When Iloilo City marked its 88th Charter Day, the celebration wasn’t only about the city’s progress—it was also about honoring Ilonggos whose contributions have shaped industries and communities nationwide. Among the standout honorees was Samuel Po, founder and CEO of JS Unitrade, the company behind EQ Diapers. Po was awarded the Diamond Lifetime Achievement Award, one of Iloilo City’s highest honors, reserved for individuals whose success has created lasting impact and recognition far beyond the region.
What the Diamond Lifetime Achievement Award Means
The Diamond Lifetime Achievement Award was established through Executive Order No. 098 and is given to Ilonggos who have demonstrated exemplary leadership, innovation, and social contribution. It is the most prestigious category of Iloilo City’s Achievement Awards—symbolizing not just personal success but also the power of Ilonggo talent on the national and international stage.
Past recipients include trailblazers in business, culture, and public service, each recognized for excellence that reflects positively on Iloilo. This year, Samuel Po joins that esteemed circle, cementing his place as a business leader who elevated a local company into a household name.
From a Humble Start to a Household Brand
Po’s journey with JS Unitrade began with a vision: to provide high-quality, affordable hygiene products for Filipino families. Under his leadership, the company launched EQ Diapers, which quickly grew into one of the most trusted diaper brands in the country. Competing in a tough consumer goods market dominated by global giants, EQ carved out a strong position by combining innovation, product quality, and accessible pricing.
This strategy didn’t just make EQ a household brand; it also demonstrated how a Filipino company could thrive against international competition. For decades now, EQ Diapers has been a staple in millions of homes—an achievement that reflects Po’s ability to build scale while staying focused on consumer trust.
A Visionary Business Leader
The award also recognizes Po’s role in driving industry standards forward. Beyond EQ Diapers, JS Unitrade expanded into adult incontinence products, feminine care, and other personal hygiene categories. Under Po’s leadership, the company became a pioneer in adopting modern manufacturing technologies in the Philippines, ensuring world-class quality while keeping affordability at the heart of its mission.
By aligning business growth with consumer needs, Po not only built a resilient company but also helped shape the hygiene products industry into a more competitive and inclusive space.
A Recognition That Elevates Both Leader and Brand
Winning the Diamond Lifetime Achievement Award places Samuel Po in a rarefied category of leaders whose influence extends beyond business. For Iloilo City, honoring Po is a celebration of Ilonggo excellence—a statement that global-level achievements can be born out of local roots. For JS Unitrade and EQ Diapers, the award validates decades of hard work and positions the brand even more strongly as a symbol of Filipino innovation.
Looking Ahead
While the award honors past achievements, it also points to the future. EQ Diapers remains a dominant force in the Philippine market, and JS Unitrade is well-positioned to expand further in both local and regional markets. Po’s recognition signals confidence not only in his legacy but also in the continued growth potential of the company he built.
As Iloilo City Mayor Jerry Treñas emphasized during the 88th Charter Day celebration, the city’s progress is powered by its people—leaders like Samuel Po who inspire others by showing what is possible through vision, discipline, and a relentless commitment to excellence.
