CEO Insights Magazine

The events industry, MICE in particular, serves as a vital nexus for innovation, business networking, and economic growth. These events facilitate the exchange of ideas, products, and services among stakeholders, driving industry trends and fostering collaboration. Leaders within this realm play a pivotal role in orchestrating successful gatherings, shaping the direction of the sector, and elevating standards of excellence. Their expertise, vision, and strategic guidance are instrumental in navigating challenges, fostering growth, and ensuring that these events continue to serve as catalysts for progress in the dynamic economic landscape.

Joel Pascual, President of WOFEX PEPTarsus & Barron Engineering Supplies, is one such luminary in the MICE industry with over 24 years’ experience, leading the organization in orchestrating the biggest and most effective trade shows in the Philippines. Their banner show, WOFEX, has consistently been the most attended and anticipated event in the food and hospitality industry. Under Joel Pascual’s guidance, WOFEX has become the hallmark of culinary excellence, simultaneously filling up the two biggest convention centers in the country, the World Trade Center and SMX Convention Center. Joel Pascual is dedicated to fostering innovation, collaboration, and growth within the food sector, ensuring WOFEX remains the foremost platform for industry leaders, entrepreneurs, and enthusiasts alike.

In an exclusive interaction with CEO Insights Asia, Joel Pascual enlightens us more about his profession and his leadership traits.

Could you share some of the major milestones you have crossed and the lessons you learnt from those experiences?

As a professional mechanical engineer and associate electrical engineer, I have been running Barron Engineering Corporation, an industrial refrigeration company with nationwide operations for almost 4 decades. In 2001, I co-founded PEPGROUP, an events company which initially started as a sideline among friends. However, PEPGROUP burgeoned into a significant income source driven by our annual innovations enabling it to grow exponentially every year. Within five years, our events expanded from filling up the World Trade Center to also hosting regional shows across the Philippines' 7,100 islands. To accommodate growing demands, WOFEX started using 2 venues simultaneously, further attracting more and more international exhibitors. Our launch of the Philippine Culinary Cup, the country’s only accredited competition by the World Association of Chef Societies, further elevated WOFEX’s stature into becoming the Philippines' largest and most internationally attended food show.

The strength of the WOFEX brand did not go unnoticed. Several international events companies offered to buy the show and after 6 years of declining offers, we eventually agreed to being part of the Tarsus Group of London, a major milestone for the company. Today, with Informa’s acquisition of Tarsus, our small Philippine company has now become part of Informa Markets’ global portfolio, pushing us front and center amongst the world’s biggest food shows, further underscoring our significance to the food service industry.

Share with us your academic experience from De La Salle University Philippines. What did you learn from the campus beyond academics?

At De La Salle University Philippines, I earned degrees in mechanical engineering and business administration. This education equipped me with the skills to manage the family business in industrial refrigeration. The attention to detail required by my courses also benefited my work in events organizing. What I truly value about DLSU is its holistic approach, emphasizing both academic excellence and extracurricular involvement. This broadened my expertise, providing me with business acumen and interpersonal skills essential for good entrepreneurship.

Under your leadership, how do you enable an environment that facilitates exchange of ideas, services and entrepreneurial insights?

Delegation is key to my leadership style and success. By trusting and empowering my team, I can explore and grow various businesses. Effective delegation involves not only assigning tasks but also developing and nurturing talent, allowing the company to expand beyond my personal capabilities. This approach fosters a dynamic environment where others can shine and contribute significantly, ensuring the business thrives. Embracing the art of letting go and encouraging collaboration creates a vibrant atmosphere that drives innovation and growth across multiple ventures.

What kind of principles have you instilled the team with to ensure a commitment to service?

I emphasize the principle of DALPO or 'do all possible,' meaning we strive to address every client concern fully. If a solution is beyond our reach, we demonstrate our utmost effort to the client. This customer-centric approach has fostered loyalty in both our events and engineering businesses. Additionally, I teach my team to under-promise and over-deliver, ensuring we meet our commitments reliably. Lastly, I value passion, encouraging a deep, emotional investment in our work that resonates with clients.

What other strategies have you incorporated into your tools and services to reach a wider audience?

We've adapted to the digital age by shifting our marketing efforts solely to social media, leveraging its precision targeting capabilities. Virtualization has become integral, with most of our workforce continuing to work remotely post-pandemic. As long as productivity and growth persist, maintaining remote operations is viable. This departure from traditional methods has been facilitated by our brand's strong online presence, fostering a loyal following that trusts our expansion endeavors. Our ability to cultivate a robust online community ensures that wherever we venture, our brand resonates, underlining our enduring relevance and connection with our audience.

What is the future roadmap you envision for yourself and the organization in the next five years?

Our goal is sustained growth, but venue limitations in the Philippines pose a challenge. To address this, we're launching 'WOFEX Drinks' next year which is the beginning of us focusing on niche industries within the food sector. By expanding our verticals, we aim to overcome space constraints and foster further development. Additionally, the government's plan to construct a 120,000 square meter convention center presents an opportunity for significant industry expansion. If realized, it will unlock new avenues for event growth. Alternatively, we'll explore provincial expansions to accommodate our growth trajectory should venue constraints persist. Flexibility and innovation are key to navigating our future path.

Joel Pascual, President, PEPTarsus & Barron Engineering Supplies

As the President of of PEPTarsus & Barron Engineering Supplies, Joel Pascual spearheads the Philippines' largest food trade show, hosted across the prestigious World Trade Center and SMX Convention Center. Armed with a Mechanical Engineering degree and an MBA from De La Salle University Philippines, Joel Pascual adeptly navigates diverse industries. Leveraging innovative tactics such as digital marketing and virtualization, he has propelled WOFEX to new heights, broadening its reach and relevance.