Mix Magazine, March 2009
“The Filipino Biz Connection”
By Kimberlie L. San Antonio Petrulis

         Growing up in a Navy family, I am reminded of how there is a powerful Filipino American consumer presence at the military exchanges or commissaries, especially in the Hampton Roads area. But where else do Filipino Americans thrive with their business transactions?

         Tapping into Filipino American persona is all about making a connection with an unconventional twist.  Part of this paradigm shift is the brainstorm of an organization named Connecting Business and Community, LLC

        Edwina Bergano, the organization’s executive director, partnered with Gil Salang and Emer Lunasin to form CBC.   They acknowledged the high buying power and community involvement in Filipino Americans.  “Asian buying power has the second fastest projected rate of growth, slightly behind Hispanic buying power. By 2011, Asian buying power will grow 46% over the current benchmark to reach $626 billion, (from Indolink News Bureau) But how do you focus on serving this particular multi-cultural venue?

      “The answer is the unique idea is to connect our resources within our business and our communities through grassroots marketing,” Bergano said. “In this dynamic, everyone benefits from these relationships with the win-win situation.”

       The Filipino American’s rich diversity and willingness to contribute to enriching community projects is an asset to the business environment.    In fact, last year the organization partnered with the Philippine Nurses Association in a bowling fundraiser where proceeds benefited Operation Smile and Physicians for Peace.  Local businesses shared their time and bowled with teams consisting of families, co-workers and other organizations.

       Bergano is a firm believer in creating opportunities, by meeting businesses one on one, in a down to earth style.  Bergano and her husband, Allan, uprooted from the West Coast have a dental practice with several loyal clients.  By making it a point to specifically become personally involved in the local Filipino American communities they have built a great reputation. Their successful formula produces winning results.

      “We help nurture these relationships by planning events integrating both business and our communities,” she said.  They accomplish this by also hosting an annual BizNet Expo. This year will mark the third expo which has had attendance at about 700 people the previous two years.

      “Our company has made donations to student organizations who volunteer at the event.  The first BizNet Expo also hosted the book launch of ‘In My Uncle’s Word,’ an inter-generational Filipino American project,” Bergano said.

      The latest BizNet spin off is known as the BizNet Spotlight Series which features and promotes a local business.

      The goal is to help build lifetime relationships within the Filipino American community of Hampton Roads.  Owning a small business myself, I know building and establishing loyal relationships is what makes a difference.  CBC nurtures a positive and more personalized style of networking instead of just relying solely on the fast convenience of high tech marketing.

      BizNet Expo 2009 will take place on Saturday, March 21 from noon to 4 p.m. at the Philippine Cultural Center, 4857 Baxter Rd. in Virginia Beach.  Enjoy food, family fun, cultural performances and networking.  Also, the “healthy lifestyle” theme for BizNet Expo 2009, attendees will be able to participate in the free Health Services such as high blood pressure screening and cholesterol checks, compliments of organizations affiliated with the center.  

      For more information:  connectingbandc.com or contact Gil Salang, Vendors Relations Director at
757-289-1311.