Universal Robina Corporation is no stranger to transformation, but what sets it apart is a culture deeply rooted in malasakit – a uniquely Filipino ethos of genuine care and going the extra mile for one another.

Elisa Abalajon, CHRO of URC, believes this cultural pillar was put to the test during the COVID pandemic, revealing the company’s unwavering commitment to its people and purpose.

When the world came to a standstill, URC’s employees pressed forward, showing up to work and ensuring that food and beverage products reached customers despite the risks. While everyone else was staying home, workers braved each day focused on their mission.

As Elisa recounted in an episode of People Matters Unplugged: “There is this very keen sense of social purpose. And this is reflective of our culture.”

A catalyst for culture at URC

This spirit of resilience and shared responsibility did not fade with the crisis. Instead, it became the catalyst for refining URC’s purpose, values, and vision.

“We saw a lot of great behaviours during COVID,” Elisa explained. “We said, ‘We need to codify, we need to bottle all of what we see.’”

The result was a deliberate integration of core values – put people first; move forward fast; dare to do; and own it – into HR systems and corporate strategies to ensure that they were not just words on paper but principles that guided every decision.

“People use common language to describe who we are, what we stand for, and how we should be acting as an organisation,” she added.

URC’s cultural foundation was now firmly woven into its strategic ambitions. At the heart of this alignment is the commitment to growth through people and innovation.

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The shared values of URC employees

The first value – that of putting people first – has long been evident in employees’ selfless service especially since the pandemic. This is seen in their malasakit.

Second is to move forward fast, which “speaks of our ability to be agile and resilient,” Elisa said.

The HR leader also highlighted how a cross-functional structure and shared goals have strengthened URC’s collaborative culture.

The third value – to dare to do – fosters an entrepreneurial mindset, allowing calculated risks and innovation to thrive.

The fourth is to own it, which is about “holding every member of our organisation accountable for their actions”.

Together, these values create what Elisa describes as “a very combustive energy for growth”. This energy fuels URC’s strategic direction, particularly its mission to “delight everyone with good food choices”.

Constant values in a changing world

URC is steadfast in its belief that it is not a niche player but a provider of both affordable and premium products tailored to diverse consumer lifestyles.

Sustainability is not just a buzzword but a long-term ambition woven into its DNA. “Our ambition is to be a sustainable enterprise, meaning we are here for the long haul,” Elisa affirmed.

Talent management plays a crucial role in this vision, ensuring that hiring, development, and recognition align with the company’s values.

As the future of work evolves, URC recognises that agility and resilience must be reinforced by skills such as critical thinking, problem-solving, and effective communication.

“Skills are evolving so fast because of technology advancements,” she said. “We need to understand the implication of technology to the business and the people.”

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Digital transformation, she said, will be a defining force in shaping organisational culture: “Two of our values – dare to do and move forward fast – are pretty much aligned to digital transformation because it clearly requires resiliency, risk-taking, and agility.”

With its vision of becoming a company that stays true to its values, URC is not merely adapting to change – it is embracing it with purpose and conviction.

“I don’t foresee our values to be changing significantly in the next couple of years,” Elisa said, reinforcing the importance of consistency.

Anchored in the idea of malasakit while embracing the future of work and digital transformation, URC continues to chart a path of sustainable success and views culture as both its compass and its driving force.