Packaging with a Purpose: Mr. Rommel Viloria Champions Sustainability at AFFI’s ‘Branching Out’ Event

April 2, 2025 – Richmonde Hotel, Eastwood, Quezon City

During the Association of Filipino Franchisers Inc.’s (AFFI) latest flagship event, BRANCHING OUT: THE JOURNEY TO EXPANDING YOUR BRAND!, the spotlight turned to sustainability advocate and industrial designer Mr. Rommel Viloria, whose talk struck a powerful chord among franchisers, entrepreneurs, and small business owners alike.

With the theme of expansion at the heart of the event, Mr. Viloria’s session brought a fresh yet urgent message: grow your brand, but do it responsibly. In a time when consumers are more environmentally conscious than ever, sustainable packaging isn’t just a nice-to-have—it’s a business imperative.

From Linear to Circular: A Shift in Mindset

Mr. Viloria introduced attendees to the concept of the circular economy, contrasting it with the more wasteful linear economy—the “take, make, dispose” model most businesses still follow today. He emphasized how traditional packaging contributes significantly to global greenhouse gas emissions and how only a small fraction—just 9%—of plastics are actually recycled.

“Sustainable packaging is no longer a threat to business,” he said. “It’s now the global standard, especially for those eyeing the export market.”

Packaging That Tells a Story

Mr. Viloria challenged businesses to design packaging with intention—packaging with a purpose. More than protecting products, sustainable packaging can be a powerful marketing and storytelling tool. He shared how one of his clients in La Union repurposed plastic cups into planters and created an interactive experience around them. The result? Customers kept coming back to see the plants grow—and with them, their connection to the brand deepened.

Innovative Alternatives for MSMEs

He showcased real-world, locally-available alternatives that businesses can start using today:

● Compostable bags made from cassava starch

● Biodegradable food containers from sugarcane bagasse

● Reusable wraps made from recycled corrugated boards

● Even edible cups made from oat bran and flour

These solutions not only reduce environmental impact but also add uniqueness to the brand’s identity and customer experience. “Your packaging reflects your values,” Mr. Viloria reminded the audience. “If your plastic waste ends up in the ocean, your brand ends up there with it.”

The Business Case for Sustainability

He didn’t shy away from the common concern: cost. While eco-friendly options may require higher upfront investment, he argued that the long-term value is immeasurable. Not only do businesses gain customer trust and loyalty, but they also future-proof themselves in an increasingly regulated global market.

“Sustainability isn’t just about saving the planet—it’s about staying relevant,” he said. “Every small step you take towards sustainable packaging is a big leap for your brand’s future.”

Call to Action

Mr. Viloria closed with a challenge: start now. Whether you're a startup or an established franchiser, rethink your packaging from the ground up. Focus on reusability, reduce waste at every stage, and make sustainability the foundation—not just a feature—of your product design.

The talk was not only informative but transformational, proving that when franchisers embrace sustainability, they don’t just branch out—they stand out.