Cebu-based egg supplier Eggcelsior has taken a major step in strengthening food accessibility with the launch of its mobile retail concept, powered by a fleet of Toyota Tamaraw units, formally turned over on April 17, 2026 at Toyota Mabolo.
Turn over. (L-R) EGGcelsior Sr. Manager for Admin, Compliance, HR – Mr. Joseph Arnel Catubi; EGGcelsior President & CEO – Mr. Alvin Hing; Toyota Motor Philippines President – Mr. Masando Hashimoto; Toyota Mabolo Vehicle Sales Manager – Ms. Yvonne Bala and Toyota Mabolo Group Retail Manager – Ms. Lina Basmayor
(L-R) Toyota Mabolo Marketing Professional Martin Clarete; Toyota Mabolo Group Retail Manager – Ms. Lina Basmayor; Toyota Mabolo Vehicle Sales Manager – Ms. Yvonne Bala; Toyota Motor Philippines President – Mr. Masando Hashimoto; EGGcelsior President & CEO – Mr. Alvin Hing and Mr. Joseph Lo
The ceremonial turnover of 10 mobile store units was led by Masando Hashimoto, president of Toyota Motor Philippines, alongside Eggcelsior President and CEO Alvin Hing. The event highlights a growing partnership aimed at combining mobility solutions with essential food distribution.
The initiative introduces the Toyota Tamaraw Mobile Egg Stores, designed to deliver fresh, affordable eggs directly to communities. By bringing products closer to consumers, particularly in underserved areas, the concept addresses both convenience and accessibility—key challenges in today’s food supply landscape.
Toyota Motor Philippines President – Mr. Masando Hashimoto
Toyota Mabolo emphasized that the partnership reflects its broader mission of supporting business growth and community development. Beyond vehicle provision, the dealership positions itself as a long-term partner, offering tailored mobility solutions and comprehensive after-sales support to ensure operational efficiency for its clients.
For Eggcelsior, the mobile store rollout represents a strategic expansion of its farm-to-table model. From its roots in Cebu, the company has built a reputation for delivering clean, safe, and reliable eggs, supported by a coordinated system spanning production, quality control, and distribution.
The mobile stores also support Eggcelsior’s advocacy campaign, #OneEggADay, which promotes accessible nutrition for Filipino households. By integrating retail into mobility, the company aims to make eggs—an affordable source of protein—more readily available in everyday communities.
Toyota Mabolo Executive Vice President Noel Alicaya
Toyota Mabolo Executive Vice President Noel Alicaya described the deployment of the 10 Tamaraw units as the beginning of a larger rollout, with plans to scale the concept across more areas in Cebu and eventually nationwide. The move signals a shift toward more flexible, community-oriented distribution models in the food sector.
The partnership between Eggcelsior and Toyota Motor Philippines underscores a shared commitment to innovation and inclusive growth—leveraging mobility to meet essential needs while supporting local enterprise development.
Robby Alugar of RMA News with Mr. Philip Lo
As both companies look ahead, the initiative positions mobility not just as a business tool, but as a platform for improving access to basic nutrition across the Philippines.
