2024 ESG Report
Sending love home, one box at a time
November 6, 2025
In Etobicoke, Ontario, Emiliano and Ana’s No Frills does more than sell groceries; they send love across oceans, one special box at a time. Their big hearts and support have been bringing the unique Balikbayan box program to customers. These aren't just boxes; they're packages of love, connecting families in Canada to the Philippines.
"Balikbayan means sending essential products or items to the Philippines to help our family members there," says franchisee Emiliano Hernandez. The program allows Filipinos abroad to share their lives and support loved ones. Historically, these large boxes of essentials and treats took two to three months by boat, yet the joy they brought was always worth the wait. Especially popular around Christmas time, preparations for these boxes begin as early as September.
Emiliano and Ana’s store became Ontario's first store to offer the program in 2019, after it was successful in Winnipeg and Calgary. As Filipinos, they deeply understood the community's needs. "When we first launched, customers were driving from Hamilton just to participate," says Emiliano.
Popular items include chocolates (especially after Halloween sales!), instant coffee, Pringles, condensed milk, and tuna. These treats are often more expensive in the Philippines, making their arrival a special delight. Emiliano notes, "our loved ones get so excited, which makes us incredibly happy!”
Emiliano and Ana don't just run the program; they live it, regularly sending boxes to their own family. "It puts a big smile on everybody," Emiliano shares, listing corned beef, chocolates, coffee, and whitener as favourites. He adds with a chuckle, "We mark their names on it, so they don't fight over who gets what!"
"My family loves the instant coffee and chocolates. It's a taste of Canada for them, and they know it comes with our love," adds Ana. For them, these boxes are more than goods; they're a profound way to connect, bridging miles with familiar comforts. "It makes us feel closer, even when we're so far apart," says Ana.
Feedback is positive, with customers sharing pictures and videos of families opening boxes, showing how much it means.
The Balikbayan program not only brings new customers but also spreads the No Frills name to the Philippines.
Currently, customers spending $150 at participating No Frills(Open in a new tab) locations receive a free box and air-shipping to the Philippines, ensuring essentials reach loved ones within days.
The Balikbayan program runs across select No Frills(Open in a new tab) and Superstore(Open in a new tab) locations from November 6 to 19. It's a wonderful way to send a piece of home, helping families live life well here and abroad.
