Belcris turns holiday sales into support for children with autism

CEBU, Philippines — Christmas sales are becoming more than just revenue for Belcris Foods Inc. This holiday season, the company is turning every bag of ham sold into direct support for children on the autism spectrum.

This is through Pasko sa Kabataan 2026, a program now on its second year, in partnership with Parent’s REACH Foundation Inc. The initiative carries the theme “The Colors of Christmas.”

The idea is simple: children on the autism spectrum often experience Christmas differently. Their view of lights, colors, sounds and gatherings is unique. Through art, they can show how they see the season.

For this year’s program, their drawings became more than just artwork. They were used as inspiration for a Christmas eco bag design contest. Winning artworks were featured on Belcris’ Christmas eco bags and brochures, giving the children’s creativity a place in every home that buys the product.

During the awarding ceremony on Oct. 15, Belcris Senior Manager for Supply Chain Management Karoll Mordeno recognized the young artists and called on the public to support the cause.

“You saw the kids, right? There’s so much promise. There’s so much future for them,” Mordeno said.

From Product to Purpose

Beyond the art contest, Belcris is linking the campaign directly to its holiday sales.

For every bag of ham sold, the company will donate P1 to Parent’s REACH Foundation. The target is to sell 300,000 bags, which could raise P300,000 for the foundation’s programs.

It is a clear example of cause-related marketing, where a holiday purchase becomes a form of giving. Every peso per bag will go to services for children with special needs and their families.

For Parent’s REACH Foundation, which is marking 25 years of service, the partnership helps sustain its core work. Executive Director Sandra Espina said the funds will support autism advocacy, early intervention, therapy and educational programs, plus scholarships for children with special needs from low-income families.

“This Pasko sa Kabataan is more than just a charitable endeavor. It is a living testimony of compassion in action, reminding our general public that even small acts of kindness, when multiplied, can transform lives,” Espina said. She noted that access to therapy and specialized education is critical for children to develop communication and social skills, especially for families with limited resources.

Small Amount, Big Impact

Casey Robyn Un, the eldest child of Belcris Foods Inc. President Roger Un and CEO Christine Un, said the company hopes to grow the initiative in the coming years by bringing in more partners and supporters.

“One peso might seem very small, but when many people come together to support this, it can make a very big impact on these children,” Un said.

As the children’s artwork reaches homes through eco bags and brochures this Christmas, Belcris is showing how a seasonal business campaign can also build brand value while supporting inclusion. — (FREEMAN)