How green is Phoenix? This was the question I threw at the homegrown petroleum company’s president and CEO, Dennis Uy, during a Christmas lunch he hosted for Davao City media last Monday (December 21). I felt that as a company based in Davao City, Phoenix Petroleum ought to be at the forefront of protecting the environment since we Davaoeños strongly believe that there can be no progress if the environment is sacrificed in the process.
“We’re not spearheading it,” Uy replied, “but we do follow government regulations.” He was referring to the 2006 Biofuel Act provides for a mandatory mixing of 1% of biodiesel in petrodiesel and 5% of ethanol in gasoline for the first four years (that is, up to 2010), to be increased thereafter to 2% and 10%, respectively. Phoenix may not be at the forefront of the oil industry in terms of environment protection, but it is at least taking the lead of government in making sure the earth’s resources are safeguarded for future generations.
Phoenix Foundation participates in the government’s “Adopt A School Program” through the Hizon Elementary School in Davao City. (Source: phoenixphilippines.com)
Besides, Phoenix is also doing its part in other areas as a good corporate citizen. It’s called corporate social responsibility (CSR), and Phoenix engages in feeding programs, coastal cleanup, adopt-a-school, and other programs as its way of “giving back” to the community. According to its website, Phoenix “lives up to its core value of stewardship through projects in service of the community.”
“As stewards, we nurture our resources responsibly. By giving back, we contribute to elevating the quality of life of the people we help, because we believe that life comes first. The foundation’s primary purpose is to engage, support and or participate in social activities and functions geared towards the development, protection, alleviation, education and or empowerment of the needy, depressed and miserable members of the society,” the website continues.
‘A simple family venture’
That the main recipients of Phoenix’s CSR programs are communities in the Davao Region speaks of its commitment to its own roots. It was in Davao City that it was incorporated in 2002, and it was here that it established its roots — starting as “a simple family venture” —before growing into other areas of the country.
The company, then under the name Davao Oil Terminal Services Corporation (DOTSCO), began operations in its current form in January 2004, distributing petroleum products to various commercial entities in Mindanao. In August 2006, the company was officially renamed Phoenix Petroleum Philippines, Inc. “The name was presented to us by our public relations consultants, and we liked it,” Uy said.
The phoenix, of course, is a a mythical bird that at the end of its life burns itself on a funeral pyre — from which it rises again with renewed youth to live through another cycle. As such it represents immortality and eternal youth — qualities that Uy wants the company to be associated with.
Today, Phoenix is engaged in the business of trading refined petroleum products, lubricants and other chemical products, operation of oil depots and storage facilities, and allied services, mainly in Southern Philippines. Its products and services are distributed and marketed under the “Phoenix Fuels Life” trademark.
Uy said the company is aiming to be the leading independent oil company in the Philippines within three years, a goal that is attainable considering that Phoenix is already the leading independent oil company in Mindanao. “Hopefully our success in Mindanao will translate to success in the rest of the country,” he said.
Out of nowhere
Phoenix Petroleum's president and CEO Dennis Uy (left) poses with this writer
And what a success it has been. Phoenix started its operations with just five stations in Mindanao: Digos City, Tagum City, Matanao in Davao del Sur, Bislig in Surigao del Sur, and Valencia in Bukidnon. Today there are 120 stations throughout the country: 97 in Mindanao, one in Cebu, and 22 in Manila. Uy said this represents an average growth of 30 stations per year, but in the coming years Phoenix is targeting to add 50 stations annually in order to reach the goal of becoming the leading independent oil company in the Philippines.
Uy said the company, which is the first and only publicly-listed independent player in the country since the Oil Deregulation Law of 1998, is also planning to build two to three depots each year. Phoenix is currently building a depot in Zamboanga to add to its depots in Davao, Calaca in Batangas, and New Washington in Aklan.
And now, from “out of nowhere” — as Uy himself described Phoenix — the company has garnered the 242nd spot in the top 10,000 companies in the Philippines in terms of revenue, based on records from the Securities and Exchange Commission (SEC).
Not bad for a company that started as “a simple family venture.”
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oo nga, i wanted to include you and bai but i wasn't sure exactly what your roles were
i remember you showing some of the print ads on your fb account.
Hi, Jon!
Just want to make comment… It is really pleasant to see this brand hover over the country, even on the net. Just want to add…
“PHOENIX” as a petrol brand name was created by Bai Manginsay in 2005 (he is not a “public relations” consultant as quoted, but “marketing & advertising”)… he also designed the logo, service station (though Bai’s original has been tweaked a few times na), initial above & below-the-line ad campaign, authored “Fuels Life,” and marketing strategy..
Pasensiya na for my writing all this, as this brand has a special place in my life bcoz of my memorable, grueling task of crafting the visuals (from logo to ads) as directed by Bai, while taking care of my 1-year-old son, Raphael. We are proud of this brand for being accepted into the PSE for its “strong brand image acceptance” & I hope it stays alive and well for the next 1,400 years like the legendary fire bird. :^)
[...] brother!Phoenix risingA portrait with [...]