By Loreta C. Rafisura, last of two parts

Later, Loreta had to run the group like a business organization because its size was fluctuating depending on market demand. When orders were high, the number of employees had to increase. When orders where low, the shop had to take a rest.

In 1990, the papermakers eventually separated from PEC-Salay and registered as Salay Handmade Paper Industries, Incorporated (SHAPII) with the Securities and Exchange Commission (SEC). Because the group could not raise the equity for registration as cooperative, the members opted to become a corporation although they were not sure about the consequences. They knew only they needed badly a legal personality. After registration, Loreta then read business books to keep SHAPII going.

The management of SHAPII became professional when Loreta's eldest son Neil -- a graduate of Bachelor of Science in Commerce and Management -- assisted her in running the corporation. Then her daughter Loreen, a nurse, also gave all her energy to SHAPII to improve its marketing and product development departments.

An exporter cousin from Manila, Joseph Lee, also joined the group as a stockholder and offered the facilities of his office for communication and marketing. Mr. Lee introduced Salay handmade paper to the country by selling them at the "island displays" of SM Shoemart Malls. His wife Julita or Lita and son Paul exerted every effort selling SHAPII products on consignment basis. It was a big brother system all along, with Joseph and Lita tutoring Loreta on export techniques and the practical side of running a business.

SHAPII encountered many challenges during its course of operation. Marketing was the greatest headache. Then there were problems regarding financing, crab mentality, and sustainability. However, these challenges prodded SHAPII to work harder and further improve its network in order to survive. Transparency, honesty, simplicity, self-reliance and trust in God became their source of strength.

One dawn, while Loreta was tinkering with pressed flowers, she felt inspired to write the mission of SHAPII. She composed the statements straight from the heart. They sounded big and too noble, yet they described exactly what she wanted to accomplish. The Board of Directors approved the draft article during its first meeting. So, SHAPII's direction was established from the very start.

The article continues to guide them through the years.

Developments in SHAPII

Export awareness came because SHAPII products were largely patronized by foreigners in the Philippines. Besides, being handcrafted, the price range is usually not within the reach of the ordinary people in the locality. Environmentalism has become SHAPII's most attractive feature. The love of handmade paper is still being developed locally.

Several agencies helped SHAPII enter the foreign market. In 1996, the Philippine Exporters Confederation, Inc.(PHILEXPORT) sponsored Neil's participation to a three-month seminar on export marketing at the Centre of the Promotion of Imports from Developing Countries (CBI) in Netherlands. Later, the Association of Partners for Fairer Trade, Inc. (APFTI) and the Department of Science and Technology-Technology Application and Promotion Institute (DOST-TAPI) sponsored Neil's joining an European marketing tour and the Global Technology Search. As a result, many buyers came to Salay, producing better relationships and bigger orders. Amazingly, the buyers found the simple rustic lifestyle and environment of Salay appealing. They were impressed by the clean and orderly condition of the workers and their shops.

The Global Technology Search also introduced us to the practice and ethics of Fair Trade. This concept prodded SHAPII to engage in more developmental activities for its workers. SHAPII provided assistance for the installation of electric lights inside the homes of designers so the designers wouldn't develop eyestrain while pasting tiny flowers and leaves on paper. SHAPII also gave assistance for the construction of toilets for the workers who pay for these equipment on salary deduction scheme. Even more important, SHAPII coordinated with the German Doctors Team to provide a monthly three-day medical service to three barangays in Salay. SHAPII also holds English and computer classes every Saturday and during off hours for its staff.

Governments agencies like DTI, DOST, and PDDCP continued to help SHAPII. Private organizations like Growth for Equity in Mindanao (GEM) and Resource Innovation for Small and Medium Enterprise Foundation (RISE) also provided assistance. They also gave seminars, workshops and other learning opportunities for free or for a minimal fee. In Manila, Parkwood Products intensified its marketing activities for SHAPII products not only locally but also abroad. SHAPII's participation in national and a few international trade fairs honed its marketing abilities. Administration was strengthened by seminars and strategic planning sessions given by DTI, DOST and APFTI.

In 1999, as SHAPII gathered enough revenues from its sales, it began profit-sharing among its workers. Already 14 of its 48 stockholders are workers.

A SHAPII Multipurpose Cooperative was organized in March 2000 with 137 members. It now operates a canteen and grocery store within the SHAPII Compound.

The SHAPII Foundation was registered with SEC on June 3, 2000. Its first project is the provision of a high school scholarship grant to six poor but deserving students who just graduated from elementary school. Since tuition is free in public schools, SHAPII's scholarship grant pays only for the scholars' miscellaneous expenses. The scholars must remain within top 15 of their classes.

Neil and Loreen Rafisura, former Philippine first lady Amelita Ramos, and Mrs. Julita Yee.

SHAPII also participates in the town's religious and civic activities. It is involved in provincial and regional organizations.

Today, SHAPII has progressed significantly. From a motley group of 10, it has grown to its present size of 330, enlarging its workforce according to market demand. It has become a dynamic and vibrant body.

The successful expansion has been fueled by aggressive marketing strategy, increased production, quality control, strong value for work, healthy relationship with helping agencies and overseas partnes, remarkable networking and, yes … prayers. All through the years, SHAPII's workers maintain the 3 o'clock habit of praying with full trust in God. Thus, SHAPII has created desirable impacts to the country as it is realizing its missions. It has become an inspiration to entrepreneurs.

For the future, SHAPII visualizes itself to continue operating as a socially responsible and harmonious business group that produces ecologically friendly and globally competitive handmade paper and related handicrafts. It resolves to continuously pursue efforts for the improvement of the Filipino people within the framework of sustainable development.

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