To the Filipino micro-entrepreneur, a refrigerator is not a mere household utility but a foundational business investment that secures their daily livelihood.

To better support this reality, Condura facilitated the Co-Creation Workshop: Building the Negosyo Ref ng Bayan – Voices of the Consumer Sessions on March 19 at the Condura Experience Studio in Alabang. Condura Team brought together representatives from the Department of Trade and Industry (DTI), Go Negosyo, and micro-entrepreneurs to deeply understand the real conditions driving the country’s small businesses.

The conversations during the session were grounded in the everyday realities of negosyo owners. Across the country, sari-sari stores, small food businesses, and neighborhood shops quietly power local communities. They support livelihood, create income for families, and keep local economies moving.

During the session, rather than presenting product features, the team opened the floor to listen to negosyo owners as they walk through their day and share their aspirations and frustrations. They described a constant balancing act: managing tight capital, rising electricity costs, and the pressure to keep products fresh in limited spaces.

With their stories, the team has validated that in a micro-entrepreneur’s environment, even something as basic as refrigeration becomes critical. Every small inefficiency carries a financial cost for these families, and reliable refrigeration can mean the difference between a daily loss and a stable income. This is the reality Condura sought to understand more deeply.

Condura’s responsibility as a Filipino brand is to build solutions designed for real conditions. Working alongside our government and key private sector partners, we are collaborating across the ecosystem to pursue a clear ambition: creating the Negosyo Ref ng Bayan. A solution engineered specifically for supporting Filipino livelihood and one that actively helps Filipino entrepreneurs sell more, reduce waste, manage electricity better, and ultimately grow their businesses.

For CIC, this co-creation workshop is a powerful expression of our empathy for the Filipino communities we serve. It reinforces how we apply attention to details so that every solution is designed with clear intent. As Condura continues developing the new Negosyo Product Line, these consumer insights provide a strong foundation, ensuring our next wave of innovation remains practical, relevant, and truly impactful where it matters most.