Coffee For Peace Inc. CEO Joji Pantoja continues to change the country — one cup of coffee at a time
It all started in 2006 when Joji moved to Mindanao after years spent abroad. In hindsight, it was her way of giving back to the country she had long missed. Joji had left her 16-year-old job as a Financial Counsellor in a big-time Canadian company and has since advocated for peace in the war-ridden provinces of the South.
But advocating for peace didn't come easy for Joji. After all, victims of war had more pressing problems to address, usually with no reliable source of income and just barely making ends meet.
"Things changed because to really understand 'peace', you have to feel it. It is not just a nice word that you can achieve easily. A hungry woman who has experienced being displaced because of armed conflict would dismiss the idea easily because they have no food to eat, no clean water, and no shelter," Joji explains.
For a while, Joji was stuck. She had tried different approaches to bring people together for the cause, but none worked; that is until she sat down with opposing tribes and offered them a cup of coffee.
"With no other ideas to try to advance Peace in Mindanao, we decided to offer to serve coffee so that they may have dialogue," she said. Coffee for Peace was born in April 2008.
This seemingly simple idea paved the way in bringing communities closer and opening discourse in high conflict areas. It has allowed for continuous conversation between clashing families and clans and encouraged them to build a harmonious relationship.