Health-driven entrepreneurship

At the Asia SME Forum 2025 held at the Marriott Hotel Manila, Santé International CEO Joey Marcelo shared a compelling journey centered not just on entrepreneurship, but also on the mission of promoting health and wellness.

In his keynote address, Marcelo revisited his early experiences in the direct-selling industry, recalling the challenges he faced before establishing Santé International in 2007. Despite five previous unsuccessful ventures, Marcelo stayed the course, believing that success was possible with the right product, strong leadership, and a sustainable vision.

Today, Santé International — best known for its certified organic barley grass supplements — has expanded to 10 countries.

Marcelo attributes Santé's steady expansion to what he describes as his "four-legged horse" approach to business: stability, the right product, a good compensation program, and strong leadership and training.

Marcelo's parting advice to fellow entrepreneurs was clear: honor purpose, embrace every failure as a lesson, and keep striving toward bigger dreams. "The dream has always been about helping people live better lives — not just here, but wherever the need exists," Marcelo ended.