Lamoiyan Corporation, a leading Filipino household and hygiene product manufacturer, has announced the appointment of Joel Conrad Pedro as its new Chief Executive Officer. He succeeds his father, Dr. Cecilio K. Pedro, who founded the company in 1988 and nurtured it from a small team of 20 to a thriving enterprise with nearly 200 employees, exporting over a dozen brands across the Asia-Pacific and Middle East-North Africa regions.
Pedro, 40, brings a fresh perspective to the 100% Filipino family-run business, having risen through the ranks to his new leadership role. Described as jovial, warm, and direct, he is not your typical corporate executive. In addition to his new position at Lamoiyan, he is also the CEO of Overland Kings, showcasing his passion for the outdoors and automobiles.
“You play with the cards that you’re dealing with,” he shared, acknowledging the legacy he inherits.
He added: “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.”
Despite his diverse interests, Pedro emphasized the importance of focus and excellence in his primary role. “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 added.
Lamoiyan is renowned for its commitment to integrity, equality, and inclusion, particularly its dedication to providing meaningful employment opportunities for hearing-impaired individuals. Under Joel Pedro’s leadership, the company aims to reinforce these values through enhanced Corporate Social Responsibility (CSR) initiatives. A key project is the Silent Sanctuary, a self-sustaining school for the hearing-impaired that also functions as a glamping site.
“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,” Pedro explained.
Lamoiyan’s “win-win” mentality and ability to identify opportunities in challenging times were evident during the COVID-19 lockdown, when the company successfully produced isopropyl and ethyl alcohol brands, stabilizing its business and preventing layoffs.
“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,” he concluded.
