What began as a one-person coffee business during the pandemic has grown into a nationwide enterprise employing thousands of workers, proving that a small startup can build a bigger business by widening access to opportunity.
Homegrown coffee brand But First, Coffee was named a recipient of the BizBayani Employer Excellence Award by Jobstreet by SEEK at the inaugural DITO BizBayani Awards, recognizing its people-focused approach to hiring and workplace development.
Founded by Anna Magalona Go in 2020, the company has expanded from a single-person operation into a nationwide franchise network. Along the way, it has opened employment opportunities to undergraduates, persons with disabilities, and applicants with limited work experience.
Rather than relying solely on traditional qualifications, But First, Coffee considers character, potential, and learning agility in evaluating job applicants. The approach allows the company to tap workers who may otherwise encounter barriers to formal employment.
“Investing in people is the true foundation of our long-term business growth,” Go said.
She said the company’s priorities have evolved from handling barista duties at the start to supporting more than 1,000 employees nationwide, with an emphasis on trust, open communication, and shared success.
Jobstreet by SEEK Philippines Managing Director Dannah Majarocon said But First, Coffee shows that smaller enterprises can cultivate strong workplace cultures even with limited resources.
“When entrepreneurs invest in learning agility, open communication, and employee care, they not only build stronger companies but also contribute to a more resilient job market for Filipinos,” Majarocon said.
The DITO BizBayani Awards recognize Filipino micro, small, and medium enterprises for resilience, innovation, and contributions to employees and communities.
For But First, Coffee, the recognition also highlights how its growth has been tied to its hiring philosophy. What started as a pandemic-era coffee venture has become an employer that gives more Filipinos a chance to get through the door, learn on the job, and grow with the business.
As part of the award, But First, Coffee received a Jobstreet by SEEK talent acquisition and employer-branding package valued at more than P165,000.
