City of San Fernando, PAMPANGA – In a bid to support farmer groups and cooperatives in reaching a broader range of market to promote their viable agriproducts by maximizing digital marketing platforms, the Philippine Rural Development Project (DA-PRDP) North Luzon through the I-REAP Component formally launched the e-Merkado, a market-linkage project of the cluster, on October 28, via Facebook Live on PRDP- North Luzon page.

Dubbed as “Tulay sa Pag-asenso, Katuwang sa Pagbabago”, e-Merkado will be composed of two components, Technical Assistance and Market Linkages. Specifically, it aims to increase the digital capacity of the Proponent Groups (PGs) by providing technical assistance to proponent groups, to increase productivity and marketability of agriculture and fishery products through increased access to digital information, channels and other marketing support services, to increase farm and fishery household incomes through strengthened digital capacity and market linkages.

Component 1, which is the Technical Assistance, aims to boost the digital capacity of the PGs in using various digital tools. The I-REAP component will capacitate them through the provision of trainings and workshops on digital marketing (online payment, social media management, e-commerce, etc.), branding and product development (logo and other packaging enhancements, infographics, etc.), and the conduct of Virtual Product Exposition.

On the other hand, component 2 focuses on Market Linkage Activity, wherein PGs will be linked to potential markets through partnership with DA-AMAD, different government agencies (LGUs, DOST, DTI), and other private sectors. 

As part of the virtual product exposition, four selected PGs, one from each region in North Luzon, were featured to showcase their respective agriproducts during the launching. This is a market awareness activity that intends to introduce I-REAP’s subprojects and the products of its supported group of farmers and fisherfolks.

They are HOJAP Multi-Purpose Cooperative (Roasted Coffee) of Asipulo, Ifugao, Bacarra Zanjera Irrigators Multi-Purpose Cooperative (Garlic) of Bacarra, Ilocos Norte, San Agustin Dairy Cooperative (Dairy) of San Agustin, Isabela, and Samahang Kababaihan ng Capintalan Multi-Purpose Cooperative (Processed Ginger and Turmeric) of Capintalan, Carranglan, Nueva Ecija.

The launching was graced and participated by the PRDP North Luzon Project Director, Crispulo Bautista, Jr., PSO Deputy Project Director, Elma Mananes, PSO I-REAP Component Head, Mary Anndie Clavel, RPCO I-REAP Component Heads and technical staff, LGU partners, institutional buyers, general Facebook users, among others, from across the cluster.

Prior to this event, the PSO, together with National Project Coordination Office (NPCO), conducted a virtual orientation with potential marketing partners, namely Deliver-E, Mayani, and Freshbuys, as they eye for possible collaboration relative to the e-Merkado project initiative. Among the participants in the virtual event were Regional Project Coordination Offices (RPCOs) and local government units (LGUs) from Regions 1, 2, 3 and CAR.

For more details on how to contact the featured PGs regarding their product price or for possible partnership and investment, you may browse through the official Facebook page of PRDP-PSO North Luzon.

By Ericson Guiao, PRDP-PSO InfoACE