Happy to serve, even through storms: The synergy behind SM’s disaster response

SM Supermalls Regional Operations Head for Bulacan and CAMANAVA, Ana Datu, an SM employee-volunteer, delivers immediate relief to a resident impacted by flooding.

In a country visited by an average of 20 typhoons a year and prone to earthquakes,

communities across the Philippines often face the daunting task of having to rebuild

lives overnight. During these moments, collaboration becomes a lifeline, especially for thousands of Filipinos whose lives have been upended by disasters.

For the SM Group, helping communities get back on their feet is more than just a

responsibility: it is a shared commitment woven into its culture of service. At the heart of this mission is Operation Tulong Express (OPTE), SM Foundation’s disaster response initiative.

Carried out through close coordination among SM Foundation, SM Markets, and SM

Supermalls, OPTE brings together dedicated volunteer teams united by a shared commitment to serve those in need. 

SM Markets employees assemble Kalinga Packs in warehouse hubs that double as packing centers, while SM trucks and vans transport the goods to affected areas. On the ground, employee-volunteers from across the foundation and SM Supermalls lead the relief distribution in the spirit of bayanihan, personally delivering essentials and—in harder-hit areas—supporting medical missions that offer free consultations, first aid, and medicines.

For Andrea Rodriguez, SM Supermalls Regional Operations Head for Pampanga,

service is rooted in lived experiences, especially since her family was among those affected by the eruption of Mt. Pinatubo in 1991. Years later, she witnessed devastation first hand during the 2019 earthquake that affected her province and the rest of Luzon.

“We were at the forefront during that time na tumutulong. In fact, as soon as tumigil ang pagyanig nung time na ‘yun, all hands on deck na kami,” she recalled.

Her first OPTE experience came earlier when, as a new SM employee, flooding hit

communities near the San Fernando mall. “Hindi ko pa nun alam kung ano yung OPTE, pero ‘yung mga kasama ko sa mall, sabi nila, may opportunity para makatulong dun sa mga nabaha nearby. Sabi nila, ‘sama tayo,’” she shared.