2025 Tindahan Ni Aling Puring Convention marks a turning point in inclusive business strategy

Puregold Price Club Inc. continues to prove that growth and inclusivity are not mutually exclusive—but mutually reinforcing. Now, with over one million active members in its Tindahan ni Aling Puring (TNAP) program, Puregold has evolved from a traditional retailer into one of the Philippines’ most effective grassroots economic enablers.

That transformation was on full display during the 2025 Tindahan Ni Aling Puring Sari-Sari Store Negosyo Convention, held May 15–17 at the World Trade Center in Pasay City. Attended by a record-breaking number of close to 50,000 sari-sari store owners and micro-entrepreneurs, the event wasn’t just a celebration of loyalty—it was a milestone in Puregold’s strategy to embed itself deeper into the engine of the Philippine economy: the MSME sector.

“Our business’ impact isn’t measured not only by store count, but in lives changed,” said Ferdinand Vincent P. Co, President of Puregold. “When a sari-sari store thrives, a family moves forward, a community strengthens, and the economy grows from the ground up. By enabling our Ka-Asensos to succeed, we’re paving the road to thriving communities.”

What began 21 years ago as a store-based card initiative has become a nationwide platform for micro-entrepreneurship, bridging product access, education, community-building, and digital transformation. The 2025 convention’s theme, “Piliin si Aling Puring, Kayang-Kaya Umansenso,” has a bold proposition: that financial mobility, even national growth, can be built one store at a time.

Puregold has built transformative programs for its TNAP members that goes beyond discounts. Through programs like Mas Pinababang Presyo Araw-araw and Panalo sa Branded, members gain access to high-margin, high-demand products that improve profitability at the shelf level.

Digitally, Puregold is also closing the tech gap. Tools like the Puregold Mobile App and P-Wallet bring ordering, payments, and inventory management online—empowering even the smallest sari-sari store to operate with the efficiency of a modern retailer and a community hub.

TNAP is a strategic growth engine. By mobilizing one million MSMEs as both customers and distributors, Puregold is tapping into a built-in salesforce that penetrates every corner of the country—an asset few competitors can match.

The 2025 convention also spotlighted strong collaboration with partner suppliers, who leveraged the event to engage directly with sari-sari store owners. For FMCG companies and suppliers, Puregold’s grassroots platform offers high-volume, high-trust engagement at scale.

In an economy battling inflation, MSMEs are essential to resilience. They represent 99.5% of all businesses in the Philippines and employ more than 60% of the workforce. Yet many still lack access to formal distribution, financing, or even technology. Puregold is filling that gap—and turning it into a long-term competitive advantage.

“We’ve always believed that progress should be shared,” Vincent emphasized. “And when we say ‘Tuloy ang Asenso,’ we mean it—for our members, our partners, and the country.”