Quezon City—The Philippine Coconut Authority (PCA) launched the “Huntahan sa BAYANIyugan 2025: The Chief Executive Officer’s Hour” on January 13, 2025, at its central office. The event, held immediately after the PCA’s flag-raising ceremony, was led by the Administrator and CEO, Dr. Dexter R. Buted, and was broadcast live to all PCA regional offices via Zoom.

The initiative, envisioned as a quarterly engagement, underscores PCA’s commitment to foster transparency, enhance communication, and reinforce organizational culture as it allows direct interaction between leadership and employees. Attended by key PCA officials, including Deputy Administrators Roel M. Rosales (Operations) and Atty. Lucius Jun-Jun G. Malsi (Administrative and Finance), as well as department managers and division chiefs, the hour-long session served as a dynamic platform for open dialogue and strategic alignment. Regional managers participated virtually, ensuring a nationwide scope.

As he opened the session, the CEO challenged PCA employees to reject complacency and strive for continuous improvement and innovation. “Let us not settle for the status quo. Progress demands constant learning, innovation, and a relentless drive for excellence,” he asserted. He emphasized that under his leadership, the agency would undergo constant, purposeful change to strengthen the organization, uplift the lives of farmers, and revitalize the coconut industry.

The “Huntahan sa BAYANIyugan” is rooted in PCA’s core value of transparency, aimed at building trust and strengthening relationships within the organization. The session served as an avenue for employees to raise concerns, share feedback, and engage directly with the CEO on various matters.

Key topics discussed included employee feedback, interbranch communication challenges, and the announcement of several upcoming infrastructure projects, such as the renovation of offices, the construction of the Employees’ Wellness Center, Coco Café, and minor improvements across facilities.

PCA chief also outlined several flagship projects for the coming months. These include the Coconut Farmers’ Welfare Congress, to foster meaningful dialogue among stakeholders, farmers, and industry players; the Grand Trade Fair, to showcase innovative coconut products; the National Cocolinary Showdown, to feature Filipino culinary creativity through coconut-based dishes; ISO Certification for Regional Offices, to operationalize quality and standardization in the regional branches; and the pursuit of the prestigious Philippine Quality Awards (PQA), to align the Authority with the highest standards of organizational excellence and governance.

“These initiatives underscore our mission to revitalize the coconut industry while positioning it as a cornerstone of our national economy,” ADRB emphasized.

He also shared the good news of increased budget allocations for PCA’s planting, replanting, and hybridization programs, calling on employees to double their efforts and noting that these programs are vital to improving farmers' livelihoods and ensuring the sustainability of the industry.

The “Huntahan sa BAYANIyugan” will be rolled out to regional offices, providing employees across the country with direct access to the CEO’s vision and guidance. “Transparency should not be confined to the central office; it must resonate throughout the regions,” ADRB added, promising that the initiative would strengthen cohesion, inspire innovation, and align the organization’s nationwide goals.

PCA chief reaffirmed his commitment to leaving a legacy of transformation and progress within the Authority. “The time of the PCA Administrator may be fleeting, but as long as I serve as head of the Authority, we will not settle for mediocrity and change will be our constant companion. We will rise, we will innovate, and we will ensure the coconut industry thrives for generations to come.”

The inaugural “Huntahan sa BAYANIyugan 2025: CEO’s Hour” sets a new era of transformative leadership for PCA. As it expands to the regional level, the initiative promises to unify the organization under a shared vision of innovation, transparency, and excellence. By empowering its workforce and strengthening its commitment to the coconut industry, the Authority continues to solidify its role as a catalyst for sustainable development and champion of the welfare of Filipino coconut farmers.