Business is always in a state of flux. Like being on a river and alternating between wild rapids and peaceful downstream flows. Sometimes, business is smooth. Sometimes, it’s a rush.

Sometimes, you’re fighting for survival.

And while most companies would prefer positive cashflow leading to clear blue oceans, the truth is, business is often an upstream battle. Where the only way to get ahead is to make the hard but smart decision to fight the flow, jettison dead weight, and tactically surge through the challenges.

For us at Universal Robina Corporation, 2023 was a year of such challenges. Where inflation negatively impacted consumer habits, where global conflicts disturbed local economies and business. Yet as the challenges increased, so did
URC’s resolve to rise above the familiar onset of a business cycle riptide.

Aided by its agile and digital transformation, URC was able to streamline operations, engage in purposeful product management, and focus on brand and infrastructure development aimed at long term growth. In other words, we loosened our sails, thrust our oars into the tides, and strategically navigated to superior waters.

Some decisions were obvious and easy. Others were more difficult and tactical. But each was made with a dual intent: to transform 2023 into a positive year and guarantee a sustainable business for many years to come.

We celebrate huge progress on both fronts.

Some call this business adaptation. We call this upstream evolution. Purposefully heading into today’s business challenges with an evolutionary mindset, to create a sustainable global enterprise, and provide great products to consumers as we journey together for years to come.