LBC Express, Inc. (previously known as Luzon Brokerage Company) () is a

courier A courier is a person or organisation that delivers a message, package or letter from one place or person to another place or person. Typically, a courier provides their courier service on a commercial contract basis; however, some couriers are ...

company based in the

Philippines The Philippines (; fil, Pilipinas, links=no), officially the Republic of the Philippines ( fil, Republika ng Pilipinas, links=no), * bik, Republika kan Filipinas * ceb, Republika sa Pilipinas * cbk, República de Filipinas * hil, Republ ...

. It operates scheduled commercial vehicle cargo services in currently and planned cargo airline services begin on May 31, 2014. As of 2016, LBC has over 1,252 branches in the Philippines, and over 60 branches in the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., federal district, five ma ...

and

Canada Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tota ...

. It also has branches in

Hong Kong Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China (abbr. Hong Kong SAR or HKSAR), is a city and special administrative region of China on the eastern Pearl River Delta i ...

, Australia,

Brunei Brunei ( , ), formally Brunei Darussalam ( ms, Negara Brunei Darussalam, Jawi alphabet, Jawi: , ), is a country located on the north coast of the island of Borneo in Southeast Asia. Apart from its South China Sea coast, it is completely sur ...

Malaysia Malaysia ( ; ) is a country in Southeast Asia. The federation, federal constitutional monarchy consists of States and federal territories of Malaysia, thirteen states and three federal territories, separated by the South China Sea into two r ...

Singapore Singapore (), officially the Republic of Singapore, is a sovereign island country and city-state in maritime Southeast Asia. It lies about one degree of latitude () north of the equator, off the southern tip of the Malay Peninsula, borde ...

, Japan,

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United Arab Emirates The United Arab Emirates (UAE; ar, اَلْإِمَارَات الْعَرَبِيَة الْمُتَحِدَة ), or simply the Emirates ( ar, الِْإمَارَات ), is a country in Western Asia ( The Middle East). It is located at ...

Spain , image_flag = Bandera de España.svg , image_coat = Escudo de España (mazonado).svg , national_motto = '' Plus ultra'' ( Latin)(English: "Further Beyond") , national_anthem = (English: "Royal March") , ...

Kuwait Kuwait (; ar, الكويت ', or ), officially the State of Kuwait ( ar, دولة الكويت '), is a country in Western Asia. It is situated in the northern edge of Eastern Arabia at the tip of the Persian Gulf, bordering Iraq to the no ...

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia, constituting the southern part of the Korea, Korean Peninsula and sharing a Korean Demilitarized Zone, land border with North Korea. Its western border is formed ...

and

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History

Luzon Brokerage Company was founded by Carlos Araneta of the

Araneta family The Araneta family is a Filipino family that originated from Guipúzcoa, the Basque region of northern Spain. The name is derived from the Basque word ''aran'' meaning "valley", with the suffix ''-eta'' meaning "abundance of", but also a l ...

in the 1945 as a brokerage firm. With the help of his sons Juan Carlos, Santiago, and Fernando, Carlos Araneta expanded their family-owned business into an air cargo agency and later as a forwarding service provider to clients. As a third-party shipping provider, the company is responsible for dispatching shipments via asset-based carriers, and arranges shipment space for their customers. The company continued to expand their logistic services in 1973 and introduced the 24-hour overnight delivery services in the country later on. In 1985, the first branch of LBC outside the country was established in

San Francisco, California San Francisco (; Spanish for "Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the fourth most populous in California and 17th ...

, in the United States. Along with the opening of its US-based branch, the company introduced the famous “Balikbayan Box” and their money remittance service to cater to Overseas Filipino Workers (OFW). The moniker "Hari ng padala" was created by the company in 1990. Products such as Branch Pick-up and Bills Payment were added in 2005, while the more secure mail service for personal documents, loose cargo, and container loads were introduced in 2010. The company also began to target business owners.

Advertising controversy

The company gained controversy in 2009 for an advertisement depicting a

spelling bee A spelling bee is a competition in which contestants are asked to spell a broad selection of words, usually with a varying degree of difficulty. To compete, contestants must memorize the spellings of words as written in dictionaries, and recite ...

where a child spells out the initials "L-B-C" for "remittance", "affordable", and "instant". Then-

Department of Education An education ministry is a national or subnational government agency politically responsible for education. Various other names are commonly used to identify such agencies, such as Ministry of Education, Department of Education, and Ministry of Pub ...

secretary Jesli Lapus expressed disappointment over the advertisement, and urged the company to pull the commercial which has earned a "negative reaction from public for conveying a wrong message." Expressing concern over television's effects on children, Lapus further stressed that there are alternatives to further develop

brand recognition Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...

, stating "The method used in this particular LBC advertisement may have unintended adverse consequences on the education of young televiewers" and "would certainly not contribute" to the education of young students.

Branding

The company silently re-branded in 2013. The company has also introduced a new slogan, ‘We like to move it’ – which is inspired by the song "

I Like to Move It "I Like to Move It" is a song by American solo project Reel 2 Real ( Erick Morillo), featuring ragga vocals by Trinidad and Tobago rapper The Mad Stuntman (Mark Quashie). Released in 1993, as the second single from their debut album, '' Move It!' ...

" by American dance music band

Reel 2 Real Reel 2 Real was an American hip house musical project that had seven top 10 hits on the Hot Dance Music/Club Play chart in the 1990s. Biography The project's core member was producer and DJ Erick Morillo from New York City, who spent a porti ...

Sponsorships

The company has sponsored various sports events, personalities and teams in the Philippines. *

Kaya F.C.–Iloilo Kaya Futbol Club–Iloilo (, also known as Una Kaya Futbol Club, Inc.,) is a Filipino professional football club based in Iloilo City. They play in the Philippines Football League (PFL), the highest tier of football in the Philippines. The club ...

* J. De Vega Sports Las Pinas *

West Sports Manila West or Occident is one of the four cardinal directions or points of the compass. It is the opposite direction from east and is the direction in which the Sun sets on the Earth. Etymology The word "west" is a Germanic word passed into some R ...

Talon Dos Lang Malakas Sports Talon or talons may refer to: Science and technology * Talon (anatomy), the claw of a bird of prey * Brodifacoum, a rodenticide, also known as the brand Talon * TALON (database), a database maintained by the US Air Force * Talon, an anti-vehicle- ...

References

{{Reflist Logistics companies of the Philippines Express mail Companies based in Pasay Transport companies established in 1945 Companies listed on the Philippine Stock Exchange Philippine companies established in 1945