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Recognition highlights the company’s commitment to sustainability, education, wellness, and responsible citizenship

SM Supermalls’ award-winning programs take center stage at the 20th Asia Pacific Tambuli Awards, bringing home four trophies for SM Green Movement, SM Book Nook, and SM Active Hub, alongside the CMO of the Year recognition for SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin.

MANILA, Philippines, June 6, 2026 — SM Supermalls earned multiple honors at the 20th Asia Pacific Tambuli Awards, reaffirming the company’s commitment to purpose-driven initiatives that create meaningful impact for communities across the country.

The company brought home four trophies for programs that champion sustainability, learning, wellness, and responsible citizenship. The awards recognized the impact of SM Green Movement, SM Book Nook, and SM Active Hub—initiatives designed to create positive change while enriching the experiences of millions of Filipinos who visit their most-loved SM Supermalls every day.

Through these initiatives, the company continues to advance environmental stewardship, promote lifelong learning, encourage active lifestyles, and strengthen community engagement.

The impact behind the awards. Through SM Green Movement, SM Book Nook, and SM Active Hub, SM Supermalls continues to champion sustainability, education, and wellness—creating meaningful experiences and positive change for communities nationwide.

Adding to the milestone, SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin was named CMO of the Year, recognizing his leadership in advancing marketing initiatives that create both business value and positive social impact.

For San Agustin, the recognition reflects the collective effort behind every campaign and program, underscoring his belief that success is never the work of one person but of an entire team working toward a shared purpose.

“These recognitions belong to the entire team. They are the result of people coming together with a shared purpose: to create meaningful experiences and make a positive difference in the communities we serve,” he said.

The CMO of the Year and Chief Marketing Officer of the Decade trophies were awarded to SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin at the 20th Asia Pacific Tambuli Awards, recognizing leadership in advancing purpose-driven marketing and creating positive impact for communities.

The Asia Pacific Tambuli Awards honors brands, organizations, and leaders that demonstrate the power of purpose-driven marketing while creating positive social change. The recognition affirms SM Supermalls’ belief that meaningful impact is created when business objectives are aligned with the needs of the communities it serves.

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About SM Supermalls

SM Supermalls is evolving for a new era shaped by how people live, connect, and experience life today. More than a place to shop, it is the country’s most loved mall and an everyday destination designed around the lifestyles, passions, and needs of Filipino communities, delivering new finds, fresh concepts, and meaningful experiences, All For You.

As one of Southeast Asia’s largest mall developers and operators, with 90 malls in the Philippines and 9 in China, SM Supermalls continues to evolve its spaces, experiences, and partnerships, building destinations that grow with communities and remain trusted, relevant, and loved for generations. Your Most Loved Supermall, SM — All For You.

As one of the country’s vital industries, agriculture continues to sustain Filipino families while facing challenges in market access and declining interest among younger generations.

Every Filipino home has its own version of comfort food. A simmering sinigang during rainy afternoons. A sizzling plate of ginisang gulay shared over dinner. Garlic crackling in hot oil. Onions slowly turn golden in a pan while families gather around the kitchen, waiting for a meal that feels like home.

But behind these familiar dishes are farmers whose stories are often left unseen.

Long before food reaches our tables, farmers spend months planting, watering, and protecting crops under the heat of the sun and the uncertainty of the weather. While many people only see ingredients neatly arranged in markets and grocery shelves, farmers see years of hard work, sacrifice, and hope for a harvest that can support their families.

Agriculture remains one of the country’s most essential industries, yet many Filipino farmers still face limited market access and declining interest among younger generations.

Through the SM Foundation Kabalikat sa Kabuhayan (KSK) Market Linkage Program, farmers are empowered to become agri-entrepreneurs, recognizing the hard work and determination behind every harvest.

SM Foundation’s Kabalikat sa Kabuhayan (KSK) Market Linkage Program recognizes this hard work, sacrifice, and quiet determination behind every harvest by helping farmers become agri-entrepreneurs capable of building more sustainable livelihoods for their families and communities.

Through the SM Foundation Kabalikat sa Kabuhayan (KSK) Program, farmers gain access to sustainable market opportunities through initiatives such as the SM Weekend Market and SM Bagsakan, helping them directly connect with consumers and build stronger livelihoods over time.

For many farmers, finding a stable market where they can fairly sell their harvest is often the bigger challenge than producing crops. Through initiatives such as the SM Weekend Market, SM Bagsakan, and partnerships with SM consigners, KSK creates opportunities for farmers to directly connect with consumers and earn more from their hard work.

As explained by SMFI Senior Program Manager for the Livelihood and Outreach Program Darel Colarina, the program aims to link the KSK Graduates from 2007-2025 to the different market opportunities in SM. Ultimately, they want to increase the farmers’ income by creating a long-term and sustainable market opportunities for farmers by allowing them not only to sell produce but also to build loyal customer bases over time.

“Ine-aim namin to have long-term farmer market linkages. Based on our data, sa na-survey namin for the SM Weekend Market, those who are tenured or two to three years nang nagtitinda sa SM Weekend Market are already selling about Php10,000 a week,” he shared.

Colarina adds that many participating farmers are now developing regular buyers and becoming trusted suppliers within their communities. Some customers have even built routines around visiting the SM Weekend Market early every weekend to buy fresh vegetables directly from local farmers before continuing with their mall errands.

At the SM Weekend Market, Jenny personally connects with customers while selling vegetables harvested from her farm. The market linkage opportunities provided through the KSK Market Linkage Program helped her steadily increase her earnings and reinvest in a hydroponic lettuce system.

Jenny directly sells fresh produce grown from her farm at the SM Weekend Market in SM Sorsogon City. Through the Kabalikat sa Kabuhayan (KSK) Program, she was able to expand her farming venture into a more sustainable source of income for her family.

One of the program’s inspiring stories is Jenny, a 33-year-old mother from Sorsogon City whose life gradually changed through farming.

Jenny began planting crops in 2017 to help support her husband in providing for their family. When she joined the KSK Market Linkage Program in 2023, she discovered new opportunities that transformed her small farming venture into a more sustainable source of income.

Driven by her desire to care for her mother, who has Alzheimer’s disease, while supporting her young son, Jenny maximized the opportunities provided through the SM Weekend Market. The program allowed her to sell her produce directly to customers and steadily increase her earnings.

Aside from supporting Jenny and her family’s daily needs, farming has also allowed her to build a more stable future for her son and mother.

Jenny was able to save more than Php100,000 — money she later reinvested into a hydroponic lettuce system to improve both the quality and productivity of her crops.

Today, she manages nearly every aspect of the business herself, from planting and harvesting to selling produce at the market.

“Nagbago po ‘yung buhay namin dahil paunti-unti po kaming nakakaraos sa kahirapan noon. Noon, umaasa lang po ako sa sahod ng asawa ko, tapos kulang pa ‘yun sa pag-aaral ng anak ko at para sa mother ko.” Jenny shared.

She has also started teaching her 8-year-old son the basics of planting, from using organic fertilizers to harvesting vegetables on their own, which she also learned from the KSK program. For her, agriculture is more than a livelihood — it is a life skill that future generations should never lose.

“Dapat kasi ngayon may knowledge sila sa pagtatanim kasi kung wala silang technology na ma-apply sa pagtatanim, wala rin silang makakain.”

In a time when younger generations are becoming more disconnected from agriculture, Jenny symbolizes that direct market access is helping reshape agriculture into an industry where young Filipinos can also see a future.