Mitsubishi CSR program helped saved a mountain heritage PDF Print E-mail
Sunday, 29 July 2012 08:48

I am really inspired with stories of business companies doing Corporate Social Responsibilities (CSR). Going beyond business interest, CSR encourages entities to care and to help solve social problems or issues affecting people, surrounding community and the environment as a whole.

John Chua talking to MPPC Advertising Manager Arlan Reyes about saving Ifugao Rice TerracesAnd one of the recent commendable CSR events that I came to know about is of Mitsubishi Motors Philippines Corporation (MMPC). They helped a movement to save the heritage of the Banaue Rice Terraces in the Cordilleras. Hailed as the 8th Wonder of the World, it is one of our country’s well-known tourist destinations.

However, in 2001, UNESCO included it in the list of important places around the world that will lose its prestige. Landslides and no maintenance were the primary causes. Despite it was built by their forefathers 2,000 years ago, the local people especially the youth had passive attitude in taking care of it. It was also then the local government had no repair budget for it. Worse, it was ravaged by strong typhoons that caused landslides of the Batad Rice Terraces.

The Batad Rice Terraces, one of the clusters of the Banaue Rice Terraces, is said to be the most spectacular among the riceBanaue Rice Terraces of the Philippines (picture by Sixto Kwan Jr) terraces. If its deterioration continues, there is a possibility that it will lose its grandeur and its reputation as one of the wonders of the world.

It was at this point that John Chua, Philippine’s famous advertising photographer, formed a movement nationwide last year to save and rehab – the Ifugao Rice Terraces. With his passion, he was able to get support and funds from individuals and private organizations. Local government also paid more attention to it. Chua even coined the term – voluntourism (volunteer tourism).  This encourages tourists aside from admiring Ifugao Rice Terraces to help preserve the place when they visit it.

Mitsubishi responded to the call of Chua last February 5, 2012. Guided by their quest to enrich the society and contribute to the preservation of the global environment, they gave donations and personally helped fixed the man-made dikes of the Ifugao terraces in the spirit of Bayanihan. They also gave free school supplies to Batad Elementary School.

According to MMPC, this is part of the company commitment to contribute to the development and progress of our country.  Thank you, Mitsubishi, for showing an exemplary enviromental CSR program worthy to be emulated by other business organizations.

Voluntourism from Mitsubishi Motors Philippines Corporation (MPPC)

The good news today?  Banaue Rice Terraces is now off the danger list of UNESCO. Slowly, the place is now protected and being taken care by the people and government of Ifugao.  God bless John Chua for calling the attention of the Filipinos to save one of its important heritages.



Philippians 2:4. “Don't look out only for your own interests, but take an interest in others, too.”


On the way to Ifugao Rice Terraces

MPPC with John Chua and Ifugao Governor Eugene Balitang MPPC joining in an Ifugao dance

Stones being moved by MPPC one at a time to rebuild and save the Ifugao Rice Terraces Stones being moved by MPPC one at a time to rebuild and save the Ifugao Rice Terraces

John Chua and MPPC VP for Marketing Foilan Dytianguin with Ifugao Governor Eugene Balitang MPPC VP for Marketing Foilan Dytianguin posing with a local Ifugao man

Last Updated on Sunday, 29 July 2012 12:49