ESPRESSO MORNINGS

By Joe Zaldarriaga

Mr. Joe Zaldarriaga, fondly called “Manong Joe”, is a distinguished figure in the country’s corporate communications landscape. Holding the position of Vice President and Head of Corporate Communications at Manila Electric Company (Meralco), he has orchestrated unparalleled success for the utility company, winning accolades for their brand of service communications.
Under his guidance, Meralco achieved unprecedented milestones, clinching a historic 3-peat Company of the Year title at the IABC Philippine Quill Awards, scoring the only PR Team of the Year trophy bestowed at the Anvil Awards, and securing numerous honors at international and local communication awards.
Manong Joe’s leadership also extends as a respected member of the Board of Trustees for the Public Relations Society of the Philippines (PRSP), concurrent with his role as Chairman of the International Association of Business Communicators Philippines (IABC Philippines) where he also served as its President.
Manong Joe is a distinguished awardee of the medallion of honor and scroll of commendation from the University of Manila, owing to his years in public service as a communications professional. He shares his insights through columns in renowned publications, including The Philippine Star’s The Z Factor, and Philippine News Agency’s ESPRESSO MORNINGS.

Animal welfare here in the Philippines is gaining momentum with the bill pushing for stronger penalties for animal cruelty progressing in the Senate —a step closer to a more inclusive and humane society.

The bill, which seeks to amend the 1998 Animal Welfare Act to introduce stricter standards and tougher penalties for violators, came following the reported rise in animal abuse cases in recent years —some of which have even become viral on social media.

But while stronger legislation is a welcome development in the push for better treatment of animals, it alone cannot guarantee their well-being. Animal welfare after all is a multi-sectoral issue that requires the collective effort of various stakeholders —government, the private sector, and the community— to actually turn policies into consistent practice.

The importance of this issue cannot be sidelined with majority of Filipino households at 64 percent owning pets, and with around 13 million stray cats and dogs in the country based on a 2024 report of the Mars Petcare Pet Homelessness Project.

This figure is alarming and highlights the need for more proactive involvement of the private sector and the community in developing and implementing more strategic and comprehensive animal welfare programs. Beyond improving the living conditions of these strays, animal welfare programs also protect the health and safety of Filipinos from the threat of rabies.

Admittedly, huge strides have been made in raising awareness for better treatment of animals in recent years, but the fact remains that much more can still be done especially on the part of the private sector and the community.

This realization dawned upon me following the recent recognition of Meralco by the Philippine Animal Welfare Society (PAWS) for the distribution utility’s contributions to promoting animal welfare.

Meralco’s animal welfare program “Catropa”, which I personally champion, was recognized for working towards creating a safe space for community animals specifically stray cats. This is being achieved through the Spay It Forward campaign that involves the implementation of Trap, Neuter, Vaccinate, Return (TNVR) activities to control the stray population.

Spearheaded by Meralco’s Advocacy Communication Management Head Michelle Caguioa, this program does not only promote animal welfare by helping address the threat of rabies but also promotes the overall well-being of various communities.

Since its launch, Catropa has become a model on how companies can integrate animal welfare in their respective corporate social responsibility (CSR) programs —an initiative that can be mirrored within the private sector.

The good news is companies can leverage their respective expertise to promote animal welfare. Property developers for example can consider pets in designing real estate developments to ensure that these are community animal-friendly, while cosmetic companies can do away with animal testing of their products. Food and beverage companies, meanwhile, can promote sustainable sourcing of animal-based products while pharmaceutical firms can commit to cruelty-free testing or develop products that avoid animal exploitation.

Companies can also pursue collaborations with animal welfare groups and local shelters to promote adoption drives to garner community support and raise awareness. I, for one, have adopted two stray cats— pets that I now consider part of my family.

In summary, the private sector can drive meaningful change in animal welfare advocacy.

If more companies integrate animal welfare initiatives in their CSR portfolios, we can foster an environment of systemic support and collaboration to find sustainable solutions to recurring problems and persisting challenges.

I have said before that our treatment of animals mirrors our soul as a nation. It is high time that we realize that investing in animal welfare is not only a charitable act but rather a demonstration of commitment toward creating a more compassionate, healthy, and sustainable society.

On a side note, I would like to thank two animal welfare champions, Rina Ortiz of Biyaya Animal Care and lawyer Anna Cabrera of PAWS. Both epitomize what animal care and welfare is all about. May the universe continue to shower them with blessings and gratitude.