Hawaii Filipino Chronicle Supplement - August 15, 2020

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Filipino Chamber of Commerce of Hawaii Selects Dr. Charlie Sonido as Entrepreneur of the Year WHAT’S INSIDE FCCH: Building Bridges for Filipino BusinessesS2 How Do You Describe Working as an Employee at PCCH?S8 In Love With UBAE: Ube Before Anything ElseS10 Staring Down COVID-19: Chamber of Commerce Faces Biggest Challenge EverS11 Cudiamat Picked as New President of FCCH S17 McKinley HS Graduate Receives 2020 FCCH ScholarshipS18 HOF: House of Happiness and SuccessS20 Number Rises in Hawaii Businesses That Would Not Survive COVID-19 CrisisS21

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ne of the most prestigious business organizations in the state, the Filipino Chamber of Commerce of Hawaii annually selects an outstanding member in the Filipino community to have the distinction of being its Filipino Entrepreneur of the Year (FEOTY) awardee. Nominees are judged by an independent panel on specific business-performance benchmarks such as Staying Power, Growth in Number of Employees, Innovation of Product & Services Offered, Response to Adversity, among others. In the past well-known businessmen like Lito Alcantra, President of Group Builders, and Eddie Flores, President of L & L, have been chosen to receive the FEOTY award. This year, Dr. Charlie Sonido, owner of Primary Care Clinic of Hawaii (PCCH), received this FEOTY distinction.

It’s not common for physicians to receive business awards.

But a few business-savvy and business-minded physicians are making their mark in today’s rapidly changing environment in private medical practice. See how in this supplement cover story, Dr. Charlie Sonido has expanded his private practice PCCH while still maintaining top quality patient care. Story on S4

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FEATURE

2020 SPECIAL BUSINESS EDITION

FCCH: Building Bridges For Filipino Businesses

By Dennis Galolo

W

hen it comes to success for small businesses, there is really no substitute for the “N” word—networking. Successful entrepreneurs utilize networking as a means to form relationships that help to expand their ability to reach new customers, partner and grow.

It is simply good businesses sense to use every available professional and social opportunity to make connections with highly influential people who you can call on when needed and to stay on the cutting edge of new business trends.

In much the same way, the Filipino Chamber of Commerce of Hawaii (FCCH) is at the front lines when it comes to networking and promoting Hawaii’s Filipino business community, thanks to its various programs and activities that broaden opportunities for Filipino entrepreneurs and member businesses.

FCCH also works hard to strengthen business links between Hawaii and the Philippines; assist in the professional growth of its members and support the well-being of the community.

“Especially here in Hawaii, a lot of times it’s not what you know but who you know,” says FCCH president Dr. Nancy Atmospera-Walch. “That’s the importance of networking and having connections with people in key positions who can open doors and give you an advantage over your competitors.”

Atmospera-Walch is the founder of Advantage Health Care Provider Inc., a local company contracted by the State to provide health care services and support to intellectually and developmentally disabled individuals who need home and community-based health care services.

Currently in its 66th year, FCCH was established in 1954 with 47 charter members. It

holds the distinction as the oldest Filipino chamber of commerce in the U.S. In 1962, FCCH held its first community event featuring the Bayanihan Philippine Dance Company.

Later that same year, the organization sponsored a trade mission to Seattle, San Francisco and Los Angeles.

The very next year (1963) proved just as pivotal as FCCH held its inaugural trade mission to the Philippines, led by Chamber president Barney Menor, with the purpose of fostering economic development and improving relations between Hawaii and the Philippines via trade, goodwill and the exchange of ideas.

The trade missions have since continued, the latest being the 29th Trade Mission to Manila, Clark, Tarlac, Candon, Vigan and Laoag held October 1222, 2019.

The Best and Brightest In 1989, FCCH launched its Filipino Entrepreneur of

the Year Awards, which was followed in 1992 with the annual Scholarship Awards program to recognize the best and brightest Filipino scholars. The highly-anticipated event currently includes three award presentations—the Filipino Entrepreneur of the Year, Young Filipino Entrepreneur of the Year, and Business Executive of the Year.

News of all the award winners and their individual accomplishments reaches the community at-large, not just only to Filipinos.

“The Chamber promotes their accomplishments as a way to instill cultural pride, especially among our youth,” says Atmospera-Walch.

“These successful entrepreneurs are role models for Filipino youth.

“Many of these entrepreneurs are first generation immigrants from the Philippines like Lito Alcantra, president of Group Builders Inc., who came from humble begin-

nings but through hard work achieved unparalleled success in their respective fields. In addition, they also have given back generously to the community.”

Following the awards presentations, scholarships in varying amounts to deserving students are also announced that same evening. FCCH holds various fundraising activities to supplement funds for the scholarships.

FCCH also sponsors educational seminars that provide advice on improving business’ bottom line as well as other helpful services for the benefit of members.

Overall, Atmospera-Walch enjoys serving as FCCH president and is grateful for the support of the organization’s hardworking officers and directors.

“I like being around successful individuals and great business owners and leaders who believe in giving back to the community they serve,” says Atmospera-Walch. 

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COVER STORY

2020 SPECIAL BUSINESS EDITION

“Medicine and Business Practice” – A Model for Success for Dr. Sonido and PCCH

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By Edwin Quinabo s large corporations and venture capitalists gradually pushed out of the marketplace smaller mom-popsized competitors in the 1990s, small private medical practices was an exception to that trend. Small physician practices still flourished as “niche” markets -- meaning that their unique service (personal physician-patient care) could not easily be substituted by bigger conglomerates. These practices held their market share and doctors back then were not hard pressed to develop new business models as other small businesses in other industries.

But starting in the 2000s, and hyper-accelerated since the passage of the ACA in 2010, the medical regulatory environment underwent massive changes. Ten years later up to current times, small private medical practices that haven’t made necessary business adjustments have either closed down or underwent consolidation.

Medical practice and business practice today are like wearing one jumpsuit.

To survive, private practitioners must have both medical proficiency and business savvy.

Dr. Charlie Sonido, this year’s Filipino Chamber of Commerce of Hawaii’s (FCCH) Entrepreneur of the Year Awardee puts it this way, “wearing two hats between entrepreneur and physician is a hard act. I’m lucky to have physicians and managers working with me who are not only smart but very patient-oriented. If you have the patient’s best interest first and foremost, you cannot go wrong. The business part becomes secondary.”

One of Sonido’s first medical assistants Dr. Arnold Villafuerte nominated his colleague for the FCCH award, saying “Dr. Sonido has single-handedly addressed the issue of physician shortage by recruiting physicians and nurse practitioners (APRNs) to the team and providing much needed healthcare.” Some of PCCH’s target communities are underserved.

Dr. Sonido said PCCH is “probably the biggest clinic of its kind in Hawaii.” It is primarily an adult care clinic that sees an average of 200 patients per day as walk-in/ appointment and telehealth. It also has Rehab services in two of its locations.

John Elflein, a medical research expert for Statista estimated in 2018, the largest percentage of physicians saw between 11 and 20 patients per day. Just 1.3 percent of physicians saw between 51 and 60 patients per day

during that year.

PCCH’s highly credentialed physicians team of 9, each sees an average of 23 patients per day (based off the 200 total), just over the average ratio of most physicians -- showing that PCCH is helping to meet the community’s health needs and at a rate that patients are afforded quality time with their doctors.

Sonido remarked of his staff, “Our employees must meet all three core values: competence, compassion and cultural- sensitivity. They need not be all Filipinos because our patients are not all Filipinos.”

He said of his physician staff in particular, “Three of us have been selected Physicians of the Year by our colleagues and the public, five of us are professors at the University of Hawaii School of Medicine, three of us graduated with honors from medical school and one went to

President of FCCH Dr. Nancy Atmospera-Walch said “Dr. Sonido is truly an entrepreneur because he went beyond just his office.

He bought other offices through merger and acquisition and expanded his business to other islands.”

S o n i d o ’s Primary Care Clinic of Hawaii (PCCH) started as a solo practice in 1983.

Today, it is an LLC Dr. Charlie Y. Sonido with 70 employees including 9 physicians, 2 advanced nurse practitioners, 2 nurses, 7 managers, 3 physical therapists and 2 massage therapists. PCCH has 5 locations in Waipahu, Kalihi, Liliha on Oahu; a clinic in Lihue, Kauai. And remarkably, at a time when medical practices are struggling due to the COVID-19 pandemic, Dr. Sonido recently opened up yet another clinic in Hilo, Hawaii.

Harvard for undergraduate.

We bring with us years of experience in both the outpatient service and academe.”

Turning medical practice into a viable business model Goldin Peiser & Pesier, a financial group that specializes in working with medical providers, mentioned in their blog that one of the most common reasons why medical practices fail is because of the assumption that expert skills alone will create a viable business.

Knowing this fact -- that building a competent team with a strong medical background was just one side of building a viable medical business practice – Sonido actually saw expansion as the only way to survive. “Status quo was not an option. The old business truism is true: economy of scale works.”

In other words, larger companies will have more

cost savings and higher production levels. But the key is finding the “right scale.” To date, PCCH is still growing, in part, because Sonido says the company is still earning a modest profit.

How far could finding that “right scale” could go for PCCH? “We aim to be in every place that needs our services,” Sonido said.

But the well-known doctor-entrepreneur is not alone in expanding his company’s market share. There is a race in the medical industry for hospitals, large system clinics and big physician groups to buy out smaller ones. The process is called vertical consolidation. Another version of vertical consolidation (besides complete buy-out) is when physician practices enter into formal affiliation agreements with hospitals while maintaining their separate ownership structure.

Expanding market share builds a company’s asset portfolio which could in turn improve capital flow and greater leverage in borrowing for even greater opportunities for expansion to take place. This is an old business formula and reason why corporations get bigger and bigger.

But expansion alone is a set up for failure unless 1) efficient operating business models are implemented; and 2) overhead costs are contained.

Sonido said there are builtin “best practices in our business model that allow us to be very efficient. For example, we use medical scribes in all our locations.”

Medical scribes are specially trained assistants that help with physicians administrative tasks required in electronic health record (EHR).

This enables physicians to spend more quality time with (continue on S5)

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patients (improves patient care and business reputation); and it helps with today’s common problem of physician burnout (worker retention).

The Harvard T.H. Chan School of Public Health calls “physician burnout” a “public health crisis,” affecting 78 percent of physicians, “sometimes, often or always.”

On overhead costs, PCCH manages to control the biggest overhead cost most Hawaii businesses face due to the islands’ premium real estate – renting costly lease space.

Sonido said all the buildings PCCH operates from are owned by PCCH, giving the company leeway to put more resources into other areas that may include investment in workers, equipment or investment in expansion, or all of them.

Always staying on top of current medical trends, Sonido said while COVID-19 has brought new challenges to medical practices, he feels PCCH will be able to adjust well with its telehealth services, and keep in-person visits safe through their reconfigured office space for safe distancing at all of its locations.

Business philosophy Expansion, operational efficiency, overhead cost containment are sound business practices Dr. Sonido has utilized.

As far as his guiding business principle, he says: “You have to enjoy what you are doing, be honest, work hard and smart and stay humble. Pay attention to details in practicing medicine but in business it is more important to be pound wise than penny wise. Don’t burn bridges especially in Hawaii. Don’t go for the zero-sum principle when negotiating a business deal. Make everyone a winner, fair and square. Share your glories.”

He says business deals to him now are gut feeling-intuitively driven. But before finally closing on deals, Sonido says he still relies on an old trustworthy habit -- he spends money to get every advice that he needs from lawyers, accountants, financial advisors. Input from family and close friends are also highly considered.

Primary Care Clinic of Hawaii’s Liliha Clinic blessing officiated by Rev. Alan Patadlas on July 25, 2020

“But in the end, it is my call, and I’m not afraid to call it.

I know numbers and I know the bottom line,” asserts Sonido.

Like most medical doctors, Sonido hasn’t had formal business education. But the company’s staying power, growth in employees and location, response to adversity (a few of the criteria for the Filipino Entrepreneur of the YearFEOTY) impressed this year’s judges enough for him to take this year’s esteemed award.

Judges for this year’s FEOTY were Annalisa Burgos, anchor/reporter, KITV-4 Island News; Mona Choy-Beddow, Senior VP, Retail Banking Regional Manager; Robert Cundiff, Chair, Hawaii Small Business Regulatory Review Board; Beth Hoban, 2004 FEOTY awardee, President & CEO, PrimeCare Services Hawaii, Inc. and George Pascual, VP, First Hawaiian Bank.

Hawaii Medical Preceptorship Program (HMPP) Sometimes what’s good for business can also have roots in projects directly intended to help others.

Thirty years ago Sonido established the Hawaii Medical Preceptorship Program which helps graduates of international medical schools land a spot in the U.S. residency matching program. Participants undergo 3-12 months of rigorous hands-on medical training. Only two-thirds of graduate-participants will eventually become practicing doctors.

“We try to enhance their chances,” he said.

From this program, Sonido has recruited workers for PCCH. “Five of those physicians and two of our APRNs are now working with me at PCCH. Two more are slated to

join me next July 2021. In effect, the program is the equivalent of our ‘minor league.’”

Nichaelle Aquino, RN, MD, has been the executive manager of PCCH for the past two years. “I started in Primary Care Clinic of Hawaii as a medical preceptee under the mentorship of Dr. Sonido. It was during that time when I saw his love for teaching and his dedication in advancing the medical knowledge of the students and trainees he mentored. He would lecture on different conditions, update on current managements, and share his knowledge on current evidence-based practices. Knowing that I had roots in Hawaii, Dr. Sonido then offered me a position to join PCCH after my months of

preceptorship. Accepting that opportunity has been one of the finest decisions I made, and the greatest blessing I received that year.”

HMPP has turned out to be both a business opportunity and community service. The program also helps with the state’s physician shortage by providing a continuous pool of possible recruits.

Community Service Another one of the main criteria for the Filipino Chamber’s FEOTY was “contribution by the nominee to the community” – which happens to be one of Sonido’s strongest suits.

Besides his large practice, or being known as a reputable physician in Internal Medicine (and one of only four physi-

cians in the state of Hawaii who is certified by the American Society of Hypertension as a hypertension expert), or as Assistant Clinical Professor of Medicine at the UH-Manoa John A. Burns School of Medicine, Dr. Sonido is arguably most known for his invaluable community service.

He co-founded (along with Dr. Herita Yulo) the Bayanihan Clinic Without Walls (BCWW) when he was President of the Philippine Medical Association of Hawaii (PMAH) in 1997. BCWW provides free healthcare to newly-arrived immigrants of all ethnicities.

Recently the charitable organization added to the groups qualified for free healthcare -- the unemployed who’ve lost (continue on S6)

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their health insurance due to the pandemic. Currently BCWW has 50 volunteer physicians and nurses, seeing about 100 patients per month.

PCCH sees about 3-5 patients a day for free as its contribution to BCWW and to meet one of its company’s mission goals of helping underserved segments in the population.

Through the years, Dr. Sonido has led and joined numerous medical missions through Ohana Medical Mission to serve poor communities in foreign countries like the Philippines. Most recently, he led 82 medical volunteers to a medical mission in Ilocos and Caloocan regions of the Philippines. Besides providing free medical services, Sonido has raised and contributed financially to missions, as well as donated medical supplies.

BCWW and medical missions are just the tip of the iceberg to Sonido’s mammoth body of work in community service to the state of Hawaii and internationally.

Employee Feedback PCCH’s team, from physicians to administrative support, all work toward the goal of pro-

viding a range of top-quality services in primary care, adult medicine, women’s health, pediatrics, school physicals, sports/athletic clearance, annual exams, minor surgery, No fault and Worker’s Comp.

Mary Ann Castillo has worked for Dr. Sonido for 21 years. She said, “he has always emphasized compassion and service not only to our patients but the community. I have had the chance to go with him and participate in medical missions to the Philippines and other outreach programs. It is not only the job and the passion that have kept me with the company for so long, maybe even more of an incentive is because of Dr. Sonido and the other doctors who have allowed me to apply what I’ve been trained to do, and to continue to grow professionally.”

Castillo hit the mark on “compassionate.” Sonido said the mission of PCCH is to render the most “competent, compassionate, culturally-sensitive care to all of their patients.”

Rey Oliva has joined PCCH Rehab in 2018. “I have been with the company for almost two years. I love that this organization always seeks how to be better in patient care

and it developed a culture of a winning mentality against any challenges.”

Dr. Dennis Scheppers said, “I have worked for many employers and companies since coming to Hawaii in 1992.

They were all nice, some more than others. It wasn’t until I came to work for PCCH Kauai did I realize the utmost organization one could work for. You can describe this organization in one word – caring. Caring for patients and their needs.

But also caring for the people who work here. I see people grow in their positions because they are allowed to grow.”

Ofelia Lagat has been with Dr. Sonido for 34 years. “For as long as I have worked for Dr. Sonido, he has taken care not only of his patients but of everyone who has worked with him. Throughout the years, his leadership and excellence have kept the office together with such high professionalism and standards. The workplace environment has pushed me to excel in my skills in a medical office setting.”

ing to the clinic because of the trust I have in the doctors and staff. I trust in the quality of patient care they provide not only for myself but for my family.”

Rolando Advincula, President of Pasuquinio Association of Hawaii, has been a PCCH patient for two years. “The service is quick and the staff is personable. The atmosphere is conducive to healing and peace of mind.”

Rev. Alan Patadlas, UCC Minister-Kalihi, said he likes PCCH because the “medical staff are competent and friendly.”

Melba Mariano said the doctors and nurses at PCCH are competent, understanding, and compassionate. “I can always communicate clearly with them and I feel comfortable as they listen empatheti-

cally to my health concerns,” she said.

Adaptability When you’ve been in the same industry for as long as 40 years -- about the longevity of Sonido’s medical practice – being adaptable to change, positioning oneself one step ahead of the curve can make all the difference. The great Charles Darwin himself called this key to survival.

This has always been a truism for business. And for good or bad, adaptability is one standard among others to succeed in having a successful private medical practice today in addition to having “compassion” and “competence” in health care as Sonido has set as a goal for himself, and his staff at PCCH. 

Medical Staff and Managers RAINIER DENNIS BAUTISTA MD, DABFM, FAAFP

Physician, Four years with PCCH Kalihi and Kauai Dr. Bautista is a graduate of the Ateneo De Manila University and the University of Santo Tomas - Faculty of Medicine and Surgery. He completed his residency training in Family Medicine at the HenPCCH Patients’ Feedback nepin County Medical Center in MinneArlene Peralta of Royal Kunia, said, ““I am a Regisapolis, Minnesota, and is certified by the tered Nurse and have been goAmerican Board of Family medicine. He is currently an Assistant Clinical Professor at University of Hawaii John A. Burns School of Medicine. He is likewise a mentor of the preceptorship program under Dr. Sonido, giving back and helping current and future preceptees to achieve their goals for residency and training. Dr. Bautista is a Diplomate of the American Board of Family Medicine, and a Fellow of the American Academy of Family Physicians.

DANIEL GALLARES, MD

Physician, One year with PCCH Waipahu and Hilo Born and raised in San Diego, Dr. Gallares graduated cum laude from University of Santo Tomas Medical School in 2015. He trained with Dr. Sonido before entering the internal medicine Residency Program at the University of Hawaii. He recently passed his board certification in internal medicine and has now become an Assistant Clinical Professor at the University of Hawaii School of Medicine. Besides doing Primary Care, he works as a hospitalist at Kuakini Medical Center during some weekends. He is the primary physician for Primary Care Clinic of Hawaii – Hilo Branch, and will cover and do telehealth for all other clinics.

JON AVERY GO, MD

Physician, Four years with PCCH Born and raised in Manila, Dr. Go graduated from the University of Santo Tomas as cum laude for his BS in Physical Therapy and magna cum laude for (continue on S7)

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his Doctor in Medicine degree. He did his internal medicine residency at Roger Williams Medical Center in Providence, Rhode Island. In 2012, he got his ABIM Board Certification in internal medicine. He moved to Hawaii in 2016 to join PCCH Waipahu. He brings with him his knowledge and experience from the Texas Diabetes Institute and together with Dr. Sonido, he mentors Filipino and American medical students, paying it forward and guiding the next generation of doctors.

EDWARD S. LANSON, MD

Physician, Five years with PCCH with PCCH Lihue Dr. Lanson received his bachelor’s degree from St. Lawrence University in New York and went to Newark Jersey College of Medicine and Dentistry for his medical degree. He completed his general surgery residency at The Queen’s Medical Center in Honolulu, Albert Einstein Medical School in Bronx, New York, and Kaiser Foundation Hospital in Los Angeles. Before joining PCCH, Dr. Lanson was a surgical walk-in physician at Kaiser Foundation Hospital, Medical Director of the Emergency Room at Parkwood Hospital, Medical Director at Community Emergency Medical Clinic and staff physician at Verdugo Hills Urgent Care, Motion picture and Television Hospital and Aloha Medical Clinic.

DENNIS SCHEPPERS, MD

Physician, Three years with PCCH Kauai Born and raised in California, Dr. Scheppers completed his Family Practice Residency at Prince George’s Hospital in Maryland and Youngstown Hospital Association in Ohio. He joined the Primary Care Clinic of Kauai in 2017 where he brings his expertise as a Chief of Staff from Victor Valley Hospital, Chairman of Family Practice from Castle Memorial Hospital and as a private practice in which he would also do obstetrics and minor surgery.

CELINE PEARL SI, MD

Physician, Started August 2020 with PCCH Liliha After graduating from De La Salle University in Manila with a degree in Psychology, Dr. Si pursued her medical career and graduated from the University of Santo Tomas, Faculty of Medicine and Surgery. In 2020, she completed her Family Medicine Residency Training in Augusta University Medical Center Department of Family Medicine. She previously precepted with Dr. Sonido for several months prior to entering residency. Valuing the aloha spirit of the island, Dr. Si returned to join the PCCH ohana.

SEIJI YAMADA, MD

Physician, Two years with PCCH Waipahu Born in Hiroshima and raised in a Chicago suburb, Dr. Yamada pursued his undergraduate studies at Harvard and MD from the University of Illinois in 1987. He completed his family medicine residency at the Cook County Hospital in Chicago in 1990. He obtained a Masters in Public Health from University of Hawaii at Manoa in 1996. He has practiced in the Northern Marianas Islands (1990-1993) and in Hawaii since 1994. He’s also a professor at the UH Department of Family Medicine and Community Health.

BERNICE C. YAP, MD

Physician, Three years with PCCH Kauai Dr. Yap entered the field of primary care to form long-term relationships with patients, helping the healthy stay healthy and managing chronic conditions in the sick.

Originally from the Philippines, she studied medicine at the University of Santo Tomas in Manila, cum laude and later entered residency at Baylor School of Medicine in Houston. She began to work with Dr. Sonido at the Primary Care Clinic of Kauai in 2016, where she has established roots in the community.

2020 SPECIAL BUSINESS EDITION MINAMI KONISHI, DNP, MPH, APRN, AGPCNP-BC

Advanced Practice Registered Nurse, Started August 2020 with PCCH Waipahu Born and raised in Hyogo, Japan, Minami came to Hawaii to receive her Masters in Public Health from University of Hawaii at Manoa after obtaining her bachelor’s degree from Mukogawa Women’s University in Japan. She started her career as a public health researcher at the UHM. She completed an intensive prelicensure program to receive her RN license, followed by a Doctor of Nursing Practice degree at UHM in 2020. She’s also board-certified Adult-Gerontology Primary Care Nurse Practitioner.

TAZIALYNN LYNAM, APRN

Family Nurse Practitioner, Started August 2020 with PCCH Hilo Born in Honolulu and raised on the Big Island, Tazialynn is an alumnus of Kamehameha Hawaii. She received her Psychology degree from University of Hawaii at Hilo and Associates in Nursing degree from Hawaii Community College. Furthering her nursing degree, she graduated from Chamberlain University with her BSN, followed by her MSN FNP in June 2020.

Throughout her educational career, Tazialynn continues to work at Hilo Medical Center in the Emergency Department.

AMYLOU AGUINALDO

Clinic Manager, Five years with PCCH Lihue As a registered nurse in the Philippines, Amylou worked at East Avenue Medical Center’s Surgery Department as a staff nurse right after graduation. In her last three years in the Philippines, she was an administrative nurse supervisor. After 15 years of working in the Philippines, Amylou and her son immigrated to Hawaii where she immediately got employed.

RHEA ALARIN, MD

Executive Director, Physicians Relations, Two years with PCCH Dr. Alarin has been the Director of Primary Care Clinic of Hawaii for the last two years. After graduating from University of Santo Tomas Medical School, she trained with Dr Sonido in his rigorous preceptorship program more than five years ago. She now oversees all PCCH clinics which span three islands. With the unique skill set of clinical and business background, she hopes to expand PCCH to the far reaches of Las Vegas.

NIKKA AQUINO, RN

Executive Manager, Two years with PCCH Born in the Philippines, Nikka’s love for travel and culture was cultivated by the years she spent flying and living in different parts of the world such as Macau and Hawaii. At a young age, she has always displayed her ability to look after others and to have a thoughtful and caring heart. She then pursued her dreams when she graduated and received her Bachelor in Nursing and Doctor of Medicine degree from University of Santo Tomas. Currently she is a registered nurse in the state of Hawaii, and is pursuing both her APRN degree and USMLEs.

NELSON SONIDO

Facilities Manager, 36 years with PCCH Often times a jack of all trades becomes a master of none, but Nelson Sonido is definitely not one. It is remarkable how he can get any job done - from handyman work to finance and logistics, Nelson is one to rely on. He is Dr. Sonido’s right-hand man for a reason and his actions and output speak for themselves. Nelson has worked with the company for 36 years.

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CHRONICLE PULSE

How Do You Describe Working as an Employee at the Primary Care Clinic of Hawaii?

By HFC Staff CHRISTINA AGLIBOT

RAINIER DENNIS BAUTISTA, MD

Medical Assistant, 32 years with PCCH Waipahu “I would not have stayed for 32 years if it wasn’t for the great support I have received for my work. Thank you, Dr. Sonido!”

Physician, Four years with PCCH Kalihi and Lihue “It’s been a great four years of practice. Hoping for 40 more.”

AMYLOU AGUINALDO

HAZEL CABULOY

Clinic Manager, Five years with PCCH Lihue “I feel privileged and honored to work for Dr. Sonido. He treats his staff as his own family. He allows his staff to grow and develop.”

HAMED AHMADINIA, MD

Medical Scribe, One year with PCCH “Having the privilege to work alongside Dr. Sonido has not only served as an invaluable clinical learning experience but an inspiring approach to providing medicine in a complicated patient population setting. While his mentorship has guided my progression in medicine, his friendship has truly cultivated the passion for moving forward in life.”

MARIPAZ VELASCO-ANCHETA

Patient Service Representative, One month with PCCH “I enjoy working with my coworkers and doctors and getting to know them better. I also love interacting with the patients and extending help to them with the best of my ability.”

Medical Assistant II, Six years with PCCH Waipahu “I’m fortunate to work with amazing doctors and staff. I’ve learned a lot, gained many experiences and built friendships with coworkers and patients. The clinic values its employees and truly believes in their mission, which is very impactful.”

LEANNE DAWKINS

Management Trainee, Two years with PCCH “Working in PCCH is such a positive experience. It has given me the drive to work diligently and assertively alongside such dedicated doctors and staff members.”

BENNETTE DOSDOS

Patient Service Representative, Four years with PCCH Lihue “Dr. Sonido is a rigorous doctor to his patients and employees. With a hectic schedule at the Lihue Clinic, he wants all things done fast but efficiently. Working (continue on S14)

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BUSINESS PROFILE

In Love with UBAE: Ube Before Anything Else

By Jim Bea Sampaga

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nown for its rich violet-purple color, ube is a purple yam commonly used in Filipino desserts. Ube Halaya, a purple yam pudding, is a staple in every Filipino dessert and it’s especially used to top off a cold refreshing glass of Halo-halo.

Ube-flavored ice cream has been a trend for a few years now. Foodies rave about the ice cream’s unique bright violet-purple color and velvety taste. Most people associate ube with ice cream but Filipino-Americans Joy and Jeremy Jataas knew that ube is so much more capable than your typical ice cream.

Although there weren’t many varieties of ube desserts in the market, the pair thought it would be great to mix their favorite dessert cheesecake with ube.

“The first several tries were absolute failures, but I had a motivation to perfect it because it was something that we somehow craved, but could not find anywhere,” said Joy, who was juggling perfecting her ube cheesecake while working and pregnant with her second child.

But in the spring of 2015, Joy finally perfected her signature ube cheesecake. Filled with excitement, Joy and Jeremy immediately shared the dessert with their friends and family who were so impressed they began ordering Joy’s ube cheesecake to bring to their own gatherings.

“We found ourselves taking orders from friends, co-workers, and even friends

of friends [that] we put ourselves out on Instagram,” said Joy. In 2015, the Jataases started UBAE in their home where they bake and pack orders for their customers. With the pronunciation of ube (oo-beh) similar to the babe slang term “bae,” it’s no wonder that UBAE is so catchy. But that’s not all, the business name is actually an acronym.

“It clicked in Jeremy’s head—UBAE: Ube Before Anything Else,” Joy explained.

“The name UBAE described exactly what our business produced, which were ubebased products.”

UBAE eventually started delivering orders doorto-door, meeting customers in parking lots and joining street food events like the monthly Eat The Street event in Kaka’ako. In 2017, UBAE opened its brick-and-mortar store at City Square Shopping Center in Honolulu.

Aside from Joy’s signature ube cheesecake, UBAE also offers ube cheesecake tarts, ube crinkle cookies, ube soft-serve, ube chiffon cake, ube roll cake, ube mamon and flanbae—an ube chiffon cake topped with a creamy layer of leche flan.

When asked about her favorite UBAE product, Joy expressed her love for her signature ube cheesecake. “It was the product that started our ube-run business, and I

Joy Jataas

have so many sentimental ties to it,” she shared. “From the struggle of perfecting the recipe, to the rewarding moments of watching your customers try the ube cheesecake for the first time—that feeling of satisfaction and gratification is something I always cherish.”

In recent years, the ube craze has been one of the most well-known food trends out there. In 2017, UBAE was featured in a video by Insider, an online media company based in New York. According to Joy, they were in the process of moving into their store when they were approached by Insider.

The Insider video titled “Ube cheesecakes” featuring UBAE was posted on Facebook in 2017 and has garnered over 2.4 million views.

For Joy, it’s an opportunity that she will always be grateful for.

“A childhood friend later tagged me in the video posted

by Insider on Facebook, and I was so overwhelmed with the views, likes, and comments, that I cried,” Joy shared. “It was a very emotional time for me because I felt like our hard work was coming into fruition for the world to see.”

Along with Insider, sev-

eral media outlets such as Inquirer.net, Balitang America, the Star-Advertiser, Frolic Hawaii, Spoon Hawaii, Hawai’i Magazine, KHON2 and Hawai’i News Now have featured UBAE in their platforms. UBAE was also voted as Hawai’i’s Best Ube 2019, awarded by the Star-Advertiser.

Last month, Joy received the 2020 Young Filipino Entrepreneur of the Year from the Filipino Chamber of Commerce of Hawaii (FCCH). The judges for the award are: Andrea Caymo, Vice Consul at the Philippine Consulate General in Honolulu; Brandon Dela Cruz, former President of FCCH; Kyle Okamura, Chair of Hawaii Chamber of Commerce; Tiffany Salvador, President of Filipino Junior Chamber of Commerce; and Raymond Sebastian, FCCH Director.

According to Joy, she never expected to be recognized for such a prestigious award.

“I am now, more than ever, so inspired to make a difference in the community and help other young leaders come up in the business world. Although I’m still fairly new to entrepreneurship, I am happy to help in any way I can,” she shared.

With the ube gaining popularity in the past few years, UBAE can be considered one of the bakeries that pioneered the ube food trend. “One of the reasons we started this business is because we felt there was a lack of ube desserts, especially in Hawai’i where we have a big community of Filipinos,” said Joy, who utilized social media as a marketing tool to reach more customers and signed up to many events as food vendors.

For Joy, what UBAE does with ube is only a small part of the wonderful world of Filipino cuisine. She hopes that UBAE represents Filipino

people and culture. “We hope that the vibrant purple color of ube brings people curiosity and encourages them to try it, and eventually opens doors for them to try other Filipino food,” she added.

Staying rooted in Filipino culture doesn’t only stop at food. As Filipino-Americans, Joy and Jeremy make sure that their two children, sevenyear-old Aria and four-yearold Reign, are actively learning their Filipino heritage.

Joy shared that her children are learning Tagalog from her parents, YouTube videos, books and flashcards.

“In fact, Aria just ended her first grade dance project with an introduction to dancing tinikling,” she added. “Many Filipino’s are hard-working, resilient people, and we hope to keep modeling those traits and pass them on to our children. We teach them to stay rooted, and be proud of their culture and who they are.”

UBAE has also partnered with 7-Eleven and KTA Superstores to reach more customers in the State of Hawaii.

They also offer shipping for Mainland U.S. customers.

Grateful for the opportunities they received as a small business, Joy hopes that someday they can open UBAE locations nationally and internationally.

“Now that we have our foot in the door and have tested the waters a bit, we are ready and hopeful for more wholesale accounts,” Joy added.

“To this day, we are proud to be the only bakeshop in Hawai’i whose products are solely ube-based. I mean, we are Ube Before Anything Else.”  UBAE is an ube-centered bakeshop located in City Square Shopping Center at 1284 Kalani Street, Honolulu.

Follow them on Instagram (@ ubae_hawaii) and Facebook (UBAE). Head over to ubaehawaii.com to learn more.

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FEATURE

2020 SPECIAL BUSINESS EDITION

Staring Down COVID-19: Chamber of Commerce Faces Biggest Challenge Ever

By Dennis Galolo

Menor-McNamara graciously took time to answer an exclusive questionnaire from the Hawaii Filipino Chronicle. Her responses were edited for space and clarity.

A

t a little past the halfway mark of 2020, more and more people are conceding that the Year of the Rat is turning out to be quite the stinker. The culprit is none other than COVID-19, the virus that for a brief period in April and May brought life in Hawaii to a grinding halt and turned the usually bustling visitor mecca of Waikiki into a ghost town.

COVID-19’s impact has been felt by untold billions worldwide and has shut down entire economies, the U.S. included. Locally, the unrelenting virus has led to State- and City-ordered temporary closures of stores, bars, restaurants and other businesses to slow the virus’ spread. To cut costs, employees were either furloughed or saw their hours drastically reduced.

The government sanctioned closures may have signaled the beginning of the end for many of Hawaii’s roughly 126,000 small businesses which form the backbone of the State’s economy.

Hundreds of small business owners have already filed for bankruptcy, despite receiving much needed loans and financial assistance from the federal government and the state.

Before it’s all said and done, hundreds more are likely to follow suit and permanently close doors if they are unable to pay their bills.

One organization that has stepped up to the plate and gone to bat for local small businesses during the pandemic is the Chamber of Commerce of Hawaii, which is led by president and chief executive officer Sherry Menor-McNamara. The Chamber is Hawaii’s oldest and largest business trade organization and represents companies from many diverse industries.

Over the past few months, the non-profit has worked tirelessly on behalf of its over 2,000 member organizations to help them weather the current storm, including the launch

Sherry Menor-McNamara, President & CEO, Chamber of Commerce Hawaii

of a new one-stop resource (www.HawaiiIsHiring.com) to connect Hawaii residents to job opportunities, training programs and career navigation.

The website—which has financial support from the Hawaii Workforce Development Council, American Savings Bank, Anthology Marketing Group, Hawaii Executive Collaborative, Library Creative, UH Community Colleges and Upspring Digital—features job opportunities that match one’s career interests, skills and previous experience.

“Due to COVID-19, nearly 100,000 Hawaii residents are currently looking for work,” said Menor-McNamara. “The Chamber is committed to helping these individuals find new employment and prepare for career paths that align with Hawaii’s economy of the future.”

The Chamber has also compiled additional resources online to build support and offer help for businesses to re-open as well as to protect their employees and customers. To save small businesses, the Chamber has touted its “5-Point Plan to Economic Recovery” which includes prioritizing safety, communicating confidence in commerce, advocating for policy solutions, building pathways to the future and thinking local first.

Big Island Farm Girl Born and raised on the Big Island, Menor-McNamara’s roots are in Hilo.

She remembers time spent on her grandparents’ farm in Pa-

Q: Congratulations on receiving the Filipino Chamber of Commerce’s 2020 Business Executive of the Year Menor-McNamara addressing the Chamber of Commerce members and business community during the Chamber’s Annual Membership Luncheon Award. How does it hoa where she and her brother Executive Office of the U.S feel to receive the award?

SMM: I am certainly helped to raise pigs and pick President. honored and humbled by this macadamia nuts, anthuriums, Menor-McNamara’s acoranges, tangerines, papayas, complishments caught the at- award. The recognition is a mountain apples, vegetables tention of the Filipino Cham- reflection of my upbringing and breadfruit. ber of Commerce of Hawaii and the values that were in“We helped pick the boun- (FCCH), which named her as stilled in me by my parents ties of the farm and brought its 2020 Filipino Business Ex- and grandparents. My paternal grandparents moved to them to town to earn income ecutive of the Year. for the family,” she says.

“She was chosen for the Hawaii from the Philippines “When times were tough in award because she is an ex- and they always reinforced the community, grandpa and cellent role model for our the importance of supportgrandma donated many of the Filipino youth,” says FCCH ing others and working for goods to neighbors and strang- president Dr. Nancy Atom- the greater good. As such, I have embraced these values ers. This was because of their spera-Walch. strong belief in bayanihan— FCCH’s prestigious an- through my career.

Additionally, this award the concept of helping one an- nual Entrepreneur of the Year other for the greater good.” awards ceremony and scholar- would not have been possiMenor-McNamara joined ship gala, normally held mid- ble without the strong supthe Chamber in 2006 as direc- year at the Ala Moana Hotel’s port and commitment of our tor of business advocacy and Hibiscus Ballroom, was yet team, Board of Directors and promptly promoted to vice another unfortunate victim of the broader membership to president of government af- the pandemic. The event was ensure that the Chamber can fairs. She holds the distinction instead presented online via a continue to work towards its (continue on S16) as the Chamber’s very first live stream on Facebook. female president, its first president of Filipino ancestry and its youngest ever president.

A graduate of Waiakea High School where she served as student body president, Menor-McNamara received a bachelor’s degree in political science from UCLA, pursued graduate study in public administration from USC, earned a JD/ MBA from the University of Hawaii-Manoa and received an Executive Education Program certificate from Harvard University.

Her work experience includes stints for ESPN’s Hawaii Bowl, Sony Corporation, Sony Pictures Entertainment, Estee Lauder, Elton John Tour, CBS News’ 60 Minutes, the Hawaii State Legislature, U.S. Sen. Daniel Akaka and

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CHRONICLE PULSE

2020 SPECIAL BUSINESS EDITION

(How Do You Describe....from S8)

with PCCH is an enriching experience. I got to meet different people and the kupunas dear to us. We always try our very best despite the language barrier. I also give credit to Ms. Amy and my co-workers for their hard work making sure our clinic runs smoothly and our Doctors who are very patient with us.”

EDWARD LANSON, MD

MONICA ERORITA

SHANTEL ORTIZ

Patient Service Representative, One year with PCCH Lihue “Doctor Sonido is a wonderful doctor and always makes patients feel safe. Hardworking and supportive during difficult times. Dr. Sonido’s humility, kindness and strength are greatly loved and appreciated.”

LORNA ESTRADA

Physical Therapist, Two years with PCCH Kalihi “Community involvement, such as giving back to the less fortunate people through free medical missions, is a significant part of PCCH company values. Working with a company that values the community as much as I do inspires me to come to work each day knowing that I’m in an environment that focuses on compassion, mutual respect and excellent medical practice.”

BRYAN GANZON, MD

Medical Scribe, One year with PCCH “Mark Twain once said, “Find a job you enjoy, and you will never have to work a day in your life.” I began as a trainee under Dr. Sonido and was then given the opportunity to be part of his growing practice. I have since enjoyed every minute of it.”

JON AVERY GO, MD

Physician, Four years with PCCH Waipahu “Working in the clinic, the camaraderie with fellow staff is wonderful and heartfelt. We’re a hectic practice, but we always strive to give our patients nothing but the best by being competent, compassionate, and culturally-sensitive. I look forward to continuing to work with the clinic serving our parents and the rest of the Filipino community.”

EDWINALYN-ROSE JET

Medical Assistant II, Three years with PCCH Waipahu “From taking patients (both walk-ins and telemedicine) to answering phone calls and referring patients, our clinic is very reliable and organized.

We have friendly staff, intelligent and approachable doctors. These are just a few reasons why I love the clinic.”

IMELDA JOAQUIN

Patient Service Representative, Two years with PCCH Kalihi “There is no reason not to love my job. The transition has been a smooth ride with both familiar and new employees with our new boss and physicians who are all accommodating, friendly, intelligent and compassionate.

We have many of our old patients who come back in addition to a lot of new ones. I’m inspired and like our conducive work environment.”

Physician, Five years with PCCH Lihue “Easy to work with and work for. Generous with his time and expertise, Dr. Sonido is a great and involved teacher. Everyone in the office works daily to keep his high goal and standards for patient care.”

Medical Assistant I, One month with PCCH “I enjoy working with the staff; we all work together to provide a good experience for the patients.”

ONOFRE RAMISCAL, JR

Medical Assistant I, One month with PCCH “It is a joy to work with compassionate doctors and dedicated, hard-working staff. There’s no doubt that Dr. Badua’s patients are now in good hands.”

NENA SARMIENTO

Registered Nurse, 37 years (intermittent) with PCCH Waipahu “I was the first assistant when my brother started his practice in 1983. I came back two years after retiring as a State Nurse at Maluhia Hospital to help him continue his noble work. PCCH is a wonderful place to work at.”

ERLINDA SONIDO

Office Assistant, 27 years with PCCH “Very proud to be a part of PCCH. It brings out the best in you!”

NIKKA SONIDO

Management Trainee, Two years with PCCH Kalihi “Every day is a day for growth and learning. I learn more about medicine, business, people and myself. Working here has been very rewarding in that sense.”

ERLINDA TANGONAN

Patient Service Representative, Four years with PCCH Lihue “We work with each other as a team. Every time he visits Kauai, Dr. Sonido discusses the challenges and good news about our work. He gives us news about the company, its incentives and bonuses. Our patients, especially the Filipino patients, love Dr. Sonido because they say he’s the best.”

CHERYL VALENCIA

Medical Assistant I, Two years with PCCH Kalihi “Working in a medical office that values compassion and great service to the community makes you want to get up every morning with determination and a feeling of satisfaction at the end of the day. The most rewarding thing about PCCH is that they give you space to grow and learn something new every day. Working with peace and harmony with the people around you is a bonus!”

VENUS VALENCIA

Medical Assistant I, Two years with PCCH Kalihi “I’m happy to be working with PCCH. It’s a fulfillment of my dream. I learned a lot of things from this clinic. I’m still looking forward to learning more. I’m so thankful to Dr. Charlie Sonido for allowing me to be a part of this fast-growing company.

BERNICE YAP, MD

Physician, Four years with PCCH Lihue “I’ve been impressed by how he has combined entrepreneurial success with selflessness. In 2015, he sold his practice with thoughts of retirement.

Instead of just leaving the medical life behind, he kept up with how the clinic and patients were doing. He went as far as to come out of retirement, buy the clinic back and start practicing again to ensure his patients would continue to receive the level of care he wanted them to get. This is the mark of a man who puts the wellbeing of others over their own, and his selflessness is one of the many reasons why I’m proud to work with him and be a part of this extended work family.”

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FEATURE

2020 SPECIAL BUSINESS EDITION

(Staring Down....from S11)

mission as the advocate for business.

Q: You are the first Filipino or part-Filipino and youngest ever to serve as the Chamber’s president and CEO. What made you want to accept this position?

SMM: During my time

at the University of Hawaii pursuing a JD/MBA degree, I worked part-time at the Hawaii State Capitol. The experience provided a first-hand look at the public policy-making process. Based on this, I knew I wanted to do something in public policy than practice law. A position at the Chamber

opened up just as I graduated.

My career with the Chamber began in the government affairs department. I thoroughly enjoyed this position and had the opportunity to build the program. Six years later, the Board of Directors decided on a transition plan and asked if I would be interested in becoming the president and CEO. Initially, I was hesitant since I did not know if I was prepared for the responsibilities, and I was comfortable with the government affairs position that I was already in.

However, after much thought and based on my grandparents’ value of working for the greater good, I decided to take the leap and one that I’ve never looked back on. While the responsibilities are greater, impact for change is elevated. My favorite quote is, “Refuse To Settle For Anything Less than Butterflies,” meaning always have the constant desire to effect change and drive hope.

Q: Has 2020 been one of the more, if not the most, challenging year for you and the organization? Please explain the specific and unique challenges that 2020 has brought.

SMM: Similar to others, 2020 has posed significant and unprecedented challenges.

When the last recession hit, I was still in the government affairs department but saw how it impacted the overall health of our organization and the busi-

ness community. Fast forward to 2020, no one had a playbook on this pandemic and it certainly surpasses the impact of the last recession.

We had to think and pivot fast. Our focus and priority were our members. Many businesses that were in a precarious position needed information and resources fast, so we immediately set up a COVID website with resources, provided regular and relevant webinars, stepped up our communications channels, such as social media and newsletters, and partnered with organizations statewide with advocacy campaigns to our government officials.

From a Chamber standpoint, we are a membership organization. Our main revenue streams are membership and programs, such as events. As you can imagine, the current situation has impacted our operations. We immediately reprogrammed our events by going virtual with added value, reorganized some staff positions to address the current and future needs of our membership, and trimmed our budget to mitigate any cost impacts, including salaries and positions.

As we reflect back from March and the path forward, mindset is everything. While this is the most uncertain and challenging time for all, we need to look forward and find ways to instill hope and opportunities, and to focus on creating a future for a better, stronger and more resilient Hawaii. Partnerships and collaborations will be more important than ever before.

Q: You are a member of the House Select Committee on COVID-19 Economic and Financial Preparedness. Are you satisfied that concerns from Hawaii’s small businesses are being adequately heard and addressed by the state’s top leaders?

SMM: The Committee has proven to be an effective collaborative partnership between public and private stakeholders. We need to continue to advocate for small businesses through different communication channels, including

through the task force.

Q: There are over 24,000 small businesses in Hawaii.

To your knowledge, how many are in financially-dire straits, meaning that they have either closed or are on the brink of closing?

SMM: When we did a survey back in March, 50 percent indicated they needed to shut down temporarily. In April, we partnered with the University of Hawaii Economic Research Organization (UHERO) and other organizations statewide. Approximately 40 percent indicated that they cannot open until tourism re-opens and 40 percent said they cannot continue to operate without additional relief.

So you can imagine the more delays we have, the dire the consequences become. If we cannot save those businesses that are directly impacted, we will see waves of closures due to the supply chain and those indirectly connected to the tourism industry.

Q: About 125,000 people are receiving unemployment benefits. How many of these are small business employees who have been laid off or had their hours reduced?

SMM: We have more than 2,000 members statewide, representing more than 200,000 employees, which was the initial count of unemployment back in April.

So with 85 percent of our membership comprised of small businesses, many of the 125,000 are or were small business employees. The surveys clearly showed that as time went and continues to go by, more businesses are forced to shut down or at the least, cut positions and hours.

Q: A survey showed that at the end of June, only 15 percent of small businesses were conducting transactions.

How troubling is that to the Chamber’s leadership?

SMM: Obviously, it’s very troubling. Back in April, the UHERO and Chamber survey showed that 32 percent of small businesses reported no revenue. We need (continue on S23)

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Q & A

2020 SPECIAL BUSINESS EDITION

Cudiamat Picked As New President of The Filipino Chamber of Commerce of Hawaii

By Mark Lester E. Ranchez

J

eoffrey Cudiamat, the current CEO of Structural Hawaii, Inc., and president of the Structural Builders Hawaii, Inc., appears to have already procured several accolades in his prolific career even before being named Hawaii Filipino Chronicle’s “Filipino Entrepreneur of the Year,” in its 25th anniversary last November. A year has hardly passed and yet another impressive title was conferred to the young engineer and business entrepreneur. This time Cudiamat was elected as the executive chair of the Filipino Chamber of Commerce of Hawaii, beginning this year.

A second generation Filipino, Cudiamat has persevered into excellence throughout his early years in academia: He came out first in his class at Pearl City High School in 1992, and graduated Summa Cum Laude in 1996 at the University of Southern California, where he also received the Dean’s scholarship and had founded the first and only Fil-Am fraternity in the country, Zeta Phi Rho. Over many years of prolific work within the community, Cudiamat has been on the board of over two dozen non-profit organizations, and has been president or chairman in about ten of them. “As the saying goes,” he told me in our email interview, “‘This ain’t my first rodeo!’”

Indeed, Cudiamat walks the talk. “In different situations, I have been a humble leader, and I have also been a supportive follower,” he said, noting his experience in leading people to work together towards common goals at his firm, Structural Hawaii, Inc., and his 25 years of youth coaching.

Following are Cudiamat’s response to my interview questions: HFC: What was your initial reaction upon learning you

were elected as the new president of the Filipino Chamber of Commerce of Hawaii (FCCH)?

CUDIAMAT: It is truly an honor to be a leader of such a wonderful organization with an illustrious history of contributions. The impact of its programs and initiatives since its inception in 1954 have shaped the Filipino business community in Hawaii. The chamber has had a myriad of outstanding leaders, and for me to be in this fraternity of great leaders is indeed a tremendous honor, filled with dignity and extensive responsibility.

HFC: What brought you to FCCH? CUDIAMAT: After being awarded Hawaii Filipino Chronicle’s Business Engineering Award last fall, several people in the community approached me to be the future president of FCCH. I accepted the nomination to be President-Elect. During that time I learned a great deal about the history and purpose of the organization in the past years.

HFC: How were you selected as the new president?

CUDIAMAT: To serve as president of FCCH, one must be nominated as President-Elect, and then elected by the members in the annual election. Once elected, for one year the future leader of the organization must serve as President-Elect to understand and learn the intricacies of presiding over the board. During the one year, the President-Elect prepares for the term, and begins formulating plans and initiatives for the presidency.

HFC: What are your goals for your term?

CUDIAMAT: Historically, Filipinos in Hawaii have been strongly represented in labor positions, and yet they have been severely under-rep-

Jeoffrey Cudiamat

resented in leadership and executive management positions. Unfortunately, Filipinos are generally not at the proverbial ‘seat at table’ to make high-level executive decisions on boards or management. We hope to change this trend by creating a long-term comprehensive mentorship/fellowship program to identify and develop emerging leaders in business, executive management, and the community. While we encourage an entrepreneurial mindset, we also hope to cultivate a civic-minded mentality to have future leaders engage in community challenges.

HFC: How has the pandemic affected these goals?

CUDIAMAT: As we face the challenges that social distancing presents, we feel that there is great opportunity for our organization to help businesses through these tremulous times. Many businesses are suffering and are on the verge of closure. If they have not yet, many families will be feeling the devastation soon when family members get laid off, or unemployment subsidies run dry.

I feel that it is incumbent on the organization to help these businesses survive.

Companies need to be aware of government assistance programs for financial support to combat revenue shortfalls, and FCCH needs to be at the forefront to disseminate the information for these programs.

FCCH has resurrected a series of Free monthly workshops called the Kinabukasan Series of financial literacy programs.

The first program was held at the FilCom Center on July 29th to talk about the government financial assistance program for grants and loans.

In addition, FCCH must lead the grassroots movement to “Buy Local” or “Buy Filipino” to support these businesses that need our patronage in these uncertain times. We have partnered with the Philippine Consulate in conjunction with Filipino Food Week for the #FilipinoTakeoutTuesday initiative. We encourage people to buy food from a Filipino restaurant at least once a week on Tuesdays to rally our community to buy from our local restaurants. Every week we provide recommendations of Filipino restaurants that the public can support.

Moreover, information about best-practices to deal with the “new normal” are being gathered by FCCH and disseminated to our members and affiliates. How to handle office and client interactions, how to conduct virtual meetings, how to handle COVID-19 testing, and what to do if someone has flu-like symptoms are all examples of decisions that companies have to make. Knowledge can be the key that directs us through these unprecedented pathways. FCCH can be the light.

HFC: What are the biggest challenges facing Filipino businesses in Hawaii today?

How are you going to overcome these challenges?

CUDIAMAT: Depending on the type of business, companies may be on different ends of the spectrum. Businesses in the lodging, tourism, or travel industries are obviously taking a tremendous hit as Hawaii’s visitor industry has essentially closed its doors. On the other hand, the construction industry is booming, and many of these companies are looking to fill vacant positions. In collaboration with the Philippine Consulate and the Filipino Junior Chamber, an online “employment fair” was creat-

ed. We know that people were laid off many months ago, and we know that other industries may currently be busier than ever resulting from extremely low bank interest rates and the need for home or public infrastructure improvements. To connect prospective employees with hiring employers, an online portal called Trabaho HI was created to introduce unemployed Filipino workers with potential companies.

HFC: How does your experience in managing companies and a CEO aid you in fulfilling your obligations as the new president of FCCH? CUDIAMAT: Over my professional and civic career, I have been involved with over two dozen non-profit organizations, and have been president or chairman of about 10 of them. I have also served in various leadership positions, most notably as Chief Engineer and Director of the Department of Facility Maintenance for the City and County of Honolulu, overseeing over 2000 employees, with an annual operating budget in excess of $70 million. As owner of an engineering firm and a construction company, I lead people to work together towards a common goal. Also, my nearly 25 years of youth coaching allow me to help groom and develop individuals to be better themselves, to reach new heights and unleash their untapped potential.

Every organization is different, special in its own unique way. I’m not driven by the mystic of being president, or by any accolades that come with it. However, I do sincerely find passion in helping people. As president, I feel that I can help many people. The joy I feel in helping others is what motivates me to fulfill my obligation as the new president of FCCH. HFC: What do you think could be improved in the current FCCH operations? Are (continue on S22)

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NEWS FEATURE

McKinley HS Graduate Receives 2020 FCCH Scholarship

By Jim Bea Sampaga

M

cKinley High School graduate Magnolia Basoc received the 2020 Filipino Chamber of Commerce of Hawaii (FCCH) Scholarship during the 2020 Filipino Entrepreneur of the Year Awarding Event on July 11. Basoc was awarded $3,000 in scholarship and will be majoring in Biology at the University of Hawaii at Manoa (UHM).

Basoc said she’s honored to be recognized by the Hawaii-Filipino community leaders in FCCH. She further added that the scholarship will “relieve some of my financial burdens when I begin my studies this upcoming acaMagnolia Basoc demic year as well as provide me with a wider array of resources and options.”

As an aspiring research geneticist and biomedical doctor, Basoc said genetics has always been interesting to her. “I hope to plant roots in cellular biology and its medical applications in ways that would further both my theoretical and empirical knowledge,” she said.

Born and raised in the Philippines, she hopes to open research facilities in the Philippines that will fund research, scholarships and job opportunities in Filipino biomedical technology.

“I am aware of the hardships and obstacles that often hinder many students in my motherland to pursue their interests, especially for young women like me in the STEM field,” Basoc explained.

Basoc is an excellent student who prioritizes serving the Hawaii and Filipino community, according to one of the scholarship judges, Dr. Belinda Aquino, Professor Emeritus and Founding Director of the Center for Philippine Studies at UHM. “We need young people like Magnolia to pursue careers in science and technology given the changes that are rapidly happening in the society at large,” Dr. Aquino said. “She is a gifted student who can serve as a role model for students of her generation as well as for future generations.”

As the 2020 FCCH Scholarship awardee, Basoc encourages high school seniors to apply for the scholarship. “My experience with the FCCH community has been nothing short of warm, welcoming, and inspiring. I know it may be daunting to compete with other equally qualified students but my ultimate advice is to always be genuine and passionate about what you do,” she said.

The FCCH Scholarship is awarded to students graduating from a high school in Hawaii with at least a 3.5 GPA who will be pursuing a four-year college degree. The scholarship judges’ decision is based on the applicant’s academic record, activities, awards, honors, recommendations and one-page short essay. For more scholarship details, visit filipinochamber.org.

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2020-2021 OFFICERS PRESIDENT

MYRNA G. PERALTA

1st VICE PRESIDENT

ESPIE SUMIBCAY

2nd VICE PRESIDENT

MYRNA D. SANIATAN

SECRETARY

EMELYN P. DAMO

ASSISTANT SECRETARY

ANALIZA MATEO

TREASURER

BLANDINA RETUTA

ASST. TREASURER

JESSIE ANN MORALES

AUDITOR

ARMAN SANDI

ASSISTANT AUDITOR

CORA SERDENIA

BOARD OF DIRECTORS

ADVISERS

VERONICA ESTEBAN (Chairman of the Board) GERMAN CABASUG GUDELIA CRUZ DELY VALLEJO JOCELYN GALAMGAM JOCELYN ANCHETA ROMEO CORRALES JADE NGUYEN MARCOS VILLEGAS PABLO (JUN) PERALTA ERLINDA SONIDO BOYET ARISTA CARINA OCAMPO ILALO PARAYNO MARLENE PHILLIPIS EDWIN SAQUITON FLORANTE SOLIS BEN SOMERA ROGELIO SONICO JOVENCIO SUMIBCAY ADRELINA CACHOLA

Dr. Charlie Sonido Alfonso Sabangan Rose Sabangan Felino Tubera Gillie Sonico

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BUSINESS FEATURE

2020 SPECIAL BUSINESS EDITION

House of Happiness and Success

By Glenn Wakai

E

ating an egg was a treat for Roland Casamina, as a child in Ilocos Sur. He and his three siblings had to share the morsel. They all fought for the yolk.

Casamina was raised on a farm with no running water, nor electricity. He is now the CEO of House of Finance, the 10th largest residential mortgage lender in Hawaii, according to the Pacific Business News. Last year his company issued $143 million in loans, to 273 customers. Casamina has become the Manny Pacquiao of Hawaii’s mortgage lending arena. The family operation outperforms much larger banks and numerous credit unions.

Sniffing out opportunities and calculating risk runs in his genes. His grandfather was a sakada who worked in Hawaii’s plantations in the 1920s.

He returned to the Philippines

and told stories of paradise in the middle of the Pacific.

Casamina’s father came to Hawaii in 1966 as a butcher. Two years later Roland arrived by boat at the age of 14. His most vivid memory of that transpacific journey was having cereal and milk for the first time. The boy with a newfound appreciation for breakfast, attended Kalakaua Middle School and Farrington High School, before graduating from the University of Hawaii with a degree in accounting.

In 1977, International Savings & Loan was looking for a Filipino speaking banker.

Casamina was sent to be the branch manager in Waimalu. While many of his competitors sat at their desk, waiting for customers to show, Casamina hit the pavement and began cultivating relationships with realtors. In 1985 he was promoted to Vice President and was the bank’s top producer.

House of Finance CEO Roland Casamina with his children: Matthew and Clarice

Casamina saw the writing was on the balance sheet.

By the mid-90s, International Savings became the target of an acquisition by City Bank, which was later purchased by Central Pacific Bank. Casamina seized the moment to venture out on his own: “Sure being a top executive of a bank was comfortable, but limited.

It was a leap of faith, but it was calculated. I wanted to control the process and it paid off.”

In 1995, Casamina opened the House of Finance, in a tiny 700 square foot o ff i c e n e a r the Kalihi Fire station.

In 2013, he purchased property on the ewa end of Kalihi and financed a m u c h l a rg -

er home for the House of Finance.

The company does very little advertising and has grown due to referrals. Casamina says the children of those whom he assisted 25 years ago are now his new customers. He owes much of his success to his loyal and astute staff of 13 who can file loans, quickly secure an appraisal, and get into escrow in a matter of days. What is often a months long process at many banks is only a twoweek process at the House of Finance.

Two of his employees are his children. His daughter Clarice, Senior Loan Officer, says despite COVID’s devastating effects on the economy, banks and lenders are in a unique position to grow. Matthew Casamina, Chief Operating Officer, upgraded the company’s computer system, just in time for the era of social distancing. All of that combined with historically low interest rates, have allowed House of Finance to

churn out more loans.

“We feel like we’re in triage right now. The inflow of applications is overwhelming,” says Clarice, “You want to help everyone. At the same time, you can’t burn out your staff. You’re trying to help as many families as possible.”

Once loans are secured, they are sold to mainland banks. Roland says his portfolio is about 60% home purchases and 40% refinancing.

By the end of July, House of Finance had eclipsed what they had done in all of last year. The company is on pace to loan out more than $200 million this year.

With three Casaminas in charge, the office feels like an extension of home. Grandchildren often sleep on the floor, but at 5:00 p.m. everything changes. Roland says, “Rule number one. You leave work, you don’t talk about work.”

After hours, Matthew leaves his big desk to take on his role as dad for his young children. He replicates the blueprint to success his father created, “I’m just living this life that he’s put in front of us.

Mom and Dad drilled home the importance of a work ethic--what you put in is what you will get out. Don’t take anything for granted.”

There are no more egg battles. Roland Casamina continues to position House of Finance and his eggs, sunny side up. GLENN WAKAI is a Senator and former veteran TV reporter.

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NEWS FEATURE

2020 SPECIAL BUSINESS EDITION

Number Rises in Hawaii Businesses That Would Not Survive COVID-19 Crisis, Says UHERO and Chamber of Commerce Hawaii Survey

By HFC Staff

T

he number of Hawaii businesses who reported they would not survive the COVID-19 crisis rose from six to 17 percent (183 percent increase) in a second, follow up survey conducted

by University of Hawaii Economic Research Organization (UHERO) and the Chamber of Commerce Hawaii. Their first survey was in April 2020.

Both surveys identify the impacts of COVID-19 on businesses, employment, revenue and plans for when trans-Pacific tourism opens.

The new survey also found of 464 Hawaii businesses, nearly 20 percent reported having no revenue at all and another 20 percent reported earnings less than half of their baseline monthly revenue in July. These numbers are slightly improved since the previous survey, when

over 30 percent of businesses reported no revenue, but points to only a modest stabilizing effect on the local economy and is consistent with other UHERO data on small business revenue.

“This latest UHERO analysis further validates that local businesses are still in dire straits, despite the federal assistance many of them received,” said Sherry Menor-McNamara, President & CEO, Chamber of Commerce Hawaii.

She adds, “The dramatic increase in the percentage of businesses reporting they will not survive this pandemic is alarming, but not surprising.

Many of our businesses have not reached the stabilization phase, much less, the recovery phase, and will remain in this precarious state until travel reopens. We have been calling for significant state and county support for businesses, and it has become even more evident

that this support is critical.”

UHERO Executive Director Carl Bonham said, “The topline findings are troubling; there is no sign yet of significant recovery; and depending on when the pandemic is brought under control and when the tourist economy can safely re-open, the survey suggests that businesses will need significant support if they are to weather this crisis.”

Other highlights of second survey include: • Businesses had reduced their staff by 28 percent of full-time jobs and 35 percent of part-time jobs between January and April 2020. Since then, there has been only a slight recovery in each category (two percent and six percent, respectively).

• 75 percent of businesses needed to make staff cuts and other reductions, and roughly a third anticipate deeper cuts in the months

to come.

• With the last survey, the lowest paying full-time jobs (those paying less than $30,000 annually) were more protected than those of middle-income workers earning between $30,000 and $100,000 per year.

However, since then, nearly all of the job losses have been among the lowest salary jobs, which dropped an additional 16 percent between April and July.

• As it was with the first survey, industries with the highest percent of revenue from tourists have been impacted the most: Accommodations (96 percent tourism revenue), Arts and Entertainment (83 percent tourism revenue), Food Services (47 percent tourism revenue), Retail Trade (54 percent tourism revenue) • With their strong reliance on tourism, businesses on the neighbor islands re-

main more economically depressed than businesses on Oahu, with Maui County the most adversely affected.

• Over 70 percent of the businesses responding had received a Paycheck Protection Program (PPP) loan, with little variation between counties. Kauai has the fewest at 65 percent and Hawaii had the most at 77 percent.

• PPP and other loans helped businesses retain or rehire 60,000 part-time and 165,000 full-time employees.

• 10-15 percent of businesses reported that their enterprise was not impacted in any way by COVID-19.

• If tourism had opened on August 1, 46 percent of businesses stated that no additional cuts would be needed, dropping to 30 percent if the quarantine remains in place until October 1.

ALOHA AND MABUHAY, DR. CHARLIE SONIDO! We are proud to join the many friends and colleagues of Dr. Sonido in congratulating him for winning the coveted FCCH Filipino Entrepreneur Of The Year Award for 2020.

You are indeed an outstanding physician and a great philanthropist! We thank you for enriching our communities with the numerous contributions you have done in the past and will be doing in the coming years, locally and globally.

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Q & A (Cudiamat....from S17)

you looking to expand on other areas not pursued by the organization before?

CUDIAMAT: There are administrative and operations issues that need improvement, which are being addressed immediately. I believe there are some programs that can be enhanced, and we have ongoing

2020 SPECIAL BUSINESS EDITION discussions on a daily basis on how we go about implementing changes. One of the initiatives we created in my first month is the new Fellowship program, which will yield long-term benefits in our community. For over a century, the Filipino community has been lacking a comprehensive leadership program

that develops and uplifts future leaders; now we will have one.

Hopefully, many more Filipinos will have a seat at the table to make decisions to shape our island community.

We, as a FCCH board, needed to do some self-reflection to improve our operations, and we needed to get re-focused on its core mission.

Aside from what was mentioned above, we have several short-term and administrative goals which have been identified in our FCCH board retreat. Annual events such as our installation banquet and fundraising golf tournament will have a different experience to it, but FCCH will make the best of this unique situation. The big picture goals are important, and I feel that by re-focusing on our core mission, we are already showing signs of significant improvement on our road to greatness.

To expand on other areas, I am also happy with the numerous partnerships that we have made in our short tenure within the last month. We have already forged agreements or

affiliations with Philippine Consulate, Filipino Junior Chamber, Hawaii-Philippine Business Economic Council, and other organizations to plan upcoming events and activities. We also hope to bring back the Taste of Kalihi event this year, which had not occurred for the last few years. We are exploring the idea of changing the name to the “Taste of Philippines.”

The committee has many excited volunteers, and we hope to make this event a true celebration for the Filipino community.

HFC: What is your message to Filipino businesses suffering during these uncertain times?

CUDIAMAT: I understand the hardship that many businesses and employees are going through right now. If they don’t feel the effects of the pandemic now, some of them will be feeling it soon once government stimulus funds run dry. First and foremost, we hope to keep Filipino business alive during these unprecedented times in our lives.

We hope to keep people em-

ployed, and we hope to keep people safe and secure.

HFC: How can the public get involved with the organization?

CUDIAMAT: Become a member of FCCH by completing the membership application form found on our website at www.filipinochamber.org.

Membership is $125 per year with periodic special promotional rates. Mail the application to Filipino Chamber of Commerce of Hawaii, P.O. Box 1572, Honolulu, HI 96806.

If anyone wants to get involved with FCCH, please feel free to email the Chamber at filipinochamber@gmail.com.

Feel free to visit our website at or visit us on our Facebook page, @FilipinoChamberHI. The Filipino Chamber of Commerce of Hawaii, the oldest Filipino Chamber of Commerce in the US, is a very special organization. There are many benefits to joining, and if you are interested in making a difference for either yourself or to others, get involved. Join the Chamber.

Leeward Oahu Rehab Services, LLC Kalihi Staff Lorna Estrada, Physical Therapist Rey Oliva, Physical Therapist Jaryn Cachola, Physical Therapy Assistant Alexander Fuentes, Physical Therapy Assistant

Leeward Oahu Rehab Services, LLC Waipahu Staff Vilma Fuentes, DPT, Doctor of Physical Therapy Hazel Cabuloy, Physical Therapy Assistant Erlinda Sonido, Physical Therapy Assistant Nelson Sonido, Office Manager

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FEATURE

2020 SPECIAL BUSINESS EDITION

(Staring Down....from S16)

to do everything we can to support our local and small businesses since they are the livelihood and fabric of our communities. If they disappear, it will forever change the landscape of our small business community, many of which are institutions and businesses we grew up with, such as our favorite neighborhood restaurants, retail stores where we buy clothes for special occasions, or even event companies that make our weddings and graduation parties possible.

Q: What type of small businesses were especially hit the hardest by the COVID pandemic?

SMM: According to the surveys, industries that were most impacted are in the accommodations, restaurant, retail and entertainment industries. However, no business has been immune to COVID. Q: A big source of financial assistance has been the federal government’s Paycheck Protection Program (PPP).

So far, Hawaii’s small businesses have received $2.5 billion in PPP assistance.

How long are those funds expected to last or have they already run out and more is needed?

SMM: Because the initial deadline to use up PPP funds was the end of June, many utilized the monies before Congress extended the deadline.

According to the Chamber/ UHERO survey, approximately 40 percent indicated they cannot continue to operate if additional relief is not provided and 40 percent said they cannot reopen until tourism opens.

With the delay in reopening tourism, August is a defining moment for many businesses as the Federal Pandemic Unemployment Compensation program expired at the end of July and the PPP program application ended on August 8. Therefore, it’s critical that CARES monies and other grants are made available for our local businesses.

Q: Since March, Hawaii has

received about $7.7 billion in funds from the CARES Act. Has any of that amount been allocated for small businesses?

SMM: The City & County of Honolulu initiated the Small Business Relief and Recovery Fund which has provided two rounds of grant distribution to certain types of businesses.

Other counties have initiated similar support. The Legislature has also passed legislation to help small businesses with PPEs, grants for certain manufacturers, and funding to DBEDT for small business programs. The governor has indicated his support for these efforts. The CARES monies must be expended by the end of the year, so we hope and continue to advocate for more support of businesses and our economy.

Q: What changes have small businesses made in order to remain open but still protect employees and customers?

SMM: Businesses are going above and beyond the expected guidelines as they recognize the top priority is

the health and safety of their employees, who are like family, clients and customers. In addition to PPEs, heightened sanitation measures and proper record-keeping such as information for contact-tracing, businesses are also remaining flexible as it relates to telework. Many of us had to pivot overnight from in-person to technology. This move demonstrated that work from home can be done, so those who are able to work from home are given this opportunity.

Q: Where do Hawaii’s small businesses go from here?

What solutions would you like the State to implement in the coming months that would facilitate economic recovery?

SMM: Grit and resilience are key factors that many of our local businesses have shown during this time. However, we need to step up our efforts to provide them with support through financial relief, as well as flexible and adaptable regulations. We also need a clear-cut, con-

cise and coordinated plan by government to prepare for the reopening of the tourism and economic recovery. Additionally, we as a community can support our economy and local jobs by being vigilant against the virus by wearing masks and practicing physical distancing. Together, we can beat this.

Q: Lastly, numerous small businesses in Seattle, Portland, New York City, and other large cities on the mainland continue to be looted and burned by protesters and anarchists. What lessons from those cities can Hawaii learn from and prepare for?

SMM: We hope that as an island state with close-knit communities and relationships, we will never reach that point. While peaceful free speech and demonstrations are a constitutional right, we need to do everything we can to support each other and make it through these challenging times and collaboratively create the path forward for Hawaii.

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WOMEN’S HEALTH 2019