Founder Dr. Cecilio K. Pedro established Lamoiyan in 1988, growing it from 20 employees to nearly 200 today, exporting over a dozen brands across APAC and MENA. A 100% Filipino family-run business, Joel Conrad Pedro steps into his father’s legacy of success in 2024.

Jovial, warm and direct, this 40-year-old Chief Executive is far from cut-and-paste. Joel went through the ranks paving his way to COO, then to CEO. An adventure glamper, car lover and concurrent CEO of Overland Kings, what can Joel bring to the table of a household and hygiene brand? Answer: A lot.

Says Joel, “You play with the cards that you’re dealing with. So Lamoiyan is a card I am dealt with because it’s a family business. Over the time we’ve been running this business, I’m blessed to have a good team with us without whom I cannot run my other business. That’s the nature of this work.”

The young CEO is stepping into leadership with solid business sense plus a reliable support system that allows freedom to explore other opportunities and interests. “Everybody needs passion here and there. I’m a businessman who likes the outdoors and cars, and I think everybody can agree that you need something to take your mind off things so you can do your main job excellently. My Overland Kings business is an outlet for me to be able to creatively give input on what else I do,” he adds.

Lamoiyan operates with core values of integrity, equality, and inclusion. Their brand is praised for prioritizing hearing-impaired individuals providing meaningful employment opportunities, and recognizing their community. Under its new CEO, the company reinforces these efforts through CSR initiatives like the creation of Silent Sanctuary, a self-sustaining school for the hearing-impaired that also serves as a glamping site.

As an outdoor enthusiast, Joel encourages clients to visit the site, with all proceeds supporting the school’s operations. “Silent Sanctuary is self-sustaining. It serves a clientele, and it’s easier to tell people to go camping than just always asking donation money for them. If they enjoy nature, if they enjoy the facility, maybe they give a bigger tip. It is win-win. That’s how we’re able to sustain it.”

Win-win mentality and spotting opportunity from crisis are Lamoiyan traits. During the lockdown, Lamoiyan produced isopropyl and ethyl alcohol brands that helped stabilize business and avoided layoffs.

“I think it’s a matter of being excellent in what you have. I always believe in being a good steward of what you’re given. At the end of the day, our mission and vision still goes back to helping the Filipinos, give them a product of quality, and affordable, that gives Filipinos products they can use. It’s also important to do it excellently. Have an excellent team.”