PFA continues to conduct the Certified Franchise Executive Program, more popularly known as CFE, to professionalize franchising in the country and help make the Philippines the “Franchise Hub of Asia”. Inaguarated in 2001, the CFE done partnership with US -based Institute for Certified Franchise Executives (ICFE), has produced 28 graduates and continues to attract franchise enthusiasts and practioners who want to upgrade their franchise knowledge and skills. Last June 29 & 30, 2009, the CFE Module IV was conducted at the AIM by Ms. Cheryl R. Babcock, CFE the founding director of the International Institute for Franchise Education in the H. Wayne Huizenga School of Business and Entrepreneurship at Nova Southeastern University . Ms. Babcock, also the executive director of the International Society of Franchising, designs and develops franchising and entrepreneurship executive education programs, both degree and non-degree to help franchise leaders develop and enhance their capacity to take on the 21st century franchise challenges/opportunities and expand their knowledge and awareness of best practices in ethical franchising. Nine more Filipino franchise executives were added to the elite roster of Certified Franchise Executive (CFE) graduates. CHRISTINE CASANOVA (Francorp Philippines ) MERCEDES PASCASIO (Francorp Philippines ) ROSALINDA DERES (Goldilocks Bakeshop) CONSUELO SANTOS (Jollibee Foods Corp.) EMMANUEL VIADO (Julie’s Franchise Corp.) VIRGILIO ESPELETA (Julie’s Franchise Corp.)ROBERT TROTA (Max’s Restaurant), FREDERICO MORENO (Ystilo Salon), ELIZABETH PARDO – ORBETA, (Wendy’s Philippines ). Outside the United States , the Philippine Franchise Association is the only institution accredited by the ICFE to offer some of the courses necessary to earn credit points. On the photo are(from the left) Ms. Cheryl R. Babcock together with Mrs Janet Estranero TGP Franchise Director, Ms Joy Flores TGP Operations Manager and Ms. Lirio Bantayan Francorp Consultant.