MANILA, Philippines — In the fight against coronavirus, frontliners need all the help they can get from the government, private sector and citizens as they race against time to treat patients and minimize infections across the country.

Various food companies, from giants such as Coca-Cola Philippines to homegrown brands like Fruitas, have taken their own measures to protect the health of their own staff while still serving the public.

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Here are some initiatives of food brands amid a constant call for medical supplies and food donations during the COVID-19 pandemic.

Ad budgets go to charity

Coca-Cola announced on March 20 that it was putting ads on hold and that its P150 million ad budget will go to the “provision of protective equipment and beverages for health workers, delivery of food packs to the most vulnerable families and support for affected small retailers.”

Meanwhile, Ligo said in a March 22 statement that it donated its advertising budget for the year to “non-government organizations, charities and independent groups who are at the forefront of the COVID-19 relief and response efforts.”

It also promised to work with local government units (LGUs) to deliver food and supplies to vulnerable communities and provide assistance to health workers and other frontliners.

Food and drinks for frontliners

Starbucks Philippines said Monday that its stores across the Philippines will be temporarily closed. It assured on Wednesday that it would be distributing “food and beverages to our frontliners such as medical personnel, law enforcement personnel, NGO volunteers and organizations.”

Fruitas Holdings Inc. pledged last March 16 to deliver 1,000 bottles of fresh buko juice to frontliners. It also promised to match donations made through its hotline #82626.

Facebook updates of delivery personnel’s rounds show that it is able to reach nearly 20 hospitals a day.

Day 9 (March 24):The frontliners in the Philippines' fight against COVID-19 have our absolute respect. Bringing our… Posted by Fruitas on Tuesday, March 24, 2020

Pilmico Foods Corporation has kicked off food distribution to frontliners for 30 days, it said on Wednesday in a statement. It made its first batch of donations to hospitals and checkpoints last March 21 in Tarlac City and Iligan City.

LOOK: FIRST DAY OF KUTITAP FEEDING PROGRAM FOR COVID-19 FRONTLINERS IN TARLACFrom feeding grade school students,… Posted by Pilmico Flour on Sunday, March 22, 2020

The food company sourced its bread from partner bakeries to support local bakers affected by the enhanced community quarantine.

Pilmico president and CEO Tristan Aboitiz said of its month-long effort: “Every day, as the uncertainty associated with the threat of COVID-19 grows, those of us in a position to help, have an obligation to do so… It is these moments when our mission to help advance the communities we operate in matters the most.”

READ: Big business steps up to the plate, provides more help to communities hit hard by Covid-19

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What you need to know about Coronavirus.

For more information on COVID-19, call the DOH Hotline: (02) 86517800 local 1149/1150.

The Inquirer Foundation supports our healthcare frontliners and is still accepting cash donations to be deposited at Banco de Oro (BDO) current account #007960018860 or donate through PayMaya using this link .

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