About Us
The PF Etcuban Foundation carries forward the values of Pepito and Feleciana Etcuban: hard work, generosity, and a deep love for the land and sea of the Philippines.
Our Story
In November 2013, Super Typhoon Yolanda (Haiyan) tore through Leyte and flattened the Etcuban family's coconut plantation along with much of the surrounding province. What began as a rehabilitation project grew into a conviction: that the land we inherit is not ours to keep, but ours to care for.
Rooted in the memory of Pepito and Feleciana Etcuban, the foundation has since expanded from one recovering plantation into forests, farms, coastal restoration sites, and a community arboretum. Today, the PF Etcuban Foundation brings together entrepreneurs, scientists, educators, lawyers, and activists around one shared mission: to protect, foster, and educate.
We believe real change is local, long-term, and led by the people who live closest to the land. From the hills of Tagbubunga to the reefs off Villaba's coast, we are building something meant to last — a living example of what it looks like when a community decides to heal its home.
Our People
Business, science, policy, legal, and operations working together for durable restoration. A multidisciplinary team of trustees, advocates, and experts committed to environmental stewardship.
Founder & Chairperson
Cebu-born entrepreneur, CPA, and sustainability advocate with over 30 years of experience across manufacturing, education, hospitality, and food solutions. A University of San Carlos graduate (Cum Laude), her ventures include ALTA Cebu, ALTA Bohol Resorts, ALTA Leyte, and the Arboretum Project.
Executive Director
Activist and social development worker with over 20 years in community organizing, policy advocacy, and environmental governance. National Executive Officer and Visayas Policy Advisor for the Philippine Movement for Climate Justice.
Trustee
Forestry expert, educator, and climate resilience advocate. Professor VI at the Department of Forest Science, Visayas State University. BSc Forestry (VSU), with an MSc and PhD from the University of Göttingen, Germany.
Trustee
Environmental advocate with deep experience in waste management, community organizing, and marine conservation.
Trustee
Over 30 years in community development, disaster risk reduction, and social justice advocacy. Visayas Area Coordinator for the Philippine Movement for Climate Justice.
Trustee
Legal and business professional. Licensed lawyer, CPA, and real estate broker. Ranked 7th nationally in the real estate broker examination.
Trustee
Hospitality professional and General Manager of Alta Cebu Village Garden Resort.
Trustee
Global finance expertise with a focus on alternative investments in infrastructure, renewable energy, and sustainable development. University of Southern California graduate (Magna Cum Laude), Real Estate degree.
Trustee
Multi-skilled entrepreneur, licensed electrician, and professional chef. Led the rehabilitation of the family coconut plantation after Typhoon Yolanda and planted more than 3,000 cacao trees.
