The two organizations formally launched their initiative, “Project 2.0: Bee Earth’s Best Friends—A Just Transition to Sustainable Lifestyles,” during a press conference on March 5.
The campaign encourages consumers to adopt eco-friendly habits by allowing them to opt out of receiving plastic utensils when ordering take-out or drive-thru meals. In return, customers earn coupons that can be redeemed for a free juice upgrade on their third order and a free Yum Burger on their fifth.
Trade Undersecretary for regional operations group Blesila Lantayona emphasized the government’s commitment to consumer welfare and sustainability.
“Under the Consumer Act of the Philippines, we must protect consumers' rights while guiding them toward informed, ethical, and sustainable consumption,” she said.
The partnership aligns with World Consumer Rights Day 2024 and aims to address the growing concern over plastic pollution. With Jollibee serving millions of meals daily, the initiative is expected to have a significant environmental impact.
Following a successful pilot in Batangas last year, the campaign is now expanding across South Luzon, including CALABARZON, MIMAROPA, and Bicol. A total of 280 Jollibee stores are participating in the effort.
“This is not just a promo—it’s a movement for long-term behavioral change,” said Eloisa Anne Siccion, Jollibee’s assistant vice president for trade marketing.
With this initiative, the DTI and Jollibee are proving that small actions can lead to big environmental gains. — Ed: Corrie S. Narisma
