How Naga’s good governance drove this drink brand to build its first branch

Editor’s note: This content is sponsored by Fruitas Holdings, Inc. and was produced by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the production of this piece.

Naga City mayor Leni Robredo isn’t exactly someone you’d expect to walk into an event with ring tossing, wheel spinning, and even “dessert maxxing” – but it was possible with CocoLab. 

After all, this newest concept under Fruitas Holdings has always been about ferociously chasing possibilities. On June 19 – a day after the Naga City Charter Anniversary – Nagaueños witnessed this solidification at CocoLab’s grand opening in Naga City, the dessert brand’s first store in the Philippines. But as much as the event at SM City Naga’s food hall was all sorts of festive, Robredo’s appearance definitely wasn’t random. If anything, it mirrored CocoLab’s confidence in the city’s governance.

Good governance drives good business

“What we appreciate about Naga City, the heart of Bicol, is its openness, especially with Mayor Leni Robredo to entrepreneurs and its commitment to creating an environment where businesses can invest with confidence,” said Lester Yu, CEO of Fruitas Holdings, in an interview with Rappler. “Efficient governance, support for local enterprises, and active engagement with the private sector all contribute to making expansion decisions easier.”

INSPIRING DIRECTION. Naga City mayor Leni Robredo graces the grand opening of CocoLab in the city, reflecting the brand’s trust in her leadership

Yu added, “When local governments work closely with businesses, everyone benefits – from investors and employees to suppliers and consumers. We’re grateful for the warm support we’ve received from the city, and we hope to contribute to Naga’s continued economic growth.”

In his launch speech, Yu also said that this milestone shows how a clean, fair, hardworking, and good leader would naturally attract businesses to take a chance – conglomerates (like SM Prime Holdings) and MSMEs (like Fruitas) alike. 

It isn’t surprising why the Fruitas team chose Naga City to be CocoLab’s birthplace. Former vice president and Angat Buhay founder Robredo, who clinched a landslide win in her hometown in 2025, has been known for her commitment to corruption-free leadership. She also joined “Mayors for Good Governance,” a coalition of incumbent mayors in the Philippines that advocates for government transparency and accountability.

Because of attributes like this, Naga City has presented itself as a destination for worthwhile investments and a future that’s looking up. There’s confidence in knowing your business is in good hands.

Creating ripples

A leadership worthy to be emulated can prompt a greater sense of purpose, too. CocoLab in Naga, established in December 2025, is also the brand’s testament to creating employment opportunities for Bicolanos and allowing local economic activity.

“One of our biggest learnings is that staying local truly matters. Customers appreciate a brand that embraces the community and reflects its local identity,” explained Yu.

JOINING FORCES. Naga City mayor Leni Robredo poses for a photo with Fruitas Holdings, Inc. CEO Lester Yu

Serving the Naga City-exclusive drink

Guests aside, there’s a mainstay in CocoLab Naga. Enter the Coco Pili Nut Shake, a testament to how the brand values the city, blending Bicol’s well-loved coconut milk and pili nuts – a perfect pairing among other local delicacies, according to Yu.

“We wanted to celebrate a local ingredient while creating something that locals can be proud of, and visitors can only experience in Naga,” he said.

Since the Coco Pili Nut Shake can only be tried at CocoLab Naga, does this signal a future roster of more location specialty-specific exclusive drinks, as the brand opens more doors? Yu said that it’s “something we’re excited to explore.”

“The Philippines is rich in local ingredients and regional flavors, and we see CocoLab as a brand that can celebrate that diversity,” he said. “While we’ll continue to offer our core favorites, we’d love to explore other innovative flavors we can offer.”

The CocoLab story (so far)

You might wonder about the backbone of CocoLab’s existence in the first place, as Fruitas already has Buko ni Fruitas and Buko Loco in its arsenal. 

For Yu, CocoLab serves as an exploration of enjoying the coconut – creative flavor combinations (like Biscoff) included.

A VILLAGE. The CocoLab team ensured an enjoyable experience for all guests, bowing to the brand’s deep sense of community

During my three-day journey with CocoLab in Naga, one of the things I noticed was its dedication to catering to Gen Z consumers – from CocoLab’s youthful science lab-esque branding to the ethos itself. 

“[Gen Zs are] constantly looking for something new, visually appealing, and worth sharing, but they’re also becoming increasingly conscious about what they consume and this is where CocoLab comes in,” Yu said. “We took something that they’re very familiar with already and made it more exciting by adding fresh fruits or just making it more indulgent.”

Ultimately, it’s a welcome challenge for a company that knows handling hurdles all too well. “Rather than competing directly with coffee, we see ourselves as offering a refreshing and delicious alternative. Coconut naturally provides hydration and pairs well with real fruits and other quality ingredients. It fits consumers who are looking for beverages that are enjoyable without necessarily relying on caffeine,” he added.

As a Gen Z, do I approve of it? My Coco Pili Nut Shake craving – and consequential desire to book my next Naga flight – would speak for me. – Rappler.com