Subscribe / Unsubscribe Enewsletters | Login | Register

Pencil Banner

HappyFresh expands to the Philippines

Adrian M. Reodique | March 3, 2016
The move into the Philippines marks HappyFresh’s fifth office in Asia.

HappyFresh personal shopper.

Online grocery company, HappyFresh, announced today (3 March 2016) that it will be opening an office in the Philippines, which is set to become fully operational in the second quarter of this year. 

The move into the Philippines marks HappyFresh's fifth office in Asia, besides Indonesia, Malaysia, Thailand, and Taiwan.

"We have been expanding our footprint in Asia over the last 12 months. During this period, we have significantly augmented our leadership team in Indonesia, added several key staff in Malaysia and strengthened our already strong platform in Thailand and Taiwan. The Philippines is an exciting market because the population's wealth is expanding and consumer spending growth will accelerate through to 2030," said Markus Bihler, CEO and Co-founder of HappyFresh.

Meanwhile, HappyFresh appointed Isabel "Pao" Barientos as the Managing Director of its Philippines office. In her new position, Barrientos will be responsible for leading and accelerating the growth initiatives of company in the country.

Isabel "Pao" Barientos, Managing Director of HappyFresh Philippines.

"I am humbled by the opportunity to be part of HappyFresh. Having the support of the team is of key importance on this exciting new journey. I hope to leverage on the team's experience to expand the HappyFresh legacy into the Philippines. At the same time, I will want to develop leaders at every level and support their efforts to grow and change," said Barientos.

The expansion of HappyFresh will also help ease the shopping journey of Filipinos and at the same time open new job opportunities.

"We will be able to solve a real problem for our customers. Metro Manila, which we will serve first, has an expected growth in the number of new cars of 500,000 annually. That can make every trip to a supermarket a half day journey. We expect working mothers to be our main customers. HappyFresh will allow them to make a smart choice, having us doing their grocery shopping, allowing them to spend their spare free time with their family instead of in a supermarket. In addition to that, our business operation in the Philippines also means we will be creating job opportunities for the local talents. I am very excited to bring this opportunity to Manila," said Barientos.

Prior to joining HappyFresh, Barientos was most recently the Chief Operating Officer of, and has worked for Ensogo and the Lazada Group. She has more than 30 years of experience in industry leadership, establishing brand recognition, revenue growth and monetisation strategies for web-based marketplace and social media organisations in Asia, United States, and the Middle East. 


Sign up for CIO Asia eNewsletters.