19/09/2026
Inspiring story.
Congratulations, Sir!
We are honored to recognize Generoso Ferrer as one of the 100 Global Filipino Entrepreneurs, honoring a journey shaped by resilience, service, entrepreneurship, and leadership.
Born in Mapandan, Pangasinan, Generoso earned his Bachelor of Science in Nursing from Virgen Milagrosa University Foundation. For almost nine years, he worked in Doha, Qatar as a Registered Nurse in the Operating Theatre at Hamad Medical Corporation, where he developed discipline, precision, teamwork, and accountability.
Even while working as a nurse, he explored entrepreneurship through small ventures, including selling longganisa and fish and reselling Himalayan salt lamps. These beginnings taught him the value of starting small, learning, and persevering.
In 2020, he was introduced to Saladmaster. What began as an opportunity alongside nursing eventually became a new entrepreneurial path, connecting his healthcare experience with his passion for healthy home cooking.
In 2023, Generoso relocated to Singapore to establish a Saladmaster dealership, leading to the creation of SASO Health Technology Solutions Pte Ltd. Through cooking demonstrations, customer education, team development, and entrepreneurial opportunities, the organization continued to grow.
In 2024, SASO Health Singapore became a Top 3 Direct Dealer worldwide. In 2025, it achieved Million Dollar Achievement and advancement to Senior Dealer, with repeated appearances in Saladmaster’s International Winners Circle. In 2026, Generoso achieved the rank of Master Dealer, becoming the first Master Dealer in ASEAN outside the Philippines.
For Generoso, entrepreneurship goes beyond revenue. He views leadership as stewardship and believes business becomes meaningful when it creates opportunities for others.
Generoso Ferrer is recognized for transforming his experience as an OFW nurse into a journey of entrepreneurship and leadership, while carrying forward the values of service, discipline, faith, and perseverance. From the operating theatre in Qatar to the boardroom in Singapore, his story reflects the courage to start small, embrace change, and build with purpose.
