Jose Ma “Joey” Concepcion III divides his time between big business—as president and CEO of food giant RFM Corporation, and as director at Concepcion Industrial—and small enterprises, as the founder of non-profit organization Go Negosyo. He has also been appointed as the Marcos administration’s Private Sector Advisory Council Jobs Committee Head.

Of all the hats he wears, the one he wears as Go Negosyo's leader appears to be the biggest. It makes him the de facto coach to the country’s 1,076,279 micro-, small, and medium enterprises (MSMEs) which makes up 99.58 per cent of the country’s listed establishments and considered as potential drivers of the economy. The initiative aims to lend MSMEs a hand by providing access to mentorship, access to money, and access to markets.

As Go Negosyo’s resident mentor, Concepcion has organised various events and programs for his target audience. That includes Kapatid Mentor Me (KMME), Kapatid Agri Mentor Me Program (KAMMP), and the 3M on Wheels, which an MSME roadshow that invites successful entrepreneurs to mentor aspiring and small entrepreneurs.

Concepcion was on call during the pandemic as well, infusing capital into Go Negosyo to alleviate the negative impact of business closure on micro businesses. In addition, Concepcion launched Project ARK, the private sector-led initiative that supports mass testing with the use of Antibody Rapid Test (ART) kits.

In October 2022, Concepcion was at the SM Mall of Asia for the Digital Sign Up event, where budding and would-be entrepreneurs were coached by industry experts on the use of digital technology to grow their business and prepare them for the future.