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Drs. Eric and Ellen Liwanag


This column has the goal of introducing and welcoming our new retailers to the Association of Caltex Dealers of the Philippines. We hope that, through this column, we may be able to give a warm reception to our new retailers and provide a venue for the development of closer relationships among our group.


Retailer: Adoracion C. Manebo

Station Name: CMA Motorists Center

Station Address: Calle Industria, Manggahan, Pasig


Adoracion.-- Dorie to her friends and family -- is a novice retailer at Caltex’s new site in Calle Industria, Pasig. She graduated with a BSBA Management degree from the Philippine Women’s University and has taken some units in the Ateneo de Manila MBA program. Dorie is a former insurance executive of FGU insurance, who has worked in a number of departments, including underwriting, claims and marketing. She stayed with FGU for 20 years before deciding in 1994 to establish her own insurance brokerage firm, CM Alliance. Supporting her in the new gasoline business is her accountant husband Conrado, and one of her sons, who is a structural engineer. This amiable and resourceful person is a delightful addition to the Caltex Family of Dealers.



Retailer: Atty. Sheila F. San Diego

Station Name: Milagrosa Service Station

Station Address: Aurora Blvd., JP Rizal St., Project 4, Q.C.


Sheila is a lawyer by profession. This graduate of the University of Santo Tomas, who holds a pre-law degree in Behavioral Science from the same university, is married to Alvin, and is blessed with 3 kids. She was encouraged to apply at Caltex by her brother who is also runs a station in Pampanga. This admirable young woman started operating her gasoline station in December 2001. She has made numerous improvements to her station, including a minimart. Her efforts have substantially increased the station’s sales. Initiative and drive are her exceptional qualities.



Retailer: Joe Sagun

Station Addresses: MacArthur Highway, Meycauayan and Malinta, Valenzuela City


Joe started his gasoline station operation in February 2002, assuming the dealership at Malinta, Valenzuela City. He has a BSC Accountancy degree and an MBA, both obtained at the University of Santo Tomas. Joe worked as controller/ comptroller at McDonalds Philippines for 20 years. He also has been consultant to several prominent and established companies, including Kenny Rogers and Fila Philippines. In fact, he developed a growing interest to apply for a dealership in Caltex while working for Fila which has offices at 6750 Ayala Avenue. 

Two of his children are helping him run his two stations: a son who is an engineer, and a daughter who used to work for Citibank. Their tireless work and dedication spells success for their new endeavor.



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The Dealer's Forum is the official newsletter of ACDPI. It is published thrice a year.