The Evasco Siblings
The Evasco Siblings each have their own respective expertise that enable them to run their brands and businesses synergistically.
With dreams of becoming a diplomat, Johann Erickson, the eldest of the three, graduated with a degree in Export Management from De La Salle College of Saint Benilde. He felt the route was applicable in helping achieve his goals of “bridging the cultural differences of countries”, whether it’s in the form of products, services, or simply better cultural understanding. He is able to accomplish this mantra through his leadership in product selection, national distributorship agreements and by overseeing the top-level operational financial health of his company.
As a graduate of the University of Santo Tomas with a Bachelor’s Degree in Accountancy, Katrina Frances did not really expect herself pursuing entrepreneurship and helping with their family business. Previously, she envisioned to have a corporate job, content with enough salary and sufficient benefits for health and leisure. However what she wanted was not the case, because something better came along. As is turned out, she ended up taking the challenge of running her own business along with her siblings where she mainly contributes in the finance and accounting department.
Finally, the youngest of the three, Louise Gail, a doctor by profession but found herself handling the marketing and public relations side of their newest Russian partnership acquisition, Alionka Chocolates, during the pandemic. She confesses that the role is still new to her and she is enjoying the learning process as she deals with new challenges affecting the brand and their business.
If they were to use one word to describe their contribution to the company, Johann would be “the mind”, Katrina “the number”, and Louise “the heart.”
Early Beginnings
The Evasco family’s first exposure into business was actually through the siblings’ grandfather, who started a transportation company from the ground up. Johann, Katrina, and Louise were not able to meet him personally. Regardless, a critical advice passed on to them is straightforward and basic, which is “be hands on in business.”
Their father took this advice to heart as well, which enabled him to pioneer the Japanese trucking market in the country.
Currently the third generation in their business, the Evasco siblings recognize that everything will change. Sentimentally recalling, “In Chinese, there’s a saying that the first generation builds the wealth, the second generation maintains and expands the wealth.”
Unfortunately, according to the three-generation trap—the third generation is expected to not to manage the business and wealth that they inherit as well as the previous pioneers. In fact, with an imminent grim ending that is set to fail.
But this is not the reality the trio will accept and validate. In fact, the Evasco siblings are relentlessly dedicated to go against this prediction, committed to not just work hard, but also strategically “to make the business stronger and flourish for more generations to come,” Johann remarks in full confidence.
KAMAZ in the Philippines
One of their biggest milestones came when their company was just less than two-years old. In May 2017, during the Business Delegation in Russia, they were able to secure exclusive contracts with KAMAZ, the largest truck manufacturer in Russia founded in 1969.
Johann shares that “This event was included in the first business trip of President Rodrigo Duterte; if it was not due to the Marawi siege he would have been the one to witness the contract signing in person.” The contract included a commitment to bring in over 1,000+ KAMAZ vehicles into the country as the first part of their dealership agreement.
A Russian Business Portfolio
Aside from KAMAZ, the Evasco siblings also handle other Russian brands in their product portfolio, namely the iconic Sturmanskie line of watches, Imperial Porcelain luxury dinner and giftware and Alionka Chocolates.
Sturmanski, a 60 year old brand best known for being the first watch in space, having been the watch that Soviet pilot and cosmonaut, Yuri Gagarin, wore in the first human space flight ever in 1961. Imperial Porcelain, on the other hand, is the first porcelain enterprise in Russia founded in 1744 at St. Petersburg. It continues to be one of Russia’s leading brands and is now made available in Rustans by the siblings.
While Alionka Chocolates, usually spelled Alenka by Russian natives, is the best-selling chocolate in Russia since 1964.
The Evasco siblings are confident that it will just be a matter of time until Filipinos warm up to the seemingly far-flung Russian culture. Back when their dad started Japanese trucking in the Philippines, he was not able to allocate time to expand into industries. Today, all his then-potential Japanese brands and products are doing well in the local market. Just as “Filipinos became more open with the Japanese way of life or culture,” the Evascos believe that “soon Russia will open, and we will be proud to say that we are the ones who bridged the culture of both countries.”
They add that “just like Filipinos, Russians are also family-oriented.” Plus, the quality of their products offers good alternatives to local consumers and are priced adequately.
COVID-19’s Impact on the Business
The pandemic grants no immunity to anyone, including the Evasco family. Their core business KAMAZ, for instance, whose initial transactions were derived from government expenditures and budgets were realigned for healthcare use. Alionka, a fairly-new entry in 2020 with a niche target market, sadly came in during the start of the pandemic.
On the contrary, they observed that their more luxury product offerings from Sturmanskie and Imperial Porcelain performed exceptionally well despite the economic constraint. They realized “people nowadays are willing to spend on luxury items,” which helped augment their sales amidst these challenging times.
Giving Back to the Community
At a young age, the Evasco siblings have been exposed to charity work by their parents. Since Louise is in the medical field, their family decided to form the United Frontliners of the Philippines, Inc. in 2018.
The non-profit advocates for the healthcare and welfare of the Filipino front liners, which proved to be relevant during the pandemic. The siblings mention their amazement of the Filipinos’ volunteerism. “The bayanihan culture in the Philippines is very abundant.” Noting that despite the stigma and discrimination medical front liners are confronted with, they continue to serve and act with kindness.
“This non-profit organization is not related to our business, but we feel blessed to extend our personal funds to help others,” says Louise.
What’s Next for the Evasco Siblings?
On the business side of things, “our vision is to locally and internationally provide and sell premium quality brands at an affordable price, so that every customer leaves with utmost satisfaction and with a smile in every transaction.”
Beyond their family business, they try to maintain a work-life balance and are also part of other organizations. Each sibling has their own sources of motivation and aspire to become better versions of themselves every day.
The pandemic has brought them many realizations with the most vital lesson being what truly is essential in life. For Katrina, dates are just numbers as she remains steadfast in fulfilling her role for the business. Johann shares that he is looking forward to the steps he must act on in the present to prepare for a thriving 2022 and beyond. Louise echoes a similar sentiment and dedicates 2021 to sowing, hoping she can finally enjoy their harvests once the country recovers next year.
Much like the Russian quote “Семья это те, кто поддержат тебя в трудной ситуции.” (In English, “When trouble comes, it’s your family that supports you.”) The Evasco siblings are sticking together as they navigate business challenges with each other.
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Real stories. Real people.
We believe that life isn’t about a binary of ones and zeros – but about the sum of our hopes and dreams, our struggles and heartaches, our tragedies and triumphs.
The things that unite us are far stronger than the things that divide us.
And those stories are why we are alike
