CEBU CITY – The Lemon Company and iCanServe Foundation, Inc. turned personal loss into purpose with the launching of the new “Pink Drink”, the Dragon Fruit Lemonade and Dragon Fruit Lemonade Shake, turning a refreshing beverage into a campaign for breast cancer awareness, early detection, and fundraising for underprivileged women.
The product launch, held with partners JEG Tower and Fit to
Work, marked a new chapter in The Lemon Co. and iCanServe’s advocacy work, one
that CEO Terence Pabrique says is deeply personal.
“My mom was diagnosed with breast cancer in 2002. She
didn’t make it. I wish if she was here,
I’m sure she would be seated in one of the chairs. So, this is something
personal to me,” Pabrique told guests at the launch.
Business can do more than sell. This partnership is the company’s way of combining purpose with product. Every bottle of Dragon Fruit Lemonade is a reminder to women: check yourself, take care of yourself, and know you’re not alone, Pabrique added.
For iCanServe Foundation Inc., the partnership means more screenings and more conversations. Foundation representative Ron Bernabe received a donation from Pabrique during the event to fund free breast cancer screenings and education for women with limited access to care.
“Education drives early detection. Early detection saves lives. Survivors tell us the same story. I survived because I had it checked early,” Bernabe said.
iCanServe’s work focuses on free breast consultations, clinical exams, and community education — especially for women who cannot afford diagnostics. The foundation also thanked partners Fit to Work and Jack Tower for providing the venue and support for the event.
The campaign will use themed items like the “Pink Drink” to spark conversations about breast health in malls, offices, and communities.
Breast cancer remains the #1 cancer among Filipino women. According to the Global Cancer Observatory, the Philippines records 28,124 new breast cancer cases annually, with an incidence rate of 52.7 per 100,000 women. The DOH also reported 33,079 new cases in 2024.
The burden is heavy, about 11,857 Filipinas die from breast cancer each year or 32 women every day. Experts also note the Philippines has one of the highest breast cancer mortality rates in Asia.
The biggest challenge is late diagnosis. Roughly 60 percent of cases are detected at advanced stages, and other studies put that figure at 65 percent. Only one percent of Filipino women undergo cancer screening, or about 540,000 out of 54 million.
In Cebu and Central Visayas, awareness efforts have been ramping up. Just this August, Cebu media groups inked a memorandum of agreement with iCanServe to intensify breast cancer campaigns for Pink October 2026.
PhilHealth has also expanded coverage,
increasing its Z Benefit Package for breast cancer to up to ₱1.4 million and
subsidizing mammograms and ultrasounds through the YAKAP Program.
Health officials stress that early detection can change outcomes. In high-income countries, 5-year survival exceeds 90 percent, but drops to 66 percent in India and 40 percent in South Africa due to access gaps.
The launch ended with a call to action—buy the pink drink, talk about screening, and support women in need. “May this pink drink remind us that small acts, when we do them together, can create a tremendous impact. Here’s to hope. Here’s to courage,” Pabrique concluded.
The Dragon Fruit Lemonade and Shake will be
available in all The Lemon Co. branches starting October this year. (Photos: MBCnewman)
