“I Am Forest Lake”: Celebrating the People Behind Our Success
As we reflect on 2024, we recognize that our achievements are rooted in the dedication and passion of our people. To honor this, we launched the “I Am Forest Lake” program—a heartfelt initiative celebrating the employees, sellers, and sales leaders who embody our mission and values. Held on December 3 at Okada Manila, the event was a tribute to the individuals who have been instrumental in our journey. Through personal stories and testimonials, we highlighted the unwavering commitment of our team members who go above and beyond to serve Filipino families with compassion and excellence. One of the evening’s highlights was the recognition of Mr. Ruperto Rivera Jr., our Group Chief Finance Officer, for his two decades of exemplary service. His dedication exemplifies the spirit of Forest Lake—where every role contributes to a greater purpose. Our leadership team, including Chairman Alfred Xerez-Burgos Jr., President & CEO Alfred Xerez-Burgos III, and Director of Technical, MIS, and HR Jose Antonio Xerez-Burgos, expressed profound gratitude to all stakeholders. Their messages underscored the importance of unity, resilience, and shared vision in achieving our goals. Beyond internal recognition, the program also acknowledged the trust and support of our clients. Their testimonials reaffirmed our commitment to providing dignified and meaningful memorial services that honor the lives of their loved ones. “I Am Forest Lake” is more than a celebration; it’s a reaffirmation of our collective identity. As we move forward, we carry with us the stories, values, and aspirations that define us. Together, we continue to build a legacy of service, compassion, and excellence. Further Reading and Media Coverage:
Forest Lake State of the Company Address 2024
Forest Lake Memorial Parks closed 2024 with remarkable momentum, achieving ₱3.2 billion in total sales—a new milestone that reflects the company’s continued growth, digital transformation, and customer-first approach. These achievements were highlighted in the company’s State of the Company Address, where Forest Lake’s executive leadership reflected on the year’s progress and looked forward with bold optimism. Nationwide Presence and Expansion Forest Lake has grown its network to 38 operating parks across Luzon, Visayas, and Mindanao, with 12 more in various stages of development. The company’s ongoing expansion targets 50 parks nationwide in the near future—underscoring its mission to provide accessible, dignified memorial care to Filipino families in more regions. Innovations in Service and Experience Several new offerings launched in 2024 are reshaping the memorial experience: These innovations place Forest Lake at the forefront of modern, meaningful, and compassionate memorial care. Premier Investment and Financial Impact Forest Lake’s Premier Investment Program continues to provide new opportunities for investors seeking to grow their capital while supporting the company’s expansion. The ₱3.2 billion in sales for 2024 reflects not just growth in customer base, but also confidence among stakeholders—with more customers and agents seeing the value of memorial lots as investments. A Message Rooted in Compassion and Clarity In the 2024 address, Forest Lake leadership emphasized not only service performance but also the emotional weight of the work they do. Preparing for the inevitable is at the core of the company’s mission—and through innovation, expansion, and empathy, Forest Lake continues to help Filipino families honor their loved ones with dignity, peace, and love.
UNDASKO 2024: Honoring Life and Love with Filipino Tradition and Holiday Spirit
We are thrilled to share the success of UNDASKO 2024, our one-of-a-kind event that blends the solemn remembrance of Undas with the warmth and joy of Pasko. This unique celebration reflects Forest Lake’s dedication to honoring Filipino traditions while creating meaningful moments for families during the holiday season. UNDASKO, a combination of “Undas” and “Pasko,” was designed to help families celebrate the lives of their departed loved ones while embracing the hope and togetherness of Christmas. The heart of the event was the simultaneous lighting of Christmas trees in all Forest Lake parks, symbolizing remembrance, unity, and the enduring light our loved ones leave behind. As part of this nationwide celebration, Forest Lake offered exclusive promotions, complimentary services, and giveaways to our valued clients—our way of showing gratitude for the continued trust and support. We also highlighted our key services that make memorial care more accessible and meaningful: Libing Anywhere – Giving families the flexibility to choose interment in any of our parks nationwideLibre Burol – Providing free wake services as part of our interment packagesQRonicle – A digital memorial platform that allows families to preserve and share their loved one’s stories Our President and CEO, Alfred Xerez-Burgos III, captured the spirit of the campaign: “UNDASKO is our way of encouraging families to honor their loved ones while sharing in the joy of the holiday season. It’s a unique experience that celebrates life, love, and memories.” The positive response to UNDASKO 2024 has inspired us to continue this as a yearly tradition—one that brings comfort, connection, and celebration to every family we serve. Meta Description:Forest Lake’s UNDASKO 2024 brings together Undas and Christmas in a unique celebration of remembrance, light, and Filipino family values. Tags and Keywords:Forest Lake Memorial Parks, UNDASKO 2024, Undas and Christmas, Filipino family traditions, Libing Anywhere, Libre Burol, QRonicle, end-of-life planning, holiday memorial care, remembrance celebration, Alfred Xerez-Burgos III, Christmas tree lighting, memorial park Philippines Further Reading and Media Coverage:
Pagpag: Blending Humor and Culture to Spark Conversations on Death and Planning
We’re excited to share our latest campaign video, “Pagpag,” the fourth installment in our ‘Di Mo Inexpect No’ series. This lighthearted Halloween-themed video explores the Filipino tradition of “pagpag,” where mourners avoid going home directly after a wake to prevent the spirit of the departed from following them. While the video brings humor to this cultural practice, it also conveys a deeper message: death is an inevitable part of life, and preparing for it can bring peace of mind. As our CEO, Alfred Xerez-Burgos III, states, “True peace of mind comes not from avoiding the topic of death, but from accepting it as an inevitable part of life and preparing for it in meaningful ways.” This campaign encourages Filipinos to embrace end-of-life planning, ensuring that their loved ones are spared unnecessary stress during difficult times. Our services, such as Libing Anywhere, Libre Burol, QRonicle, and our Customer Portal, are designed to provide comprehensive support and convenience for families. Further Reading and Media Coverage Learn more about the impact of Forest Lake’s Pagpag video campaign through these media features and articles:
“Paliwanag” Shines a Light on Memorial Planning with Humor and Heart
We’re proud to introduce our latest digital campaign, “Paliwanag,” a short video that blends humor and cultural relevance to shift how Filipinos talk about death and memorial planning. Set in a police precinct, the video follows a man told to “magpaliwanag ka sa presinto”—a common Filipino phrase for giving an explanation. But in a clever twist, he takes the instruction literally and begins to emit light, surprising everyone around him. The concept is simple but powerful: life is unpredictable, and death often arrives without warning. The campaign uses wit to disarm discomfort and encourage reflection, reminding us that conversations about death don’t need to be grim—they can be grounded in love, readiness, and family care. As our President and CEO, Alfred Xerez-Burgos III, shared, “Death is something we all face, but it doesn’t have to be something we must all fear.” That’s what “Paliwanag” is about—shedding light on the importance of preparation so that when the time comes, families can focus on celebrating life, not scrambling with logistics. We hope this campaign opens doors to meaningful conversations around end-of-life planning. By being prepared, we lighten the emotional and financial burden on our loved ones. It’s a message that’s always been part of Forest Lake’s mission—to help families through compassionate and practical memorial care. Our services, such as Libing Anywhere and Libre Burol, are built to provide support when families need it most. Whether you are honoring a loved one close to home or from afar, we are committed to making memorial care more flexible, dignified, and accessible. Through “Paliwanag” and our ongoing campaigns, we continue to reshape how people see memorial parks—not just as places for endings, but as spaces for remembrance, legacy, and love. To learn more about our services, visit us on Facebook or Instagram: @forestlakememorialparks
Building a Legacy as the Premier Memorial Park Developer in the Philippines
We’re proud to share that Forest Lake has been featured in BusinessWorld Online as the Philippines’ leading memorial park developer—a recognition that reflects the hard work, vision, and commitment we’ve poured into our mission since 1997. With 37 operational parks across Luzon, Visayas, and Mindanao—and more on the way—Forest Lake continues to grow as a trusted name in memorial care, rooted in compassion, innovation, and professionalism. 👉 Read the original BusinessWorld feature here A Year of Milestones and Momentum 2023 was a landmark year for us. We surpassed ₱3 billion in sales, reflecting not just our growing reach, but the deep trust our customers place in us. Between 2021 and 2023, we launched eight new memorial parks, further strengthening our footprint across the country. Our total revenue reached ₱2.47 billion, a 12% increase from the previous year, driven by: Solid Financial Performance Our net income before tax rose by 15%, from ₱527.8 million in 2022 to ₱607.2 million in 2023. We also recorded a jump in EBITDA, from ₱608 million to ₱733.3 million, improving our profitability from 28% to 30%. We also saw significant growth in our asset base, with a: These figures are more than numbers—they show that Forest Lake is financially strong, sustainably growing, and ready for more. Why We Do What We Do Behind these milestones is our unwavering purpose: to provide accessible and affordable memorial parks and services to every Filipino family. Every decision we make—whether in design, operations, customer service, or partnerships—is guided by our core values of: We are not just building parks—we’re helping families honor life, preserve memory, and find peace. We believe in creating “A Better Place”, where generations of love and legacy are not only remembered but celebrated. Looking Ahead This recognition by BusinessWorld energizes us even more. We’re continuing our expansion, improving our services, and investing in the people—both within our company and in our communities—who make this journey meaningful. Thank you to our customers, sellers, employees, and partners. We are where we are today because of your trust and belief in what we do. Together, we’re not just building a company—we’re building a legacy.
Forest Lake Hits ₱3.2 Billion in Sales, Sets Sights on Expansion in 2024
2023 was a record-breaking year for all of us at Forest Lake. We are proud to share that we surpassed ₱3.2 billion in sales, a milestone that reflects the dedication, excellence, and trust built between our sales teams, partners, and the Filipino families we serve. We celebrated this achievement at our 10th National Sales Convention last April at the Grand Ballroom of City of Dreams Manila. It was a night to remember—where we honored the efforts of over 5,000 active sellers, and gave recognition to the people who continue to power our mission forward. A Milestone Built by Our People This achievement belongs to our sellers, leaders, and park managers. As our President and CEO, Alfred Xerez-Burgos III, shared during the celebration: “Our sales team’s exceptional performance in achieving ₱3.2 billion in sales is a true testament to their dedication and hard work. Their relentless pursuit of excellence has been the cornerstone of our success.” And we couldn’t agree more. We’ve grown to over 37 parks across the Philippines, and we are more committed than ever to making accessible and dignified memorial care available to every Filipino family. As part of our reward system, our top performers earned an all-expenses-paid trip to Ho Chi Minh, Vietnam—a well-deserved break and celebration of their consistent excellence. What We’re Looking Forward to in 2024 We’re not slowing down. In 2024, we are continuing our expansion into new regions, adding more parks to serve more communities in Luzon, Visayas, and Mindanao. At the same time, we’re deepening our commitment to the people behind our success—our sales partners—by continuing to offer generous commissions, performance bonuses, leadership development, and support tools to help them thrive. We’re also pushing forward with innovation: Always Moving Forward As we look ahead, our purpose remains unchanged: to become the most trusted and complete provider of memorial care in the Philippines. We’re grateful for what we’ve achieved together—and we’re even more excited for what’s next. Thank you for trusting Forest Lake. Let’s keep building A Better Place together. To learn more about our parks and services, visit forestlakeparks.com.
“Itim na Pusa” Video: A Humorous Take on Life’s Unexpected Turns
Forest Lake Memorial Parks has released a new video titled “Itim na Pusa,” which humorously addresses common Filipino superstitions, particularly the belief that encountering a black cat brings bad luck. The video features two individuals who, upon seeing a black cat while crossing the street, immediately associate it with misfortune—a nod to a superstition passed down through generations. This lighthearted portrayal serves as a reminder to not let age-old beliefs dictate our reactions to everyday occurrences. By blending humor with cultural commentary, Forest Lake encourages viewers to reflect on the superstitions they hold and to approach life’s uncertainties with a more open and positive mindset. The “Itim na Pusa” video is part of Forest Lake’s broader initiative to engage with the community through relatable content that resonates with Filipino culture and values. By addressing superstitions in a comedic light, the company fosters a sense of connection and prompts conversations about the beliefs that shape our daily lives. For more information about Forest Lake Memorial Parks and their services, visit forestlakeparks.com. Find us on Manila Bulletin
Talon: Ready for the Unexpected?
As we welcome a new year, we’re not just moving forward—we’re also taking time to reflect on what truly matters. For many Filipino families, honoring the memory of loved ones has become more intentional, more personal, and more thoughtful. This New Year’s message from Forest Lake reminds us that where we choose to remember is just as important as how we remember.
Alby Xerez-Burgos: A Journey of Resilience and Innovation
Introduction: Forest Lake, a prominent name in the Philippine memorial park industry, has carved a significant place in the hearts of families over its 25-year history. Renowned for its comprehensive memorial care services and its commitment to value and innovation, Forest Lake stands as a testament to a mission driven by accessibility and affordability. At the helm of this impactful journey is Alby Xerez-Burgos, Managing Director, whose vision and leadership have steered Forest Lake Development to national recognition and the highest operational standards. Alby Xerez-Burgos: A Journey of Resilience and Innovation Alby’s story is not one of conventional success but rather a narrative of overcoming challenges with a positive outlook and leveraging opportunities. His academic journey in Industrial and Chemical Engineering at De La Salle University laid the foundation for his diverse career path. Despite academic struggles, particularly in Mathematics and Sciences, Alby’s determination and adaptability shone through. His early professional experiences at Landco, amidst challenging economic periods like the 1997 Asian Financial Crisis and the 2008 Global Financial Crisis, highlighted his resilience and innovative mindset. His leadership and strategic decisions played a crucial role in overcoming financial hurdles and establishing new market trends. Forest Lake Development: Redefining Memorial Care Forest Lake Development (FLDI) stands out with a presence in over 36 locations across the Philippines, offering unique flexibility and comprehensive services to its customers. This includes the exchange of memorial lots and a range of complimentary interment services. Under Alby’s guidance, FLDI has embarked on ambitious expansion plans to cater to the growing demand for memorial products and services, aiming to decentralize functions for greater regional autonomy. The organization’s commitment to setting industry standards in death care services remains unwavering. Leadership Philosophy: Simplicity and Family Values Alby emphasizes a leadership style grounded in simplicity, family values, and open communication. He advocates for a family-oriented corporate culture, free from politics, where ideas are encouraged, and work is imbued with enjoyment and humor. This approach fosters a positive, resilient, and creative work environment. Monitoring Progress: Purpose Beyond Profit FLDI’s approach to monitoring progress is purpose-driven, focusing on making a positive impact and challenging industry norms, especially against predatory pricing practices. The company’s commitment is to offer dignity and respect in its services, striving to make every Forest Lake branch ‘A Better Place’. Advice to Emerging Leaders Alby advises emerging leaders to embrace their unique paths and resist conforming to conventional norms. He encourages focusing on strengths and navigating challenges with a sense of purpose and passion. The key, he suggests, is to find one’s niche and lead with conviction and a clear vision. Conclusion Forest Lake, under Alby Xerez-Burgos’s leadership, is more than just a memorial park developer; it is a beacon of innovation, resilience, and purpose-driven service in the Philippines. Alby’s journey and Forest Lake’s mission offer valuable insights and inspiration for both current and future leaders in the industry.