Fruitas Holdings Inc

Chermaine E. Laceda

In today’s dynamic and competitive business landscape, people are every company’s greatest asset. But finding the right people and ensuring they thrive, is more than a function. It’s a mission. As Head of Recruitment at Fruitas Holdings Inc., a proudly local and publicly listed Filipino food and beverage company, I’ve learned that HR leadership is not just about hiring. It’s about building futures, cultivating culture and empowering transformation.

My journey in the HR profession spans over a decade, from recruitment staff at a lifestyle brand to L&D lead in the food service industry and eventually into executive HR roles across well-known brands in the Philippines. Each step taught me that behind every job post is a person and behind every process is potential. At Fruitas, I’ve found a space where these values are not only acknowledged—they are the foundation of how we lead.

More Than Hiring: Building a Culture of Growth

At Fruitas, recruitment is not just about filling vacancies—it’s about discovering talent that aligns with our mission, values and purpose. Our diverse network of brands and concepts across the Philippines requires a workforce that’s agile, customer-focused and values-driven. We look for more than qualifications; we seek passion, grit and growth potential.

To achieve this, we’ve transformed our hiring process into a human experience. We ensure that every touchpoint—from job ad to onboarding—is designed to make candidates feel seen, respected and excited to be part of something bigger.

But attracting talent is just the start. We build pathways for development through up skilling, career mobility and leadership training. Many of our business leaders today began as staff and/or service crew. This isn’t by chance—it’s by design.

Purpose-Driven Leadership in a Fast-Moving Market

The food and beverage sector are fast-paced and the pressure to scale quickly can easily push people strategy to the background. But at Fruitas, we believe the opposite: the faster we grow, the deeper we must root our people strategy.

As a recruitment and HR leader, I’ve championed initiatives that put people at the center of every business conversation. This includes streamlining hiring pipelines for speed without sacrificing quality, digitizing candidate management systems and—most importantly—maintaining a human touch across all stages of the employee lifecycle.

I also make it a point to mentor young professionals and future leaders in our team. I’ve been where they are and I know that sometimes, a single encouraging conversation can spark a whole career.

Being a Woman HR Leader in the Philippines

Being a HR leader in the Philippines brings a unique perspective. We’re known for our empathy, adaptability and strength— traits that, when harnessed in HR, can build incredibly resilient organizations. I bring those values into every decision I make, every policy I craft and every team I lead.

I’ve been honored to receive regional recognition for my work—from being named a Top L&D Leader in Southeast Asia by Coach Hub to leading ISO and organizational development transformations in previous companies. But my greatest pride remains the stories of employees whose lives have changed through the opportunities we’ve helped create.

HR’s Role in Shaping the Future

In a time when industries are being disrupted and employee expectations are evolving; HR is no longer a support function— it’s a strategic driver. At Fruitas, we are proof that a local company, deeply rooted in Filipino culture and values, can compete on a global stage by investing in its people.

For HR professionals navigating change, I offer this reminder: stay human. No matter how advanced the tools or how fast the pace, remember that at the heart of HR is connection. And in those connections, real transformation begins.