Shaping Tomorrow’s City Today

DRAWING FROM HER ENTREPRENEURIAL EXPERTISE, CONGRESSWOMAN FLORIDA “RIDA” ROBES HAS PLAYED A KEY ROLE IN SHAPING SAN JOSE DEL MONTE INTO ONE OF THE MOST PROGRESSIVE CITIES OUTSIDE METRO MANILA, WHILE ALSO LEADING LEGISLATIVE INITIATIVES TO ENHANCE THE LIVES OF MANY FILIPINOS.

Representative Florida “Rida” Robes, congresswoman of the Lone District of the City of San Jose del Monte in Bulacan, is one of 86 female lawmakers among the 314 members of the House of Representatives. While often recognized as the wife of San Jose del Monte Mayor Arthur Robes, Rep. Robes has carved her own path as a competent legislator. A staunch advocate for women’s empowerment, she has demonstrated that women are more than deserving of leadership roles, authoring key bills and bringing her entrepreneurial acumen to public service.

True enough, Robes' husband did not only find a better half in life but a steadfast ally in nurturing their beloved city. As a congresswoman, she has been instrumental in transforming San Jose del Monte into one of the most progressive cities outside Metro Manila, all while championing legislative efforts to improve countless Filipinos' lives.

AWARD-WINNING LEGISLATOR

A prolific member of Congress, Robes has a strong track record of authoring and coauthoring bills that address both local and national issues. Her dedication and excellence have earned her several prestigious accolades, including the Outstanding Congresswoman award in 2017 from Superbrands Marketing Inc. and the Outstanding Congresswoman and Public Servant award at the 30th Global Excellence Awards in Davao.

Among Robes' most notable achievements is co-authoring Republic Act No. 12009, or the New Government Procurement Act.

This forward-thinking legislation integrates emerging technologies to modernize procurement processes, promoting greater transparency and accountability within the government. By streamlining operations, the law ensures that public resources are used more efficiently for the benefit of all Filipinos.

Beyond procurement, Robes has championed measures like House Bill No. 1925, or the National Housing Authority (NHA) Amnesty and Acquisition Act of 2023, which offers financial relief to housing program beneficiaries facing eviction. The bill empowers the NHA to reacquire units and reallocate them to qualified Filipinos through government housing programs like the Build Better More infrastructure program.

Her legislative efforts extend to local governance and national priorities, authoring bills such as the Magna Carta for Barangay Health Workers, an Ecological Waste-to-Energy Management System, and policies supporting elderly employment and public disaster responders. With road safety in mind, she also introduced House Bill No. 1511 to address the rise in road rage incidents and ensure safer roads for all.

Trusted by her peers, Robes now serves as Chairperson of the House Committee on Housing and Urban Development, where she continues to champion policies for affordable housing and sustainable urban growth.

MOTHERLY CARE IN PUBLIC SERVICE

As a devoted wife and nurturing mother, Robes channels her maternal instincts into her role as a family-oriented congresswoman. While balancing motherhood, family life, and her responsibilities in Congress, Robes treats her constituents’ needs as if they were her own family. It’s no surprise that she has received the Huwarang Ina Award as an "Outstanding Mother-Achiever" and was recognized as one of the "Outstanding Women of the Year 2017" by Women’s Journal.

“When I got married to Mayor Arthur, I figured this is the life that he loves. So why would I not try it? Nung sinubukan ko, parang ako na ata ang ayaw bumitaw. It's so awesome. Masarap maglingkod. Maramdaman na magmahal. Masigasig na maglingkod sa kapwa at higit sa lahat, masarap magbigay, (When I tried it [serving our constituents], it’s like I didn’t want to let go of it. It’s so awesome. It feels good to serve; to feel the love; to serve the people enthusiastically; and, most importantly, it feels good to give)” she says.

ANG TAO, KAHIT ANONG PANG HIRAP NG BUHAY, ALAM NILA MAY KAKAMPI SILA. DITO SA SAN JOSE DEL MONTE, KAMI YUN. AT HINDI AKO TATALIKOD DOON (THE PEOPLE, NO MATTER THEIR LIFE STATUS OR CIRCUMSTANCE, KNOW THAT THEY HAVE SOMEONE ON THEIR SIDE. HERE IN SAN JOSE DEL MONTE, THAT’S US. AND I WON’T TURN MY BACK ON THEM).

From providing medical and burial assistance to offering food and educational support, she is committed to listening and responding to her constituents’ needs. “Ang tao, kahit ano pang hirap ng buhay, alam nila may kakampi sila. Dito sa San Jose del Monte, kami yun. At hindi ako tatalikod doon (The people, no matter their life status or circumstance, know that they have someone on their side. Here in San Jose del Monte, that’s us. And I won’t turn my back on them),” Robes adds.

Among the most pressing issues she identifies is mental health. Robes authored House Bill 9980, which aims to establish the country’s first mental health clinic in San Jose del Monte, Bulacan. Funded and operated by the local government unit with assistance from the Department of Health, the clinic will offer counseling, therapy, intervention, medication, afterhours care, and other essential psychiatric services.

LEVERAGING BUSINESS SKILLS FOR EFFECTIVE GOVERNANCE

Before entering politics, Robes was a successful businesswoman, overseeing multiple ventures, including a popular Taiwanese pearl milk tea brand. She also served as president and chief marketing officer for several private companies and established herself as an accomplished events organizer, where she honed her leadership and communication skills. With a foundation in the hospitality industry, Rida earned her Bachelor of Science in Hotel and Restaurant Management from St. Paul University Manila. Her expertise was further strengthened through various business training programs across Asia. These business skills became invaluable when Rida transitioned into politics. Despite her wealth of experience, she remained committed to personal growth, pursuing further education to equip herself for her evolving political responsibilities. She completed a Master's Degree in Public Administration, majoring in Public Personnel Management and Public Policy, at American University. She also attended an executive education program at Harvard University on "Women and Power for the New Millennium."

Reflecting on how her entrepreneurial background has shaped her political career, Rida emphasizes the importance of building genuine relationships with people—a skill she mastered during her time as a businesswoman. “Ang ginagawa ko ay pakikipag-usap, kagaya rin nung nag negosyo ako (I negotiate, just like how I did when I still focused on my businesses). My number one skill is public relations (PR), at the same time, negotiations. Even if the situation is difficult, I can handle it,” Robes shares.

Putting her PR skills to good use, Robes amended Section 1 of Republic Act No. 9750 to incorporate the celebration of Tanglawan Festival. This legislation designates September 10 each year as a special nonworking holiday in the City of San Jose del Monte, in commemoration of its cityhood. It shall be known as the "Foundation Day of the City of San Jose del Monte" and celebrated annually through the Tanglawan Festival.

“Through this festival, we empower our people. We brought together the whole City of San Jose del Monte,” she proudly shares. According to Robes, the festival attracts around 50,000 attendees, providing livelihood opportunities for many residents in Bulacan and significantly boosting local tourism.

While San Jose Del Monte has certainly gone a long way, there is still much that its leaders aspire to achieve. “I would like to come up with a better city, a stronger city in terms of health, education, and, employment opportunities,” Robes shares.

.As she sets her sights on serving the city as mayor, the determined congresswoman aims to further her impact on the city’s progress. Robes envisions continuing her brand of public service, with a focus on enhancing access to quality healthcare, improving educational systems, and creating more job opportunities for her constituents. She hopes to carry forward the momentum of San Jose del Monte’s growth, while addressing the evolving needs of its residents.