CFE Program kicks off Franchise Asia conference

MANILA, Philippines — The Philippine Franchise Association (PFA), in partnership with the Asian Institute of Certified Franchise Executives (AICFE), will host the prestigious Certified Franchise Executive (CFE) Program to kickstart the week-long Franchise Asia Philippines 2025 conference and exposition.

The CFE Program on April 22 to 23 at the AIM Conference Center in Makati City will be facilitated by Ben Litalien, a Georgetown University professor and a distinguished expert in global franchising.

Litalien has over two decades of experience in the franchise community, with expertise in strategic planning, organizational development and franchise system growth. He has developed and expanded multiple franchise concepts. He is also the founder and principal of Franchise Well LLC, a consulting practice specializing in franchising.

The CFE Program, an internationally recognized certification, is the gold standard in franchise management education. It is a mini master’s in franchising designed to equip professionals with advanced knowledge and skills. “Thousands of franchise executives worldwide have accelerated their careers and business success after earning their CFE certification,” said PFA vice chairman Ma. Alegria Sibal-Limjoco, the first Filipina to get this certification.

As part of Franchise Asia Philippines 2025, the CFE Program provides participants with in-depth knowledge of franchise management, expansion strategies, legal frameworks, and emerging industry trends. It also offers unparalleled networking opportunities with industry leaders, paving the way for business growth and global competitiveness.

“Franchising is a dynamic industry that requires continuous learning and innovation,” said PFA chairman Chris Lim. “Through the CFE Program, we empower franchise professionals with the expertise needed to navigate an evolving market, ensuring the sustained success of the Philippine franchise sector.”

Participants who complete the CFE Program will earn credits toward their CFE designation, a globally respected credential that distinguishes them as industry leaders committed to excellence and ethical franchising.