For Jonathan Uy, leadership is not simply about inheriting a well-known family name. As one of the next-generation leaders of Profood International Corporation, he sees leadership as a responsibility shaped by faith, family values, and a desire to serve others.
Jonathan often meets with his uncle and mentor, Justin Uy, the founder of Profood. Their conversations help align their vision for the company and allow Jonathan to learn from the experience of the older generation. For him, these discussions are where tradition and new ideas meet.
Jonathan’s leadership journey did not begin at the top. After finishing his master’s degree in Singapore in 2018, he joined Profood as an industrial engineer, working in supply chain planning before moving to the finance department. His biggest challenge came when he was asked to start a new company, J Fiber Internet Services Corporation, which partnered with Converge ICT Solutions to bring fiber internet services to Cebu.
The opportunity came with strict conditions. The family business would not invest money in the project, he had to continue working as Profood’s finance head, and he had to focus fully on building the company. Jonathan had to secure funding on his own and faced several setbacks, including limited bank support and the damage caused by Typhoon Odette.
Despite the challenges, J Fiber grew successfully and created around 600 jobs. For Jonathan, the experience taught him that success comes from teamwork and strong support systems.
Today, he focuses on balancing tradition with innovation. He supports the use of technology and data-driven systems while keeping the company’s core values. For Jonathan, business success is not only about profit—it is about creating opportunities, strengthening communities, and leading with gratitude and purpose.
Discover the full story of Jonathan Uy and many other inspiring profiles in The Freeman’s Men In Business Magazine, now available at National Bookstore.
This special issue features young business leaders who are making their mark in Cebu and beyond. They are bringing fresh ideas, improving how businesses operate, and helping their communities move forward. Their journeys show how the next generation is stepping up to lead with vision and purpose.
You can also read short highlights of Cebu’s Power Players and Rising Titans every Monday in The Freeman’s Business section. / JOB
