Jeannie Javelosa

Finalist 2012

Jeannie Javelosa

PHILIPPINES
ECHOstore
ENVIRONMENT
RETAIL
ECHOstore sells natural, eco-friendly and fair-trade products made by marginalised communities and women’s groups.

When Jeannie Javelosa and her business partners reached midlife, they decided they wanted to add meaning to their successful careers in marketing, communications, branding and retail by creating a mission-led business. In 2008, they pioneered a green retail store to sell natural, eco-friendly and fair-trade products, all of which are locally sourced. ‘The Philippines is full of communities, artisans and small farmers who can’t be represented in stores because they lack proper branding, attractive packaging and market knowledge – precisely the core competencies we can bring,’ says Jeannie, who knew it was a great idea but was astounded how quickly the concept rose to success: within three months of opening they won a business concept competition and were gaining vivid interest from the media. ‘We’d stepped into a gap for conscious consumers that the market was dying to fill.’

ECHOstore’s name echoes its vision: Environment, Community, Hope, Organisation. ‘By aiding small communities to improve their wares and fit market needs, we promote sustainable lifestyle and business,’ notes Jeannie. With a series of in-house brand lines, smart packaging and dedicated staff, ECHOstore brings these products to market in the fashionable shopping centres of Manila, opening its first outlet in late 2008 alongside gondolas for corporate events and 16 distribution points. A second Manila store has been joined by two subsidiaries, ECHOmarket Sustainable Farms, which sells organic farm produce, and ECHOcafé, which serves up freshly cooked ECHOmarket produce.

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