Efren Villarba Community service and grassroots journalism

by Levy Abad

Efren Herrera Villarba became the ninth president of the Philippine Association of Manitoba (PAM) when he was elected in 1992. At 27, Efren immigrated to Winnipeg, Manitoba in 1975 from Tinga-Itaas, Batangas. I first heard of Efren when I was researching the narrative of Filipino Musicians and Activists of Winnipeg back in 2014. Jimmy Olais, President of the Filipino Association of Musicians and Other Unknown Artists-FAMOUS (1997-2007), and Jason Paredes, musician, and entrepreneur, assert that Efren was the one who drafted the constitution of FAMOUS and coined its name (L. Abad, Rhythms and Resistance, 96).

Moving to Canada

The year that Efren moved to Canada was a dark period in Philippine history. The year 1975 was just three years after the declaration of Martial Law, which lasted until 1981. The regime was eventually ousted in 1986 with the EDSA Uprising. Efren’s daughter Leilani Villarba shared that her father got frustrated with the blatant corruption of the Marcos dictatorship, and was convinced that his children would have a bleak future if they stayed. Another reason for leaving was Efren had a radio show oppositional to martial law.

In one of his blogs Retireless (2013), Efren wrote that he finished BSC, majoring in Accounting from the Western Philippine Colleges, and earned his MBA from De La Salle University, a prestigious school that produced smart-activist alumni in the early 70s. Upon arriving in Winnipeg, Efren found work and eventually thrived as a car salesman for Vickar Community Chev-Olds until 1990 when he went on disability. On February 23, 1995, he had a successful heart transplant. Back on his feet, he worked as a liaison officer for the Winnipeg School Board from 1997 until his retirement in 2013.

Grassroots journalism

In my interview with Ralph Buñag, the fourth president of PAM, he remembers Efren already helping PAM from 1976 to 1977. By 1980, Efren started a publication, Philippine Echo, a community activist newspaper focused on local issues and Philippine concerns. This significant project would last until 1984. In addition, he was also the editor-in-chief of The PAM Today, the newsletter of the Philippine Association of Manitoba. These significant contributions can be aptly described as grassroots journalism.

Workers’ organizing and protection

Butch Mendiola, a member of Kilusan ng Manggagawang Pilipino-Winnipeg (KAMPI) and a pioneer Filipino union leader in Winnipeg (1998-2008), recalls Efren organizing the Neighbourhood Organization of Workers or NOW in 2004 with Vice President Leo Alonzo (CAW Shop Steward) to help advance workers’ rights in the city. Butch proudly remembers that he was one of the recipients of NOW’s advocacy when he filed a complaint with the labour board. This was confirmed by Phoebe de Leon, CAW’s local 3000 president, and Susan Rodriguez, a long-time community activist.

Advocacy for seniors

Leilani shared that her father “wrote the proposal to get funding for converting the FILCASA building into the first Filipino Seniors Housing Complex. Efren worked closely with Fel Rodriguez to negotiate a deal with the city and other leaders/politicians. “In 1991, FILCASA was established” (L. Villarba, text message, February 19, 2025).

People person

Phoebe de Leon vividly recalls that Efren’s house was like an MLA office. She quipped, “It was open to everybody. It was like a United Nations branch where all kinds of folks go to seek help and advice with various issues.” It’s no wonder that even now when I ask community folks, I hear sympathetic and positive remarks about Efren.

The community is truly fortunate to have had Efren for most of his active life and it was a great loss when he passed away in 2020 during the onslaught of the pandemic. There is still a lot more to be told about Efren Villarba and his involvement in the community. Given his educational background, compassion, and social democratic spirit, he could have contributed more.

Efren Villarba is survived by his wife Norma P. Villarba and their four children.