Success Story: Pacita Juan, Entrepreneur

By Alpha Miguel-Sanford


Coffee is part of American’s daily routine. Just this morning, a group of high school students rang our doorbell and asked us if we were interested to buy a pound  of Dunkin Donuts coffee from their coffee fundraising. As an occasional coffee drinker and with the amount of ground coffee left from our kitchen we said, yes!

In the Philippines, coffee is abundant – and there is Pacita Juan who is a leader and an entrepreneur in the coffee business. She has successfully put a mark in the Philippines’ coffee business and is continuing to do so as part of her advocacy.

Today, she shares with us her story and how she runs her businesses.

This is her story:


AMS: Tell us about yourself. Your education, training and where you are currently involved in.


Pacita: I graduated from the University of the Philippines with a degree in BS Hotel and Restaurant Administration. Though I worked in our family company since graduation, I also had a short stint working for a hotel (6 months) just so I could experience working with other people, not necessarily family. I would always find other things to do even while working for my father. I opened a coffee shop with friends from college, I started a music lounge with friends, then I founded Figaro Coffee again with friends.Then now ECHOstore so they say I am a “serial entrepreneur.”


AMS: Tell us about how you become involved in your current project and its mission?


Pacita: I was asked to head the National Coffee Development Board which started as the Presidential Task Force on Coffee Rehabilitation in 2002. In 2005 we changed our name to Philippine Coffee Board Inc.


AMS: What is your vision of these projects?


Pacita: Our vision is to promote Philippine coffee, to help farmers become sustainable, and to help them add value to their crop.

AMS: Who or what inspired you to be who you are? Have you always been involved in similar projects?


Pacita: I got inspired because I started to see results even just after a few years of work. We were able to raise prices of coffee for farmers simply by teaching them to sort coffee. No machines, no money involved.


AMS: What are some of the greatest achievement that you’ve had?


Pacita: I think we have helped in putting coffee in the national agenda.


AMS: Who are/were your motivators?


Pacita: My father always told us to be creators of jobs rather than be employed. I am motivated when I see results even with small steps we make. In lives of people, in our communities, in our country.

AMS: If you were to tell us what are the most important skills that you need in order to be successful in life- what are they?


Pacita: I think qualities like compassion, desire to learn continuously, humility and perseverance are important.


AMS: What are your next goals for yourself?


Pacita: I would like to make a difference in women’s lives like how we made a difference in coffee.


AMS: What is your definition of success?


Pacita: Being able to change a person’s life for the better, being able to help our community and our country through the businesses we undertake. And of course, being able to help save the environment for our children and the future generations.



About the Author: Alpha Miguel-Sanford, is the founder and editor of Aspire.Motivate.Succeed. She is also the author of the book “The Best Inspirational Storie I Ever Read: Guide to a Purposeful Life”.You can contact her at, follow and like her on Facebook Page AMSDaily and be friends with her on Twitter @identitysolved.