will have their own HSE committees as 

well. Each committee has at least five members 

coming from different business units. 

Some of the important HSE action items that 

the Company plans to accomplish are expansion 

of the PPPI HSE organization, HSE management 

programs that will include fuel retail outlets 

and commercial account installations, training 

programs to include retail dealers and forecourt 

attendants, workplace monitoring program, 

incident monitoring program, acquisition of 

more safety equipment for operating facilities, 

and other HSE concerns. 

Phoenix Petroleum formalized its HSE policy 

at the start of the year. It includes the following: 

- To make environmental protection, health, 

fire and safety considerations an integral part of 

all business planning and of equal importance 

with other key operational, business, and 

strategic objectives 

- To design, build, operate and maintain a 

safe working environment 

- To educate all employees on HSE 

- To hold each employee responsible and 

accountable for his/her environment, health, 

and safety-related performance, as well as for 

that of personnel and facilities under his/her 

responsibility of supervision 


NEWS 

Billboard spaces for 

lease in stations 

A sample billboard at Phoenix Daang-Hari, Bacoor, Cavite 

Billboard spaces are available for lease at Phoenix stations in Luzon and 

Davao City. Billboards are double-faced and lighted, with a monthly rent of 

P50,000 per face. 

1. Phoenix Imelda Avenue – Felix Avenue, Pasig City 

Size: 40 feet x 20 feet 

2. Phoenix Sta. Rosa – Sta. Rosa-Tagaytay Road, Sta. Rosa, Laguna 


3. Phoenix Daang Hari – Daang Hari cor. Molino Road, Bacoor, Cavite 

Single Face 


4. Phoenix Kawit - Centennial Highway, Kawit, Cavite 


5. Phoenix Guerrero – Guerrero cor Magsaysay, Davao City 


6. Phoenix Maa – Maa cor Diversion Road, Davao City 


7. Phoenix Lanang – J.P. Laurel Ave., Lanang, Davao City 


For inquiries, please contact Michael Vantomme through cellphone 

number 0917-6331100 or send an e-mail to michael.vantomme@ 

phoenixphilippines.com. 

Trip ng Kampeon t-shirt promo 

Phoenix Petroleum joined 

the excitement of the Manny 

Pacquiao-Shane Mosley fight last 

May 8 with the “Trip Ng Kampeon” 

promo in all Phoenix stations 

nationwide. 

From May 5 to 20, Phoenix 

customers could buy the limited 

edition Pacman dri-fit shirt at 

Phoenix stations. 


Every P500 single or 

accumulated cash purchase of any 

Phoenix fuel and/or lubricants 

entitled a motorist to purchase 

one limited edition Pacman dri-fit 

t-shirt at P150 each. 

Phoenix was a sponsor to the 

Pacquiao-Mosley fight in Las Vegas, 

which Pacquiao won by decision. 

Fuel discount on 9th anniv 


Petroleum 

celebrated its 

9th anniversary 

with the “Trip Ko 

Phoenix Fuels 

Anniversary 

Promo” in all Phoenix stations 

nationwide. 

Motorists availed of off-thepump 

discount of P1.50/liter on 

premium, unleaded and regular 

gasoline and P1.00/liter on diesel 

Holy Week roadside assistance 

Phoenix Petroleum teamed 

up with KIA Motors and 

Emcor for its "Trip Mo, Trip 

Ko!" nationwide roadside 

assistance program during 

the Holy Week. 

In Luzon and Visayas, the KIA 

Technical Team gave free service to 

all kinds of motorcycles from April 

20 to 21 and April 23 to 24. 

Participating Phoenix stations 

were those in Sta. Rosa-Tagaytay 

Road, Sta. Rosa, Laguna; Aguinaldo 

Highway, Dasmariñas, Cavite; 

Balagtas, Batangas; Mayapyap, 

Cabanatuan City; Calasiao, 

Pangasinan, and SRP, Talisay City, 

Cebu. Free Nature’s Spring bottled 

water was also given to motorists 

who availed of the roadside 

assistance. 

In Mindanao, Phoenix partnered 

with Emcor for the “Ayuda sa 

Kadalanan” roadside assistance 

program. Emcor service personnel 

gave free servicing and repairs to 

all kinds of motorcycles from April 

18 to 20. 

A busy Phoenix station in Bislig, 

Surigao del Sur during the promo 

period 

from 11am to 3pm on May 27, with 

a minimum purchase of 1 liter of 

gasoline or diesel product. 

Participating Phoenix stations 

in Mindanao were Phoenix 

Mangahan, Toril; Phoenix 

Mangkilam, Tagum; Phoenix 

Salvacion, Panabo; Phoenix 

Madang, Mati; Phoenix San Jose, 

Digos; Phoenix Lagao, General 

Santos City; Phoenix Brgy. Morales, 

Marbel, South Cotabato; Phoenix 

SM, Cagayan de Oro; and Phoenix 

Kabasalan, Zamboanga Sibugay.

PHOENIX RUN SERIES 

Tagum City Phoenix Night Run 

rain did not dampen the 

enthusiasm of the 1,600 

runners who raced in the first 

Phoenix Night Run in Tagum City 

on May 21. They came from Tagum, 

Davao City, and all over Mindanao. 

The Run was themed “Dagan 

Para Sa Pinoy-anan” (Run for 

Housing), for the benefit of the 

government of Tagum’s “Bahay 

Lingap Program” which provides 

free house renovation to less 

Team Phoenix at the Tagum Phoenix Night Run 

fortunate residents of the city. 

A raffle and Jazz Up your Singlet 

contest were also held. 

21K runners take their places at the New Tagum City Hall 

The Phoenix Night Run was co-organized 

by Vantage Sports Promotions. It kicked 

off the weeklong Tagum Summer Sports 

Festival. 

Phoenix Petroleum represented by Asst. 

Brand Manager Neb Bulaclac (L) presents 

the P200,000 donation to the City of Tagum 

Tourism Council to support its Bahay Lingap 

program 

21K champions Anthony Nerza (1:10) and 

Cynthia Jaro (1:31) 

3K female winners Lara June 

Gayramara, Clarim Dojo and 

Marife Nerio 

Tagum City Mayor Rey Uy with the 10K runners 

Tagum City Councilor 

and Sports Action Officer 

Oyo Uy launches the 

Tagum Summer Sports 

Festival 2011 

3K male winners Dorold Dojo, James 

Lloyd Guibone and Von Harris Lavega 

List of winners and more photos at www.facebook.com/phoenixdavaorun 

Jazz up you Singlet contestants 

A lucky boy wins one of the 

10 Cherry Mobile phones 

in the raffle 


SPORTS 

1st Davao Summerfest 

Phoenix Petroleum was a gold sponsor of the 1st 

Davao Summerfest, a month-long celebration of 

sports in the premiere city of Mindanao. 

The Davao Summerfest was held from April 

29 to May 29. Philippine national football team 

Azkals arrived as special guests on the opening 

day of the sportsfest, which also featured the PFF 

Suzuki U-23 Cup. 

Aside from football, the Summerfest featured 

the 1st Davao Horse Show and Competition, 

Ultimate Frisbee Tournament, marathon, autocross 

racing, judo, golf, Santacruzan, and a Celebrity 

Adventure Race. 


Steve Grandeza, K-1 World Champion in 

Kickboxing, shows off his form after lighting 

the torch to open the 1st Davao Summerfest 

PFF Suzuki Cup 

Independence Day Run 


Petroleum 

supported the 

Davao Volunteer 

Fire Brigade 

during the 

Independence 

Day Run on 

June12 at the 

Davao Central 

High School. 

Phoenix staff also 

joined the run. 

Phoenix Petroleum supported the PFF-Suzuki U-23 Mindanao 

Championships in Davao City on April 28 to 30, 2011. A 

motorcade was held on April 29 with members of national 

football team Azkals and 200 motorcycle riders. 

The PFF Suzuki U-23 Cup was part of the 1st Davao 

Summerfest. 

The Philippine 

national football 

team Azkals with 

Phoenix Asst. 

Brand Manager 

Neb Bulaclac 

and V-Man Team 

Manager Manuel 

Chien and his 

team 

2011 Nat’l Chess 

Championships 

Phoenix Petroleum supported the Mayor Inday 

Sara Cup 2011 National Age-Group Chess 

Championships held on April 25-28 at the 

Gaisano Mall of Davao in Davao City. 

L-R, tournament organizer James Infiesto, 

Dept. of Education Asst. Secretary for Legal 

Affairs Tonisito M.C. Umali, Philippine Sports 

Commission commissioner Chito Loyzaga, 

Phoenix Corporate Affairs Manager Ben Sur, 

Jesselyn dela Cuesta and Lydia Ampo of DepEd 

Davao athletes in 

Phil. Nat’l Games 

The athletes pay a courtesy visit to Phoenix 

Chairman Domingo Uy before the Games 

Phoenix Petroleum supported Davao City 

athletes of the Philippine National Games held 

on May 22-29 at the Panaad Park and Stadium in 

Bacolod City. 

Team Phoenix was composed of Anthony 

Nerza, Michael Constantino and Arnie Macañeras 

of Brokenshire College, University of Mindanao’s 

Noemel John Lanuza and Holy Cross of Davao 

College’s Philip Ocon, Coach Emilio Lacanaria Jr. 

and Assistant Coach Mamerto Aventurado. 

Anthony Nezra competed in the 5,000M 

and 10,000M runs; Philip Ocon and Michael 

Constantino in the 800M and 1,500M runs; 

Noemel Lanuza in the shot put and discus throw; 

and Arnie Macarenas at the 3,000M, 5,000M, and 

10,000M runs. 

They expressed gratitude to Phoenix during 

the Davao Sportswriters Association (DSA) 

Forum at the Tower Inn on May 18 as they 

promised to give their all for Davao and for 

Phoenix.

LUBES TRACK 

Grand 3-Ring Motoring & Transport Show 

Visitors flock to the Phoenix booth 

Team Phoenix led by AVP for Lubes Alberto Alcid at the start of 

the Trip Ko Phoenix Fuels - Transport Show TSD Auto Rally 

Suzuki Raider Breed Wars 2 Samal motocross 

Phoenix Petroleum powered 

the first leg of the Suzuki 

Raider Breed Wars 2 last 

April 3, 2011. The battle 

for the quarter-mile reach 

began at Laoag, Ilocos Norte. 

The three categories for the 

leg were Raider R150, Raider 

J & Raider J Pro and the Wild 

Card Open. 

The Phoenix team led 

by Brand Manager Jay 

Delloso 

Phoenix Petroleum Philippines fueled the year’s biggest 

motoring show, the Grand 3-Ring Motoring Event on May 26- 

29, 2011 at the SMX Convention Center, Mall of Asia Complex, 

Pasay City. Phoenix was the exclusive diamond 

sponsor of the event. 

Part of the grand affair was the “Trip Ko 

Phoenix Fuels - Transport Show TSD Auto Rally” 

held on the morning of May 29 in Phoenix Imelda 

Ave. Cainta Rizal Station. 

The Phoenix Accelerate Vega babes 

were a crowd favorite 

Team Phoenix at the Grand 3-Ring 

Motoring event 

The Phoenix booth at the Grand 

3-Ring Motoring Event 

Coming soon: Phoenix Accelerate 

Vega motorcycle oils 

Phoenix AVP for HR/External Affairs 

& Branding Atty. Raymond Zorrilla 

receives from the organizers the Plaque 

of Appreciation as Diamond Sponsor 

Phoenix Petroleum sponsored the Cyclomax 

Motocross in the Island Garden City of Samal, 

Davao del Norte on May 28. Phoenix sold 

motorcycle oils and branded items. The 

motocross drew hundreds of spectators. 


DEALER FEATURE 

‘nothing is impossible 

if we work hard’ 

Mr. Maximino Jamago was 

content to sell rice, corn, 

and agrivet supplies as a 

farmer-businessman in Bukidnon. 

When he was approached by 

Phoenix Petroleum about turning 

his strategically-located property 

into a gas station, Jamago saw a 

great business opportunity. 

Thus began his journey as 

a Phoenix dealer. His station at 

Aglayan, Bukidnon opened on 

August 28, 2009. 

“Running a Phoenix station 

made us known in our locality,” 

he says. “We give employment to 

people and get additional income 

for our family.” 

It is the first time for Jamago to 

run a gas station, and he has only 

good words for Phoenix. 

“The support and the attention 

given to us is really incomparable,” 

he says. “Deliveries are on time and 

we can easily get in touch with 

our RTM and other employees. 

Our concerns are immediately 

addressed by the Company.” 

For his station’s outstanding 

performance, Phoenix Aglayan 

was recognized as one of the Most 

Outstanding Business Partners 

in 2010 during last December’s 

Phoenix Business Partners’ 

Appreciation Night. Jamago cites it 

as his most memorable experience 

with Phoenix. 


Mr. Maximino and Mrs. 

Estrelieta Jamago at 

Phoenix Aglayan 

The Jamago family enjoys a trip 

to Bangkok in April as prize from 

Phoenix for being one of the most 

outstanding dealers in 2010. 

Accompanying them is Phoenix 

AVP for Fuel Sales-Mindanao 

Edgar Alerta with wife Aniceta 

Phoenix Aglayan, 

Bukidnon station 

“In everything that 

we do, we should 

always ask for 

God’s guidance 

and blessings. We 

should always give 

our best and have 

honesty, passion 

and integrity. God 

will do the rest.” 

The recognition came with a trip 

for two to Bangkok in Thailand plus 

cash. The “Lakbay Pasasalamat” trip 

was a fun experience for Jamago, 

his wife Estrelieta, and their three 

children. 

Jamago also values learning. 

He joined the Management By 

Objective workshop for dealers last 

April at Samal Island and found it a 

valuable experience. “We learned a 

lot from it. We also got ideas from 

our co-dealers which help us in 

running our own station.” 

From Phoenix, he has learned 

to care for people and the 

environment. “I learned to aim 

high to reach our goal. Nothing 

is impossible if all of us will work 

hard.” 

In his endeavours, Jamago 

makes faith his starting point. 

“In everything that we do, 

we should always ask for God’s 

guidance and blessings. We should 

always give our best and have 

honesty, passion and integrity. God 

will do the rest.”

Phoenix Malolos, Bulacan 

Opened April 15, 2011 

Dealer: Mr. Noel Pineda 

Location: Brgy. Sto. Rosario, Malolos City, Bulacan 

From left, dealer Noel Pineda, Phoenix AVP for Retail Fuels- 

Luzon & Visayas Jose Victor Cruz, Msgr. Jaime Garcia, Father 

Jay Lina, dealer’s wife Ria Pineda, and Balagtas, Bulacan Mayor 

Christian Natividad, cut the ribbon to formally open Phoenix 

Malolos 

Phoenix Tiguma, Pagadian 


Dealer: ASM Phoenix Service Station 

Location: Tiguma, Pagadian City 

A motorcade announces the opening 

2nd 

Phoenix in 

Pagadian 

Celebrating the opening are (from 2nd left to R) Phoenix AVP for Fuel Sales-Mindanao Edgardo 

Alerta; Councilor Hamahuddin Maulana; Dinas, Zamboanga del Sur Mayor Eking Vidad (in yellow 

long sleeves); Pagadian City Mayor Sammie Kho; Dealer Abdulnasser S. Maulana; Phoenix RTM for 

Zamboanga Peninsula Engr. Mariano Claridad; the dealer's family members Mujahid, Naila, and 

Mai-Mai; Phoenix Training Specialist Chin Talaguit, and family and guests. 

NEW STATIONS 

Phoenix Kapalong, 

Davao del Norte 

Brgy. Luna, Kapalong, 

Davao del Norte 


Dealer: Alped Gasoline Station 

Phoenix Marbel 

Gensan Drive, Purok Masikap, 

Marbel City 


Dealer: VJ Pump ‘N Fill Gas 

Station 

180th in PH, 135th 

in Mindanao, 

1st in Lanao 

del Norte 

Phoenix Iligan 

Hinaplanon, Iligan City 

Opened June 15, 2011 

Dealer: Tomawis Fuels Life 

Phoenix Ampayon, 

Butuan 


Dealer: Ampayon Phoenix Station 

Location: Normisist, Ampayon, Butuan City 

Mrs. Elizabeth Vicencio, mother of dealer Precy 

Manlangit, leads the guests of the ribboncutting, 

with Phoenix Sales Manager George 

Nifras and RTM Philip Granados 

Dealers Mr. 

Kelly and Mrs. 

Precy Manlangit 

at the first 

gas-up 

More new stations: 


NEW STATIONS 

Phoenix Cordon, Isabela 


Dealer: North Pacific Gasoline Station 

Location: Malapat, Cordon, Isabela 

Phoenix dealer Marissa R. Ridao (center) leads the ribbon-cutting. She is 

joined by family and friends - Dra. Ophelia Roque, a BDO representative, 

Dra. Lualhati R. Rosete, her mother Helen Roque-Ridao, Phoenix Retail 

Manager Sonny Francis Cubillo, Municipal Mayor Laurencio P. Zuniga, 

and Pastor Artemio Villaluz Sr. 

Phoenix Balagtas, Bulacan 

Opened May 10, 2011 Dealer: BCD Gasoline Station 

Location: McArthur Highway (Manila North Road), Balagtas, Bulacan 

Dealer Ma. Rosario M. Magbitang 

cuts the ribbon with AVP-Retail 

Sales Luzon and Visayas Joey Cruz, 

Balagtas, Bulacan Parish Priest Fr. 

Mar Lucas, and businesswoman 

Mrs. Leonida P. Miranda 


Balagtas Municipal Mayor Romy Castro 

and the dealer’s business partner Al 

Santiago are first to gas-up 

The dealer’s husband Mr. Dennis Magbitang, Phoenix Luzon Retail 

Manager Sonny Cubillo, dealer’s business partner Resty Baesa, Phoenix 

RTM Kelly Vergara-Matias, AVP Retail Sales Joey Cruz, and dealer Ma. 

Rosario M. Magbitang 

Phoenix Bacoor, Cavite 

Opened May 6, 2011 Dealer: Mr. Richie Lopez 

Location: Molino Blvd. 1, Bacoor, Cavite 

Dealer Richie Lopez (center) and his family cut the ribbon, along with 

Phoenix AVP Retail Fuel Sales for Luzon and Visayas Joey Cruz (L) and 

Chief Operating Officer Romy de Guzman (R) 

Dealer Richie Lopez does the first gas-up 

Phoenix Kiblawan, 

Davao del Sur 

Opened May 10, 2011 

Dealer: 4Link Phoenix 

Location: Kiblawan, Davao del Sur 

From right, dealers Mr. Joel and Mrs. Mina Calma cut the ribbon with 

Phoenix AVP for Fuel Sales-Mindanao Edgardo Alerta, their business 

partners Mr. Amancio and Mrs. Jade Antoinette Abasto Jr., and Phoenix 

RTM Apple Adora (L)

Phoenix Minglanilla, Cebu 


6th 

Dealer: Star Phoenix Gasoline Station 

station in 

Location: Tiber, Minglanilla, Cebu 

Visayas 

Dealer Estela Estrella Galaura 

and her sister Eva Estrella cut 

the ribbon, with Phoenix Sales 

Manager Ernie Tagudiña and RTM 

Rey Ng 

Phoenix Jaen, Nueva Ecija 


Dealer: Blazing Phoenix Gasoline Station 

Location: Poblacion Jaen, Nueva Ecija 

40th 

station in 

Luzon 

Dealer Estela 

Galaura with 

Phoenix Sales 

Team and RK 

station dealers 

Dealer Ma. Rosario Magbitang and Jaen Municipal Mayor Santy Austria 

cut the ribbon. With them are the dealer’s husband Dennis Magbitang, 

Phoenix RTM Kelly Vergara-Matias, and the municipal councilors of Jaen 

More dealers in 

Zamboanga City 

Municipal Mayor Santy 

Austria, Phoenix RTM 

Kelly Vergara-Matias, 

and dealer Ma. Rosario 

Magbitang at the 

ceremonial gas-up 

NEW STATIONS 

Phoenix Petroleum signed up six new dealers in Zamboanga City on 

May 24, 2011. The dealers are set to open Phoenix gas stations in their 

respective areas. Phoenix currently has stations in barangays Labuan and 

Suterville in Zamboanga, while another is being constructed in Boalan. 

New dealer Ms. Hannah Nuño signs the contract with Phoenix Retail 

Territory Manager for Zamboanga Peninsula Engr. Mariano Claridad and 

Phoenix AVP Fuel Sales-Mindanao Edgar Alerta 

Mr. Danny Lim, 

Phoenix AVP Fuel 

Sales-Mindanao 

Edgar Alerta, 

Mr. Michael Lim, 

and RTM for 

Zamboanga Engr. 

Mariano Claridad 

From left, Phoenix Network Development Officer George Villordon, AVP 

Credit and Collection Rebecca Caterio, AVP Fuel Sales-Mindanao Edgar 

Alerta, new dealer Mr. Danny Lim, RTM Zamboanga Peninsula Engr. 

Mariano Claridad, and AVP Legal Atty. Pinky Cabreros 


Phoenix stations now 

Western Union agents 

Three Phoenix dealers share their experience of offering a value-added service 

To some, a Phoenix station 

is simply a gas station. To 

others, it provides more 

than that. A Phoenix station 

becomes the center of a range of 

services for customers. A recent 

partnership between Phoenix 

Petroleum and i-PCV, a Western 

Union agent, now includes money 

transfer as an added service for 

Phoenix dealers, customers, and the 

community. 

i-PCV is a subsidiary of publiclylisted 

IPVG and the youngest 

Western Union direct agent to date. 

Since acquiring its license in 2010, 

i-PCV now has more than 400 subagents 

in their network. 

“Our aim is to partner with 

reputable businesses that cater 

to the provincial and generally 

underserved remittance market, 

and have the capability to offer 

better customer service than the 

usual remittance service provider,” 

says i-PCV President Mr. Alejandro 

James Chiongbian. 

“This means offering longer 

service hours than banks and 

pawnshops, at more convenient 

locations, in safe and clean 

environments.” 

Phoenix Petroleum, with 180 

stations to date, was a logical 

choice to partner with. “The 

company has a clear direction 

in supporting non-fuel related 

products as a driver to increase 

vehicular traffic into the stations,” 

says Chiongbian. 

They also took note of Phoenix 

Petroleum’s geographical 

expansion strategy. “The towns 

where the gas stations are situated 

are high potential growth areas for 

the remittance industry.” 


Phoenix Petroleum has partnered with i-PCV, a subsidiary of publicly 

listed IPVG and a direct agent of Western Union, to offer money remittance 

service to Phoenix dealers and customers. Phoenix President Dennis Uy 

and IPVG CEO Enrique Y. Gonzalez formalize the partnership on March 

2010. With them are (from left), PPPI Brand & Marketing Manager Jay 

Delloso, AVP for External Affairs & HR Atty. Raymond Zorrilla, COO Romy 

de Guzman, I-PCV President Alejandro James A. Chiongbian, and i-PCV 

VP Sales & Marketing Hazel S. Laigo. 

Since 2010 when the 

partnership between Phoenix and 

i-PCV began, 15 Phoenix dealers 

now offer Western Union services 

at their stations, all the way from 

Cotabato in Mindanao to Cagayan 

Valley in Northern Luzon. 

For Phoenix Western Union 

agents, i-PCV and Phoenix provide 

marketing support through the 

basic marketing kit and additional 

signage. 

i-PCV also handles the 

paperwork required by various 

government bodies. They can 

also coordinate with internet 

service and insurance providers, 

depending on the dealer’s need. 

“The performance of the 

Phoenix stations as WU agents 

is very encouraging,” says 

Chiongbian. 

“In fact, one of the top 

performers in the network is from 

Phoenix. i-PCV is very proud of this, 

and we hope that more dealers will 

see the value in offering remittance 

services at their stations.” 

Phoenix Upi, Maguindanao has the lone 

Western Union outlet in their town 

Queen Phoenix 

Gas Station 

Upi, 

Maguindanao 

Mr. Mario Debolgado opened 

his Phoenix station in Upi, 

Maguindanao on July 18, 2008. 

He also buys and sells agricultural 

products and manages a 

convenience store. 

Seeing that there was no bank 

and money gram in their town of 

Nuro, Debolgado saw the need to 

offer money transfer services to 

residents, especially those with 

OFWs in the family. 

He opened a Western 

Union outlet at his 

Phoenix station on 

February 2011. 

He says agents 

have to be ready. “We 

must be prepared 

everyday to meet the 

needs of our clients, 

especially remittances 

from abroad.” 

Aside from 

the additional 

income, Debolgado 

appreciates being 

able to offer a 

necessary and 

convenient service to 

his community. 

“Remittances from 

abroad enter directly 

here. It improves the 

economy because 

more money 

circulates in the 

town.”

STATIONS 

By offering more services, a Phoenix station becomes a hub for growing communities 

Bislig Phoenix Gasoline Station 

Bislig, Surigao del Sur 

Mr. Ramil Fabella is one of the first 

Phoenix dealers, having opened his 

station in Bislig in October 2005. 

He also has businesses in cable 

TV, laundry, ice cubes and ice slabs 

production. 

He started offering Western 

Union services in his Phoenix 

station on November 2010. “With 

the ready facilities (office space 

and equipment), we decided to 

utilize it. And Western Union is the 

best option as added value to the 

service we offer.” 

Fabella is happy with the results, 

especially because it has helped 

his other businesses. For instance, 

subscribers to their cable TV 

business readily pay their monthly 

dues once they receive money from 

Western Union. 

To get the most from the 

service, Fabella says funds must 

Just Add Petroleum 

Sta. Ana, Cagayan Valley 

Ms. Wilfreda Ponce opened her Phoenix gas 

station in September 4, 2009 at Sta. Ana, 

Cagayan Valley. The complex also houses her 

other businesses, one of them a Western Union 

outlet since March 2011. 

Theirs is the only Western Union branch in 

the municipality. “We decided to pursue it as a 

service to the municipality and its residents,” 

says Ponce. 

Many residents have children working 

abroad who want to remit money to their 

families. In the past, these residents had to 

travel to Gonzaga or Aparri, Cagayan for 

the nearest Western Union branches. Today, 

because of the new branch at Phoenix Sta. Ana, 

residents don’t have to travel far. 

The Ponces see their businesses as vital 

to the local economy, especially with the 

projected development in the Cagayan 

Freeport. 

be available at daytime to gain 

advantage over the competitor. 

“Store operations must also go 

beyond the normal 8 hours. Above 

all, service to customers must be 

courteous and friendly.” 

“Progress in the Cagayan Freeport has been 

fast, and we know that we can play a vital role in 

the flow of finances in and out of the economic 

zone, whether it is for locators or employees,” 

says Ponce. 

The presence of Western Union has been 

most beneficial to business in their Phoenix gas 

station. “We are trying to develop our station as 

an integrated commercial center,” she says. 

They currently have the Phoenix station, a 

convenience store, computer shop, souvenir 

center, and Western Union outlet. In the future, 

they plan to put up a boutique hotel, a beauty 

Mr. Ramil and Mrs. Elsie Fabella at their pioneer Phoenix station in 

Bislig, which now offers Western Union services 

“Store operations must go beyond the 

normal 8 hours. Above all, service to 

customers must be courteous and friendly.” 

parlor, and other retail and commercial outlets. 

“Business has been good because as soon as 

they remit at the Western Union branch, some 

clients buy items at the convenience store or avail 

of services at the computer shop, so in a sense we 

are catering to many markets in one location,” 

Ponce says. “Our Western Union clients become 

our clients in other services.” 

In running the outlet, she gives premium to 

safety and security of clients. “We make sure that 

our clients are in a secure environment while 

transacting their business,” she says. Their branch 

is located along a busy highway. They also employ 

security guards and use CCTV cameras 24/7. 

Accessibility is also important. “In a remote 

town like Sta. Ana, accessibility plays a very 

big role not only in inviting business, but in 

facilitating the convenience of our clients,” Ponce 

says. 

“If we are accessible, then our clients will be 

more comfortable in transacting business with 

us.” 

To become a Phoenix Western Union agent, ask your respective RTMs or contact i-PCV through Hazel Laigo, 

VP for Sales and Marketing, at 0917-887-4293, 0918-567-8966, or email her at hazel.laigo@i-pcv.com 


LUBE DISTRIBUTOR 

success comes from 

the right attitude 

in any business, introducing a new product 

to the market and convincing people to try 

something new is not an easy task. This was 

the greatest challenge of Meline Ngo Lo as a 

distributor of Phoenix Lubricants. 

Lo, owner of Exceedall Distributors, decided 

to become a lubes distributor when she heard of 

the business opportunity. 

“I happened to be looking for a product to 

distribute when I heard Phoenix was looking for 

a lubricants distributor,” she says. “It seems that 

Phoenix and I were at the right place at the right 

time.” She was already familiar with Phoenix as 

a company making its name in the petroleum 

industry in just a short time. 

Since April 2010, Lo has been a member 

of the fast-growing Phoenix family. She is 

very thankful for the support Phoenix has 

been giving her. “I love Phoenix because it is 

a company that cares. It is well-handled and 

personalized. As a distributor, I can directly 

address my concerns to the person in-charge. 

There’s no need to wait. Their simple structure is 

an advantage,” she says. 

Lo acknowledges the difficulty of 

establishing the brand in the province, but she is 

confident that they can do it. 

Her most memorable Phoenixperience was 

the launching of Phoenix Lubricants at CamSur 

Watersports Complex in Camarines Sur in June 

2010, when Phoenix introduced Exceedall 

Distributors as the company’s Lubes area 

distributor in Bicol. 

“All our business partners from as far as 

Catanduanes and all over Bicol were there,” she 

recounts. “There were celebrity guests, games 

and raffle prizes. Team Phoenix was also there to 

give support. Up to now, I’m still thankful.” 

Doing business with Phoenix taught Lo that 

“a good business relationship always results to 

better business!” It also gave her family another 

source of income. 

Aside from distributing Phoenix lubes, Lo 

distributes tires and batteries for different 

brands of cars and motorcycles. She also 

produces shows and concerts for charity. On 

her free time, she likes to make handmade 

invitations for close friends. 


Ms. Meline Ngo Lo of Exceedall Distributors receives the award for Outstanding Lubes Distributor 

from Phoenix President Dennis Uy, COO Romy de Guzman, and AVP for Lubes Alberto Alcid, at the 

Business Partners’ Appreciation Night on Dec. 8, 2011 in Davao City. 

Lo with parents Mr. Melecio and Mrs. Elena Ngo 

at the launching of Exceedall as Phoenix lubes 

distributor, June 19, 2010 at CamSur 

“Luck happens when 

preparation meets 

opportunity.” 

Last December, Phoenix awarded Exceedall 

Distributors as one of its Outstanding Lubes 

Distributor. 

“Being recognized as one of the outstanding 

distributors is very rewarding and worth all the 

effort,” says Lo. 

She credits her father, Melecio, for her 

success. “My father always tells me to wake up 

early to work, saying that the early bird always 

catches the worm. That to be successful, sacrifice 

is a must, so we also sleep so late at night,” she 

says. “He would always remind us that success is 

a combination of proper attitude, patience and 

perseverance!” 

Her not-so-secret secret to success? “There is 

no such thing as plain luck! Luck happens when 

preparation meets opportunity!”

I LOVE PHOENIX 

How do you love Phoenix? We asked 

Team Phoenix and they showed us the 

many ways – through poems, essays, 

artwork, and video. Their creativity, 

love, and passion for Phoenix shone 

through as we celebrated our 9th 

founding anniversary. In the next 

pages, the winning entries of the fun 

and fabulous “I Love Phoenix” contest. 

Winners 

LiTerArY 

1st: Enrique Apari. “Peniks Poyniks” 

2nd: Leonard Loria. “How do I love Phoenix?” 

3rd: Elizabeth Ihalas. “Why do I love Phoenix?” 

ArTWOrK 

1st: Rosemarie Enrique and Jenna Ongkiko. Scrapbook 

2nd: Kenneth Noblezada. Pop-up station 

3rd: Regene Germina and Albert John Morales. Comics 

Kenneth Jenna Albert Regene Enrique 

Jayson 

Rose Earl 

ViDeO 

1st: Regene Germina and Albert John Morales. 

“How do I love Phoenix?” 

2nd: Earl Sasuman, Jhun Diray, Jayson De Real. 

“Phoenix Ang Natira” 

3rd: Gina Villalon. “The Flying Colors of Phoenix” 

Congratulations to the winners and all who joined! 

LUBE DISTRIBUTOR 

Leonard 

SOAR PHOENIX April-June 2011 / 19 

PHOTOS IN THIS PAGE BY THERESA JOY FUENTES

Peniks Poyniks 

By Enrique Apari 

1st place, Literary 

Eto ang tangi kong naisip 

Sa sobrang panahon ng pag-iiglip 

Sa ating contest na pagka-ganda-ganda 

Kung bakit ko mahal ang Phoenix, at wala 

nang iba. 

Pagka-gising pa lang ng biyernes santo 

Biglang pumasok sa maliit na isip ko 

Ang tula na ito na pagka-garbo-garbo 

Kahit walang alcohol sa aking katawan at ulo. 

Aking ipauubaya muna ang aking paglalaba 

Para makagawa nitong munting tula 

Kahit nakahanda na ang mga labahin ko 

Magbabad na lang muna, para ready na ako. 

Pero teka, bakit biglang naguluhan? 

Naiisip ko tuloy na bakit ko sya mahal ng 

lubusan? 

E kabago-bago ko lang na empleyado, 

Septyembre lang nag-apply, na na-regular 

lang nung Marso? 

Pero eto na, katulong ni Aian, 

Gumagawa ng tula, hindi na ipagpapaliban 

Ang aking pag-type, sa laptop kong bago 

Na binili ni Bheng, paspas sa pag-proseso. 

Nagkaroon ng kaibigan, sina Richard at Sonny 

Na ubod ng bait, para na ring mommy. 

Sina Eunice at Entong, na hayop kung 

magdrive 

Ng kanyang backhoe, at hindi nag-sa-slide. 


I Love Phoenix Scrapbook 

By Rosemarie Enrique and Jenna Ongkiko 

1st place, Artwork 

Jenna and Rose used photos and local materials to 

demonstrate why and how they love Phoenix: because it brings 

out the best in them, because they give more than what is 

required, because they find fulfillment and joy in serving. 

At mga kasama at boss, sina DTU at Ma'am Jona 

Na hindi madamot, sa pagturo ng sobra sobra 

Sila ang mga taong dapat tularan 

Kasi matulungin, kahit mayayaman. 

Andyan din ang mga taong tumutulong, at 

sus! Daghan pa yon! 

Madaming madami sila, hanggang sa 

fabrication, 

Mga welders, helpers at mga labor 

Sobra sobra na, ang hingi ko ng pabor. 

Biglang napaisip, bakit ganito? 

Na nakakabili ako ng yosi, at nakatira sa studio? 

At nakapasyal kung saan saan, dala ng trabaho 

Pero lahat e sagot, ng kumpanyang kong ito. 

Kaya mahal ko ang Phoenix, 

Walang kaduda-duda, 

Dahil kung wala sya, hindi makakagawa 

Ng mga planong pinaguhit, at mga natutuhan 

sa kanila 

Iba talaga ang Phoenix, mahal ko talaga. 

Iba man ang bigkas, ng ibang tao 

Sa nakakabasa ng kumpanya kong ito, 

Peniks, Poyniks, parehas lang yan 

Phoenix is the best, yan ang number wan. 

Sige na siguro, tama na eto 

Maglalaba nako, ng maong at damit ko 

Dahil kung wala ang Phoenix, wala akong 

pambili 

Ng sabon na gagamitin, at isang babad na 

downy. 

How do I love Phoenix? 

By Regene Germina and Albert 

John Morales 

1st place, Video 

To see full video, go to www.youtube.com/user/ 

PhoenixPhilippines

Pop-up Phoenix 

By Kenneth Noblezada 

2nd place, Artwork 

Phoenix ang natira 

By Jhun Diray, Earl Sasuman, 

Jayson De Real 

2nd place, Video 

Jhun, Earl, and Jayson composed and sang their own 

Phoenix jingle with a montage of Phoenix photos 

and videos. The catchy tune expresses loyalty to 

Phoenix, that despite competition, Phoenix will 

come out on top. 

How do I love Phoenix? Let me count the ways... 

By Leonard Loria 2nd place, Literary 

How do I love Phoenix? Let me count the ways. 

I love Phoenix to the depth and breadth and height 

Of every storage tank and every connecting pipe 

My eyes can reach, when feeling out of sight 

For the ends of Safety and Security, even at night. 

I love Phoenix to the level of the floating roof 

Most quiet need, by sun and factors of evaporation 

I love Phoenix freely, as men strive for Right; 

I love Phoenix purely, as they turn from Praise (and annual salary raise). 

In the hands of Kenneth, a Phoenix 

folder opens to a Phoenix station. 

“You came, we work, I live” is the 

battlecry. 

I love Phoenix with a passion put to use 

In my spot reports, done with childlike faith. 

I love Phoenix with a love I seemed to lose 

Regardless of product loss, — I love Phoenix with the breath, 

Smiles, tears, of all my life! — and, if God choose, 

I shall but love Phoenix better and help make it great. 


New love 

By Regene 

Germina and 

Albert John 

Morales 

3rd place, 

Artwork 

Flying colors of Phoenix 

By Gina Villalon 

3rd place, Video 

Gina created a video of photos to the tune of hit song Today My Life Begins. 

“From the time they hire you, everyone will welcome you,” she writes. “Even the 

bosses make you feel you belong. You get to know other people as well.” 

She is keen to learn more and to share the happiness and fun at work. 


Why do I love Phoenix? 

By Elizabeth Ihalas 3rd place, Literary 

It was when I thought my career had ended 

Right in front of me a wide door opened 

Much to my astonishment I grabbed it quickly 

Without any doubt I entered and joined gladly. 

Purposely I know God has brought me here 

To again relive and bring out the best in me. 

Slowly but surely I realized I belong again 

To a world full of hope one must attain. 

Phoenix made me believe that I am still capable, 

Capable of sharing myself in serving the people. 

With great pride I know I can take on this leap 

And from up above I can see God’s hands clap. 

And so with delight and honor I thank Phoenix 

For giving me the opportunity to fly high again 

And there’s no other way but to love you back, 

Indeed I must truly say – Phoenix Fuels Life! 

Phoenix, Ang Tahanan Ko 

Sa pagkalap ko ng mga sagot sa aking katanungan, 

Di namalayan napadpad ako dito sa di kalayuan, 

Kung saan-saan na ako nakarating at nanuluyan, 

Dito lang pala sa malapit ako mananahan. 

Ilang taon ang ginugol ko para mahanap ang sarili, 

Nangibang bayan at nakipagsapalaran para makapili, 

Sa Phoenix natagpuan ang yaman na di mabibili, 

Ang maibahagi ang sarili ng walang pag-aatubili. 

Dahil sa Phoenix sumigla muli ang kabanata ng buhay, 

Kaginhawaan at katahimikan ng isip akin na namang taglay, 

At nararapat lamang na akin kang mahalin ng puro at tunay, 

Sa pagsilbi sa iyo ng tapat, buong puso at puno ng dalisay. 

Di ko alintana ang haba ng oras sa loob ng isang araw, 

Basta para sa iyo O Phoenix damdamin ko’y umaapaw, 

Ipagsisigawan at ipagmamalaki sa mga pusong uhaw, 

Na dito sa tahanang Phoenix kailanman hindi bibitaw.

GIVING BACK 

Brigada eskwela in adopted schools 

Phoenix Petroleum joined the 

nationwide “Brigada Eskwela” 

program through adopted 

schools Vicente Hizon Elementary 

School and Doña Asuncion Hizon 

Elementary School on May 28. The 

school and maintenance program 

was an initiative of the Department 

of Education. 

Team 


cleans and 

paints the 


Library in 

Vicente 

Hizon 

Elementary 

School 

Donation of 

waiting shed 

to Carmelite 

Phoenix Petroleum donated a 

waiting shed to the Carmelite 

Monastery at Lanang, Davao City 

on April 27, 2011. 

The blessing and turnover was 

led by the parish priest of Carmelite 

Monastery with 2nd District 

Congresswoman Mylene Garcia, 

Carmelite Administrator Marlene 

Yap and Phoenix Corporate Affairs 

Manager Ben Sur. 

The Carmelite sisters, through 

Yap and Congresswoman Garcia, 

extended their gratitude to 

Phoenix. 

Last year, Phoenix also turned 

over a waiting shed to adopted 

school Vicente Hizon Elem. School. 

Phoenix Chairman Domingo Uy turns over the company’s donation of 

chairs for pre-school students of the Doña Asuncion Elementary School 

to principal Mrs. Mariclu Alpas 

Cutting the ribbon are 2nd District 

Congresswoman Mylene Garcia, 

Carmelite administrator Marlene 

Yap, the parish priest, and Phoenix 

Corporate Affairs Manager Ben 

Sur 

Phoenix Davao employees happy to 

join Brigada Eskwela 

donation to our Lady of victory 

Phoenix Petroleum 

donated P100,000 

to the Our Lady of 

Victory Training 

Center in Davao 

City on May 5. The 

center provides 

livelihood training 

to the handicapped 

and needy. 

GMA Network and Phoenix distributed 

1 box of paints each to 10 public 

schools. GMA is represented by 

broadcaster Tek Ocampo and Phoenix 

by Corporate Affairs Manager Ben Sur 

Painting benches at Asuncion 

Hizon Elementary School 

Corporate Affairs Manager Ben Sur 

and Executive Assistant Lani Diaz 

turn over the cheque to OLV’s Sister 

Wood (seated), Administrative 

and Finance Officer Noemi Bangot, 

and Asst. Admin/Finance Officer 

Gloria Cruza 


GIVING BACK 

Plant a Billion Trees 

Phoenix Petroleum in partnership 

with Barangay 19-B and the City 

Government of Davao joined 

the Plant a Billion Trees Program 

on June 25 in celebration of the 

Phoenix Environment Month. 

The program was a nationwide 

synchronized planting activity 

held in different 

parts of the country 

that day. Team 

Phoenix, along 

with the Girl Scouts 

and Boy Scouts of 

Francisco Dizon 

Elementary School 

and residents of 

Barangay 19-B, 

planted a total of 

2,000 mangrove 

and mahogany 

seedlings at the 

Davao River Bank, 

Garcia Heights, 

Davao City. 


Phoenix environMenT MonTh 

Mangrove tree-planting 

Phoenix Chairman Domingo Uy plants a 

mangrove tree 

Children plant their own 

trees 

Phoenix Petroleum Philippines planted trees 

in Bunawan, Davao City on June 18, 2011 in 

celebration of the Phoenix Environment Month. 

Team Phoenix led by Chairman Domingo Uy 

planted 1,000 mangrove seedlings along the 

Bunawan coastal area. Barangay Bunawan and 

the Association of Fisherfolks of Davao provided 

the seedlings. The tree-planting is part of the 

Adopt a Foreshore for Mangrove Rehabilitation, 

Preservation and Protection partnership among 

Phoenix, the barangay, and the fisherfolks. 

Mangrove trees protect coastlines from storms and strong 

waves. They are also home and source of food to fish, 

crustaceans and other species 

Phoenix employees led by Corporate Affairs Manager Ben Sur gather 

for the Plant a Billion Trees Program, with Barangay 19-B officials and 

Boy Scouts and Girl Scouts from Francisco Dizon Elementary School

Donation to Davao flood victims 

Phoenix Petroleum Philippines donated 500 bags of relief goods, blankets, 

plastic mats, and cooking pans to the victims of the Matina flash floods in 

Davao City. The flash flood on June 28, 2011 killed 30 people and displaced 

tens of thousands of residents. 

Phoenix Petroleum’s donation was coursed through the Offices of the 

Mayor and Vice Mayor of Davao City on July 1 and 2. Phoenix staff also 

donated used clothes. 

Relief goods are packed at the 

Phoenix office 

Hero’s Run for Rizal 

Why i run 

Continued from page 29 

We sacrificed, waking up as early as 4 am 

to start our runs. Even when one of us was 

traveling, we brought our rubber shoes and 

running outfits to run whether we were in 

Manila, Iloilo, Cebu or Bacolod. When we missed 

our morning runs, we would run in the evenings 

after work. There was no stopping us. We 

challenged ourselves by joining more races. We 

had our first 21K in the Cebu Marathon followed 

by another 21K in the Condura Run. It was pretty 

exciting as we began to be more daring. 

Before the 42K marathon, we had to alter our 

sleeping pattern as the race was at 2 am. Five 

days before, we tried to sleep at 6 or 7 pm so we 

can wake up at 12 am. On the day of the race, we 

were awake at 11 pm and were ready at 1 am. 

Phoenix Petroleum Chairman 

Domingo Uy turns over relief goods 

to the Office of the Vice Mayor of 

Davao City, Rodrigo Duterte 


employees 

celebrated Dr. 

Jose Rizal’s 150th 

birthday by 

joining the Hero’s 

Run for Rizal on 

June 19, 2011 at 

People’s Park in 

Davao City. 

When the gun went off, all kept their 

individual paces. Coco and I purposely started 

slow to conserve our energies. By the 21st 

kilometer, I was relieved to see my brothers and 

cousins waiting to keep pace with us. They kept 

our minds off the finish line and came up with 

ideas for interesting conversation. By the 38th 

kilometer, I was already feeling pain in my heel 

and tiredness in my legs. My whole body ached 

but I told myself I cannot quit now, I cannot 

embarrass myself. I did not come to Laguna 

just to quit. I did not want my training to go 

down the drain for nothing. I did not want to 

disappoint my brothers, Coco, and myself. 

So I maintained my pace – my very slow 

pace – because I felt that if I ran any faster, 

I would surely get cramps in my legs (I was 

feeling it already) and I could not afford any 

more pain. My mind was set on the remaining 5 

kilometers and it was nothing but fun run now. 

At the 40th kilometer, I was touched because 

GIVING BACK 

Phoenix Petroleum Chairman Domingo Uy turns over relief goods to the 

Office of Mayor Sara Duterte through City Administrator Atty. Zuleika 

Lopez. They are joined by Phoenix Corporate Affairs Manager Ben Sur 

and Phoenix dealer John Oropeza. 

Shrine Hills Challenge 

Phoenix Petroleum sponsored the race bibs of the 10th Shrine Hills 

Challenge in Davao City on June 26 presented by the Davao Sunday 

Runners Club. The fun run had 5K and 10K categories. 

friends, strangers, and on-lookers offered 

encouraging words and cheered us on. It made 

a lot of difference. I was elated. I had seven 

pacers – my family and friends – behind me to 

cheer me on. In fact, I think I had the biggest 

cheer even if I was almost at the tail-end of the 

race. The sweetest victory came when at the 

finish line, I saw my daughter Kitkat with her 

arms outstretched waiting for me to hug her! At 

exactly 7 hours and 26 minutes I finally crossed 

the finish line and finished 42.2 kilometers. I 

finally earned my medal. 

The marathon was the most difficult physical 

activity I have ever done in my life. More than 

that, I had to overcome mental exertion. It tested 

my limits and helped me get in touch with the 

deepest core of myself. There is nothing anyone 

can’t do when one puts her mind and heart into 

it. One thing I have learned: age is never a factor. 

Will I do it again? Probably! Anything is possible. 

I am a marathoner. 


GIVING BACK 

PHOENIX ALTERNATIVE LEARNING SYSTEM 

earning a beautiful living 

The kids are out, but on a 

sunny March Saturday 

at Doña Asuncion Hizon 

Elementary School, the classroom 

rings with laughter. A group of 

mostly women is inside, and you’d 

think this was a parlor. Middleaged 

women are blow-drying hair, 

applying manicure and pedicure, 

or doing make-up. Welcome to 

the Cosmetology class of the 

school’s Alternative Learning 

System, a partnership with Phoenix 

Petroleum. 

There are more than a dozen 

students eager to learn, and they 

must bring along their customer 

for the day to practice on. Last 

February, some 10 Cosmetology 

students conducted a Libreng Gupit 

or Free Haircut at the school to 

anyone who would come. 

The students are taught by Ms. 

Geneva Enumerable, who is on her 

first term teaching Cosmetology. 

She came to teach after the 

teachers at Asuncion Hizon, who 

were customers at her parlor, told 

her about ALS. Her students are 

mostly housewives and single 

mothers, and they come from 

towns afar. 

“As their teacher, I want them 

to learn. It’s not difficult because 

they just have to have their own 

materials, and they can start 

earning money right away,” she 

says. Aside from techniques, she 

teaches them to value quality. “The 

quality of their work, good or bad, 

will reflect on them.” 

Like the other courses of ALS 

like Welding, Cosmetology is an 

in-demand job. “It’s no longer like 

before when people look down on 

it,” says Enumerable. “Today, people 

are more looks-conscious. They 

want to go to the parlor. The course 

is a big help to those who want a 

job or extra income.” 

A student, Nelson Tagaluguin, 


Teacher Geneva Enumerable and ALS school coordinator 

Edna Todenio 

Learning to manicure 

An ALS student is all dolledup, 

thanks to student Nelson 

Tagaluguin 

Post-retirement, Juliet Morales 

decided to open her own parlor 

shifted from Electricity to 

Cosmetology. Since he started 

attending classes last February, 

he has learned hair techniques on 

cutting, curling, and relaxing. He 

also trains at Enumerable’s parlor 

and proudly states that he has a 

few customers of his own. 

Never too old to learn is what 

Juliet Morales, 53, proves. She 

retired early as a bank cashier but 

soon was bored staying at home. 

For the two school years since 

Phoenix Foundation began 

supporting the Alternative 

Livelihood System program 

in 2009, a total of 69 students 

have graduated from livelihood 

training. In partnership 

with Doña Asuncion Hizon 

Elementary School, the 

Phoenix ALS program offers 

free livelihood courses such as 

welding, electronics, electrical, 

plumbing, cell phone repair, and 

cosmetology. Weekend classes 

are also held for those who want 

to finish high school. Since 2009, 

33 have graduated. 

After studying Cosmetology, Marilou Maca Dael 

got a job abroad 

When she learned about the ALS, 

she enrolled so she could apply it to 

her family and earn extra income. 

She now has a small parlor, with 

only her and an assistant. “Business 

is doing good,” she says. 

Marilou Maca Dael worked 

as a caregiver in Lebanon and 

Riyadh, Saudi Arabia for 5 years. 

There she noticed that beauticians 

were better-paid and had better 

schedules. When she returned 

home, she looked for a free 

cosmetology course. With the 

Phoenix ALS course, “I have learned 

to curl hair, rebond, relax, manicure 

and pedicure, and a little hair cut.” 

In March, Dael signed a contract 

as a beautician in Dammam, 

Saudi Arabia. She says, “Thank 

you to Phoenix. I am proud to be a 

beautician.”

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MAIN OFFICE: 249 Manggahan St., Binakayan, Kawit, Cavite Tel (046) 434-6643, 434-9253, 434-1503 Fax (046) 434-1894 

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FABRICATION PLANT: Antero Soriano Hi-way, Bo. Amaya, Tanza, Cavite. Tel: (046) 885-2163, 885-2165. Fax: (046) 885-2164 


28 / SOAR PHOENIX April-June 2011

INSPIRE 

Why i run 

AVP for Corporate Legal Atty. Pinky Ermac Cabreros 

stumbled into running by chance and pressure – until 

she eventually learned to love it 

Contrary to the physique that I carry, 

believe it or not, I am a marathoner. Last 

March 20, 2011, my husband Coco and 

I, on different paces and speeds, completed and 

ran 42.2 kilometers in Nuvali, Laguna. Are we 

crazy? Probably! Are we happy? Definitely! 

Completing the whole stretch of 42 kms. 

was certainly not a walk in the park. It required 

focus, a lot of motivation, sheer determination, 

and discipline to stick to the training for six 

months. And for a person like me who has 

trouble controlling appetite and carries a lot of 

body weight, it would probably be impossible. 

But the fact is I did it! 

I am not even a sports person. The only 

sports I knew best was swimming, having been 

a member of the Maryknoll College Swimming 

Team. That was decades ago and I have not been 

into sports for the longest time. 

In March 2010, my brothers and cousins 

joined the Dream Marathon organized by The 

Bull Runner. The event was for runners of all 

levels who had yet to run their first marathon. 

They accepted only about 300 runners and 

training was for 22-26 weeks. When my brothers 

completed it, they seemed to exude a different 

kind of ecstasy. They shared their stories about 

injuries, motivation, pain, and their struggle 

towards their goal. Listening to them made 

me curious about running and inspired me 

to complete a goal. At that time, I had just 

conquered my Davao-Samal cross-channel swim. 

It was a 1.7-km swim and I was ecstatic about 

conquering my fears. But that is another story. 

So one early morning, I went to a nearby mall 

parking lot and started to walk, not run, because 

I knew I could not run with my physique. I was 

worried about my knees. I never even thought 

about a marathon. My goal was only to start 

running and join a 5K run. Marathon? Probably if 

I lost 50 pounds and probably in 5 years. 

I did the routine for about a month. I learned 

that I had to walk for 30 minutes at least five 

times a week to effectively burn calories. My 

walk should be brisk and not leisurely, otherwise 

it would not make me lose weight. So I tried 

brisk walking. Soon I got bored, so I attempted to 

run. But after two minutes, I was out of breath. I 

Atty. Pinky and husband Coco Cabreros, proud 

finishers of the 2nd Dream Marathon 

Atty. Cabreros with her brothers, who acted as 

pacers, and her family 

asked my brothers how to sustain running for at 

least 5 minutes or last 30 minutes. They said to 

start by running just a little faster with a slight 

bounce. But I had to watch my form and make 

sure that my foot lands or strikes the ground on 

mid-foot (popularly referred to as the midfoot 

strike) and not tiptoe or heel first, to avoid 

injuries. Once I tried the technique, I felt I could 

do it, and I did. I took my time and was able to 

finish 10 minutes, then 15, then 30 minutes of 

continuous running. Little did I know that I was 

already running 5K. When I told my brothers, 

they encouraged me to join a race. I signed up 

for the RunRio Trilogy in Fort Bonifacio and 

saved for my plane fare. 

Skeptical, my hubby Coco signed me up to an 

earlier race in Davao City at People’s Park – my 

first race ever. He signed me up for the 10K run 

so I could get a feel before embarking on a much 

publicized race where I might shame myself. 

Atty. Cabreros is met at the finish 

line by daughter Kitkat 

He decided to run along with me but did not 

register (referred to as Bandit run). When the 

run started, off went the veteran runners along 

with the advanced, intermediate and beginners 

where I belonged. I felt compelled to keep up 

with the pack even when I was at the tail-end of 

the race. My heart rate went wild and it was as if 

I was running for my life. By the time I reached 

the finished line, I could hardly keep my breath. 

I felt like fainting and irritated at the same time 

but I tried to keep a good face. 

Nonetheless, I continued with my second 

race in Fort Bonifacio with the resolve to make a 

better run. This time, my brothers and sister-inlaw 

went on a bandit run and kept pace with 

me. At 4:30 am, Fort Bonifacio was packed with 

5,000 runners. When the gun went off, I was 

about to go to the usual start along with the 

other runners when both my brothers literally 

held me. “Don’t be tempted,” they reprimanded. 

“Let them run ahead of you, it doesn’t matter. 

Just finish the race at your own pace and time. 

Don’t be pressured.” How do I determine 

my pace? When you are able to maintain a 

conversation while running without panting or 

puffing. So I obediently did. To my surprise, I 

finished strong. I was not tired, I had enough 

energy to sustain me throughout the day. What 

was more surprising was that my medical 

results were even better than last year. My blood 

pressure shot down from the usual 140/90 or 

130/90 to 120/80 or sometimes 110/70. I had 

discovered the beauty and benefits of running. 

When my brother broached the idea of us 

joining the 2nd Dream Marathon (42K), Coco 

and I hesitated because at that time, we never 

ran past 10K. But they brushed it aside and 

reasoned that when we train for the 42K, we 

will definitely have to pass 15K, 21K, 32K then 

the 42K. Mustering enough courage, Coco and I 

agreed and signed up. We stuck to the training 

program to the letter. I suffered an injury during 

the first two weeks when I tried to skip rope and 

pulled a muscle. I had to rest for six weeks, but it 

did not deter me. I continued going to the gym 

and tried to keep fit while undergoing physical 

therapy. When I came back to the training, I was 

as strong as Coco. Continued on page 25 


LAKBAY PASASALAMAT 

Dealers go to Thailand 

Impressive sights, great food, lots of shopping, plus 

a silver wedding anniversary! Phoenix dealers had 

the time of their lives in Bangkok when Phoenix 

Petroleum treated them to a trip last April as prize 

for their outstanding performance in 2010. They 

stayed at the classy Holiday Inn Bangkok and went 

around the city’s famous destinations. 

Meeting young monks at the Grand Palace 

Here’s to another 25 years! 

Mr. Celso and Mrs. 

Bernadette Agbones 

renew their vows at their 

25th wedding anniversary. 

Their daughters Ever Alexa 

and April Ace walk their 

mom to the “aisle” of their 

hotel room. Reception 

followed at the 76th floor of 

Thailand’s tallest building, 

the Bayoke Sky Hotel. 

“The four days alloted for 

Bangkok was enough for us to 

visit beautiful spots and shop. 

The Silver Anniversary couple with fellow dealers and wedding sponsors 


Outstanding dealers Mr. and Mrs. Lucio Villaflores, Mr. and Mrs. Maurice Bandigan, 

Mr. and Mrs. Celso Agbones and family, Mr. and Mrs. Edwin Villahermosa and family, 

and Mr. and Mrs. Maximino Jamago and family at the Grand Palace in Bangkok. They 

are joined by Phoenix AVP for Fuel Sales-Mindanao Edgar Alerta, his wife Aniceta, 

and RTM Apple Adora. 

“Our expencience in Thailand was definitely a memorable 

one. It gave us a chance to bond with our fellow dealers 

and colleagues. This trip sealed our friendship and made 

us happy and proud to be part of the Phoenix family." - 

Mrs. Pearl Ong Bandigan 

“Phoenix made us feel 

we are one family. 

Accommodation 

was great. It was a 

learning experience. 

Looking forward to 

the next trip!” - Mr. 

Edwin Villahermosa 

The accommodation was very good to give time for us to 

relax after a day’s tour, so with the food. We enjoyed and 

had more fun on that trip.” - Mr. Maximino Jamago The Solar Fuels family was the first batch 

of dealers who went to Bangkok. Mr. 

Stewart and Mrs. Nancy Santiago and 

Mrs. Normita How and their children 

visited Dream World, Safari World, and 

the Buddha Temple last March. 

Riding the tuk-tuk 

“It’s amazing to be in 

Thailand because of 

Phoenix! Truly Phoenix 

fuels life. It fueled our 

wedding anniversary and 

our Lakbay Pasasalamat!” 

- Mr. Celso Agbones

inspiring Quotes 

“Nothing great was ever achieved without enthusiasm.” 

- Ralph Waldo Emerson 

“You don’t have to be great to start, but you have to start to be 

great.” - Joe Sabah 

“The successful person makes a habit of doing what the failing 

person doesn’t like to do.” - Thomas Alva Edison 

“A little more persistence, a little more effort, and what seemed 

hopeless failure may turn to glorious success.” 

- Elbert Hubbard 

“If you are not fired with enthusiasm, you will be fired with 

enthusiasm.” - Vince Lombardi 

“Victory belongs to the most persevering.” - Napolean 

Bonaparte 

“Think like a man of action, and act like a man of thought.” 

- Henri L. Bergson 

“Pleasure in the job puts perfection in the work.” - Aristotle 

“Wherever you go, go with all your heart.” - Confucius 

“Go for it now. The future is promised to no one.” 

- Wayne Dyer 

SOAR PHOENIX 

We design, convert, manufacture FUEL DISPENSING SYSTEMS 

www.starpump.com 

HEAD OFFICE: Unit D Magara Townhouse, Sierra Madre St., Highway Hills, Mandaluyong City. Tel (02) 535-7716 

DAVAO: Staroil Gas Station, Sasa, Davao City. Tel (082) 234-8342 



www.phoenixphilippines.com 

Per DTI-NCR Permit No. 4709 Series of 2011

SOAR Phoenix Rising - Phoenix Petroleum Philippines

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