For Alden Richards, balancing acting, directing and a growing list of endorsements starts with discipline off-camera, as the actor and television host says health and intentional living now guide both his personal routine and professional choices, including his latest partnership with Fruitas Holdings.
Richards said his role in Fruitas’ “Fruitas For Real” campaign aligns with a lifestyle he has consciously shaped around wellness and healthier living.
“Right now that I’m in my athletic year, I really tend to veer away from unhealthy things that I put in my body especially now that we’re in our 30s. We should be very much conscious with certain foods and drinks that we put in our body,” Richards said during the launch.
“It’s one way also to really spread healthy living, healthier lifestyle. My partnership with Fruitas right now is an avenue for us to be able to inspire people to live a healthier life,” he added.
The actor, who has immersed himself in endurance sports, said cycling has become more than fitness for him.
“I never knew that I would really fall in love with it. Because more than it being a sport for me and for physical health, it’s also an outlet for me. It keeps me sane. Moments in cycling for me are the moments I can call my own,” he said.
He said that discipline has reshaped how he approaches work, including his choices as an actor and emerging director.
Asked whether he would choose directing or acting, Richards quickly shared, “Maybe I’ll still go back to acting. The reason why I started exploring directing is to really see what’s happening behind the camera.” He added, “You have creative control on the project that you’re currently working on. At the same time, you get to have a vision of the whole project.” The same push toward creative involvement now extends even to his endorsement deals. According to him, he has become selective, favoring projects aligned with his personal values while taking a more active hand in shaping campaigns.
“Right now, I began to step back a bit in the things that I decide on and slow down. I’m done with the phase in my life where I grind, grind, grind,” he said.
“We always see to it, to really ask the vision of the product on where we want to go. I get to be also involved with the creative process and creative production of the things and the campaigns that we’re about to do. I’m also very much open to really offer my knowledge and skills when it comes to marketing as well,” he said. I also want to help with all the things, the campaigns, the creative stuff that I can input as well,” Richards continued.
That mindset, he said, made Fruitas a natural fit.
“Fruitas has been here for the longest time, more than two decades already. It’s just so nostalgic for me to be able to be an ambassador for a brand that has been here for the longest time.
“With all the things happening around us, we tend to take our health and well-being for granted. I’d like to take this partnership as well to really promote that self-love is priority right now.” Lester Yu, founder and chief executive of Fruitas Holdings also shared that alignment was precisely why Richards was tapped.
“Alden represents everything Fruitas stands for — he is real, relatable, and proudly Pinoy. His active lifestyle and authenticity make him the perfect partner for our brand,” said Yu.
Founded from a fruit cart in 2002, Fruitas has grown into a network of more than 850 stores nationwide. The campaign reinforces the company’s roots while introducing new offerings including mango acai berry and strawberry acai berry shakes, buko pandan and buko monggo ice pops.
For Richards, the endorsement reflects where he sees his career and life heading.
“The objective of Fruitas, the same as I do, is to really deliver quality products. We’re a perfect match with Fruitas because we always want to give people the best,” ended Richards.
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