Efren was born in Manila and is married to Veronica Modequillo-Chatto from Davao and blessed with four children. He graduated from the University of San Carlos with an AB Economics degree as Cum Laude. Right after graduation he was employed as Credit Investigator of Manila Banking Corporation and because of excellent performance, was promoted as Branch Manager. Now, as President of King Louis Flowers and Plants, Inc., a position he held since 1982, he has distributors in Metro Manila, Baguio, Cebu, Bacolod, Iloilo, Bohol, and other cities all over the country.

Efren has been involved in the cut-flower industry in our country for the past 23 years now. Their company is one of the pioneers in the commercial production of cut-flowers in the Philippines and considered among the biggest cut-flowers in the country today. He directly assisted 35 farmers, trained them in cut-flower production, helped them in securing loans from banks to finance their greenhouse construction, provided them with planting materials and technology and helped them in marketing their produce.

This partnership with the smaller partners proved successful through the years resulting to visible improvements in the farmers’ incomes and standards of living. This scheme is now being adopted and promoted nationwide by industry experts, encouraging “big brother – small brother” partnerships – for bigger growers to help smaller growers for mutually beneficial results. For over a decade now, Efren has also involved himself in the National Cut-flowers Growers Federation and had served as President of the said organization in 1998 and 1999. In 2006 he was an awardee of the NIA Employees and GAD Focal System for organizing a Floral Demo. In September 2003 his expertise was internationally recognized with the Floral Nobel Prize Award by the World Flower Council.