The iSTAR Program of Coca-Cola Philippines Fuels the Growth of Family-Owned Carinderias in Cebu

Through its entrepreneurship training programs, Coca-Cola Philippines continues to assist Filipino micro-entrepreneurs, giving small firms the resources, know-how, and self-assurance they need to expand and maintain their operations.

One of the motivational tales is that of Juniel and Salome Lucero, a couple from Pinamungahan, Cebu, who transformed a little food business into a long-lasting family business. Their entrepreneurial journey was fueled by drive, perseverance, and the proper instruction from the iSTAR (Innovative Sari-Sari Store Training and Access to Resource) Program, a collaborative effort between TESDA and Coca-Cola Philippines, where they acquired critical competencies in inventory control, financial literacy, and fundamental operations.

From online orders to a growing enterprise

Juniel, a former overseas Filipino worker (OFW), made a bold leap into the food business in hopes of turning his vision for success and Salome’s love for cooking into a reliable source of income for their family. Together, the Luceros opened Nicolai’s Cuisine in 2018.

When the pandemic hit, Juniel returned to the Philippines, and the couple found themselves seeking new ways to support their family. They changed their business approach and started selling packed lunches online, where they built a network of loyal customers. Today, Nicolai’s Cuisine has expanded to three staff members, offers catering services, sells lechon belly packages, and even runs a small trading sideline for plastic and paper packaging. Their clients now come from different parts of Cebu, far beyond their barangay.

Training that turned challenges into opportunities

Their journey to success is not without its challenges. It was riddled with difficulties, especially during the first year of running Nicolai’s Cuisine. Sales were unpredictable, their location had little foot traffic, and they lacked a system for managing operations.

Mahina, matumal ‘yong business, ‘di mo masabi. Madaming losses. Hindi maganda ‘yong pwesto. Sa sobrang daming problema, [kaunti] na lang ‘yong dishes,” the couple said.

(Business was weak, slow, you just can’t tell. There were a lot of losses. The location wasn’t ideal. With so many problems, we could only offer a few dishes.)

Their turning point came in 2019 when Juniel completed the STAR Program (Sari-Sari Store Training and Access to Resources). As the foundation of what would later become the digital iSTAR Program, STAR helped them gain essential skills in financial literacy, inventory management, and basic operations.

In July 2024, they took their learning further by joining the iSTAR Training Program via Lamac Multi-Purpose Cooperative. There, they learned product costing, digital payments, online marketing, and customer engagement—skills they immediately applied by setting up online group chats with nearby schools and cooperatives for streamlined orders and mobile payments.

“Napakalakas ng benta ng online talaga. Nasa bukid kami, so ginamit ‘yon (online channels) to reach more customers,” Juniel and Salome said. “Nung nasimulan namin ‘yong online, napaisip kami, ‘Bakit ngayon lang?’ [Pero hindi] pa huli ang lahat.”

(Online sales are really strong. We live on a farm, so we used that (online channels) to reach more customers. When we started selling online, we thought ‘Why just now?’ But it’s not too late.)

With their improved business strategy, the Luceros grew their monthly income from ₱30,000 to ₱50,000, allowing them to provide better opportunities for their children. Their business is now registered with the Philippine Government Electronic Procurement System (PhilGEPS), giving them access to orders from local government units.

Their efforts also earned them recognition, receiving the Top One Most Impactful and Inspiring Award under the iSTAR: HERStories program—an iSTAR initiative that highlights inspiring entrepreneurs who applied their training to grow their businesses.

Empowering more entrepreneurs

The Luceros’ success story highlights how Coca-Cola Philippines’ entrepreneurship programs help small business owners build sustainable livelihoods. Their journey reflects the potential of countless Filipino micro-entrepreneurs when given the right tools, support systems, and mindset.

“[Kapag] willing kang matuto, libre naman [at] worth it naman. Grab the opportunities na darating sa’yo,” the Luceros said, encouraging others to have confidence and pursue their dreams of building a business.

(If you’re willing to learn, it’s free and it’s worth it. Grab the opportunities that will come your way.)

Juniel added that completing the courses on iSTAR provided a major boost in growing their business, “Ang kagandahan [dito ay] iSTAR na talaga ang lumapit sa pamamagitan ng LMPC. Kaya sobrang nagpapasalamat kami sa mga opportunity na ino-offer ng iSTAR dito sa amin.””

(The good thing here is that iSTAR approached us through LMPC. That’s why we are thankful for the opportunities that iSTAR continues to provide.)

iSTAR continues the legacy of the STAR Program, which was introduced in 2012 as part of Coca-Cola’s worldwide 5by20 program and provided business training and support to around 250,000 MSMEs. In order to continue giving entrepreneurs the knowledge and resources they need to launch and expand their companies in the current digital economy, the program changed its name to iSTAR in 2020. The establishment of Centers for Entrepreneurship (CFEs) in seven strategic regions in 2024 further reinforced it by providing financial assistance, mentorship, and training to boost the growth of small enterprises. More than 300,000 graduates have come from iSTAR to date.

Visit the Coca-Cola Philippines Sustainability Hub at https://www.coca-cola.com/ph/en/brands/coca-cola/sustainability for additional details about the iSTAR Program.

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