JUNE 2010 ISSUE

Homegrown business partners in the countryside

 Front: DTI OTOP product
Maitum, Sarangani Shores Photo by Omar Gallinero Back: Bangsi Festival, Region 10
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

One Town, One Product

In every town or city in the Philippines, one unique treasure stands out.
Each product is each town’s gift to the country; each town’s gift to the rest of the world.
Filipino craftsmen mold the vast natural resources available to them.
Wood is sculptured into works of art, capiz shells are shaped for window panes
and twigs are turned into grand centerpieces.
Local resources and technology converge into export and import substitute products.
Technology-enabling mechanisms offer possibilities to overseas Filipino workers
to become investors.

The brawns of these artisans are molded by the rugged terrain of the archipelago;
their minds draw inspiration from the country’s vibrant past;
their creativity and resourcefulness driven by endless possibilities technology offers.

Collectively, their artifacts, services and constantly evolving products are called
One Town, One Product Philippines.

June 2010 Issue /1

OTOPreneur

OTOPreneur is published by the

Regional Operations and Development Group
Department of Trade and Industry
Makati City, Philippines

Executive Editor: Merly M. Cruz, Undersecretary, DTI-RODG

Managing Editor: Rey F. Reroma
Editorial Consultant: Maria Lourdes M. Luces
Art, Design & Production: Ideabank, Inc.

Special thanks to Omar Gallinero and Sam Igloria

© 2010 DEPARTMENT OF TRADE AND INDUSTRY PHILIPPINES

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
The story of
the stone soup
any years ago, a man appeared at the
village square and asked for a big pot
with water. The townspeople gave him
the biggest pot they could find, filled it
up with water, and watched as the man took out a
stone from his bag and dropped it into the pot. “Now
this will be a fine soup, ”he said,” but a little bit of
garnish would make it wonderful!” One villager ran
home and returned with a handful of parsley and some
onions. As the soup was boiling, more villagers went
back to their houses and brought out whatever they
had. Soon barley, carrots, beef and cream had gone
into the great pot. When the soup was done, they
gathered around a table and had the most memorable
meal of their lives. In the morning the stranger awoke
to find the villagers around him, offering their best
breads and cheese. An elder said, ”This is our way of
thanking you for sharing with us the secret of how to
make soup from stones.” The man said: “There is no
secret but this: “It is only by sharing that we can make
a feast.”
This is an old story that has undergone many
variations around the world, but has retained its basic
message: cooperation is essential to success. It is the
fundamental principle behind industry clustering-the
core strategy in implementing One Town, One Product
(OTOP) Program. In industry clustering, related and
supporting firm are linked together so they can share
resources, enhancing their overall productivity and
competitiveness.
Among the stories in this edition of OTOPreneur,
the story of the muscovado stakeholders in Antique
stands out. By coming together and collectively
dealing with the challenges with full recognition
of their potentials and resources, the muscovado
Jesli A. Lapus
Secretary
producers emerged from a deeply entrenched
individual village-level mill paradigm to an organized
industry strengthened by partnerships even among
competitors. The growing industry in Panay province
demonstrated the power of collective efforts among
government and non-government agencies and the
stakeholders.
But there is another story. The Antique success
can be traced to the success of the industry clustering
approach in Northern Mindanao that drove the DTI to
push for the replication of the strategy in the Visayas
province. Shared experiences and best practices from
Mindanao were no small ingredient considering that
today, the muscovado industry in Antique enjoys
productive collaboration among stakeholders and is at
the verge of market expansion.
The concept of collective action to achieve
tangible results is the main ingredient in the stories
in this issue of OTOPreneur, showing how far public
and private sector partnership can take us. It is the
contemporary variation of the stone soup story.
Let this publication be a tool for the promoting
micro, small and medium enterprises to rev up the
economic engines in the countryside. One successful
enterprise means several jobs. Another two or three
and more will mean more and more jobs. It is thus
our goal for the OTOP program to help business grow
and become successful as a significant contributor in
creating a robust economy in the countryside.
Who then was the man in the story who made
the stone soup. He could stand for anyone; he could
also be an institution, such as DTI, acting as stimulus
generating contributions or ingredients from everyone
so all of us can sit around the table and enjoy a
sumptuous meal.
June 2010 Issue /3
OTOPreneur

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Inspiring journeys
Merly M. Cruz
Undersecretary
Regional Operations and Development Group
t the outset, let me congratulate all the
awardees in the 2010 OTOP Congress!
Since the inception of the OTOP Program
in 2004, our enterprises--particularly those in the
countryside, have been ushered into new and better
opportunities giving rise to new partnerships tapping
into a wealth of home grown talents.
It is therefore appropriate and fitting that we
honor their exemplary performance as we celebrate
their remarkable achievements and contributions in
propagating One Town One Product Philippines. Not
to forget are the local governments and government-
and private-sector partners whose investments
boosted the dynamo on countryside trade and
employment. To all of them, our congratulations!
This year’s congress also made special
citations of OTOP flagship enterprises. With their
local governments, these green enterprises advocate
sustainability by using green materials and employing
green practices. We hope that others follow their
outstanding examples.
To all the awardees, guests--led by President
Gloria Macapagal-Arroyo, partner agencies,
supporters, and all the men and women making up
the OTOP community, we thank you for joining us in
that important occasion.
Marking that same day was the launching
of the OTOPreneur magazine. The maiden issue
captured the evolution of a selection of flagship
products now having a life of its own creating an
impact in our countryside growth.
Meanwhile, we are particularly proud to
present the fruits of the hidden talents of our
provincial and regional staff who wrote the stories for
this edition. I say “hidden” because they never knew
they have it until today.
Engaging with entrepreneurs is a daily
occurrence in the DTI. But writing about the
entrepreneurs’ compelling narratives was a surreal
experience to some of our staff whose writing
experience revolves mostly on the technical rather
than on the creative genre.
“It is always exhilarating to hear stories of
determination, hardship, and eventual triumph. But
to hear it first-hand and be the one to share it to the
world is certainly a thrill,” said Fatima Parahiman of
her writing experience.
Roger Petinglay was grateful for the
opportunity. His story on the muscovado industry in
Antique tells the world that, “we are creating small
ripples in our province that when put together form a
tidal wave of success.”
It was maternally insightful to Fahmela
Racquel Villanueva, who wrote her story with
someone kicking in her tummy. “I really thought
pregnancy and writing don’t mix well. But the entire
experience proved me otherwise. Writing the story for
our SMEs was like nurturing a life in the womb…both
required passion and dedication,” she mused.
Sixteen stories, one from each region, reside in
these pages. We promise to continue to capture and
document our collective efforts and spread the good
news happening in the countryside.
Join us in this journey. The success stories
captured in these pages could be well your story too.
June 2010 Issue /5
OTOPreneur
bout a thousand representatives
from all over the Philippines
gathered at the Philippine Trade Training
Center in Pasay City on March 12, 2010 to
celebrate the milestones of the One Town
One Product Philippines.
Highlighting the event was the
recognition of the micro, small, and
medium enterprises for their outstanding
achievements with Her Excellency Gloria
Macapagal-Arroyo, the nations’ OTOP
prime mover herself, conferring the
awards.
The three categories of the awards are
Outstanding OTOP MSME, the Best OTOP
6 / June 2010 Issue
Implementer, and the Most Supportive
OTOP Partner Organization. For each
category, there is a national winner and
island winners from Luzon, Visayas and
Mindanao. Environment-friendly OTOP
under the bamboo, bayong, and water
hyacinth flagship projects also received
special citations.
Parallel events at the gathering were
regional product showcase and fashion
show. The annual OTOP Congress also
serves as a venue where learning and
insights are shared and commitments
are renewed.
HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue /7

OTOPreneur

Outstanding OTOP MSMEs Region 6 Iloilo Kawayan Marketing,

Maasin, Iloilo
National and Luzon
Island winner Bagong Barrio Multi-Purpose Bayong flagship project
Cooperative, Bulacan Region 2 Integrated San Lorenzo
Luzon Island winner Ai-She Footwear, Laguna Entrepreneurs, Lal-lo, Cagayan

Visayas Island inner Iloilo Kawayan Marketing, Iloilo Region 4-A Luisiana Weavers’ Multi-Purpose
Cooperative, Luisiana, Laguna
Mindanao Island winner Lao Integrated Farm,
Davao del Sur Region 5 Analobel Enterprises,
Matnog, Sorsogon
Best OTOP Implementers
Water Hyacinth flagship project
National and Visayan Region 3 San Miguel Water Lily Producers
Island winner Municipal Government of Association, Calumpit, Bulacan
Numancia, Aklan
Region 4A Baby’s Water Lily Handicrafts,
Luzon Island winner Provincial Government Calamba, Laguna
of La Union
Region 5 Buhi OTOP Key Players
City Government of Association, Buhi, Camarines Sur
Balanga (Bataan)
Mindanao Island winner Municipal Government of REGIONAL FINALISTS
President Quirino,
Sultan Kudarat Outstanding OTOP MSME
NCR F Salon & Body Spa International,
Most Supportive OTOP Partner
Inc.
Organization
CAR Carolo’s Bamboocraft and
National and Mindanao Furnishing
Island winner Bureau of Fisheries and Region 1 Tim’s Loomweaving
Aquatic Resources,
Zamboanga del Norte Region 2 Lighthouse Cooperative

Luzon Island Winner Department of Science and Region 3** Bagong Barrio Multi-Purpose
Technology (Region 3) and Cooperative

Chamber of Commerce Region 4-A* Ai-She Footwear

San Pablo City (Laguna)
Visayas Island Winner Negros Oriental Investment
Promotion Center
CITATIONS for Environment-Friendly
OTOP
Bamboo flagship project
CAR Carlo’s Bamboocrafts and Region 9 Montano Foods Corporation
Furnishing, Tayum, Abra
Region 3 Woodinspirations Crafts,
Sta. Ignacia, Tarlac
Region 4-B Nina Food Products
Region 5 Labo Progressive Multi-Purpose
Cooperative
Region 6* Iloilo Kawayan Marketing
Region 7 Bohol Beads and Fibers
Region 8 Lola Concordia Agro-Industrial
Farm and Processing, Inc.
Region 10 Sphythe Global
Region 11* Lao Integrated Farm

8 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Region 12 Sultan Kudarat Muscovado
Farmers and Millers Corporation
Caraga Ocean Bounties Fresh and
Frozen Foods, Inc.
Best OTOP Implementer
NCR City Government of Quezon
CAR Municipal Government of
La Trinidad, Benguet
Region 1* Provincial Government of La Union
Region 2 Municipal Government of
Lallo, Cagayan
Region 3 Department of Science and
Technology – Region 3
Region 4-A Municipal Government of
Liliw, Laguna
Region 4-B Municipal Government of
Roxas, Palawan
Region 5 Municipal Government of
Calbanga, Camarines Sur
Region 6** Municipal Government of
Numancia, Aklan
Region 7 Municipal Government of
Inabanga, Bohol
Region 8 Municipal Government of
Guiuan, Eastern Samar
Region 9 City Government of
Dipolog – Zamboanga del Norte
Region 10 City Government of
Valencia - Bukidnon
Region 11 Municipal Government of
Monkayo, Compostela Valley
Region 12** Municipal Government of
President Quirino, Sultan Kudarat
Caraga Municipal Government of
Sibagat, Agusan del Sur
Most Supportive OTOP Partner Organization
CAR Department of Labor and
Employment – Mountain Province
Field Office
Region 1 Department of Science and
Technology – Ilocos Norte
Provincial Office
Region 2 Philippine Chamber of Commerce
and Industry – Cagayan Chapter
Region 3* Department of Science and
Technology – Region 3
Region 4-A* San Pablo City Chamber of
Commerce and Industry
Region 4-B Provincial Government of
Oriental Mindoro
Region 5 Leighton Contractors
(Philippines), Inc.
Region 6 Taytay sa Kauswagan, Inc.
Region 7* Negros Oriental Investment
Promotion Center
Region 8 Department of Science and
Technology – Samar Provincial
Office
Region 9** Bureau of Fisheries and Aquatic
Resource – Zamboang del Norte
Provincial Office
Region 10 Xavier University – Sustainable
Agriculture Center, Bukidnon
Region 11 Department of Labor and
Employment – Davao del Sur
Field Office
Region 12 General Santos City Smal and
Medium Enterprise Development
Council, Inc.
Caraga Department of Agriculture
– Agusan del Sur Provincial Office
The Board of Judges of the 2010 OTOP Awards
is chaired by Mr. Virgilio Angelo, chairman and CEO of
SB Corporation. The members are Ms. Leonor Abella,
vice president for promotions of the Confederation
of Philippine Exporters Inc.; Commissioner Florencia
Cabatingan of the Philippine Commission on Women;
and Mr. Benjamin Philip Romualdez, vice-president of
the Philippine Chamber of Commerce and Industry and
president of Benguet Consolidated.
* Island winner
** National champion
June 2010 Issue /9
OTOPreneur

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HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Fashion delight at the

OTOP Congress

Bags and hats made from

indigenous raw materials,
from the classic buri fiber to
the ingenious water hyacinth
leatherette. Necklaces, earrings,
and bracelets made from
varieties of coco wood, shells,
and carabao horns.

June 2010 Issue / 11

OTOPreneur

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HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

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OTOPreneur

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HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue / 15

OTOPreneur

Behold the beauty of hand-woven textiles

Indag-an Multi Purpose Cooperative

Barangay Indag-an, Miag-ao, Iloilo
Norberto Ferolino
Manager
+63 (33) 315-9722

16 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

NCR

Belen Flores, founder of the bakery, wanted to prove that Filipinos can create hopia
with taste and price like those produced by the Chinese.

“Some even came in buses!” exclaimed Inang Belen recalling the time Tipas hopia was
so popular that even the Chinese came to Tipas to grab a bite.

The company banked on the customers’ loyalty and discriminating taste when
competition tried to imitate their product and falsely labeled it as Tipas Hopia.

Inang’s D’Original Tipas Bakery

Taguig City, Metro Manila

A small bakery with business operations hubbed in the kitchen

gave rise to a multitude of enterprises that has been passed
on to generations of entrepreneurs.
By Princess Fatima T. Parahiman

June 2010 Issue / 17

OTOPreneur
ith its plain, flaky crust and simple bean
filling, the humble hopia may be just
another delectable snack.
But for Belen Flores, founder of D’ Original
Tipas Bakery, Tipas hopia is a testament to the fulfillment
of a girl’s dream of someday owning and managing a
successful business. What started as a small bakery with
business operations hubbed at her house’s kitchen gave
rise to a multitude of enterprises that have been passed
on to her children and now her children’s children.
When asked to share the values that have helped her
attain and sustain business success, Flores, or simply
Inang to her family and friends, cited three.
“Unahin ang Diyos (God above all else),” she
proclaimed, saying God will provide all your needs.
“Mahalin mo ang tao (Love your people),” and
your people will love you back, she declared. And,
“Determinasyon (determination),” she stressed. Focus on
what you are doing and plan ahead, she added.
After making Tipas in Taguig known for this delectable
snack, the family now prepares to give the world a taste
of Tipas Hopia.
Faith in God
Inang recalled staring at a neighboring house that
keeps a retail store of dry goods, vegetable, and fish at
its front yard. She admired the success of the family-
run business and pondered deeply on how she could
someday have her own. Inang was 12 then.
Finally, in 1964 the idea bulb lit. Her son would buy
pan de sal in a nearby bakery coming home empty
handed. With this, she thought she has stumbled upon a
market for pan de sal.
“Find a need, then supply and fill that need,” she
said, gearing up ready to seize the opportunity.
And so she did. Armed with a starting capital, basic
knowledge about baking and lots of guts and enthusiasm,
Inang opened up a small pan de sal bakery with a few
helpers – the Tipas Bakery broke ground. During that
time, Inang pushed hard to make her business prosper.
She strongly believed that the owner herself must know
the intricacies of the trade and thus involved herself in
most of the chores, from preparing the dough to baking
and marketing. Together with her husband, Pedro, she
would deliver pan de sal to customers around parts of
Taguig, from Tipas, to Napindan, to Fort Bonifacio.
Further, she focused on improving her baking skills.
She would experiment and try out different mixtures to
create new pastry products. It is no wonder that most, if
not all, of the products of the bakery stemmed from her
ideas and flowed to her bare hands.
It was only in 1988 when Inang and her bakery
produced its first hopia product – Hopia Mongo. The
inspiration to sell hopia came from her customers. A
18 / June 2010 Issue
Tipas bakery owner Alicia Sta. Ana shows a box of newly-baked
hopia she packed herself.
couple who was one of her loyal customers wanted to
put up a hopia factory but didn’t have enough start-up
capital. Instead, the couple decided to introduce Inang
to a baker who could help them prepare and sell hopia
with the couple working as the one of the bakery’s
distributors. Inang eagerly took the challenge wanting to
prove that Filipinos can create hopia with the taste and
price of which would rival those produced in the local
Chinese factories.
The first few boxes were an instant hit and left
the customers hungry for more. “One of the most
memorable,” Inang recounted, “was when Tipas Hopia
was so popular that even the Chinese went to Tipas to
grab a bite of our product. Some even came in buses!”
The business may have started with only a few helpers
but with a family of 11 kids, the workforce of Tipas
Bakery was undeniably strong. Inang did not forget to
impart to her children the value of hard work by exposing
them early in the business operations. She narrated
teaching her kids at an early age that initiative and hard
work truly pay.
“I asked them to do simple tasks. One of them would
slice the bread, another would spread butter on it and
another would place them in the oven to toast the bread.
The income earned from selling those would be divided
among them.” Early on, they became interested in
business and grew up to become enterprising individuals.
Inang exploited her family’s interest in entrepreneurship.
With better experience in running a business, Inang
started several other businesses after Tipas Bakery
did well. She would micromanage the business at the
beginning and later turn over the reins to her children.
One by one, she has guided all her 10 children into new
ventures breaking new sources of income.
D’ Original Tipas Bakery is now owned by one of
her daughters, Alicia Flores-Sta. Ana, also charged with
enhancing the product and expanding its market. Sta.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Ana has now her own family to support her dreams of
taking Tipas hopia to greater heights. Her eldest son,
Rafael, who obtained a degree on food technology at the
University of Santo Tomas, assists in molding the product
into a world-class Filipino snack.
Looking back at her journey, joy and pride are all
over in Inang’s eyes. Her family worked together to build
their business and succeeded. She is now sharing her
childhood dream with her grandchildren along with the
faith, determination and hard work that came with it.
Excellent relations
Inang, and now with her daughter Alicia Sta. Ana,
also credits their success to the wonderful relationship
they have with their employees and the guarantee of
satisfaction they offer to their customers.
By putting a premium on the quality of their product,
Tipas Bakery shows how much it values their customers.
Like other businesses, the bakery had to endure the
rising cost of production. But unlike some businesses,
Tipas Bakery would never let product quality suffer. To
cut back on costs, they looked for ways to lower the cost
of their utility expenses and tried to reduce electrical
consumption. They also looked for alternative raw
materials and arranged with the suppliers to keep prices
at reasonable levels.
The family banked on the customers’ loyal patronage
and discriminating taste when competition tried to
imitate the packaging of their product and falsely labeled
it as Tipas Hopia.
And when dirty competitors attempted to steal the
Tipas hopia recipe, their efforts proved futile. The family
had the allegiance of the baker and the employees. It’s
a good thing the family invested wisely on establishing a
strong bond with their people. They had Inang to thank
for, for she knew that by taking care of employees and
customers alike, “they will love and value you back,” she
would always says.
Inang and her family never lacked in demonstrating
appreciation for their workers’ role in making Tipas
Hopia grew by helping them achieve more in their lives.
The family co-financed some workers to buy their own
jeepneys. Others chose to pursue their education with
Inang family’s help. One of them, a female employee, is
now a businesswoman herself.
The makeover of Tipas hopia
Today, the market of Tipas hopia extends from
Metro Manila to Laguna, Cavite, Batangas and Quezon;
up north Bulacan, Pampanga, Tarlac, and Pangasinan.
The development of new flavors is a constant process.
Aside from mongo, they have hopia ube, hopia babo
and assorted hopia. Other baked products such as choco
marbles, krinkles, siosa and banana bar are also popular
with the customers.
Someday, Tipas hopia would surprise us with flavors
from all the colors of the rainbow – from red (strawberry)
to violet (ube).
This is highly possible due to the family’s interest and
embrace of the support of their local government which
recognized Tipas hopia as Taguig City’s 2008 One-Town
One-Product in 2008. And thus, D’ Original Tipas Bakery
availed of the DTI-National Capital Region’s product
development, marketing, and technical assistance.
As part of DTI’s marketing assistance to Tipas Bakery,
the latter was enjoined to participate in trade fairs such
as the OTOP Trade Fair in Global City in 2008. The following
year, it received recognition from the NCR OTOP Awards.
Tipas Bakery acknowledges that after DTI assistance, more
people contacted them for their products.
DTI-NCR supported the bakery in making the most out
of the OTOP program resulting to package of assistance
and funds for the business. The package included help
from the Center for Industrial Competitiveness and the
ECOP Big Enterprise and Small Enterprise program for the
improvement of the production layout.
While a certain improvements have yet to be done,
particularly the installation of the aluminum insulation to
improve the ventilation and the circulation of heat within
the production area, the company has been enjoying
the benefits. “Over the long run, we believe this is a
good investment,” Sta.Ana says. The firm is gradually
implementing the recommended improvements, such
as the U-layout, to increase efficiency and productivity
of workers through a better plant lay-out and work
environment.
Still under the OTOP assistance package, DTI partnered
with the Department of Science and Technology (DOST) to
help the company. Through DOST’s Set-Up Program, Tipas
June 2010 Issue / 19
OTOPreneur

product well-known and more orders coming its way, D’

Original Tipas Bakery is eager to finish all preparations for
exportation.
Competing with other world-class food products in
the global arena and given the tight competition at home,
what sets Tipas hopia apart?
To this, Inang beamed and said, “Puso (heart). ”
After hearing her stories of faith, love, and determination,
Tipas hopia’s secret ingredient for success must be
something that really comes from the heart.

D’ Original Tipas Bakery

Alicia F. Sta. Ana, Owner
Bakery availed five units of mixer and two deck ovens. 340 Dinguinbayan St. Ibayo Tipas, Taguig City
Likewise, Tipas Bakery underwent good manufacturing Tel. No. +63 (2) 640 5480
practice seminar in order to improve the company’s E-mail:alicia_staana13@yahoo.com
food handling system, and a 5S seminar on good
housekeeping. Arnaldo A. del Rosario
The company understands that if it pursues Provincial Director
exporting, it would have to increase the shelf-life of its DTI-NCR Area II
products and add more appeal to its packaging design. 2/F Atrium of Makati Bldg.,
Thus, the Packaging Research Development Center and Makati Ave. cor. Paseo de Roxas, Makati City
DOST are working hand-in-hand for the packaging and Tel. No. +63 (2) 501-5135
product development. Latest product analysis show that
Tipas hopia can last for four months by modifying the Ma. Theresa Pelayo-Ty
formulation of the filling and using a packaging that fits Assistant Secretary, NCR/RODG
the product. The next step is to determine the nutritional 12/F Trafalgar Plaza , 105 H.V. Dela Costa Street ,
value and further develop the packaging fit to its next Salcedo Village , Makati City
target market – international market. Tel. No. +63 (2) 811-8231
With the help of the Bureau of Export Trade
Promotions, Tipas Bakery has taken its very first step
in introducing the product to foreign market. It has
successfully participated in the recently-concluded
International Food Exhibition (IFEX) 2010. With its

20 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

NCR

he aromatic Arabica coffee variety are known to grow in the upland

provinces like Benquet, Ifugao, and Mountain Province while Robusta and
Excelsa varieties are grown abundantly in low lying areas of Kalinga and
Apayao.

As an enterprise, Our Tribe Food Products also provides coffee processing

and marketing services to local farmers relieving them the usual burden of
traveling to neighboring provinces to sell their produce.

Our Tribe Food Products

Tabuk City, Kalinga

June 2010 Issue / 21

OTOPreneur

In a city cradled by the mountains, river, and plains, a popular

beverage is concocted from carefully-blended organically-grown
Arabica, Excelsa, and Robusta coffee beans from the fertile mountains
of the province. Our Tribe Food Products and its partners,
the Kalinga’s coffee farmers, fiercely slug it out in the competition.
By Joel Arthur Tibaldo

Grace Agtina (left) at the Our Tribe Food Products booth.

imple pleasures in life like engaging in
conversation with friends while sipping hot
coffee can be as relaxing and stimulating
be it inside the comforts of air conditioned cafés in
the metropolis or in remote gathering places in the
countryside.
For a mountainous region known for its cool
climate and rugged terrain, coffee drinking has
become part of the culture and way of life of many
hardworking people in the Cordillera.
Traditionally, elders and tribal folks gather around
village halls called “dap-ay” to discuss domestic
concerns. The stimulating effect of coffee, as
commonly observed by many, may have kept these
locals sharp and decisive in making important
decisions in the village.
Kalinga Blend blazes the trails
As the reinvigorating drink continues to flow and
the cashier’s counters continue to ring, Kalinga Blend,
a ground premium coffee blend from the upland of
northern Philippines enters the scene, its trails blazing
as an alternative to the existing commercially packed
coffee.
Our Tribe Food Products, a DTI registered
enterprise based in Tabuk City in Province of Kalinga
manufactures the Kalinga Blend which consists of
roasted, ground, and blended Arabica, Excelsa and
Robusta coffee.The Kalinga Blend Premium Ground
Coffee pack comes with a combination of the three
organically grown coffee varieties grown in the fertile
mountains of the province.

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Entrepreneur Grace Bangsoy Agtina, a graduate
of business administration, believed that she can
find her niche in the coffee industry amidst the
tough competition. And thus, she invested in coffee
processing and aquired equipments, packaging
materials, and chose her own province as a place to
start with.
Grace, as she is known by friends, draws roots
from the Bago tribe of northern Luzon. She spent her
early years in grade school near their residence in
Barangay Cabaruan in Northern Tabuk often noticing
pupils cross a river on foot to go to school. When her
father resigned as chief mechanic in a government
department in the 70s, he concentrated on tilling their
farm so they can all pursue college education.
Agtina’s passion and involvement in business
started at a young age after finishing her studies when
she set up her own enterprise in 1988, the Cabaruan
Agricultural Supply Store. Agtina sold agricultural
inputs like fertilizers and pesticides including coffee
and legumes to a community associated with farming.
Her regular dealings with the coffee growers gave her
an idea and firmed up her business concept of coffee
processing. Agtina believed that coffee processing is
ideal to her province since Kalinga has vast plantations
of coffee that benefits outside traders to a certain
profit compared to the farmers themselves.
Noting the profiteering practice of middlemen who
buys and sells coffee to multi-national companies and
the difficulty of growers in getting the fair market value
of their produce, Agtina joined an advocacy program
initiated by the DTI for value-adding and processing as
a self-help engagement.
Getting help
To keep up with the demands of her growing
enterprise, Agtina at first requested the use of an
idle coffee roasting machine owned by the Local
Government of Tabuk through the intervention of the
DTI-Kalinga and this saved her from a much needed
capital expense.
Agtina’s initial operation using the borrowed coffee
roasting machine was facilitated by the Department
of Science and Technology thus helping her push
through with the processing of roasted coffee that
made her beat the 2007 product launching.
The DTI provincial office in Kalinga with the support
of the regional office based in Baguio City also helped
promote and facilitate the marketing of Kalinga Blend
as it did with other coffee products such as the
Kalinga Brew, Terraces Brew, and Sagada Coffee in
local and regional trade fairs like the IMPAKABSAT.
Through continued partnerships with the business
sector and constant interaction with coffee growers,
farmers and other stakeholders, Agtina is optimistic
that the coffee industry in Kalinga can equal, if
not surpass, Batangas Province as the top coffee
producer and lay claim as the Arabica coffee capital of
the Philippines.
The aromatic Arabica coffee variety are known to
grow in the upland provinces like Benquet, Ifugao,
and Mountain Province while Robusta and Excelsa
varieties are grown abundantly in low lying areas of
Kalinga and Apayao.
Boxes of Kalinga Blend premium ground coffee
are now packed in airtight tin foils and are available in
selected outlets and local coffee shops.
When asked what made her choose to engage in
coffee business, Agtina was quick in saying, “Coffee
is a drink that can warm you, get ideas flowing and
give you a sense of security. It is invigorating in the
morning, a friend in the afternoon, and is a peaceful
way to end your day.” The phrase printed in her firm’s
product packaging also became the guiding principle
of Kalinga Blend.
June 2010 Issue / 23
OTOPreneur

acquired her BFAD License to Operate in 2009 making

her product eligible to be sold in department stores
nationwide.
Agtina’s coffee venture initially generated a total
sale of about P2-M in her start-up year and projects to
reach the P3-M mark for 2009 and 2010.
Today, the Golden Berries Hotel and Convention
Center has become a one-stop-shop for travelers,
visitors and buyers, for their billeting and souvenirs-
pasalubong needs, including products from other
Kalinga producers.
For as long as entrepreneurs like Grace keeps
their momentum up and coming exploring every
possibilities for improvement like the mushrooming
coffee shops, and for as long as coffee drinks continue
to douse people’s thirst and perk up dull moments,
the next business move perhaps will bring the coffee
blend to the peaks above the competition. And who
knows, Grace Bangsoy Agtina’s next appearance in
popular media may perhaps feature her as one of the
Philippines’ top executives.

OUR TRIBE Food Products

Golden Berries Hotel,
San Juan, Tabuk City, Kalinga
Since Coffee is the identified regional model OTOP Email: kalingablend@yahoo.com
of the Cordillera, the DTI has been promoting said Contact: +63915 8444119
product since 2006 not only through fairs and market
encounters but also in its promotional collaterals Kalinga Blend Coffee Products are also available
and website like the www.otopphilippines.gov.ph. A at grocery stores in Tabuk; Brixton Mall in
boost to Agtina’s enterprise was when Kalinga Blend Tuguegarao; Golden Berries Hotel & Convention
received an award as 2nd Most Outstanding MSME Center in Tabuk City; Kalinga Ethnic Botique;
during the 1st OTOP Regional Congress held in Trinoma in Quezon City; Souvenir Item stalls
Baguio City in September 2009. at Aritao and Santa Fe Nueva Viscaya; Power
Kalinga Blend as an enterprise also provides Mall, Roxas; Maritoni’s Supermart, Tuguegarao
City; Sta. Ana, Cagayan; Tuguegarao Airport
coffee processing and marketing services to farmers
Pasalubong Center; OTOP – Pasalubong Center,
in the province so that they will be relieved from the
Baguio City; OTOP- Pasalubong Center, Tabuk City.
usual burden of going to the neighboring provinces of
Cagayan and Isabela to sell their produce.
Today, Kalinga Blend produces about 4000 packs
DTI – Cordillera Administrative Region
of 400gms and 200gms content per pack of roasted
Myrna P. Pablo, Regional Director
ground coffee per month with its already mechanized
Jesnor Building, 4 Cariño St., Baguio City
production operation. It now employs six full-time
Phone : +63 (74) 442.1326/442.8634
workers and two part-time students.
E-mail : myrnpablo@yahoo.com
Expanding business DTI Kalinga Provincial Office
Grace F. Baluyan, Provincial Director
In 2008, Agtina relocated her coffee processing
2F Lua Annex Building, Poblacion, Tabuk, Kalinga
plant from her house vicinity at Dagupan Centro
Phone: +63 (74) 423.0748
to a wider space at San Juan in Tabuk City. The
E-mail : dtikalinga@yahoo.com
entrepreneur also put up a hotel registered as Golden
Berries Hotel and a Convention Center which became
fully operational in 2009. Making sure that her coffee
factory complies with the standards of BFAD, Agtina

24 / June 2010 Issue

HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue / 25

OTOPreneur

26 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 1

One of the attributes that made the company successful

in its processed food undertaking is the quality of its raw
material. It only processes bonuan bangus grown in its own
fishponds which are completely free from toxic chemicals
and impurities.

June 2010 Issue / 27

OTOPreneur

Not even the most severe earthquake in decades

can ruin the spirit of an aquatic business owners.
With the prawn farms almost ravaged to the
ground, the business resurrected embracing its
indigenous product, the bonuan bangus. Today, Anjo
Farms continues to expand its hold not only locally but in
the global market as well.
By Amelia E. Galvez and Ramil T. Avelino

ho can forget the devastating earthquake of

Prawn Farms, Inc., a corporation put up by the
July 1990 that severely razed the island of Luzon and
Tanjangco family. The prawn farm was completely
claimed not less than 1,500 lives?
constructed in 1989 and started commercial
The 7.8 magnitude tremor that wrecked most of
production in January 1990. This was also the
Northern Luzon also badly damaged the Dagupan–
period when fishpond operations and prawn farming
San Fabian–Mangaldan, the habitat of the Integrated
proliferated in Pangasinan. And on July 16, 1990, an
Prawn Farms, Inc.
excruciating earthquake registering almost 8 on the
It was in September 1987 that an intensive grow-
Richter scale struck Luzon severely damaging most, if
out prawn farm located in a 25-hectare farm in San
not all, of these aquatic business.
Fabian, Pangasinan was established, the Integrated

28 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Not shaken by this turn of events, the owner of
the prawn farms aggressively pursued the restoration
of the business even if it meant having to secure a
P10-M loan from the BPI Agricultural Development
Bank.
Having fully restored and rehabilitated, the
owners realized that there were already many
prawn farms operating in the country, they decided
to concentrate on milkfish (bangus) farming. They
recognized that the Bonuan Bangus, indigenous to
their area of operation, was getting very popular not
only in the country but also in the different parts of the
world as well.
The birth of Anjo Farms
As part of its diversification strategy, the business
changed its corporate name from Integrated Prawn
Farms, Inc. to Anjo Farms, Inc., amended its
corporate primary purpose, increased its authorized
capital stock, and acquired adjacent lots to increase
its fishpond area.
From purely milkfish production, the company
ventured into value added agricultural products
in October 1997 to take advantage of the huge
local and foreign demands for processed foods. To
accomplish this, it constructed its processing plant at
a nearby area where its fishponds were located.
The company’s first processed product was the
boneless bonuan bangus which was marketed under
the trade name “Pangasinan’s Best Boneless Bangus.”
Due to continuous product research and development
activities, the boneless bonuan bangus had expanded
into seven varieties. These are the plain boneless
bangus, marinated (daing) boneless bangus, smoked
(tinapa), lumpiang shanghai bangus, longanizang
bangus, bangus fillet, and bangus belly. The most
recent additional product lines are the microwaveable
bangus sisig, spring roll, sausage, teriyaki, and
adobo.
One of the attributes that makes the company
successful in its processed food undertaking is the
quality of its raw material. The company puts so
much importance on quality by using only the bonuan
bangus, which are grown in its own fishponds.
This way the company is assured that the bangus it
uses are completely free from toxic chemicals and
impurities.
Furthermore, to make sure that its products are
prepared, processed, and handled at all times
in a hygienic and sanitary manner, the company
implemented a comprehensive hazard analysis critical
control program for its operations (from the growing
of milkfish to harvesting, deboning, packaging,
storage and final delivery to customers). It, likewise,
invested in various processing and storage facilities,
such as vacuum sealers and blast freezers, to ensure
the superior quality of its products.
Going international
Due to limited resources, marketing and promotion
of Anjo Farms’ products were initially limited to
participation in local trade fairs and the endorsement
of satisfied customers. The National Trade Fair (NTF),
under the auspices of the DTI, was the first venue
where the products were showcased and promoted.
The company first joined the NTF in 1999 and
became a regular participant until 2004. Then,
they began participating in the International Food
Exhibition (IFEX), also organized by DTI – Center for
International Trade Exposition and Mission (CITEM),
which the company participated from 2004 onwards.
While these efforts were admittedly limited in scope
and opportunity, they had, nonetheless, produced
excellent results. For one, contacts were established
with buyers of foreign companies, as well as local
institutions. Consequently, having maintained the
quality of its processed products coupled with
hard work and patience of its marketing people,
negotiations bore positive outcomes through its first
exports to Hongkong, Macau, and Lantau in 2000.
This was followed in July 2001 with exports to the
United States of America (West Coast and Hawaii).
The consistent high quality of its products and the
satisfaction of its customers have resulted in the
growth and expansion of its export transactions.
Now, the company is exporting to Australia, Canada,
Sweden and more recently, to the United Arab
Emirates. Anjo Farms, Inc. was able to penetrate the
Arabian region because it passed the standards of
Halal accreditation and received its certificate from
the Office of Muslim Affairs.
Currently, the company is exporting to ten foreign
countries and supplying ten supermarkets and 21
institutional clients (with several branches nationwide)
in Metro Manila.
Giving back
Anjo Farms was greatly inspired by the old
Filipino adage, “Ang hindi marunong lumingon sa
pinanggalingan ay hindi makakarating sa kanyang
paroroonan.”
It had always been the company’s policy to
give priority to the residents of San Fabian in their
recruitment activities, especially in the processing
plant. The company presently employs a total of 135
workers in the plant, 115 (85%) of which are locals
of San Fabian. This is in line with the company’s
June 2010 Issue / 29
OTOPreneur
commitment to provide employment in the locality
and, at the same time, equipping or enhancing these
people with the necessary skills.
The company also sponsors various projects
and activities initiated by the LGU and private
organizations and are geared towards the
development and improvement of the locality and its
residents. This is why in 2006, the LGU – San Fabian
proudly nominated Anjo Farms in the Search for Most
Outstanding Entrepreneurs in Region 1, which was
organized by the Regional Development Council.
The company was adjudged regional winner in
manufacturing.
Milestones
The success and valuable contributions of the
company to the growth and development of the
region did not go unnoticed by various sectors. The
following are some of the significant awards and
citations received by the company:
2002 & 2006 – Citation for Exceptional Performance
in Milkfish Processing by the Provincial
Government, DTI and Pangasinan Development
and Productivity Foundation, Inc. (PEDPFI);
Rising Star Citation in the 16th Golden Shell
Awards for Excellence in Exports
30 / June 2010 Issue
2003 – Awarded Outstanding Achievement on
Productivity and Quality by the Employers
Confederation of the Philippines
2004 – Regional and National Awardee of the 1st
Business Excellence Award for SMEs given by
the Small Business Corporation and Philippine
SMED Foundation
2005 – Plaque of Recognition for Remarkable Growth
and Improvement in Business Performance by
the DTI & SMED Council
2006 – The only milkfish processing plant accredited to
export in Europe by the Bureau of Fisheries and
Aquatic Resources; Regional Awardee of the
Search for Most Outstanding Entrepreneurs in
Region 1 (Manufacturing Sector) given by the
RDC - 1
Commitment to quality
and sustainability
Anjo Farms Inc. remains steadfast in its
commitment to produce the highest quality processed
bangus products at the most reasonable prices. It
continues to invest in the modernization of its facilities
and enhancement of its workforce’s capabilities
in order to reduce costs whenever and wherever
possible while remaining competitive in the face of
increased competition and the present trend towards
globalization.
In support of this objective, the Department of
Agriculture under the Agricultural Competitiveness
Enhancement Fund awarded the company with a
Php12-M interest-free loan to fund the expansion of
its processing plant from a capacity of 1,000 kg to
3,000 kg per day. This move allowed the company to
come out with consistent world-class quality products
at more reasonable prices to better compete in
today’s global market.
DTI, which helped the company with the required
feasibility study in order to obtain the grant, believes
that sustaining the development of the company
requires quality products and proactive marketing
approaches, especially with regard to exporting.
More recently, the company, through the endorsement
of DTI, participated in the BETP/SBMA-organized
trade mission to the mainland USA and was able to
establish contacts with a number of American food
importers, particularly with COSTCP and Seafoods
City. Negotiations with Seafoods City are currently
on-going for the exportation of 18 40-foot containers
of microwaveable bangus products in three variants
worth US$ 24-M.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
OTOP Program
The company recognizes the assistance provided
by the various OTOP key implementing agencies. The
convergence of support extended to the company has
greatly improved its processes, which brought a lot of
positive outcomes.
Through the marketing assistance, consultancy
services and training programs provided by DTI, the
company was able to expand its domestic and export
markets; enhance the managerial and entrepreneurial
skills of its officers and staff; bring about enhanced
productivity of its workers; and facilitate the
company’s compliance with standards requirements
and Halal accreditation.
These food accreditations received by the
company are an important component of the
company’s export ventures because these are
assurance of food quality and safety.
DA, for its part, extended financial assistance to
the company thru the ACEF Program to finance the
expansion of its processing plant to be able to meet
its export orders.
DOST, on the other hand, provided technological
assistance, most notable of which is the waste
extractor machine for the waste materials from
processing bangus.
Government partner
As one of the active players in the bangus
industry, Anjo Farms participated in the government’s
efforts toward developing the industry and advancing
the interests and state of the industry’s stakeholders.
The company provides relevant data and information,
shares its best practices, and, when necessary,
pushes for policy enactments.
It likewise spearheaded the organization of the
1st and 2nd Bangus Festival in Dagupan, which had
been institutionalized yearly as a promotional activity
for bangus. It was during this festival where the
longest grill (of bangus) was recorded in the Guiness
Book of World Records.
SME promotion is a very effective tool in
achieving national development. One successful SME
means several jobs created to contribute to the robust
economic activity of the country. But this program
needs SME partners who are dedicated, competent,
sustainable and resilient.
Anjo Farms, through its bangus production,
has proven to be effective partner in national
development. But just like the bangus continuing
its journey around the world through more export
destinations, the work to promote entrepreneurship is
also a continuing saga for DTI.
Anjo Farms
Albert Stephen Q. Tanjangco
President and General Manager
Office:
1610 –A Singalong St., Paco Manila
Tel. Nos. +63 (2) 523-5155; 526-7612; 523-7277
Fax No. +63 (2) 523- 5148
Farm and Plant
Brgy. Sabangan-Nibaliw Narvarte,
San Fabian, Pangasinan
Tel No. +63 (75) 511-3125
Peter O. Mangabat, Provincial Director
DTI – Pangasinan, 2F Star Bldg.
Arellano St., Dagupan City
+63 (75) 515-3183
Email: dtipang@yahoo.com
Florante O. Leal, Regional Director
DTI – Region 1, 4F Juanita Commercial Bldg.
Quezon Avenue, San Fernando City, La Union
+63 (72) 700-1024; (072) 242-48-64
Email: dtireg1@yahoo.com
June 2010 Issue / 31
 OTOPreneur

C U T T I N G R E D TA P E , B O O S T I N G B U S I N E S S

National Economic Research and Business Assistance Center in Cebu

Business permits and licenses • Business name registration
Information for investors • Investments procedures, incentives, and assistance

The National Economic Research and Business Assistance or NERBAC is an Express Business Center,
single entry point for investors and businesspeople.

NERBAC in Cebu currently houses the BIR, DTI, SSS, PhilHealth, Pag-IBIG, and the Cebu City government.

Open daily from 8:00 a.m. to 5:00 p.m. except weekends and holidays.

NERBAC Cebu contact details:

Ground Floor, LDM building along Lapu-Lapu Street, Cebu City
Tel. nos. 255-691 / 255-3926 / 412-1944 / 412-1945

32 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 2

he partnership with DTI allowed her business to

expand to places she never would have imagined.
Deeply passionate about her work, widow Nenita M. Carag
lives by what she believes: The sun shines on both the poor
and the rich. Blessings she receives are blessings she shares
with her people in the workplace, saying that her
business would not have made it
without her faithful and diligent
workers.

NM Carag Furniture and Woodcraft

Baggao, Cagayan

A grieving widow found a

chance to rebuild and improve
her life turning a small backyard
business into a million-peso enterprise.
By Zenaida M. Quinto
June 2010 Issue / 33
OTOPreneur
Mrs. Nenita M. Carag (Left) consults with Josie Balisi of DTI-
Cagayan and Mr. Rowie Requijo of PDDCP in her shop.
hat a man can do, a woman can, too.” This
adage becomes especially true when a
housewife is left alone to continue what her
husband had started.
Nenita M. Carag, owner and manager of N. M.
Carag Furniture and Woodcraft, at first felt her world
crumbling down when her husband passed away 12
years ago, leaving her alone to take care of their two
young sons – 15 and 14 years old at the time – and
their family furniture business. But she found the
strength to single-handedly raise her sons and turn
their humble furniture business into a million-peso
enterprise.
Sari-sari store to backyard
furniture business
Prior to the furniture business, Nenita, a business
graduate, used to tend a sari-sari store, while her
husband, an undergraduate, worked as a security
guard. These sources of income could hardly meet the
family’s growing needs, especially since the children
had already started schooling. So, her husband
decided to try his luck in the furniture industry when he
learned that a few of his town mates were doing well
in the business.
Reluctantly, she gave up her sari-sari store.
She sold literally everything that she had in the
store, although the sales were hardly
enough to cover the initial capital for
a furniture shop.
This did not discourage
Nenita’s husband to go
on with his newly found passion. He
started the business in 1990 with
barely fifty thousand pesos.
34 / June 2010 Issue
Nenita’s husband was a simple man with
simpledreams.He never conveyed any thoughts of
expanding the business. In fact, he was contented
with borrowing materials and equipment from nearby
furniture shop owners for a while.
Meanwhile, Nenita comfortably filled the role of a
full-time housewife. Her husband managed to steady
the reins of their family backyard business, which he
operated alone for some time before he got himself
some helpers. He initially delivered his rough products
to Manila, hitching rides with fellow furniture owners
since he did not have his own transportation.
Patience indeed pays. Five years later, the small
business grew in assets worth P300,000.
From a distance, Nenita quietly admired her
husband’s simplicity and determination contentedly
working at his shop as she fulfilled her role as wife,
mother, and housekeeper.
It did not take long for Nenita and her family to
get used to the new setup – a setup that she never
thought would only last for eight short years when her
husband died of cardiac arrest in 1998.
The housewife becomes
an entrepreneur
Nenita was caught unprepared for her husband’s
sudden demise. The dual role of father and mother to
their children was tough enough, but to run a business
that she never had any participation since the
beginning was unimaginable for the new widow. Her
husband used to take care of everything with regard
to their business – from raw materials procurement to
production, marketing, and financial management.
Learning to take on these tasks in a very short time is
challenging enough, especially since she had always
thought that the furniture industry is a man’s world.
She shuddered at the thought of ever continuing the
business. But the business was the only thing left by
her dear husband… and it was really their only source
of income.
She soon realized that all these thoughts of being
unknowledgeable and inexperienced, and therefore
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

incapable of doing it, were just false assumptions.

She took everything as a challenge and started to
study the rudiments of the industry. She did this
while attending to her daily domestic chores and her
children’s needs at home and in school. She always
reminded herself that everything can be learned if only
one invests time and patience.
Her resilience and determination to carry on with
life and their business without her husband conquered
her fears and insecurities. She was inspired by the
thought that her husband would surely be happy and
proud if the furniture business that he nurtured and
invested with sweat, tears and blood would one day
create a name for itself. She also kept reminding
herself of her two sons, who were in high school by
then, and their future.
Patiently, she took the reins of the business. She
persisted until she eventually mastered the skills in
every aspect of the industry – from procurement of
carved chest table with antique finish and upholstered
raw materials, to processing (carving, assembly and
chair won the best selling prototype award!
design), marketing and financial management.
The award inspired her all the more and her
passion for the industry grew more tremendously.
Heaven-sent DTI From then on, Nenita developed new product lines,
incorporating the book-inspired designs, such as bar
On the onset, Nenita’s furniture were rather heavily counters, console tables, bachelor’s chest cabinet,
carved. She thought about ways to produce finer study tables and others. In the succeeding years,
finish products that would attract more customers to these unique designs became best sellers during
make her business become more competitive. national trade fairs, OTOP Luzon Island Fairs, and
The answer to her prayers came in 2000 when regional trade fairs to which she had been introduced
Municipal Trade and Industry Officer Josie Balisi, from and later religiously participated in.
the DTI – Cagayan provincial office, visited her in the She applied every knowledge and skill she
shop and proposed some assistance that the agency acquired from the initial training and consultation
was providing entrepreneurs. with PDDCP and from the succeeding product
Nenita did not have second thoughts. She development trainings she attended. She kept
grabbed the opportunity and quickly responded improving her craft, investing in what she thought
to the invitation to participate in DTI’s product was the strength of her company – wood
development program. A one-on-one carvings.
consultation with a designer from the Product Nenita has since mastered her craft, fully
Designs and Development Center of the engaging herself in improving the quality of
Philippines (PDDCP) was arranged. The her products and developing new artistic
insights she gained and the unique and and unique designs to be able to keep
beautiful designs to which she was pace with the trends and preferences
introduced raised her enthusiasm to greater of buyers. Aside from constantly consulting with
heights. the PDDCP designers, she also comes out with
The trainer introduced a set of “book-inspired” her own designs, which have been proven
hand carved chest table with antique finish and acceptable to the market. In fact, she has helped
an upholstered chair with minimal carvings. At designers conceptualize new designs based on
first, she thought that adopting these designs her inputs and suggestions.
was a rather bold move. According to her, they
were distinctly different from her company’s
designs. Nonetheless, she gave it a try.
Magic of trade fairs
That same year, she displayed the item at
Aside from product development
the first national trade fair in Manila, the first
assistance, DTI helped Nenita to expand her
trade fair she participated in through the
market through her exposures in regional and
invitation of DTI. Her book-inspired hand

June 2010 Issue / 35

OTOPreneur
national trade fairs. To date, N. M. Carag Furniture and
Woodcraft is not only catering to local end-users, but
also to institutional buyers, wholesalers, and retailers.
She has expanded her market from Cagayan Province
to the whole of Region 2, then to the National Capital
Region, and now, to the Cordillera region, Regions 1
to 4, Cebu City, Davao City and Zamboanga City.
The partnership with DTI allowed her business to
expand to places she never would have imagined.
The establishment of showrooms and display centers
in strategic locations in the Philippines has likewise
introduced the company to a wider market. Some
of her products have, in fact, reached Canada, Italy,
Australia and Japan through balikbayans, overseas
Filipinos, and middlemen. With continued support
from DTI, Nenita’s business is sure to create a niche in
the foreign market.
The growth of the business is evident on the
steady increase in sales and productivity through
the years, which Nenita attributes to her innovative
marketing techniques and improved production. In a
three-year period since 2005, sales doubled to more
than three million pesos.
An exceptional manager, she has invested most of
her income in real properties, additional woodworking
equipment and transportation units, thus evidently
increasing her personal and business assets from
P300,000 to more than ten-fold in a ten-year period.
Since its establishment in 1990, the company
has contributed to employment generation in the
community. It is now maintaining 55 workers - 25
regular and 30 indirect. Its production capacity is 25
sala sets a month and 300 pieces of wood bits variety
using Gmelina and other wood species available in the
region. At the rate the company is growing, more jobs
are likely to be created.
Hard work and rewards
Nenita’s husband must surely be proud of
her when the Municipality of Baggao, Cagayan
36 / June 2010 Issue
was recognized as a “source of quality furniture”
because of her company. Nenita Carag has brought
numerous laurels to her company as a result of her
craftsmanship, hard work, and aspirations to excel in
her craft. Since 2000, her company has accumulated
national commendations, nominations and awards,
such as:
“Best Selling Prototype Award” - National Trade Fair
2000 and 2002; “Best Dressed Booth Award” - 2003
AggaoNac Cagayan Festival and 2005 Panagsangal
Festival; “Outstanding SME” - during the Tribute to
Entrepinoy, SME Month Celebration, July 2004; “Top
Grosser Award” - National Trade Fair 2003 and 2004;
“Regional Winner” - 3rd Business Excellence Award
for SMEs, October 6,2006; “Highest Sales Award” -
OTOP Luzon Island Fair, August 12, 2007; “NTF 2009
GinintuangYaman Award” - March 14, 2009; and,
“Most Innovative Product Award” - October, 2009
Regional OTOP Congress.
According to the DTI staff, trainers, design experts
and the laborers who had the chance to work with
this mighty widow, it is not surprising that she has
reaped success. Her passion for her work is deeply
entrenched. She sees to it that she puts her hands on
the hammer and chisel before her laborers do when a
new design is being introduced. In other words, she
trains to train her workers. She has never declined
any invitation to attend seminars and trainings. And
during these trainings and seminars, she has been
exceptionally receptive. She, however, does not
content herself with what is being presented to her.
Instead, she inputs her own innovative ideas into what
has been introduced; she modifies and improves
suggested designs.
Her workers have only good words for her.
She lives by what she believes: the sun shines on
both the poor and the rich. She does not keep the
Mr. Rowie Requijo proposes a set of “book-inspired” designs to
Mrs. Carag during their one-on-one consultation.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

blessings that she is reaping for herself alone,

but shares every bit of it to her workmen.
According to her, she would not be where
she is now without the faithful and diligent
workers she has around her.
She teaches by example and applies
this not only to her workers, but to her now
grown-up children as well. She now shares
the management of their business with her
older son, an accountant, who does the
bookkeeping, and her younger son, who takes
care of the delivery of products to customers
ensuring that orders are delivered on time.
Work schedules are on a weekly basis, with
her two children and her head carpenter
participating in the planning. Procurement
of raw materials, on the other hand, is on a
monthly basis.
Through her enduring labor, resilience,
unique management style and value-laden
personality, this woman has singlehandedly
transformed their family backyard business
into a successful enterprise.
“What a man can do, a woman can, too.” The
success of this mighty widow’s enterprise
provides a loud and clear proof.

N. M. Carag Furniture and Woodcraft

Nenita M. Carag, Owner/Manager
Herrero St., San Jose, Baggao, Cagayan
Telefax. No.: c/o DTI-Cagayan +63 (78) 846-1628
Cellphone No.: +639206397588
E-mail Address: dticagayan@yahoo.com

DTI-Cagayan Provincial Office

Engr. Bernardino G. Mabborang
Provincial Director
Durian Bldg., San Gabriel Village
Tuguegarao City 3500
Telefax No.: +63 (78) 846-1628
E-mail Address: dticagayan@yahoo.com

DTI-Region 2
Atty. Ma. Esperanza C. Bañares
Regional Director
Regional Government Center (RGC)
Carig Sur, Tuguegarao City
Tel. No.: +63 (78) 846-2370
Telefax: +63 (78) 846-4637
E-mail Address: dtitwo@gmail.com

June 2010 Issue / 37

OTOPreneur

38 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 3

Kababaihang Masigla ng Nueva Ecija

Quezon, Nueva Ecija
he summer heat makes for luscious,
plump, and juicy tomatoes but also
hastens the ripening of this fruit inevitably
creating huge waste in time of abundance.
That waste inspired a group of women
to come up with value-laden ideas to a
simple but basic kitchen fare. Who would
have thought that the lowly tomato could be eaten as
a dessert?

By Ma. Odessa R. Manzano and Richard V. Simangan

June 2010 Issue / 39

OTOPreneur

farmers. Since the women’s group needed

at least 5,000 kilos of tomatoes for production
yearly, the prospect of having rotting and
thrown tomatoes had become a thing of the
past. The Apollo variety, half ripe, which is fleshy
and juicy, is the top choice as raw material for
the sweet tomatoes. And then came the dried
tomatoes in olive oil.

The advocacy
Health wise, raw tomato is a great source
of vitamins A, C, and E, beta-carotene, and
natural fiber. In its processed form, it becomes a
Ms. Vilma B. Joson (Left) supervises the processing of tomatoes.
rich source of lycopene, potassium, magnesium,
minerals, and other essential vitamins. From
these health facts, KMNE anchored its market
Tomatoes everywhere position statement, “ Go back to the basics and
go natural” for their product line, the Masigla
These rich farmlands devoted to producing
Food Products.
tomatoes during palay off-season is billed as
Vilma B. Joson, the president of KMNE,
the Gintong Ani agrarian reform community, a
together with retired teachers and housewives,
place where various fruits like tamarind, guava,
began organizing the association in 2000. The
kamias, and karamuy are also abundant when
main goal then was to provide a livelihood
in season. This farmland located in the heart of
program for farmers’ wives. Joson said, she
the municipality of Quezon in Nueva Ecija is also
wanted women to become productive and
home to the Kababaihang Masigla ng Nueva
“gain their true self-worth.” In this time when
Ecija (KMNE), producer of healthy foods.
lifestyles have totally changed, Joson often
In those days, one could buy tomatoes for
advises these women to take a proactive stand
a steal during summer when the fields and
by doing something good for their families, the
markets were flooded with it. The summer heat
community, and the country.
makes for luscious, plump, and juicy tomatoes.
It is also the summer heat that hastens the
ripening of this fruit inevitably forcing farmers
and vendors to throw away rotting and unsold
tomatoes. This has become a big challenge for
farmers and traders as their money is tied with
their produce. This wasteful treatment of an
agricultural produce inspired the Kababaihan to
come up with value-laden ideas to a simple but
basic kitchen fare.
The Kababaihan’s initial step was to transform
the lowly tomato into a sweet and sinful dessert
by preserving it. That huge interest in tomato
processing has become the saving grace of

40 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

The big partners

Seeing the business potentials and believing
in the principles that KMNE embraces,
government agencies began to see the
inspiration and offered to extend various
assistance to the association. TESDA provided
them an initial capital of P50,000 in 2001. The
provincial government of Nueva Ecija, for its
part, also gave them P300,000 which was used
to put up the food processing plant and training
center.
The Philippine Center for Postharvest
Development and Mechanization also
presented them with a multi-commodity solar
tunnel dryer as an alternative to sun-drying on
pavements. Meanwhile, the DTI, under the sweet tamarind, guava jelly, karamuy and
support services of the Comprehensive Agrarian tilanggit) 2. Inuming Masigla or Healthy Drinks
Reform Program extended technical assistance (Tamarind juice, rice coffee, ginger tea), and 3.
in terms of project proposal preparation, Panimplang Masigla or Healthy Mix (powdered
market development assistance through mushroom, powdered guava, powdered
product development and packaging, direct tamarind, dried tomato in olive oil).
market linkages, and trade fair participation. Through this product grouping, KMNE was
It was through the submission of a project able to define its market direction and outlined
proposal packaged by the DTI that KMNE its product focus. “Our big thanks to the DTI-
was able to get a grant of one million pesos Nueva Ecija for including us in their priority SMEs
under the Poverty Alleviation Fund of the to be assisted and for introducing us to the One
Department of Labor and Employment in 2004. Town One Product (OTOP) Program,” exclaimed
This amount was used in the marketing and Joson.
promotion, product development activities,
and conduct of capability building seminars
under the supervision of DOLE and the technical Generating jobs
assistance from DTI.
A private entity, the Foundation of Masons, The weekly production needs hundreds of
also helped the group acquire the equipment kilos of fresh raw materials. The children in the
they needed. community have found a sure source for their
baon by selling the just harvested guavas,
kamias, and tamarind directly to the KMNE.
And now, the product lines The KMNE supports them by giving outright
cash for their produce. Not only does this act
With the help of a marketing consultant relieve parents of financial burden, the simple
from the DTI under its OTOP Marketing Program, transaction helps the children realize the value
KMNE’s product lines increased and expanded of hard work and money, and hopefully lead
to other agri products than tomatoes and
categorized into: 1) Pagkaing Masigla or
Healthy Foods (sweet tomato, tomato jelly,

A great source of vitamins A, C, and E, beta-carotene, and

natural fiber, the processed tomato is also a rich source
of lycopene, potassium, magnesium, minerals, and other
essential vitamins. “Go back to the basics and go natural” is
Masigla Food Products’ marketing advocacy.

June 2010 Issue / 41

OTOPreneur
them into becoming entrepreneurs themselves.
A hundred people who work as production
workers, suppliers, on-call workforce, mall-based
merchandisers, and retailers, benefit from KMNE
in terms of jobs and income generation.
Marketing stand
KMNE takes a pro-active stand when it
comes to marketing and promotion. Its
main marketing outlet is located right in the
center of its processing plant in Ilog Baliwag in
Quezon. As of mid 2009, their products have
already become available in a number of
Nueva Ecija supermarkets, Pasalubong stores
in Cabanatuan City, and an estimated 10
outlets in Metro Manila that includes the SM
Kultura Shops at SM Makati, SM Fairview, World
of Wellness (Cory Quirino), Echo Store at Global
City, The Village Pantry, Quick Gourmet (in QC),
Caring Enterprises (in QC), Tindahang Bayan ni
Louie Tabing (QC), Cubao Expo, Muang Thai
Restaurant(QC), Serendra, and three Robinson’s
supermarkets through the TLF Foods Distributor.
Joson revealed that through their market outlets
and exposures to various trade fairs such as the
Food Expo, OTOP Luzon Island Fair, and Likha ng
Central Luzon Regional Trade Fair, their products
have been exposed to a wide range of
customers and had given them free, invaluable
advertising.
As OTOP SME
In 2006, the local government unit of Quezon
officially enrolled processed fruits and
vegetables as its OTOP.
Within nine years of its establishment,
KMNE was awarded Best OTOP SME during the
Nueva Ecija Provincial OTOP Congress and
Awarding. Joson said that being the Best OTOP
SME Awardee for 2009 was a huge windfall from
God and an honor. She added that the award
42 / June 2010 Issue
will be their passport in reaching more markets
in the coming years whether here or abroad.
While KMNE revels in its secret for success, sipag
at tiyaga (diligence and perseverance), it also
claims that government agencies, notably
the DTI, motivated them to pursue product
excellence, be open to changes, and value
and listen to feedbacks.
These days the women of KMNE are into
developing new products without the
preservatives and in due time, hopes to
penetrate the export market.
Kababaihang Masigla ng Nueva Ecija
Vilma B. Joson, President
Brgy. Ilog Baliwag, Quezon, Nueva Ecija
Telefax. No.: c/o DTI-Nueva Ecija
+ 63 (44) 463.8296
Cellphone No.: +63917.8061211
Website: www.masiglaproducts.com
E-mail Address: vbjoson@masiglaproducts.com
masiglangminette@yahoo.com
DTI-Nueva Ecija Provincial Office
Brigida T. Pili, Provincial Director
2nd Floor, CAL Building, General Tinio St.,
Barangay Dimasalang, Cabanatuan City
3100 Nueva Ecija
Telefax No.: +63 (44) 463.8296
E-mail Address: dti_ne@yahoo.com
DTI-Region III
Blesila A. Lantayona, Regional Director
2nd Floor, Angeles Business Center
Teresa Avenue, Nepomart Complex
Angeles City
Tel. No.: +63 (45) 625.9290
Telefax: +63 (45) 625.9607
E-mail Address: dtireg3@pldtdsl.net
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

CALABARZON

By Marcelina B. Alcantara and Carlos S. Dajao

June 2010 Issue / 43

OTOPreneur

pecial line of products are now sold at the “Kultura”

section of SM Department Stores; in Festival Mall in
Alabang, Muntinlupa City; and in other boutiques and
gift shops in Metropolitan Manila. Best sellers are the
fashionable bags made of the enhanced ‘leatherlook’
pandan materials that are eco-friendly.

The Luisiana coop’s pandan products exemplify a unique blend

of aesthetic sense and utility reflecting the traditional excellence
of local craftsmen and weavers of a wide range of pandan-based
handicrafts.

Capturing a broader spectrum of customers - from middle

to high-end buyers by designing products that appeal to specific
market segments is an advantage LWMPC enjoys.

“Pandan Festival” photos by Sam Igloria

44 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

its members. Realizing the need for more weavers to

cope with high volume orders, Ms. Solomon, or Josie,
trained the housewives and the unemployed youth on
weaving to build up a pool of highly skilled weavers to
be tapped for large production requirements.
During its early stage, the cooperative strived to
establish its own display and sales center to showcase
quality products to increase and sustain sales.
The cooperative of weavers did not allow to be
swallowed by the competition ruled by the unpleasant
trend of copying and lowering price and quality.
Instead, it competes by continuously developing new
designs, improving quality, and devising sound pricing
schemes.
The Luisiana cooperative pays weavers on a
et organized! This could have been the battle volume or by-piece basis, instead of daily wages,
cry of the pandan weavers from different that simplified operations thus reducing costs. The
communities in the upland municipality in scheme also enhanced the development of process
Laguna. To rise above the competition, specialization for each subcontractor resulting to the
organizing is the key! With the proper training, the higher quality output at faster turnover times.
weavers—now made stronger by the numbers and In effect, weaving subcontractors, having their
standing as one, are ready to compete. own workshops and operating as independent
Luisiana’s pandan industry has many players, thus the entrepreneurs themselves, supply the needs of the
competition is stiff. There is an unabated copying of cooperative as well as other customers.
designs among producers such that handicraft items
becomes generic to all the producers instead of being
distinct from one another resulting to price wars and
LEAPing forward
unsatisfactory quality.
At the onset of the global financial crisis at the
Pandan-weaving started as a tradition and
end of 2008, the DTI along with other government
remained a mark of Luisiana’s culture. Pandan
agencies devised programs to mitigate the effects
(Pandanus utilis), a palm-like evergreen tree is
of the mass displacement of industrial workers
indigenous to and grows abundantly in Luisiana.
particularly in Laguna. Thus, the Laguna Emergency-
Abundance of raw materials and availability of many
Employment Accelerated Program, or LEAP, was
highly-skilled weavers propelled pandan handicrafts
set-up.
to become the priority product and industry of
Luisiana. Often growing as high as 20 meters, pandan
has greatly contributed to the local economy by
providing livelihood and employment at a relatively low
investment.
When the “One-Town One-Product” (OTOP)
program was introduced in Luisiana, the association of
weavers elevated into Luisiana Weavers Multi-Purpose
Cooperative, or LWMPC. Registered in 2005, the
37-member cooperative, would support and sustain
livelihood for the weavers by producing and selling
pandan products.
Jocelyn N. Solomon, a veteran trainer and
consultant for the handicrafts industry, heads the
cooperative as the chairman of the board.

Best practices
LWMPC produces and sells pandan-made Pandan Festival in Luisiana showcases
handicrafts sourcing materials from local pandan gowns made of pandan.
farmers and normally contracts out weaving jobs to Photo by Sam Igloria.

June 2010 Issue / 45

OTOPreneur

The LEAP anchors on the utilization of water
hyacinth to be used as fibrous material for woven
items, and as green charcoal and organic fertilizer.
The pro-environment move of the municipality
Los Baños prohibiting the use of plastic bags in wet
markets and supermarkets revived the use of bayong
made of pandan, a biodegradable material. The DTI’s
Bayong Development Project created along this
environmental tune complemented the water hyacinth
project.
The look of leather
As the bayong development project was mobilized,
the cooperative was among those who were trained
on bleaching, dyeing techniques, and color trends. It
wide range of pandan-based handicrafts whether for
utility, decoration or novelty.
Josie, having spent significant time experimenting
and innovating on fiber, was able to enhance the
characteristics of materials that would be crafted into
a more sophisticated handicraft items.
Rising above the
competition
LWMPC’s advantage over the competition is that
they can capture a broader spectrum of customers -
from middle to high-end buyers. This is made possible
by designing and producing mats, furniture, household
articles, novelty items and gowns that appeals to
specific market segments resulting to increased sales.
The cooperative continuously innovate its products
through updating along with the new technologies
and techniques through training and seminars. Further
improving and developing the aesthetic properties
of pandan make them more creatively eco-friendly
thereby setting new trends in the market.
LWMPC’s special line of products are now sold
at the “Kultura” section of SM Department Stores;
in Festival Mall in Alabang, Muntinlupa City; and in
other boutiques and gift shops in Metropolitan Manila.
Leading the list of best sellers are the fashionable bags
made of the enhanced ‘leatherlook’ pandan materials
that are eco-friendly.
The regular bayong are also distributed to retail
outlets in Calabarzon, Metro Manila and Northern
Luzon.

eventually evolved into developing the “leatherized”

material that resembles animal skins found to be a
Taking the prize
great material for bags, laptop cases, clutch bags, and
For the last five years, LWMPC regularly
even for gowns that have become popular for special
participates in competitions on indigenous and
events.
innovative products. LWMPC’s novel designs of
Facilitated by DTI’s Laguna Provincial Office, the
pandan gown and suit won the “Best Gown” and the
cooperative representatives participated in capability
building seminars such as preparing business plans.
The seminars were held with the assistance of the
Canadian Executive Service Organization (CESO),
a volunteer organization with commitment to DTI to
assist micro-entrepreneurs in the Calabarzon Region.
Through participation to exhibitions, festivals, and
trade fairs organized or facilitated by DTI, products of
the LWMPC were exposed to new and bigger buyers
prompting increased sales. It is in trade fairs that the
“leatherlook pandan bags” gained popularity from both
the fashion world and advocates of the environment.
LWMPC’s products exemplifies a unique blend of
aesthetic sense and utility and reflects the traditional
excellence of local craftsmen and weavers through a

46 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

“Most Innovative Indigenous Material” awards. manufacturing unique handicraft products,” Josie said.
The cooperative also earned this year a Presidential Since the 19th century, the municipality of Luisiana
Citation for the “Most Environment-Friendly OTOP has been known to be a pandan producer, but it was
Product – Bayong Category” during the 2nd National only a decade ago that a festival is to be celebrated
OTOP Congress at the Philippine Trade Training for its significance and tradition. Annually and for
Center. thirteen years now, Luisiana’s Pandan Festival features
all products made out of pandan leaves.
Upticking sales The festival could also be a celebration of
unequalled opportunities generously brought by the
Last year, the group posted total domestic sales of indigenous Luisiana green treasure growing in its very
P730,605 out of regular customers and in trade fairs own soil.
and business matching events.
LWMPC had its first experience in exporting when
a ‘kababayan’ shop owner in Italy ordered pandan
ladies bag valued at USD 2,720. Another order was a
set of pandan articles to decorate a Filipino restaurant
in the United States. Most often, the cooperative’s
pandan bags are the best sellers as they are made as
gifts or ‘pasalubong’ by Filipinos going abroad.
Business has grown considerably. Aside from
acquiring a delivery van, the manufacturing capability
has been reinforced with several units of manual and
high-speed sewing machines, other manufacturing
equipment, and tools as well as office furniture and
furnishing.

Moving forward
The cooperative plans to move its production
facility to a bigger site - a two-hectare area in the
outskirts of Luisiana - to accommodate additional
equipment. Dehumidifiers and other process tools are
certain to increase production capacity and improve Luisiana Weavers Multi-Purpose
quality, efficiency, and productivity. By then, meeting Cooperative
bulk orders would not be a problem anymore. Jocelyn N. Solomon, Chairman of the Board
LWMPC will veer its sights out of retailing. Instead, Office and Shop: # 69 A. Bonifacio Street
it will focus more on meeting job orders of customized Poblacion, Luisiana, Laguna
items and the requirements of the bulk buyers. +63 (49) 503.6278
Also, the firm would capitalize on the consumers’ Email: josie.solomon@yahoo.com
increased support for eco-friendly products.
Josie said that the strategy mainly considers
products which go well with the international DTI-Laguna Provincial Office
trends such as increased environmental awareness Susan R. Palo, Provincial Director
concerning the use of eco-friendly raw materials. Varimco Bldg., Brgy. Banca-banca
Sudden climatic changes have also played their part Victoria, Laguna
in increasing environmental awareness over the last +63 (49) 559.0254
decade. Email: dtilaguna@hotmail.com
“Luisiana has abundant raw materials that can
be used to create unique products,” she said. DTI-Calabarzon Region
“Handicrafts have continued to gain popularity Marilou Quinco Toledo, Regional Director
and has thrived over the years, providing business 3rd Flr., Marcelita Bldg.
opportunities and employment for many people.” Brgy. Real, Calamba City
“Creativity is universal, but the people are expected +63 (49) 545.6169; 545.7570
to discover their assets and promising characteristics Email: dti4a@yahoo.com
of their culture, so that the same can be utilized for

June 2010 Issue / 47

OTOPreneur

48 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Mamasyami Deli Foods, Romblon MIMAROPA

The delectable taste and appealing packaging

of the peanut butter elicited exciting
responses of satisfaction and, soon,
Mamasyami Deli Foods peanut butter
had a life of its own.
Almost immediately,
Ellen Muros faced
higher demand.

By Catalina Layni V. Olmos

and Karen A. Invento

June 2010 Issue / 49

OTOPreneur

T his multi-island province famously known for its huge marble

deposits is also home to the tastiest peanut butter. Mamasyami
Deli Foods, from plain to crunchy, and soon to double zero (no
sugar, no salt) peanut butter are now also sold in Marinduque,
Occidental Mindoro, Oriental Mindoro, and Metro Manila.

llen Muros, the flourishing micro-entrepreneur
behind the Mamasyami Deli Foods, had an
ingenious approach to mainstream
her peanut butter in the market by grabbing
the opportunity that landed on her lap. She
soon discovered that peanut butter could
truly be both her bread and butter.
Ellen started selling products to augment the
family income by direct selling of apparel, cosmetics,
shoes, and even plastic products. But her distributors
could not pay their obligations leaving her indebted
with a large sum of money.
That was when Ellen and husband Robert
decided to leave the direct selling business and look
for other opportunities. Robert urged Ellen to join
the 7 Isles Progressive Entrepreneurs Multi Purpose
Cooperative (PEMPC), a cooperative established
through the help of Department of Trade and Industry
– Romblon Provincial Office to assist budding micro-
entrepreneurs of Odiongan, Romblon in product
development and marketing.
At first, Ellen was undecided on the product she
could sink her teeth into. Seeing that the cooperative
offered peanut butter raw materials, including the
packaging materials, her husband advised her to
make peanut butter that could be sold in the local
market at a lower cost. While the rest of the members
of cooperative were hesitant to use the product labels
worrying about additional cost, Ellen fearlessly used
the labels, improved the packaging of her product,
and made her peanut butter stood out among the
rest.
The entrepreneurial spirit of Ellen soared high
when the wife of former Congressman Eduardo
Firmalo of Romblon bought several of her peanut
butter products and gave them as gifts to her friends
and colleagues. The delectable taste and appealing
packaging of her peanut butter elicited exciting
responses of satisfaction and, soon, her peanut butter
had a life of its own evolving into a talked about food
product of Romblon. Ellen was faced with higher
demand almost immediately.

50 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Seeing that her product could compete with
other bigger brands in Metro Manila, she sought the
assistance of the DTI in Romblon in 2006. She was
then tapped as one of the beneficiaries of the One
Town One Product (OTOP) Program.
During this period, Ellen established her own
business apart from the cooperative’s activities.
However, she still paid tribute to members of the
cooperative, who were mostly mothers, by calling her
new business Mamasyami Deli Foods. “Mamas” was
a tribute to the mothers of the cooperative. “Yami,” a
play to the word “yummy,” described the unique flavor
of the peanut butter. “Deli” was short for delight.
Her initial capital came from loans that her
husband sought from the Government Service
Insurance System (GSIS). In addition, Rodolfo J.
Mariposque, DTI-Romblon provincial officer introduced
her to DTI assistance on production, market
promotion, and product development. With these, she
learned different inputs on how she could introduce
her peanut butter to the mainstream market.
DTI endorsed Mamasyami Deli Foods to
Department of Science and Technology (DOST) to
take advantage of the Small Enterprise Technology
Upgrading Program (SET-UP). The department
supported Ellen’s business with machineries and other
equipment for peanut butter production. Fully loaded,
Ellen’s business was reconfigurated into full gear.
Going big time
Due to large demands, Mamasyami Deli Foods
processing was transferred from Ellen’s backyard to a
bigger manufacturing place, increasing the production
output with the support of five new employees.
Who would imagine that this multi-island province
famously known for its huge marble deposits could
be the source of the tastiest peanut butter too?
Now, Mamasyami Deli Foods distributes not only in
Romblon but also in the provinces of Marinduque,
Occidental Mindoro, Oriental Mindoro and Metro
Manila.
Ellen manages her business personally and
treats her employees like associates, friends,
and family members. Considering the well being
of her patronizing clients, she introduced good
manufacturing practices in her company by providing
June 2010 Issue / 51
OTOPreneur

her employees with sanitary safeguards like gloves,

uniforms, and other paraphernalia.
When asked for the formula of her success, Ellen
simply says, “Innovation is the name of the game.”
Mamasyami Deli Foods’ owner always checks the
market segment before embarking on new products.
Mamasyami Deli Foods is still undergoing product
development as it introduces new product lines, such
as plain, crunchy, double zero (no sugar, no salt), and
a new product variety that will be launched in OTOP
Luzon Island Fair in November 2010.
Ellen’s business evolution is admirable for her Ellen E. Muros, Proprietess
fearlessness in trying new ideas and mainstreaming Brgy. Tabing-Dagat, Odiongan, Romblon
her product in accordance to the demand in the Tel. No.: c/o DTI-Romblon +63 (42) 567.5090
market. She was not shy to ask for help. Checking Cellphone No.:+63917.7176823 /
the market now and then gave her bountiful ideas on +63915.3040268
how to innovate and introduce new product lines. But E-mail Address: mamasyamideli@yahoo.com
most important of all, Ellen opened and embraced ellenmuros@yahoo.com
opportunity when it came by her door.
DTI-Romblon Provincial Office
Mamasyami Deli Foods PC Rodolfo J. Mariposque
Fajarito Bldg., Brgy. Liwayway
Odiongan, Romblon
Tel. No.: +63 (42) 567.5090
E-mail Address: dtiromblon@gmail.com
dtiromblon@me.com

DTI-IVB (MIMAROPA)
Regional Office
RC Joel B. Valera
5F Oppen Bldg., 349 Sen. Gil Puyat Ave.
Makati City
Tel. No.: +63 (2) 890.1712
TeleFax: +63 (2) 899.0900
E-mail Address: dti_mimaropa@yahoo.com

52 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

OTOP Cariton / Bicol Region Region 5

OTOP Cariton is an
innovative marketing
strategy to professionalize
vending in the locality and
showcase the potentials
of using carts other than the
traditional ways of marketing.

Aside from boosting OTOP

sales, Cariton also creatively
communicate and deliver the
products to consumers.

Colorful OTOP Cariton is

a certified head turner,
portable, and convenient to
bring to trade fairs.

By DTI Region 5 Staff

June 2010 Issue / 53

OTOPreneur

These colorful, fancy, and eye-catching carts

attract tourists, buyers and shoppers, giving
consumers a shopping option. Buying from carts
will not be too much of a hassle. Approach is more
personalized and the transaction is queue-free.
By Jocelyn R. Berango

he aim of mobile businesses such as
vending carts, caterers, and vehicle-
mounted food services is to reach potential
and loyal clients wherever they may be and
cater to their needs fast and efficiently.
Many may say that it’s the new thing in business, but
the cart, kiosk, and the counter-top business have
been around since the 1980s.
Carts have already undergone several evolutions,
most of them started as newsstand-style setups, then
turned into mobile cart types. A cart is defined as an
open two-wheeled carriage usually pushed by hand.
No wonder early cart businesses in the country had
wheels even if they were rendered immobile in mall
corridors.
DTI-5 regional director, Jocelyn L.B. Blanco
awarded six OTOP carts to OTOP producers and
associations in the six provinces of Bicol. Recipients
were chosen on the bases of organizational track
record, capability to implement and sustain the
operation of the project, and willingness to participate
in all OTOP related activities. DTI-5 extended
entrepreneurial trainings such as effective negotiation
techniques and customer relations to ensure the
readiness of the recipients.
OTOP Cariton, launched early this year, has
opened its doors to clienteles of different persuasions
and varied interests -- from institutional buyers to
traditional product connoisseurs, from tourists to
balikbayans, and from housewives to everyday budget
seekers.
The initiative, known as OTOP Cariton, was
conceived as another innovative marketing strategy
that aims to professionalize vending in the locality and
showcase to micro, small and medium enterprises
the potentials of using carts other than the traditional
ways of marketing. Also, Project Cariton was
conceptualized to boost the sales of OTOP products
and creatively communicate and deliver the products
to consumers. Regional Director Blanco said that
these colorful, fancy, and eye-catching carts will
serve as tourist come-ons and will take buyers and
shoppers by storm, giving consumers a shopping
alternative. Buying from carts will not be too much of
a hassle, there is a more personalized approach, and
the transaction is queue-free.
With OTOP Cariton roaming the avenues and
alleys of cities in Bicol, not only will it draw customers
perhaps out of curiosity at the onset, but it will be a
familiar and welcome sight to buyers. Imagine the
products sold at your doorstep! The project foresees
an increase in sales because of the cariton’s wider
reach.

OTOP Cariton in Bicol

In the following stories, we will see how goods, unique,
and produced only in these provinces, became magnets
for those who were looking for pasalubongs and uniquely
different products. The good sales generated by OTOP
Cariton inspired the installation of more carts particularly in
the provinces of Catanduanes, Camarines Sur, Masbate,
and Sorsogon.
54 / June 2010 Issue
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
By Irene Andes, Mabel Escueta and Daisy Tabirara
he OTOP Cariton stationed in Virac airport
peddling purely food pasalubong items
has, to date, generated a total sales
of P174, 000 since it opened in February this
year. This despite the fact that changes in flight
schedules of two airline companies reduced
the flow of passengers and potential buyers in
Catanduanes sometime in March.
Of the foodstuffs on display in the cariton, the
crispy pili and latik are the top sellers. Crispy pili
are pili nuts cooked in sugar or honey; while latik
is a native delicacy of glutinous rice wrapped in
banana leaf and served with coconut cream. Now
fortified with malunggay extract, its healthy add-on
and striking packaging have also attracted health
conscious buyers.
The DTI project OTOP Cariton is implemented
in partnership with the Virac Pili Processors
Association, Inc. (VPPAI) and is supported by
the Civil Aviation Authority of the Philippines, the
local government of Virac, and by the provincial
enterprise development council.
By Jay Percival S. Ablan
n Camarines Sur, the OTOP Cariton was
awarded to Buhi OTOP Key Players Association;
the cart is used to showcase hinabol, Buhi’s
OTOP, the colorful and intricately woven products only
found in Buhi and much sought after by both local
and foreign tourists. Currently, the use of the cariton
where the end products of local weavers are displayed
is generating sales faster and at a consistent rate. In
just three months, the cariton had a total of P433, 000
sales.
Inspired by the success of the initial OTOP
Cariton, the Catanduanes Producers Association,
Inc. of which the VPPAI is an affiliate, requested
for another cariton to be stationed also at the
Virac Airport; this time, carrying non-food local
products. In addition to these, two more units will
be awarded within the year that will be placed at
the Virac pier – one unit for food pasalubong items
and one unit for non-food items.
OTOP Cariton whose colorful design is a certified
head turner, serves as the common store counter
for the association. It is portable, very convenient to
bring to trade fairs as a place to transact sales with
buyers. Director Tejada attests that, “The association
brings along with them the booth (cariton) when they
join trade fairs from one place to another. The booth
is indeed a head turner with its striking and vibrant
design. It’s just like enticing everyone to come to the
booth and buy some stuff.”
In an interview with Buhi Mayor Rey Lacoste, he
said that the OTOP Cariton is a big help to their OTOP
entrepreneurs. “Joining any fair this time becomes
easy as the cariton is portable and presentable.
Indeed, it is spinning the life of their entrepreneurs
towards good fortune,” Lacoste expressed.
June 2010 Issue / 55
OTOPreneur
By Criselda D. Muega
TOP cariton is indeed wheeling forward
Masbate’s best OTOP products
like beef tapa, dried pusit, carmelado,
and pickled seaweeds among others.
The Masbate Association of Producer (MAP), the
project beneficiary, was full of enthusiasm and
excitement when the cariton was awarded to
them early this year. The colorful cart will highlight
products only produced in Masbate.
On its opening day alone, MAP generated
sales of P23, 000. At present, MAP proudly
reveals that they had generated P235, 000
in sales from products like processed beef
(beef tapa, tocino, and corned beef), pickled
seaweeds, ampalaya (bittermelon) and dabong,
bagoong, coco vinegar, carmelado, native
kakanins and its top drawer, dried pusit.
By Senen C. Malaya
oods, bags, fashion accessories, and souvenir
items. These are just some of the products found
in the OTOP cariton of the PAL airline booking
office along Magsaysay St., in the province’s lone city
of Sorsogon.
Cariton reinvented, serves as the modern day
marketing outlet for the products under the One Town
One Product Program. It assists new and budding
56 / June 2010 Issue
During the awarding of the unit, Provincial
Director Edgar Ramos conveyed that OTOP
Cariton aims to promote OTOP products and
to increase sales of OTOP-enterprises. MAP
president Marlene Dimen encouraged all her
members to exceed DTI’s expectation and strive
hard “para madagdagan pa natin ang cariton.”
MAP hopes on owning three more caritons within
the year.
Inspired by OTOP cariton, the local
governments of Cataingan, Milagros, and
Dimasalang intend to purchase caritons for the
OTOP micro entrepreneurs in their respective
municipalities. With this development, the cariton
will definitely create more jobs and promote
entrepreneurship in the countryside. True enough,
the cariton is wheeling local products forward!
business enterprises to introduce and promote their
products. Since its launching in the city in February of
this year, a total of seven producers have been using
the outlet to sell their products.
Of these producers, Celex Chips and Delicacies
is one of the leading beneficiaries. The company
produces taro chips which has become a favorite
snack of the young ones and the young once.
Celex Chips was established only last year by
Maria Cecilia Hapita with a starting capital of P5, 000
but it has come a long way from peddling directly to
schoolchildren and to sari-sari stores – it has now
availed of the OTOP cariton to promote and sell its
unique and nutritious product, the taro chips.
Sales leaped to an astounding 600 percent, from
barely making P2,000 a month; it grew to P12, 000
per month. With the inspiring business performance,
Celex is now planning to upgrade its facilities to meet
the growing demand for its products.
Celex makes it sure that deliveries are made
weekly without fail to make the product available to its
growing number of avid munchers.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Today, the OTOP caritons can be
seen in six provinces of Bicol -- in
malls, in the streets, in busy sidewalks,
and in transportation terminals such as
airports, seaports, and bus stations. In
just a span of three months, the project
has already generated P0.9 million in
sales.
Upon realizing that these portable
mini stores, the caritons, were eliciting
positive reactions and were good
vehicles to vend goods, there is now
a clamor from government agencies,
nongovernment organizations, and from
the private sector to replicate Project
Cariton.
Liwayway V. Chato, Camarines Norte
representative, requested assistance
from DTI-5 to facilitate the purchase of
five additional OTOP carts. Local chief
executives from the municipalities of
Libmanan, Camaligan, and Ocampo,
all in the province of Camarines Sur,
also expressed interest in adopting and
replicating the project in their respective
localities. Intervida, an NGO operating
in the province of Sorsogon is also
exploring partnership with DTI pertinent
to the implementation of Project Cariton.
Ines A. Mendoza, president of one
of the recipient oraganizations, says,
“Project Cariton has changed our ways
of doing business and more importantly
it had immediately increased our sales.”
With DTI-5’s Project Cariton, Bicol
OTOP entrepreneurs are given an
alternative ride in promoting and selling
their OTOP products with flair. There’s
actually no magic there, just creative
inventiveness.
The deluge of requests from all sectors
for the cariton had DTI come up with
several considerations for would-be
entrepreneurs to ponder:
• Ensure that the cart has a focused product
• Ensure that the cart is aesthetically
pleasing and sturdy
• Plan a layout for the cart’s equipment to
make the work flow within the cart more
efficient
• Join the cart industry with a unique
business concept
• Map out a strategy
DTI - Camarines Sur
Provincial Office
Edna S. Tejada, Provincial Director
FEDMACSI Bldg., Panganiban Drive
4400 Naga City
+64 (54) 473.8111
E-mail: dticamsur@yahoo.ca
DTI - Catanduanes
Provincial Office
Ireneo Panti, Provincial Director
Catanduanes State Colleges Compound
Calatagan, Virac 4800 Catanduanes
+63 (52) 811.3507
E-mail: dticatanduanes@yahoo.com
DTI - Sorsogon Provincial Office
Leah A. Pagao, Provincial Director
2nd Floor, Benjamin Ty Building
Cor. De Vera & Quezon Streets
Sorsogon 4700 Sorsogon
+63 (56) 421.5553
E-mail: dtisor@gmail.com
DTI - Masbate Provincial Office
Edgar R. Ramos, Provincial Director
DTI Bldg., Capitol Drive 5400 Masbate City
+63 (56) 333.5734
E-mail: edrams57@yahoo.com
DTI – 5 Bicol Regional Office
Engr. Jocelyn L.B. Blanco
Regional Director
3F Albay Capitol Annex Bldg.,
Old Albay District, Legazpi City
+63 (52) 480.5749
E-mail: joyblanco@gmail.com
June 2010 Issue / 57
OTOPreneur

AD

Elvira M. Jumamil
+639173065582

58 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 6

Muscovado Sugar Industry, Antique

The industry clustering approach achieved

its goal of transforming the stakeholders into a productive
network and collaborative group now reaping the fruits as
a result from an industry whose players work as one.

The industry clustering approach achieved its goal

of transforming the stakeholders into a network and
collaborative group of industry players now reaping the
fruits borne from working together.

June 2010 Issue / 59

OTOPreneur
uscovado used to be the next best thing to
refined sugar. But recent changes in consumer
sensibilities have made it the choice sweetener
for the health conscious. Espousing the
clustering strategy blueprint, the muscovado sugar mills
of Antique are now buzzing with life, getting ready to
cash in.
By Roger S. Petinglay and Ruby M. Melliza
or many years, muscovado, known as the
“poor man’s sugar,” was regarded as a
low-grade sweetener compared to refined or
washed sugar. For a time, this reputation
haunted the industry despite the growing number
of muscovado sugar mills found in the province of
Antique. But lately, the introduction of the industry
clustering approach shifted the paradigm of the
players resulting to enhanced promotion and
development of the industry.
“Industry clustering strengthened competitiveness
among muscovado stakeholders by adopting an
improved production technology for a sediment-free
muscovado sugar, developing new markets, and
stimulating new partnerships even among competitors
for the growth and development of the industry,”
stated DTI’s Jose M. Divinagracia, provincial director.
60 / June 2010 Issue
The “poor man’s sugar” had been slowly but steadily
finding its niche, thanks to the efforts of the major
players of the industry. With a select market of
mostly health conscious individuals and institutions,
muscovado is now considered a health food by many
due to the presence of minerals or trace elements
beneficial to the body.
Muscovado, as defined in a study made in Antique
in December 1992, is an “amorphous powder product
primarily composed of sucrose in crystalline form in
a matrix of reducing sugar, ash, non-sugar organic
matter and moisture.” The color is light brown to very
dark brown. Moisture content is higher than centrifugal
and refined sugar. The very dark brown is said to
contain higher amounts of mineral content and are
preferred by health conscious people.
The brownish sugar is commonly used as
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
sweetener in confectioneries and in beverages. It has
been indirectly exported to Italy since 2000. Local
markets include Palawan, Metro Manila, Bacolod City,
and Panay Island.
The muscovado industry in Antique
The muscovado production in the Philippines
started even before the Hispanic era. It was first
introduced by Chinese traders who used animal driven
mills with two vertical wooden rolls to extract juice
from sugar cane. The gathered juices are poured in
big traditional iron pans and processed or cooked into
sugar.
In 1910 to 1935, centrifugal sugar refineries were
introduced in some parts of the country resulting
to closure of some small independently-owned
muscovado mills particularly those built near the
refineries.
Some of these mills were transferred to the
province of Antique, which opened doors for the
establishment of muscovado mills in the 1920s.
The muscovado industry in Antique flourished until
the 80s as one of its major industries, particularly
in the municipalities of Sibalom, Belison, Laua-an,
Patnongon, and Valderama.
Back in the 60s and 70s, the province was known
to supply 70 percent of the country’s requirement for
muscovado, made by 200 muscovado mills operating
in the province at that time.
By 1995, the province had a total production
of 53,359 piculs (one picul is 69kg) with annual
production was equivalent to 3,682 metric tons. This
is based on the survey conducted by the Office of the
Provincial Agriculturist and the Antique Federation of
Cooperatives.
Then Provincial Director Wilhelm M. Malones
of DTI Antique, commissioned the Development
Affiliates Foundation International in 1999 to assess
the muscovado sugar industry in Antique. With the
support of Regional Director Dominic P. Abad, said
study was completed with 144 firms owned by 135
entrepreneur-millers as respondents. The survey
registered 35,305 piculs for 1998 cropping season.
The decrease in production was attributed to the
El Niño phenomenon in 1997. The survey revealed
that there were 878 sugarcane farmers, 82 of whom
are farmer-millers supporting the industry in the raw
material side, cultivating a total land area of 529.97
hectares. These farmers are in the towns of Barbaza,
Belison, Laua-an, Patnongon, San Jose, Sibalom,
and Valderama. Total employment created was 2,230
representing 1,115 households.
Facing challenges
As early as 1990, the DTI recognized the potential
of the industry and started providing assistance
geared towards improving the quality of muscovado
sugar. It was a big challenge because milling practices
and processes were too entrenched in the culture of
the muscovado producers. It was difficult to introduce
changes considering the number of village-level
muscovado mill that operates in the province.
Recognizing this constraint, DTI initiated the
organization of the Antique Livelihood Development
Inc., (ALDI Inc.) with the vision of establishing a central
muscovado mill to produce quality and market-
competitive muscovado. This was a strategy to
standardize the practices and processes through the
establishment of a central mill.
ALDI’s first project was the expansion of
muscovado farms of the members financed by the
Land Bank of the Philippines. The project however
was ill-fated as a typhoon devastated the farms. The
Philippine Crop Insurance Corp. would not cover
the damages, prompting members to lose interest in
pursuing the project.
With this setback, DTI continued to provide
assistance to the sector focusing on firm-level
interventions. The challenge then was to improve the
productivity and efficiency of individual mills as well as
their processes.
June 2010 Issue / 61
OTOPreneur
Government interventions
With the support of the Department of Science
and Technology (DOST), Technical Education and
Skills and Development Authority, and the provincial
agriculture office, 11 mill owners were given a soft loan
by the Antique local government in 2006 for upgrading
of mills and facilities.
As a result, another group of millers formed the
Antique Muscovado Sugar Producers Marketing
Cooperative for collective marketing of the muscovado
produce of the members. The Philippine Development
Assistance Program provided more assistance to the
sector.
Advocacy efforts resulted to a breakthrough with
the establishment of a modern muscovado mill in
Laua-an, Antique operated by the Laua-an Multi
Purpose Cooperative. A similar facility, which produces
sediment-free muscovado sugar, was constructed in
Igbobon, Patnongon.
Stainless cooling
troughs are now used
by upgraded mills in
Antique to dry cooked
muscovado sugar.
62 / June 2010 Issue
With these developments, expansion of
muscovado farms to service new facilities stirred the
interests of the local farmers. Packaging and labeling,
however, was necessary for the muscovado sugar to
penetrate the national and global markets.
Efforts to export muscovado sugar to the United
States were worked out by Augusto Antonio Azurin
of the El Maestro Muscovado and De Buenavista
Merchants by setting-up a packaging facility in Funda,
San Jose. However, stringent requirements in the
importation of food products in the US hampered
their operation exporting only one shipment before
temporarily stopping the operation.
The strategic clustering
Recognizing that previous assistance to the
muscovado industry relied heavily on government
agencies, private sector participation became a big
challenge. And given the number of millers with similar
business stakes each in different levels of growth was
another issue. It was in this scenario that inspired the
replication of strategic clustering approach in Northern
Mindanao for the muscovado industry in Antique.
As an initial step, an industry clustering seminar
was conducted last year in Antique with 56
stakeholders participating, half of whom came
from the private sector. The resource persons from
DTI Region 10 were joined by the president of the
Northern Mindanao Vegetable Producers Association
or Normin Veggies.
The guests from Mindanao generously shared
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

their experiences in implementing industry clustering

activities in their respective areas. Individually, they
stressed the need for collective efforts between the
government and non-government agencies, as well
as the private stakeholders, for the growth of the
muscovado sector in Antique.
Various positive indicators manifested itself after
injecting the strategic clustering. Among the major
results were the networking and collaboration among
stakeholders, market expansion, and upgrading of
additional mills. Significantly, new entrants to the
industry were generated.

Networking and collaboration

After the industry cluster seminar, a 25-volunteer
core cluster team was formed from among the
stakeholders. The team met regularly to ensure that
the industry cluster plan they had formulated was
being implemented.
“The plan includes activities and projects geared
towards the development of the muscovado industry
and installing the industry cluster team as overseer,”
says Edgar Noble, chairman of the muscovado
industry cluster team.
The team initiated collaborative efforts to improve
the production and milling process and also facilitated
networking to tap market opportunities. From
individual stakeholders doing business independently,
industry clustering enabled them to mature to a solid
network of collaborating stakeholders.
“We hope that our collaborative efforts as a team
will bring muscovado sugar to greater heights, made
known as a health food, not only locally but also
abroad,” added Mr. Noble.
New players and opportunities
One significant development resulting from the
industry clustering efforts was the entry of the Banco
Buena Inc., a private rural bank interested in financing
the expansion of muscovado farms.
The investors formed a corporation namely Culasi
Antique Milling Inc., that would establish a modern
muscovado mill at Sebaste, Antique. A site had
been identified, as well as the farmer-cooperators.
It is presently coordinating with DTI and DOST for
the purchase of equipment, as well as transfer of
technology.
To support this venture, DTI recently conducted
a business opportunity seminar aimed at convincing
planters to expand their farms and encouraging
landowners in northern Antique to utilize idle lands
for muscovado plantation. The positive response of
the participants would ensure the sustainability of raw
materials for the proposed central muscovado mill of
the Culasi milling corporation.
Cluster team agreements have also inducted the
Antique Federation of Credit Cooperatives Units Inc.
(AFCCUI) as the main consolidator of muscovado
sugar in the province.

Muscovado confectionaries are now healthy foods as well with muscovado sugar as sweetener.

June 2010 Issue / 63

OTOPreneur

With the funding assistance from PDAP, AFCCUI its goal of transforming the stakeholders into a
acts as a market to local producers and millers. In network and collaborative group of industry players
addition, the AFFCUI also invested in packaging and now reaping the fruits of working hand-in-hand for
labeling paving the way for the labeled and packed the development of the muscovado industry in the
Antique muscovado sugar to go inside malls and Province of Antique.
supermarkets in Region 6. The milestones manifest the strides in transforming
Other key players, such as the Laua-an MPC, muscovado from a “poor man’s sugar” to a high
continue to supply institutional buyers from Manila. On quality, world-class natural sweetener for health-
the other hand, the Binirayan Fair Traders has revived conscious individuals around the world.
the marketing tie-up with Alter Trade Corporation
that has ensured stable price and market for the
nuscovado producers.
Antique Federation of Credit
In addition, entities such as the ABS-CBN
Cooperative Units Inc.
Foundation and INSOL Development Foundation have
Mr. Tomdoly Antonio, Manager
provided marketing fund for individual muscovado
Funda, San Jose, Antique
millers to consolidate supply. Marketing also made
+639173021437
use of trade fairs and exhibits to promote and sell
muscovado sugar to other parts of the country.
Laua-an Multi-Purpose Cooperative
As a result of industry cluster networking, additional
Mr. Ernesto Espanola Jr., Manager
funds for upgrading of more mills were sourced out
Poblacion, Lauan, Antique
from the DOST. After the industry clustering seminar,
seven more mills were upgraded, and are now
DTI – 6 Western Visayas
producing sediment-free muscovado sugar. During
Engr. Dominic P. Abad, Regional Director
its regular meetings, the cluster team explored other
DTI Building, Cor. Peralta J.M. Basa Sts
sources of funding so that the remaining mills in the
Iloilo City
province can be upgraded.
+63 (33) 335.0548
The industry clustering approach also achieved

DTI Antique Provincial Office

Mr. Jose M. Divinagracia, Provincial Director
San Jose, Antique
+63 (36) 540.1726

64 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

OTOP Visayas Island Fair, Cebu City

Carcar town’s artisans have been producing shoes and
sandals for generations. Today, organized footwear makers are
exporting and supplying to large retailers.
Known for its ubiquitous peanut kisses, banana chips, and
calamay, Bohol has an organized food processors employing
1,200 direct workers.
The pandan bags business of Negros Oriental has only been
operating for the past six years, but the all-women group of weavers
have rapidly evolved into entrepreneurs.
OVIF is an ideal marketing event for OTOP products
highlighting the tourism and market potentials of Central
Philippines—the destination of more than half of
foreign tourists in the country.

Text and photos by Jojisilia Villamor, Lucille Autentico,

Merle Falcon, and May Liza Sevilla

June 2010 Issue / 65

OTOPreneur

very November, at DTI’s OTOP Visayas Island Fair, Visayan

manufacturers show the world that they could compete
with the best of the best products with unique propositions
that please the eye or palate and win over the most
discriminating buyers.

t is amazing how Filipino manufacturers make unique propositions that please the eye or palate and
use of indigenous materials to come up with win over the most discriminating buyers.
world class ingenious designs that delight
our aesthetic sensibilities despite economic
constraints!
Still, in the vicious commercial arena, “world
class” creativity accounts for nothing unless it
earns money.
This is the reason why product development
and marketing are crucial. And for micro, small and
medium enterprises, participation in trade fairs is
important for business survival and growth.
At the One Town One Product Visayas Island
Fair (OVIF) organized by the DTI every November,
Visayan manufacturers show the world that they could
compete with the best of the best products with

66 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Shoes!
S hoemaking is part of the heritage of Carcar.
The town’s artisans based mainly in Barangays
Poblacion 3, Liburon and Villadolid have been
churning out shoes and sandals for generations.
However, it was only with the founding of the Carcar
United Footwear Manufacturer’s Association, Inc.
(CUFMAI) that shoemaking became a major industry in
the town.
Today, CUFMAI footwear artisans have expanded
their market to include exporters and large retailers.
DTI-Cebu Division Chief Elias Tecson said that it is
easier and faster for manufacturers who are organized
to get assistance from government. Being members
of an organization provides the manufacturers learning
benefits and lends them a bigger voice in an advocacy
to develop the industry and their business.
Today, there are around 16 active members of
CUFMAI, majority of whom are from Barangay
Valladolid and are employing an average of 15 shoe
workers per member.
“There are around 1,500 footwear manufacturers
in Carcar, but only 16 are currently members of
CUFMAI,” Tecson explained. “This is because
the DTI wants to limit the members only to those
legitimate manufacturers who have registered their
business names with the DTI, pay taxes to the local
government, and are able to follow the by-laws of the
association.”
At the Carcar permanent exhibit area for footwear
or OTOP Center, local shoemakers have already
received several orders from institutional buyers and
exporters. There is a long line of shoe stores like
Footfit (Ruth del Rosario), Jefferson (Hene Fernandez),
Ariel (Elsie Sandoy), Kring’s Footwear (Melencio
Lausa), Lesvie (Leslie Empasis), Jan Rey (L. Liadas),
Beht (E. Wamar), Mellenol (M. Aldaya), RJE (F.
Inanuria), Lear McGlear (G. Apura), Mary Grace (Perlas
awardee M. Tangkay), Ryan (H. Retillosa),among
others. The monthly sales average of the center is
around P1.5-M.
Imelda Aldaya, manager of CUFMAI member
Melenoll’s, said that through the efforts of DTI Cebu
Provincial Office, the association was able to join
prestigious trade fairs and has respectable turn out
of sales generated and booked orders. “The DTI
has also sponsored a pattern-making seminar for
the shoemakers and provided assistance in credit
management, delinquency control, and technical
assistance.”
Tecson said that through President Arroyo’s “Isang
Bayan, Isang Produkto, Isang Milyong Piso” program,
CUFMAI got a P1-M loan, which the group used to
buy raw materials and shoe components in bulk.
In response to the perennial problem of lack of
capital, the DTI has introduced the shoemakers to
government financing institutions.
Tecson revealed that Carcar now supplies shoes
to the Visayas and Mindanao, particularly big malls
in Mindanao. He added that some colleges, like the
Southwestern University and the University of Cebu,
now buy nursing shoes from Carcar.
June 2010 Issue / 67
OTOPreneur

Food!
B ohol, a favourite tourist haven, with its ubiquitous
peanut kisses, banana chips, and calamay, has also
enjoyed DTI assistance.
The Boholano Processed Food Business
Association, Inc., is the first organization of food
processors in the province. It employs 1,200 direct
workers and has benefited from the creation of
the Integrated Technology, Systems and Support
Amenities for Food Enterprises or the ITS SAFE
Center.
Members of this association further improved the
quality of their food products with the establishment
of the first Boholano Food Safety Team and Designers
Pool for Product Packaging.
DTI Bohol Provincial Director Nannette Arbon
said this introduction of food safety measures, food
sanitation, good manufacturing practices, introduction
and adoption of appropriate product packaging and
labelling had contributed to the expansion of local
food producers’ market.
Bucarez Food Processing Corporation has seen
the importance of high quality pasalubong products
particularly with their peanut kisses.
“We used to have difficulty in increasing product shelf
life until we decided to change part of the ingredients
and switched to a more appropriate packaging
with the help of the government,” Manager Francis
Serenas of Bucarez said.
Director Arbon said, “aside from the usual
pasalubong products, we are also trying to increase
the shelf life of the traditional calamay and ube
food products. Also, we have facilitated Bohol
food producers’ participation in trade fairs so they
can network with food processors, exporters and
consolidators.”

68 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Bags!
T
he pandan bags of La Libertad, Negros Oriental
has only been in business for the past six years, but
this all-women group of weavers - comprised of
mothers, housewives, local dynamic and forward-
looking women - has improved the living conditions
of some 18 families or more. They are the La Libertad
Weavers Association (LALIWA).
LALIWA regularly produces mats, bags, baskets
and various accessories, with its members developing
into entrepreneurs and businesswomen.
“The association, which began producing hand-
made bags out of pandan as the raw material, has
empowered at least 18 women of two barangays in
La Libertad,” DTI Negros Oriental Provincial Director
Javier Fortunato said.
He added that close coordination with the DTI-
Negros Oriental Office has greatly improved the
group’s business through the agency’s product
development initiatives and marketing assistance.
“Their bags have now crossed borders and continents
with their improved designs and quality.”
From the start of their operations in 2004, the
group had been assisted and closely monitored by
then mayor and now 1st District Congresswoman
Josy S. Limkaichong. With an initial capital of only
P13,000, the group now has some Php150,000. in
assets, excluding the sales from past participations in
trade fairs.
Today, the good congresswoman still provides
assistance to the group through her livelihood
projects, while DTI continues to expose them to
business opportunities, such as the One Visayas
Island Fair (OVIF) and other regional trade venues.
Buy them at the fair!
F
or these business organizations and many
like them in Central Visayas, undergoing product
development and joining trade fairs were keys to their
success. They all agreed that such activities opened
doors for them and allowed them to break into their
target markets.
Helping MSMEs expand their market reach and
sustain business has always been a major concern of
the DTI.
Various DTI agencies have been tasked to design
marketing programmes to increase the exposure
of MSMEs in domestic and foreign markets, and to
improve the distribution of MSME products between
local manufacturing and trade sectors.
As part of the agency’s assistance to
manufacturers and producers in the Visayas, the DTI
annually sets up OVIF, a five-day order-taking and
retail selling fair. It showcases the best producers
from Central, Eastern and Western regions of the
Visayas in one venue. The atrium of SM City Cebu
is the area chosen mainly because of its high visitor
traffic. Here, the finest products of the Visayas are
exhibited for the convenience of institutional buyers,
exporters and export traders.
To enthusiastic buyers who visit the OVIF each
year, exhibitors seem a bit practised or adept at what
June 2010 Issue / 69
OTOPreneur

OVIF is an ideal marketing event for OTOP

products of various municipalities in the Visayas,
highlighting the tourism and market potentials of
Central Philippines, which is the destination of more
than half of foreign tourists in the country.
This activity has generated significant sales, trained
exhibitors in dealing and negotiating with local and
foreign buyers and exporters, and developed new
exporters from among the participants.
“Success of any trade fair is always determined
by sales and tangible interest from buyers. And I
am proud to say that in the last four years, OVIF
they do.
has served its purpose. With each year’s holding of
“Preparing manufacturers for a trade fair actually
OVIF, our local manufacturers and producers have
starts months ahead,” Arbon said. “Manufacturers
continued to increase their market reach,” Caberte
and producers are provided with DTI assistance with
concluded.
regard to raw material identification to trainings in
product design and market knowledge, among others.
Prospective trade fair participants also undergo a
screening process to determine readiness. Most first- Boholano Processed Food
timers start with trade fairs at the provincial level and Business Association, Inc. (BPFPAI)
later graduate to the regional stage, before moving on c/o DTI – Bohol Provincial Office
to the national and international arena.” Ma. Elena C. Arbon, Provincial Director
To gauge the impact of trade fairs on exhibitors, 2F FCB Bldg., CPG Ave., Tagbilaran City
DTI designed a monitoring system to document sales Tel. +63 (38) 501.8260
generated during a fair. Fax +63 (38) 411.3533
“DTI provincial offices also monitor movements of Email: dtibohol@yahoo.com
post-fair sales. Intensive monitoring and follow-up
support is provided to ensure conversion into actual Carcar United Footwear Manufacturer’s
sales of booked orders and orders under negotiation Association, Inc. (CUFMAI)
during the fair,” Arbon explained. c/o DTI- Cebu Provincial Office
OVIF will be celebrating its fifth anniversary in Nelia F. Navarro, Provincial Director
November this year. And because it is the last fair 3F LDM Bldg., M.J. Cuenco Avenue
under the OTOP project’s five-year run, the showcase Cor. Legaspi Street, Cebu City
promises a more exciting array of items: souvenirs, Tel. +63 (32) 412.1863 / 253.2631
gift and novelty items, furniture and furnishings, Email: dticebuphil@yahoo.com
natural fibre, processed food, footwear and fashion navarronelia@gmail.com
accessories such as bags, shawls, headgears.
DTI-Cebu Provincial Director Nelia Navarro said that La Libertad Weavers Association
trade shows has always been an opportunity for c/o DTI-Negros Oriental Provincial Office
producers to enhance brand and product visibility, Javier R. Fortunato, Jr., Provincial Director
promote new and existing products, generate leads 2F Uymatiao Bldg., San Jose Street
and drive incremental sales. Dunaguete City
“Also, trade show participation enables the Tel. +63 (35) 422.2764
entrepreneurs to stay on top of the latest industry Fax +63 (35) 225.7211
trends, gain competitor insights, make key industry Email: jong.fortunato@gmail.com
contacts and further solidify relations with current
customers,” Navarro added. DTI-7 Central Visayas Regional Office
DTI Regional Director Asteria Caberte pointed out that Asteria C. Caberte, Regional Director
attention to logistical details and coordination with the 3rd Flr, WDC Bldg., Osmena Boulevard
three participating Visayan regions had been vital to Cor. P.Burgos, Cebu City
the success of OVIF. Tel. +63 (32) 255.0036 / 255.0037
“For businesses that lack high level of marketing, Fax +63 (32) 253.7465
an intra-regional exhibit like the OVIF is a good Email: dti_7@yahoo.com
opportunity to showcase the best of Philippine made dticentralvisayas@gmail.com
products,” Caberte said.

70 / June 2010 Issue

HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue / 71

OTOPreneur

72 / June 2010 Issue

HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue / 73

OTOPreneur

Rejano’s Bakery
Arrowroot Cookies

Rejano’s Arrowroot Cookies: A tradition worth saving

A delicacy of Marinduque, made from first class high fiber starch
extracted from Uraro (Arrowroot) tubers, organically grown
by hundreds of farmers in the island

Arrowroot cookies is now available in
selected supermarkets in Metro Manila and Guam, USA

Carmelita R. Reyes, Owner

Banahaw, Sta. Cruz, Marinduque
Tel. No.: +63 (42) 321.1069

74 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 8

San Juan, Bobon, Northern Samar

DTI prepared a lowly peddler’s product to become

more competitive in the market. All these were new to her.
And amazed she was when a new label was designed for
her very own pinangat. The trade fair opened the doors for
Mana Lily’s pinangat to a wider market.

With the dramatic increase in the demand for her product,

she availed of assistance to procure equipment to increase
her production and fill new demands.

By Claire O. Diaz

June 2010 Issue / 75

OTOPreneur

delicacy made from gabi leaves and

coconut milk, pinangat is slowly making
a former street peddler’s dream of a
better life come true. Through continuous
product development and even more
creative marketing techniques, the
humble pinangat sets its sights to faraway
land.

n a typical day, Mrs. Lilia E. Cardeño, or

Mana Lily, is already up at about three
in the morning and ready to prepare the
ingredients for her special concoction,
pinangat. A traditional Bobonanon delicacy, pinangat way to overcome her fears and decided to give it a try.
is made from gabi leaves, coconut milk and spices During the training, Mana Lily gained substantial
and is Northern Samar’s answer to the Bicolano’s information regarding DTI programs, particularly the
laing. OTOP program, which she believed could help her
Mana Lily would start the day by tediously selecting realize her dreams. With DTI’s commitment to help,
and shredding the gabi leaves then sun-dry them for Mana Lily went home happily holding in her heart a
at least four hours. While waiting for the leaves to spark of hope.
dry, she would then laboriously extract the coconut That initial encounter was followed by a series
milk manually. When all the ingredients are carefully of visits, activities, and consultations for Mana
selected and set, she would indulge in the cooking Lily’s pinangat project. She attended several skills,
process usually taking her from two to three hours. productivity, and entrepreneurial development trainings
A little rest would come after cooking as she lets the
cooked pinangat cool down a bit. That little rest is just
enough to reload energy for her next chore, which
would be peddling her product in the neighborhood.
The daily grind was on top of Mana Lily’s usual
routine playing the triple role as wife, mother, and
grandmother. Oftentimes, she would deeply ponder
and pray to God to help her and her family for
deliverance from the gripping bondage of poverty.
San Juan, a small barangay of Bobon, Northern
Samar, is home to Mana Lily. A petite woman in her
early 60’s, Mana Lily’s curly brown hair complements
her dark skin, a complexion resulting from her daily
basking in the sun as she peddles pinangat around
her neighborhood. The lines in her forehead resemble
the years of hardship in facing the daily need of trying
to make ends meet.

A spark of hope
For years, Mana Lily endured this typical day
with incredible energy. Until one day, a development
facilitator from the DTI came to see and invited her to
attend an entrepreneurial development training.
At first, Mana Lily was apprehensive to go for fear
that she would not fit into the group because she was
just a lowly pinangat vendor. She eventually found a

76 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

with DTI, preparing her and her product to become God’s help ran through the hands of government’s
more competitive in the market. Her pinangat was development workers, Mana Lily has finally found
particularly selected for product development All these answer to her prayers. Amidst the gabi leaves she
were new to Mana Lily. And amazed she was when a gingerly picks and selects everyday, she found the
new label was designed for her very own pinangat. right path slowly unfolding before her paving the way
to the fulfillment of her dreams.
New opportunities, new challenges
Mana Lily’s pinangat was initially launched through
the Bahandi Regional Trade Fair on October 2007.
Her pinangat had instantly become the favorite
among the buyers, making it one of the top selling
products at the fair. It was even featured in the show
“Kabuhayang Swak na Swak,” hosted by Amy Perez,
during that trade fair. There were people who, at first,
only wanted to have a taste of Mana Lily’s pinangat,
but went back the following day to buy only to find out
that stocks ran out faster than expected.
The trade fair opened the doors for Mana Lily’s
pinangat to a wider market. With the dramatic
increase in the demand for her product, Mana Lily
availed the assistance from government agencies
and through DTI to procure equipment, which she
then used to increase her production and fill the new
demands.
The local government of Bobon, under the
leadership of Hon. Mayor Benjamin Jao, also funded
the improvement of her production center to help
ensure the cleanliness and safety of her product.
Currently, both agencies are still working together to
fully develop Mana Lily’s pinangat.
Toddy Honey, an interested entrepreneur, visited
the DTI office and expressed his interest in bringing
pinangat to the Filipino market in the United States of
America. According to Mr. Honey, his friends in the
US had been repeatedly asked him to find ways for
the pinangat to be available in Filipino stores in the
US, so that they could buy the product anytime they Pinangat
want to. Mr. Honey further added that Filipinos in the Lilia E. Cardeño
US would “literally turn greedy” every time they got a Brgy. San Juan, Bobon, N. Samar
hold of a pinangat from Bobonanon’s arriving from the No.: +639196576413 / +639058182139
Philippines.
DTI Provincial Director Stanley C. Tabiando made DTI - Northern Samar Provincial Office
a commitment that they would find ways to introduce Stanley C. Tabiando, Provincial Director
pinangat to the US market. Dir. Desiderio P. Belas, 2nd Floor Singzon Bldg., Balite cor Quirino Sts,
regional officer-in-charge of DTI-8, also saw the Catarman, Northern Samar
potential of the product and encouraged it to be Tel/Fax No. +63 (55)-251-8334
enrolled in the Export Pathways Program of DTI. Email: dti_nsamar@yahoo.com
With these positive developments, Mana Lily is
no longer worried about making ends meet. Her new DTI - 8 Eastern Visyas Regional Office
challenge is fulfilling the ever-increasing demand for Desiderio P. Belas, Jr., Regional Officer In-Charge
her pinangat. Her face is no longer masked with Pawing Palo, Leyte
depression; instead, it glows with a cheerful and Tel No. +63 (53)-323-4082
hopeful smile as she looks on a clear, bright future that Email: dti8region8@yahoo.com
is slowly unfolding before her and her family.

June 2010 Issue / 77

OTOPreneur

Features:
Product development and design clinics • Trade fairs • Tawid ken Partuat Ilocos Sur Trade and
Tourism Exhibit at SM Megamall, Mandaluyong City • Partuat ken Patanor Trade and Agri-Fair
Conduct of skills upgrading training • OTOP program promotion • Financing • Techno transfer

For more details, please contact:

Provincial Government of Ilocos Sur
Office of the Governor
(077) 722-2740/ 2746 / 2776

Department of Trade and Industry

(077) 722-2688

78 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 9

There is more to the story of the fishmonger who became a

millionaire. Amy Mendoza’s hard work, patience, and determination,
helped her turn a kitchen venture to a growing enterprise now
employing about a hundred workers.

Amy Mendoza is a proud recipient of the prestigious Pres. Ramon

Magsaysay Outstanding Filipino Worker Award in the self-employed
category while her company enjoys the distinction of having been
awarded as an outstanding SME.

June 2010 Issue / 79

OTOPreneur

suki’s refusal to buy her banyera-full of herring gave

Amelita “Manang Amy” Mendoza the golden opportunity
to leap into a venture she knew little of. Help from government
institutions paved the way for the 2007 Most Outstanding OTOP
SME Partner to become a multi-million industry Manang Amy could
only have dreamed of.
ou must have heard of that story
about the fishmonger who became
a millionaire. “Opportunities abound even
in seemingly hopeless situations,” says
Amelita “Manang Amy” Mendoza on
hindsight. Her own family’s rags-to-riches story
galvanizes her belief in the saying that when God
closes a door, He opens a window, somewhere.

Coincidence or fate?
Call it serendipity. But Amelita’s opportunity to
rise from abject poverty came masquerading as a
catastrophe.
“I was late that day in delivering my fish to my
suki,” Manang Amy recalls.
“I bought one banyera-full of tamban-tuloy
(herring) on credit planning to pay for it at day’s
end,” she adds. “It’s not my usual habit of getting
that much fish but I wanted to sell more that day,
hoping to earn a little more for my family.”
Her plan to go “big time” as a fish vendor
was dashed as soon as she arrived at her suki’s
place. Some vendors had already gotten ahead of
her! Worse, her suki who was already processing
tamban into bottled sardines told her that he had
bought enough already and wouldn’t buy more.
She remembers how she pleaded since how can she
now pay for the banyera- full of fish if these were
not sold? She had neither a stall in the market nor
a place in the sidewalk to sell her fish. She had
bitten more than she could chew.
Walking back home, desperate and panicky,
she thought of processing the fish into Spanish-
style sardines herself. After all, she had seen and
observed many times before how it was done by
the workers of her suki. Surely, she thought, it will
be a breeze.
With the help of a Chinoy friend who agreed
to be her business partner, she was able to procure
Amy Mendoza with her husband, Alberto.
the ingredients such as corn oil, condiments, and
bottles for the processed sardines.
With much trepidation, she brought her first
bottles of finished product to the Chinoy’s family
for a taste test. Incredibly, she was in for a big
surprise, they liked it!
The processed sardines quickly sold, then
without labels, to some of her partner’s friends in
Manila. After the first shipment, orders just kept
coming. It was unbelievable!
But Manang Amy had another problem -- all
she had for capital was P200 -- and she had to
deduct her family’s food budget from the measly
amount.
Moving mountains
A religious woman, Manang Amy always
sought refuge in God’s divine intervention. She
started storming heaven for help. Heaven’s answer
came in the form of a bank loan facilitated by
her Chinoy partner since she neither had any
connection nor property to stand as a collateral.
In time, she was able to pay back her loan. Little
by little she expanded operations to meet the
growing demands for her products.
At first, she only had her family to help in
the production. As years went by, and as profits

80 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
kept pouring in, Manang Amy’s family-owned
company, Mendoza Industries, became the
employer of around a hundred workers involved
in the production and marketing.
Mendoza Industries rose above the competition
and has now become one of the big names in
the sardine-making industry in the province of
Zamboanga del Norte.
Rising to the challenge
In any business, one must learn to adopt new
ideas to perform better. In the production of
bottled sardines, the problem had always been
the breakage during transit to the customers and
how to package the bottles in multiple tiers or
divisions. The company adopted the use of locally
fabricated retorts box type and multiple autoclaves
that contributed immensely to the production
process. Production volume as a result of this
innovation, expanded sharply to over a thousand
boxes per month.
Over the years, Mendoza Industries has
continuously upgraded its facilities and
production process to be able to assure quality and
satisfy new markets. This proactive attitude made
it the first in the province to get the HACCP and
the Halal certifications.
Through continuous research and
development, the company has expanded its
product line to its existing six: herring sardines in
tomato sauce; herring sardines regular, in corn oil;
hot and spicy herring sardines in corn oil; bangus
sardines, in corn oil; hot and spicy tuna sardines,
in corn oil; dried herring spicy tuyo, in corn oil.
It has diversified into the processing of sihag-
sihag and andres-andres, both delicious shellfish
species that can be found in only a few places in
Zamboanga del Norte. The shellfish’s exclusivity
had made it more unique and sought-after.
From Manang Amy’s initial P200 capital and
sales of a few thousands when she started in 1984,
the company annual sales has now ballooned
beyond the million peso mark.
From the thatched-roof hut and squalid
environment where her family used to live in
Sicayab, the family now owns a big compound
where their factory and new house are located.
They have acquired parcels of land and vehicles,
and they can now afford to send their children to
better schools.
“Salamat sa Ginoo, makakaon na jud tawon mi
karun ug maayo” (Thanks be to God, we can now
eat well through His provisions), Manang Amy
says with gratefulness in her heart.
Government help
Mendoza Industries would not have gone
far were it not for the active support of the local
government and national government agencies
working together as a team. Bottled sardines is
Dipolog City’s as well as Zamboanga del Norte’s
provincial OTOP and industry cluster.
Since the launching of the OTOP program, a
number of improvements and assistance have been
made to the enterprise that contributed vastly to
its fast growth. Jointly, the Bureau of Fisheries and
Aquatic Resources and the Department of Science
and Technology with the DTI extended research
and development assistance making it possible for
the fabrication of retort/box and use of multiple
autoclaves. These materials addressed the issue of
in-transit breakage suffered by business dealing
with bottled products. Mendoza Industries also
obtained Halal certification through the help of
DTI.
Trainings, consultancy services, product
development support, and marketing events in
the form of local, national, and international
fairs facilitated by the DTI enabled the company
to expand rapidly its domestic market base and
allowed it to penetrate the export market.
That’s not all. Dipolog City local government,
in its bid to brand the city as the bottled sardines
capital of the Philippines, also went all out in
June 2010 Issue / 81
OTOPreneur
support of the In-glass Sardines of Dipolog
Association (ISDA) where Mendoza Industries is a
member.
Help also came in the form of advocacy,
financial support for OTOP enterprises, creation
of provincial website featuring OTOP products,
and financial support for the enterprises during
trade fairs and missions.
To ensure sustainability of the bottled sardines
industry, the Dipolog government also entered
into an agreement with ISDA members for
responsible fishing so that no small fish will be
caught, particularly tamban which is the main
ingredient in making sardines.
Recalling how nervous she was when she
debuted in her foray in national fairs in Manila,
Manang Amy was so grateful that DTI staff were
by her side to coach and help her bag her first big
orders during the business matching sessions with
big establishments and exporters in Manila.
Recognitions
Mendoza Industries has, over the years, become
the recipient of many awards and recognition.
In 2002, Manang Amy became a proud recipient
of the prestigious President Ramon Magsaysay
Outstanding Filipino Worker Award in the self-
employed category. Mendoza Industries at the
same time was adjudged one of the outstanding
SME awardees in the entire country.
The following year, the Mendoza Industries
was feted as one of the top 40 SME graduates in
the country and was named the most outstanding
OTOP SME Partner in Western Mindanao region
in 2007.
82 / June 2010 Issue
A blessing to the community
In gratitude for all the blessings and comforts
that her family is now enjoying, Manang Amy
is paying forward the same benefits to her
community by buying her neighbors’ catch and by
employing the fishermen’s wives. During summer
she accommodates students in her company
joining the government job program. Manang
Amy, naturally steadfast in her faith, always looks
forward to contributing to and sharing with
community and church activities.
Manang Amy’s story proves that success
can hide behind unexpected, often miserable,
circumstances. Yet for most part, her story tells
of utmost determination, enormous hard work,
and perseverance coupled with steadfastness in
her faith that, Manang Amy believes, made all the
difference in turning obstacles into stepping stones
to success.
Have you heard of that story about the
fishmonger who became a millionaire? That could
be Manang Amy’s and yes, that story is absolutely
true.
Mendoza Industries
Ms. Amelita A. Mendoza, Proprietor
D’ Beach Sicayab, Dipolog City, 7100
+ 63 (65) 212.4571; +63918.4462313/
+63917.7241607
DTI-Zamboanga del Norte
Provincial Office
Noel R. Bazan, Provincial Director
Felicidad I Building, Quezon Avenue, Miputak,
Dipolog City, 7100
+63 (65) 212.2331
dtizdn@yahoo.com
DTI-9 Zamboanga Peninsula
Regional Office
Nazrullah B. Manzur, Regional Director
Gov. Ramos Avenue, Sta. Maria,
Zamboanga City, 7000
+63 (62) 991.3237; 991.3238
dti09@yahoo.com
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 10

Meljoydee Ice Cream and Cone Maker

Maramag, Bukidnon

ew designs gave
Meljoydee’s products
a thorough makeover
giving it a hip and
modern look, one
that captures the eyes of the
discriminating buyer.

“Children are the easiest and

hardest to please. They just
love anything frozen and
colorful. But they get bored
easily too. New tricks
keep them excited
all the time.”

By Famelah Racquel D. Villanueva

June 2010 Issue / 83
OTOPreneur

How far will your fifty pesos go? Perhaps pay for a five-kilometer
taxi ride, a value meal from your favorite fastfood, or some knick
knacks? In Bukidnon, one amazing couple turned a fifty pesos
savings into a million peso family business. This is their story.

The fifty-peso savings

Tired of being contractual workers since they
were still single, Melchor and Felomina Oguimas
decided to cease being mere employees by
becoming entrepreneurs themselves right after
they married in 1980.
Their decision immediately initiated them to
the perennial problem that hounds would-be-
entrepreneurs – lack of capital. Added to this
is the fact that neither of them had any formal
education on business management nor had any
entrepreneurial and management training.
With only fifty pesos between them, they opted
to go into the making of ice cream at home since
Melchor had a working knowledge in this field;
his father had been making and selling ice cream
as a living. Filomena Oguimas in her ice cream special stand.
Their initial capital was used to buy the
basic ingredients but Melchor had to borrow they acquired their first electric freezer in 1985.
his father’s two hollow cylinders where the Two years later, they purchased a prefabricated
ingredients will be mixed. main component, a 1.5 hp motor, and other parts
To sell their product, Melchor used the same for a mechanical ice cream mixer for P6,000.
cylinders to store the frozen ice cream, load Now having gone mechanized, the prospects
these in a wooden box cart, and peddle them for expansion became even brighter.
around the community come hot weather or

The ice cream cones

pouring rain.

In that same year, the couple decided to

venture into the wholesale and retail of ice
After five years, through sheer persistence cream cones that they purchased from Davao.
and hard work, the couple became known as They negotiated with their supplier to deliver
makers of quality and affordable ice cream. With a fixed volume of cones on a monthly basis in
their earnings, they were able to buy their own
cylinders and replaced those that they borrowed
from Melchor’s father.
With this initial success, they decided to go
legitimate by applying for a business permit
and trade name. It was then that Meljoydee Ice
Cream Maker (MICM) was born. The name is a
combination of the names of the couple’s three
children – Melvin, Mary Joy, and Melody.
They continued to manually mix ice cream
and kept them frozen by using blocks of ice until

84 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
their locality, Maramag. Not only did this assure
them of a steady supply of cones, it also brought
down their operation expenses by saving on
fares travelling to Davao. It also allowed them
to network with other ice cream makers in the
province.
Seeing the potential market of the new
venture, the couple integrated cone production
in their line of business. In 1992, MICM applied
for a loan under the Tulong Sa Tao – Self
Employment Loan Assistance (TST-SELA)
Program of the DTI through its local conduit, the
Maramag Community Credit Cooperative.
The loan was used to buy their first cone
making equipment worth P30,000. The steady
increase in profit enabled them to buy another
two and a freezer in the span of two years. Four
more additional freezers found their way to the
plant. Business was good.
MICM evolved from an ice cream maker and
cone wholesaler-retailer to an ice cream and
cone manufacturer. Hence, during the renewal
of its trade name, they officially changed it from
MICM to Meljoydee Ice Cream and Cone Maker
(MICCM).
For the second time, MICCM applied for a TST-
SELA loan at MACCO in 1995. It also applied for
other financing assistance from the Maramag
Businessmen’s Association and “Hagdan sa Pag-
uswag.” It used the combined loan for the down
payment of an Isuzu Elf Wide cargo truck in
the amount of P142,000. The business now had
increased its mobility and expanded its area of
operation.
The arrival of a brand new electric cone
molder machine from Italy in 2003 through
Cordon International boosted their production
even further. The equipment worth P1.3 million
came from the loan proceeds under the SULONG
Program of DTI through its attached agency, the
Small Business Corporation (SBCorp).
Different folks,
different tastes
Anyone who’s under the sweltering heat of the
sun will be craving for something cool and sweet.
According to Felomina, they have a diverse
client - children, teen-agers, tambays, laborers,
transients, and tourists. Because of this, their
ice cream factory began producing ice cream
sticks and ice buko and added mango, melon,
cheese, and durian to the original ube (yam) and
chocolate flavors.
This move was well-received by ice cream fans
in the community, especially by school children
who are one of their most loyal customers.
Felomina has the natural instinct in detecting
the shifting moods of their clientele particularly
that of the children. “Children,” says Felomina,
“are the easiest and hardest to please. They just
love anything that is colorful and frozen. But they
get bored easily too, so you have to keep plenty of
tricks under your sleeve to keep them excited all
the time.”
Entry of competitors
The turn of the 21st century was not favorable
to the company. The entry of a big competitor
in the area weakened the demand for their
products. It even pirated some of its workers
and ambulant peddlers. Most of their customers
turned their interest to this new company.
With sales going down fast, and bills piling high,
there was an immediate need to caulk leaks in a
sinking business.
MICCM employed new strategies to minimize
wastes and reduce production costs by recycling
excess raw materials to feeds, instilling thrift
measures in the workplace, installing proper
record keeping, and further improving the taste
of their products.
The couple acknowledged that the assistance
and support from the local government and
other government agencies propelled them to
rise again.
The makeover
In order to comply with government
regulations, the MICCM got its license to operate
in 2004 from the Bureau of Food and Drugs.
This particular license ensures legal compliance
in the importation, exportation, trading, and
distribution of food products in and out of the
country.
June 2010 Issue / 85
OTOPreneur
Two years later, the Oguimas availed of the
creative services of the Product Development
and Design Center of the Philippines that gave
MICCM’s productsa thoroughly hip and modern
look, one that will capture the eyes of the
discriminating buyer.
The company also looked into other aspects
of their business. It improved and adopted
better environmental practices by leaving its
eco imprint in the community through proper
waste segregation and disposal. The ice cream
company made sure that it runs above the law by
not employing minors and by providing security
and health benefits to its full-time workers. They
may not be members of any environmental
organization, but social responsibility is deeply
embedded in the company ethos.
The town’s celebrity product
By the time the Maramag local government
launched processed foods as its One Town, One
Product (OTOP) in 2007, MICCM had become
one of the most sought-after stakeholders of the
program.
OTOP opened more windows of opportunities
for the Oguimas couple. The program gave
them the opportunity to meet with potential
buyers, display their products in various OTOP
pasalubong outlets, and promote their products
by participating in local and regional fairs.
These added exposures enhanced MICCM’s
brand increasing their sales by more than 40
percent in just a year. The pasalubong outlets,
particularly at the Maramag’s Best Pasalubong
Center, contribute about 30 percent increase to
their over-all sales.
Meljoydee Ice Cream products are not
all stationary. It has a contingent of mobile
peddlers, with an ice cream boxes on their backs
or pushed in ice cream carts, moving around
the towns taking it to buyers wherever they
may be. The band of ice cream peddlers has
penetrated additional markets in neighboring
municipalities. Some of them reaching as
far as Wao in Lanao del Sur and Banisilan in
North Cotabato, provinces in another region of
Mindanao. Today, market share even grew by as
much as 50 percent.
86 / June 2010 Issue
Reaping the fruits
In September of 2008, MICCM was awarded
the most outstanding micro, small, medium
enterprises (MSMEs) in Bukidnon during
the MSME week celebration presented by the
provincial government of Bukidnon, the DTI, and
the Bukidnon SMED Council. The award is given
to MSMEs that demonstrates great potentials,
shows support to various MSME development
programs in the province, and exercises their
corporate social responsibility.
The couple says that, perhaps the best part of
it all was gaining the trust of the community, and
making them proud by the various recognitions
their locality has received. Honors and awards
easily made the name Maramag synonymous
with great pride.
Today, MICCM has an on-going building
expansion through its second loan services
availed from SBCorp. Records also show that they
now have an estimated asset size of P4 million,
employs 30 workers, and registers a P2.5 million
in sales since they started their business in 1980.
Amazing outcome from a fifty-peso capital.
In the next three years, it is their goal to
have a fully good management practices-
compliant facilities and equipment. The couple
acknowledges that a continuous improvement
of the quality of the product enhances its
competitiveness and should be a running goal.
They also wish the company could help ease
unemployment by hiring more people in the
community.
The Oguimas couple entered the business
world with all odds stacked against them. But
they possessed certain values that greatly
contributed to their success. What they had
were an unwavering faith in God, their love for
one another, determination, hard work, and
persistence. And a fifty-peso savings.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Preserving tradition through world-class

gowns and barong tagalog

Bagong Barrio Multipurpose Cooperative

Percy Rapanut, Manager
Grace Park St. Bagong Barrio,
Pandi, Bulacan
+63 (44) 661-1877
bbmpc02@yahoo.com

June 2010 Issue / 87

OTOPreneur

Table and counter tops, floor vase, decorative jars of various sizes, plate charger

Engr. Samuel B. Alcala

Labason, Zamboanga del Norte
Mobile : +639193068609

88 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 11

“A farmer must be an entrepreneur. He must not stop dreaming and he

must not be content with typical produce like copra and fresh fruits. He
must look for opportunities to innovate,” Benjamin R. Lao said.

Through the years, Lao has mastered the art and science of organic
farming. The Lao Integrated Farm is an outstanding model on maximizing
land use without harming the environment.

Donna Belle Delicacies

Bansalan, Davao del Sur

By Jenny Molbog-Mendoza

June 2010 Issue / 89

OTOPreneur
ith the increasing partiality for a
healthy and sustainable lifestyle,
entrepreneurs continuously pump out
their creative juices to come up with
products that address demands. A Davao farmer-
entrepreneur introduces a healthy sweetener
alternative.
Model farmer-entrepreneur
“A farmer must be an entrepreneur. He must not
stop dreaming and he must not be content
with typical produce like copra and fresh
fruits. He must look for opportunities
to innovate,” said Benjamin R. Lao,
Donna Belle coconut sugar producer.
Lao never thought he would end up
as an entrepreneur after graduating
from law school in 1985.
When he inherited a five-
hectare land in Barangay
Eman, Bansalan, Davao del
Sur in 1998, coconuts were
the only crop and the agricultural
output was meager.
Inspiration struck Lao during
a visit at the Mindanao Baptist
Center where he observed how
the organization successfully implemented
their sloping agricultural land technology. He then went
back to his farm and planted nitrogen-fixing plants
simultaneously investing on fruit crops from his salary as
a government employee for the next seven years. He also
brought in some livestock such as goats and swine, and
attended seminars on animal-raising and farming.
Organic farming for chemical-free
sweeteners
Introduced to the product by the Philippine Coconut
Authority, Lao began producing coco sugar in the last
quarter of 2007.
The Departments of Labor and Employment, and
Science and Technology assisted his farm with their
expertise to increase coco sugar production from 10-15 to
150-200 kilograms a day.
Seeing the huge potential of coco sugar and coco
syrup, Lao decided to retire from government service in
2008.
“The farm started to be so demanding of my time and
I really had to focus on it, especially since I was already
producing coco sugar,” he said.
Lao added that with his Donna Belle brand of coco
sugar and coco syrup gaining national and international
90 / June 2010 Issue
popularity, much attention is really needed. In fact, on
November 2009, he already shipped out 2.2 metric tons of
coco sugar to the United States after meeting a buyer in a
trade fair organized by the DTI.
“Our processing is tedious. We always make sure
that our coco sugar is better than the ones produced by
Thailand and Indonesia and we really can guarantee to
our buyers that ours is chemical-free,” he said.
Lao is into organic farming which is why his products
are guaranteed chemical-free. Even the pesticide that he
uses is organic (a mixture of goat urine, sludge from swine,
fermented goat manure, cacawati/madre de cacao leaves
and local shrub called pañawan with chili).
Through the years, Lao has mastered
the art and science of organic
farming. The Lao Integrated
Farm is an outstanding model on
maximizing land use
without harming the
environment.
“When I was young, I got
dizzy after inhaling
chemical spray. I told
myself that when I am
older, I would practice
organic farming,” he
claimed.
True enough, Lao can indeed
brag about tilling a land that
is 100 percent chemical-free
since all the raw materials for
his products are from his farm. With
organic farming, his coconut output
has more than tripled. Though, it still
not enough to meet the demands for coco sugar and coco
syrup.
Meeting demands
Lao said that with the overwhelming demand
from local and international buyers, he has to look for
expansion areas.
“I’m looking at building another plant in a nearby
municipality. But of course, I have to make sure that the
raw materials are just within the perimeter of the new
plant’s location,” he said.
So far, the existing production capacity of the plant,
pegged at five metric tons per month, is not enough to
supply the monthly requirements of two metric tons for a
Manila buyer; another two for Canada, 10 for China, and
a 20-footer van load for the US.
Lao said he is very optimistic that the demand will
even soar higher, especially since that their products
are BFAD-approved and his farm is a registered food
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
facility at the US Food and Drug Administration. He also
recently received the organic certification under the crop
improvement association of the US.
Hurdling challenges
Lao did not reap success the easy way. He and his wife,
Fe, had to deal with challenges along the way.
“What I inherited was a barren land. Since I really
wanted to make the land productive, I really had to invest
in researching and gathering enough ideas and to achieve
my goal,” he said.
Lao’s decision to produce coco sugar and coco syrup
pushed him to further research every aspect of the
business.
“I had to research the health benefits of my products
because I saw that it’s really my selling point,” he said.
A study undertaken by the Food and Nutrition Research
Institute found that coco sugar have a low glycemic index
of 35, which is good for diabetics.
Having successfully positioned his products as healthy
options, Lao gradually saw the light flickering at the end
of the proverbial tunnel.
Lao was able to hit a 50 percent sales increase between
2007 and 2008. As of last year, the company’s sales was
at an average of P400,000 a month, which is 100 percent
higher than in 2008.
Lao attributed his success to the various interventions
that the government has consistently provided him. He
cited the assistance of DTI in finding markets for him
through the conduct of local, national, and international
trade fairs. Apart from that, Lao is among the beneficiaries
of DTI’s Export Pathways Program, an initiative that
provides assistance packages to deserving micro, small,
medium enterprises of the region. These services include
firm-level consultancy, participation to trade fairs, market
and business matching, and incentives facilitation.
The economic accomplishment of Donna Belle
Delicacies is a proof of Lao’s determination, which,
according to him, has really paid off. His five-hectare
barren land has now become a very productive piece of
farmland that could produce as much as four times its
usual capacity.
“It seems like I have 20 hectares because of the many
products I get from the farm. Aside from the fruit crops,
my goats are also producing milk, my civets are producing
Alamid coffee, and my coconuts have never failed from
producing quality and nutritious coco sugar,” he said
smiling.
Aside from the products that he had mentioned, Lao
is also manufacturing ice cream from goat’s milk; healthy
candy made from coco syrup and goat’s milk; and healthy
juice drinks, such as camote tops with coco syrup, lemon
grass with coco sugar, and passion fruit with coco syrup.
Reaping awards and recognitions
The economic aspect might be the major yardstick in
determining whether a business is indeed growing, but for
Lao, he considers his awards as the greatest achievements
of his business.
In 2008, he was given the National Gawad Saka
Award for coconut farming. Last year, Lao was given the
Presidential MSME Award for Micro Category; Regional
Outstanding OTOP MSME Award; and National
Champion of the Productivity Olympics for Agri-Business
Small Category by the National Wage and Productivity
Council of the DOLE.
He saw himself featured in magazines and agri-news
items because of his achievements in farming, and coco
sugar and coco syrup production.
Sharing the blessings, imparting
values
As a good agricultural and marketing practitioner and
organic farming advocate, Lao shared his expertise with
other farmers who had requested him to be the resource
person during trainings. He and his wife organized
trainings and coordinated with other organizations to
share the technology on coco sugar and coco syrup
processing. They also committed to act as market
consolidators.
This initiative of Lao was attuned to the thrust of
the local government on environmental protection and
aligned with the global trends on organic farming and
healthy food and lifestyle.
June 2010 Issue / 91
OTOPreneur

Development, he organized trainings on fruit processing

for the women in his barangay.
The many activities that Lao devotes for his workers
and the community manifest his sincere concern for the
environment and the people around him.
“We are doing all of these because we believe that we
must always be guided by faith and belief in God,” he
mused.
These values, together with his proactive marketing
strategies and the increasing demand for more healthy
food, there’s no doubt that coco sugar and coco syrup will
continuously gain popularity in the global trading arena.

Lao said that aspiring farmers must be ready to pour

capital into the farm.
“A farm needs big investment. What it produces, you
have to give back,” he said.
Moreover, he said that to become a successful farmer-
entrepreneur, one has to have “enough perseverance
and focus on what he is doing.” To earn the loyalty of
employees and workers, Lao said that excellent human
relations must be a philosophy.
The company is compliant to the minimum wage law
plus 10 percent share of the net profit from the sales of
the fresh fruits. Scholarship grants are also awarded to
deserving children of his employees and even extending
Donna Belle Delicacies
a full college scholarship to one of his laborers with an
Lao Integrated Farm, Brgy. Eman
average grade.
Bansalan, Davao del Sur
Lao provides his laborers with livelihood projects - even
Benjamin R. Lao, Proprietor
if they are already earning P8,000 to P16,000 monthly
Tel. No. c/o DTI-Davao del Sur (082) 553-2507
- by giving them does (female goat). Their obligation is
Mobile No. +639077758721
to return the first kid. The spouses of married laborers,
E-mail Address: laointegratedfarm@ yahoo.com
on the other hand, are hired when there are seasonal
activities like harvesting of fruits and
Edwin O. Banquerigo
processing them into candies and jams.
Provincial Director, DTI-Davao del Sur
Lao organized the harvesters and
2/F Medic Pharma Bldg.,
other staff to form the Lao Integrated
Cor. Doña Aurora and Corregidor Sts.
Coconut Climbers Association or
Digos City, Davao del Sur
LICCAS.
Telefax: (082) 553-2507
“I want my 53 employees to be happy
E-mail: dti11.ds@gmail. com
working for me,” he said, adding that
he only had three employees when he
Marizon O. Loreto
started out.
Regional Director
Furthermore, he stressed that
3/F Mintrade Building, Moteverde
corporate social responsibility must be
Ave., Corner Sales Street, Davao City
practiced as well. The blessings that
Phone: (082) 224-0511/222-1625
the company keeps on receiving must
Fax: (082) 300-9579/221-4952
be shared with the community, he
E-mail: dti11.ord@gmail.com
added.
With the help of PCA and
Department of Social Welfare and

92 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Region 12
(WINDS) Old Poblacion, Maitum, Sarangani
Women in Nation Development of Sarangani

The women in Old Poblacion are not your usual sales people.
They are the fishermen’s wives who spend their time
in gainful endeavors.

At dawn, they walk to the shores and wait for their husbands
from the seas bearing tons of freshly caught bangsi.
The sight of the sea creatures signifies
that a new day has begun.

Photo: Omar Gallinero

June 2010 Issue / 93

OTOPreneur
Every year in January, quaint Maitum town marks Bangsi Festival
to celebrate the town’s banner product. As thousands of visitors who
flock to see Maitum in its rowdiest day watched, entertained, and
enthralled by the sights and sounds, they are also amazed at how
bangsi, the odd-looking fish, could so powerfully unite a community
with so much hope and promise.
By Evangeline Farnazo
reparing my meal early today, I was
contemplating on the long ride ahead
to the town of Maitum, one of the seven
municipalities of Sarangani Province, the southernmost
province in mainland Mindanao.
General Santos City cuts across Sarangani. From this city,
Maitum, home to unspoiled rainforest, is 140-kilometer away.
The town had its moments of fame when potsherds dated to
be about 3,000 years old were unearthed in its caves. The
archeological find is said to be unparalleled in Southeast Asia.
But there is more to this ethnically diverse, quaint town.
I was meeting the fish processors in Barangay Old
Poblacion, and I couldn’t wait to bring back home a pack of
their delectable marinated flying fish, or bangsi in their local
dialect. The two-hour, mp3-loaded drive was just worth it.
Bangsi belongs to Exocoetidae family, order of Beloniformes
(needle fishes) and Actinopterygii class (ray-finned fishes).
It measures at a maximum of 26cm in length and lives in the
pelagic environment and tropical climate. It can be easily
identified by its huge pectoral fins and lopsided tail that allow
them to jump out of the water and glide through the air over a
94 / June 2010 Issue
Photo: Omar Gallinero
considerable distance.
Barangay Old Poblacion, located along the coast, has
abundant catch of flying fish from the months of November
to September. Majority of the fishing households have
pamangsihan, a gear used to catch flying fish. Usually sold in
General Santos at a low price, much cheaper than galunggong,
fishermen and their wives would rather marinate this fish to
command a higher price in the market.
The flying fish looks hideous with its
round head and big eyes; hence, it is no wonder
that it does not command a good price in the market.
It is also covered with scales rougher than a bangus’.
The first time I visited the area in 2003, I was served with a
grilled fresh bangsi for lunch. It was also my first time to see a
flying fish. I gingerly picked at its meat, and to my surprise, the
fish tasted sweet and so good that I ate three pieces of it and
who knows how many cups of rice. The whiteness of the meat
also came as a surprise. Not even the locally cultured pangasius
could compare to its whiteness once cooked.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
Coming from the area, a kilo of fresh bangsi, sold for P8.00
to P12.00. I bought two kilos of the fresh ones and five kilos
of the marinated fish. Then and there, marinated flying fish
had become one of my favorite breakfast menu. The fridge
would never be empty of a pack of this delicious product from
Maitum.
The women of Old Poblacion
I first took the assignment of assisting the 25 women
members of Old Poblacion WINDS (Women in Nation
Development of Sarangani) Fish Processing Association seven
years ago. These Ilocano-speaking women are the epitome of
industriousness.
In early dawn, they are already on the shores of Old
Poblacion to await the arrival of their fisherman-
husbands and to haul more than 3,000 kilos of freshly
caught bangsi.
The fresh fish would go straight to each household’s large
basins for removal of scales and partial cutting of pectoral
fins. Another family member, in turn, would split the fish
into halves, shaping it into a butterfly form. Afterwards, the
Photo: Omar Gallinero
fish would be eviscerated, removed of its internal parts, and
washed with cold water to minimize bacterial growth. The
flesh underneath the backbone would then be cut to allow the
marinade solution to easily penetrate the flesh.
The clean fish would then be placed in a brine solution
for 30 minutes to allow salt to penetrate the fish’s loins.
Afterwards, the fish would be soaked in the marinade solution
for two hours, and later placed and arranged in the racks to
drain. By six in the morning, racks and racks of marinated fish
would be lined along the shores of Old Poblacion for drying
until midday.
The half-dried marinated fish would be harvested after
three to four hours of drying using a stainless thong to avoid
direct fish contact. The fish would be placed in a plastic tray
and classified according to sizes. These would then be packed
in high-density polyethylene bags and stored in a freezer
to ensure longer shelf life. There you go, carefully packed
marinated bangsi, ready to be sold.
Before the day ends, the women of Old Poblacion WINDS
Fish Processing Association would have finished packing the
marinated bangsi into one and one-half kilo packs. All day long,
they would entertain customers coming from neighboring
provinces who would come looking for the desired and unique
taste of their marinated products.
June 2010 Issue / 95
OTOPreneur
These women are not your usual sales people. They are
simply wives of the fishermen in the area, who would rather
spend their time producing their own goods to help their
husbands and add to the family income instead of having
unproductive gossips in the nearest sari-sari store.
The late Nanay Moring, as Morina Villareal was fondly
called, was the first president of the association. She had done a
great job for the women of Old Poblacion. With the assistance
of the late DTI-CARP Coordinator Pedrito Pasagdan, they
prepared a project proposal to access funding worth P425,000
from the Lone Congressional District of Sarangani for the
purchase of land and construction of a fish processing center in
the area.
Today, two women, Ate Dadang (Imelda Pascasio) and
Ate Bebing (Luisa Remegio), the association manager and
treasurer, respectively, manage the center. They ensure that
the members are continually producing marinated bangsi to
accommodate orders from suki and other walk-in clients.
Both women do not receive any compensation for their
services. “Hindi pwedeng pabayaan namin ang center. Ito ang
iniwan sa amin ni Nanay Moring,” (We just cannot turn away
from the center. This is a legacy left by Nanay Moring) they
claimed, referring to their leader who passed away in 2006.
Members who work in the center were paid an hourly
minimum wage. Other members were also encouraged to
process at home and store their own products in the center.
This was to ensure that the produce of each member was of the
same quality as the center’s products to assure sales at the end
of the day.
96 / June 2010 Issue
Support from all fronts
The Old Poblacion WINDS Fish Processing Center was
inaugurated in 2004. This was also the year when assistance
from different national agencies poured in. The Department
of Labor and Employment granted a total of P120,000 for the
purchase of one stand up freezer and one chest-type freezer,
and two storage units, each with a capacity of 2,000 kilos of
fresh fish.
The Department of Trade and Industry, under its
Comprehensive Agrarian Reform Program, provided
organizational and managerial strengthening seminars and
product development training to its 25 members. This was
to equip its members in efficiently managing the center and
ensuring the continuity of production.
In 2006, the Center for Advancement and Strengthening
of Community Property Rights, Inc. (CASCO), through a
memorandum of agreement, assisted to upgrade the water
system facilities. This non-government organization also
provided additional processing equipment and materials.
It also assisted the organization with the operation and
management of the processing plant for almost a year. CASCO
hired an external manager to help them properly operate the
business.
CASCO, Inc. poured in a total of P600,000.00 in
investments to improve the processing area, and hire and
train quality control officers. They also implemented good
manufacturing practices, which prompted the women to
proudly wear hairnets, boots, and uniforms during processing.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
The town’s banner product
With the Old Poblacion WINDS Fish Processing
Association leading the processing of marinated bangsi, more
than 100 households are also involved in the marinating and
drying.
“Marinated bangsi alone, is roughly a P10-million
industry,” said Engr. Nenita Barroso, provincial
director of DTI – Sarangani Provincial Office.
The economic impact in the community of Old Poblacion
was recognized by all sectors and endorsed the marinated fish
as the priority product to be enrolled in the program.
The local government of Maitum allocated P80,000
funds for site development and for the processors and key
implementers to conduct a study mission on technology,
marketing and management of fish processing in Estancia,
Iloilo. Annual budget for OTOP was included in the local
government’s budget.
The continued popularity of marinated bangsi in the region
and neighboring provinces prompted the local officials to
declare the last week of January in 2008 as the 1st Bangsi
Festival in the Municipality of Maitum, Sarangani Province.
It recognized that Maitum is among the top producers of
marinated flying fish within the SOCSARGEN area and aimed
to give more meaning to its One Town One Product. The
festival is seen as a colorful promotion of the local product
boosting the morale of fisher folks aiming for higher family
income, as well as a celebration of the town’s diverse culture,
tourism and economy.
New look, new taste
A true entrepreneur would only take one look and taste
to determine that marinated bangsi has a big future in the
competitive market. Tasked to assist and continually develop
the product, I consider it a perk to my job the excitement of
trying new marinated mixes.
In 2006, bangsi was dipped to different types of marinade.
There were spicy, less salty, sweetened, sweet and spicy, and
barbecue flavored marinade. Various tests were also conducted
to ensure its safety to local consumers. A new packaging
scheme also began as the marinated fish was packed in 500
grams and one kilo packages.
“Other products were introduced in 2008,” Engr. Barroso
said. Entrepreneurs in the area have developed other value-
added bangsi products such as bola-bola, tocino, siomai,
bangsi rolls, chorizo, lumpia, embutido, burger patties and
nuggets.
June 2010 Issue / 97
OTOPreneur

“Packaging has improved from ordinary plastic

packs into a branded and labeled packaging,”
Barroso noted.

“Last year, DTI has turned over to the Local Government

of Maitum P200,000 worth of double-chambered vacuum
packaging machine. The fund was sourced from the Barangay
Micro Business Enterprise Development Fund. The Old
Poblacion WINDS Fish Processing Association was the main
beneficiary of the machine. However, the agreement pointed
out that all fish processors using the machine to pack their
products can do so at a minimum fee to the association. This is
to cover the maintenance cost and electricity,” Engr. Barroso
declared.
Several technology transfers on fish processing were
conducted to encourage more women entrepreneur in the area
to learn new mixes and be familiar with the fish products that
are popular in the market.
The IT unit of Maitum local government was also motivated
to design mouth watering labels enticing consumers to try and
buy the products.

Come hell or high water

The women of Old Poblacion believes in the value of time.
No time is wasted; no work is delayed. Every moment is a
challenge. Every day means food on the table for each of the
families.
But life is no milk and honey in Old Poblacion. Located

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

in the coastal area of Maitum, facing the raging Celebes Sea,

these fisher folks are constantly pounded by heavy rains, strong
winds, and waves as big as the mountains.
In 2007, hundreds of houses along the shores were washed
away by huge waves, leaving hundreds of families homeless.
Mostly affected were the fish processors because their daily
income depended on fishing.

Fishermen were threatened by other fishermen from

neighboring provinces due to boundary conflicts,
thereby, limiting their fishing area and fish catches.

Last year, three barangays in Maitum were attacked

by suspected Moro Islamic Liberation Front men. Three
improvised explosive devices also rocked the heart of Maitum,
fortunately, without fatalities. Some well-to-do families
temporarily relocated in nearby cities and municipalities.
Trade came to a standstill. The great distance from General
Santos has also added to the predicament of the people.
Maitum became isolated. Frequent visitors feared to set foot in
the town.
However, even on the face of these circumstances, the
people never lost their hopes. If no visitors came to visit and
buy their marinated fish, then the marinated fish would come
to them.

Processing the fish in the Old Poblacion, a number

of women bring them to nearby markets to sell. More
entrepreneurial women started to contact bulk buyers for
distribution to retail stores.

Partner agencies and government units never stopped

honoring their commitment to ensure the success of the
project. The women persevered to protect the source of
their livelihood.

Hardened and wizened by the challenges, the townsfolk

successfully staged the third Bangsi Festival in January.
Celebrated with choreographed street dancing by groups
donning colorful gaudy costumes, it also offered a panoramic
fluvial parade with delightfully adorned boats. The town hall’s
“Sugba-sugba sa Dalan” offered free to the public a thousand
kilo-fresh bangsi for grilling in time for lunch. Cooking
contests generated utmost interest among the native chefs to
discover new ways of cooking bangsi.
In January, as the thousands of visitors who flocked to
see Maitum in its rowdiest day watched, entertained, and
enthralled by the sights and sounds, they were also amazed at
how bangsi, the odd-looking fish, could so powerfully unite a
community with so much hope and promise.
And, today as I am traveling back to GenSan after meeting
the incredible women of Old Poblacion with my take-home

June 2010 Issue / 99

OTOPreneur

bangsi carefully wrapped among my stuff, I know that no

amount of pounding of rains, strong winds, and waves as big as
the mountains can stop these women from doing their trade.
Not even threats of terrorism can stop them from waking up
at dawn and walking to the shores to wait for their husbands
coming from the seas bearing tons of freshly caught bangsi.

The sight of the sea creatures conveys to the women of

Old Poblacion that a new day has began.

Old Poblacion
WINDS Fish Processing Association
Imelda Pascasio, Manager
Old Poblacion WINDS Fish Processing Center
Old Poblacion, Maitum, Sarangani Province
Cellphone No. 09077481567

DTI - Sarangani Provincial Office

Engr. Nenita L. Barroso, Provincial Director
2F National Agency Building, Capitol Park,
Alabel, Sarangani Province
Telephone Number: (083) 508-2277
Telefax Number: (083) 508-2014
Email Address: dti12_sp@yahoo.com

DTI-Region XII
Ibrahim K. Guiamadel, Regional Director
4F De Luz Bldg., General Santos Drive
Koronadal City
Telephone Number: (083) 228-9737
Fax Number: (083) 520-0613
Email Address: dti12_ro@yahoo.com

Photo: Omar Gallinero

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Showcasing the best of the Philippines, the DTI Davao Showroom features products from all over the
country—food, gifts, furnishings, accessories.

The showroom is a one-stop-shop of local goods where buyers and investors can see, order products, and
meet entrepreneurs for potential business partnerships.

At the DTI Showroom, buyers can book products and convene business matching with sellers.

Mintrade Building
corner Monteverde Avenue and Sales Street
Davao City, Philippines
Department of Trade and Industry - XI Office

Open daily from 8:00 am to 5:00 pm except on weekends and holidays.

For inquiries, please contact DTI-XI TMSMEDD at (082) 224-0511 local 415.
June 2010 Issue / 101
OTOPreneur

Bakit ka pa lalayo, nandito na lahat ang hanap mo!

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

CARAGA (Region 13)

Surigao City
Ocean Bounties Fresh and Frozen Products

Hard work, honesty, perseverance, and a

childhood dream helped a fish trader to build
his fresh and processed seafood business
from the ground up. Starting with virtually zero
capital, Ocean Bounties now boasts of several
best-selling seafood products, as well as a
seafood market and restaurant.

By Emily V. Congo, Mary Grace M. Sanchez,

and Evelyn C. Arlan

June 2010 Issue / 103

OTOPreneur

As a small boy watching traders haggling

with the fishermen fascinated
Sammy Cambaya. Fish trading.
He fancied himself doing the same.
And went on to build his own seafood business
from the ground up with virtually zero capita
l—and hard work, honesty, and perseverance,
inspired by a childhood dream.

H e was told that the stench of fish

preceded him — a sign to bank tellers that he was
already nearby to deposit the day’s sales. He also
noticed that people would avoid being near him
because he carried a perennial fishy smell with him
everywhere he goes. All these Sammy Cambaya
amusingly recalls.
Sammy was a typical fish trader. Sunburned, fish
scales lounged in his strong, calloused hands. His
daily lingo were banyeras, pom, tahop and timbangan,
vocabulary of fisher folks and fish traders.
That was 17 years ago.
Today, Sammy’s success story is one among the
few “rags to riches” tales in his coastal hometown of
Surigao City, the capital of the province of Surigao del
Norte in the Caraga Region. It sits at the northeastern
tip of Mindanao, the city’s sun-kissed shores facing
ahead to the Pacific Ocean. It was in these sparkling

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

strategy. Sammy obtained the products on credit

at the public market and delivered them to local
marine traders where he was paid cash. His wife,
Mary, tended a fish stall at the market and the couple
worked hard together to support their growing family.

Not just hard work

By taking to heart the biblical principles of honesty
and trustworthiness, Sammy quickly gained the trust
of the people whom he did business with.
He offered his services as a middleman to an
island-based supplier. His main responsibility was to
ensure that the marine products shipped to Surigao
City reach the traders and buyers on time. He was
also responsible for sending the sales and ice-filled
shores that Sammy, whose father would take him
styro boxes to his contacts in the island. Running
fishing when he was a small boy, found fragments that
errands for his suppliers such as buying fishing
helped build his dream.
supplies and groceries were chores Sammy did not
Sammy owes his business success to hard work,
mind doing for his business partners.
honesty, trustworthiness and faith in God. Raised in a
Sammy’s ordinary day starts even before dawn. In
home where poverty was a matter of fact, his family
the dark early mornings, he would rush to the pantalan
relied on fishing and coconut farming as their main
(seaport) to send the previous day’s sales, as well as
sources of livelihood. At a very early age, Sammy was
fish containers, to his suppliers. He comes back in the
no stranger to the sea as his father constantly brought
afternoon to collect the shipment for the day earning
him along during fishing expeditions. He was initiated
himself a peso per kilo of fish transported from the
to business early on by helping out his mother sell
island.
guinamos (anchovies) during market days.
Marine trading is plagued by unfair business
Hard work had always been Sammy’s strongest
practices like overweighing and adulteration of fish
suit. During the crisis that befell the coconut industry
products. Sammy, however, took pains never to
of the Philippines in the 1980’s, he and his siblings
shortchange his suppliers. He remitted the full amount
were forced to quit school. They found odd jobs to
of sales to his supplier after judiciously deducting
help support the family. He was 17 years old when he
expenses. This impressed his suppliers. Shortly
started taking on various menial jobs as a construction
worker, houseboy, and laborer.

Afternoon afterthought
One late day, after a hard day at the public market,
he went to the nearby fish port to take a break. The
small fishing boats were just approaching the shore.
Nets were hauled. Boats were pushed ashore. The
day’s catch had arrived. Traders swarmed in, haggled
with the boatmen. Watching and listening to traders
haggling with the boatmen fascinated him. Fish
trading. Right there he fancied himself doing the same.
Pondering on how to go about it, he came up with
a practical solution considering his lack of capital.
Sammy convinced a number of fishermen from his
hometown to sell the marine products to him on credit
which he will pay the following day. He sold fish during
tabo or market days and made money with only his
word as capital.
When he got married, he stopped going to the
tabo in the municipalities and opted to buy and sell
cuttlefish and octopus in Surigao City using the same

June 2010 Issue / 105

OTOPreneur
afterward, word spread about Sammy’s honesty in his
business deals earning him more suppliers to his side.
One big faith, one big break
The year 1993 was an exciting year for Sammy.
With a savings of only P10,000, he decided it was
time to move on from just being a middleman, and
become a marine trader himself.
A small-time wannabe trader, the idea that Cebu
City aquamarine product exporters do not entertain
small traders like him, did not bother him at all. His
guts and an irresistible business proposition propelled
him to try his luck and bag a business deal.
He went to see one of the biggest aquamarine
product exporters in Cebu City to offer his services as
direct supplier to the company.
Sammy, excited to make an appointment with
a big business manager for the first time in his life,
went home with a heavy heart. His first attempt to
forge a business deal was made memorable by the
receptionist who made him wait for long hours only to
be told to come back some other time. The manager,
she announced, was too busy to see him. For several
days, Sammy was in his office at the first hour in
the morning until closing time. The message was
constant: The manager is not available.
With enthusiasm slowly ebbing, he left feeling
dejected and went to a nearby church meeting. He
was pleasantly shocked to hear the name of the plant
manager being announced as the speaker for the
night. He did not lose precious time, right after the
meeting he introduced himself to the guest speaker
and right then and there, Sammy got a contract with
the exporting firm.
And that was how SMC Marine Products was born.
Hands-on management
Sammy’s role radically changed from being a simple
mamuhulay (middleman) to that of a supplier. He
still bought most of his stocks on credit but he
shipped the products to Cebu City directly. Payment
was deposited to his account 2-3 days after each
shipment. This entailed opening a bank account just
106 / June 2010 Issue
for the purpose of receiving money from his buyer -
one of the several “first times” in Sammy’s life.
As a micro entrepreneur, Sammy personally took
care of all the aspects of the business. He acted
as the buyer, cashier, manager, and janitor of SMC
Marine Products, not at all strange for a person who
knows hard work like his closest friend. He had a
vision to improve his business not just for himself and
for his family, but also for his relatives and the local
fishermen.
Aware of the inequity in the business, he was
concerned about fishermen earning very little income
and the traders getting the biggest share of the pie
in the marine trading industry. He dreamed about
becoming the first local marine processor and exporter
to be able to help his fellow Surigaonons.
Back in the 1990’s marine traders in Surigao del
Norte enjoyed abundant supply of marine products.
Sammy’s capital was very limited but he was fortunate
to have suppliers who agreed to collect payment only
after Sammy gets paid by his buyer.
When the company he was supplying folded up,
he found another buyer who was willing to lend money
for his trading business. After two years he was able
to establish two buying stations in the islands. These
days, he has eight buying stations scattered all over
Surigao del Norte and Surigao del Sur provinces.
By 2003, SMC Marine Products was converted
into a family corporation and was renamed Ocean
Bounties Fresh and Frozen Products. It now employs
60 people, majority of whom are workers in the crab-
processing unit of the company.
A local hit
A pasalubong center was eventually established
in 2005 which became an instant hit among locals
and tourists. Ocean Bounties marine products,
whether fresh or frozen, were made available
without the inconvenience of having to go to a wet
market, customer satisfaction being one of the top
considerations. As an extra service to customers,
products are packed in styro boxes for those who
wish to transport them.
Aside from fresh and frozen marine products, the
company also began to sell bottled marine products:
poot-poot guinamos and shredded dried squid. The
latter’s recipe was personally concocted by Sammy.
 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

through the canning of local marine-based delicacies

for the local and export market.
Eventually, Sammy dreams to dive into the
franchising of Ocean Bounties.

Other best selling products were crab meat, sashimi,
filleted salmon, octopus squares, crab cocktails, and
conch shell (saang).
Tough seas make
good sailors
Like all other businesses, Ocean Bounties was not
spared from trials and challenges.
The dwindling supply of marine products and
the decrease in demand from the export market are
among the challenges Sammy has to cope with.
Innovation is the key for Sammy to be able to stay in
the business.
At this time, a canning plant for marine products
is under construction. This is funded partly from
the P3.5-M loan from the Development Bank of
the Philippines through its One-Town-One-Product
(OTOP) window facilitated by the DTI.
DTI has also been helping Sammy in market
promotion, product development, packaging and
labeling. The Department of Science and Technology,
on the other hand, has made available its various
programs and services, including funding Sammy’s
fish processing equipment.
The canning plant is not just exclusively for Ocean
Bounties. Opening the facility to other local marine
processors at reasonable rates, Sammy said is his
way paying it forward.
Just recently, Sammy also opened his own seafood
market and restaurant across the busy public market.
Stench no more
The man who used to be perpetually shadowed by
the smell of the fish, who roamed the public markets
with sore feet and worn-out slippers sweating under
the heat of the sun, is now aboard a sports utility
vehicle – free from dust, free from heat. Small comforts
enjoyed by a hard working, honest, and God-fearing
man.
Nowadays, Sammy is among the big buyers of an
equipment store where he used to work as an errand
and utility worker. His former boss failed to recognize
him. The smell of the fish stench is gone along with
the worn out slippers. Also gone is the innocent look
in the eyes of a young boy who often wondered how
he could become a fish trader someday.
Sammy had become a man whose reputation
elicits a double take, not because of the stench of the
fish, but because of the deep respect and admiration
for his legendary honest hard work, fearlessness,
persistence, and perseverance. Sammy Cambaya
dreamt and lived it.
Ocean Bounties Fresh and Frozen Products
Sammy M. Cambaya
General Manager, Proprietor
888 Diez Street, Surigao City
Telefax +63 (86) 826-1265
Mobile +63917521180
Email sam@oceanbounties.com
www.oceanbounties. com.ph
DTI Caraga Regional Office
Brielgo O. Pagaran, Regional Director
5th Floor, D & V Bldg.,
JC Aquino Avenue, Butuan City
8600, Philippines
Tel. No. +63 (85) 341-2293; 342-5615
Fax No. +63 (85) 815-1271
Email : dti_caraga@yahoo.com

DTI- Surigao del Norte

The buck doesn’t stop here Celestino Il. Negapatan, Provincial Director
2nd Floor, Tamayo Building
Despite the challenges, Sammy is not hesitant Capitol Road, Surigao City
about expanding his business. He sees himself as 8400 Philippines
one of the major marine product processors and Tel. No. +63 (86) 826-7730
exporters in the Caraga Region. Fax No. +63 (86) 826-2373
He will continue to deliver bounties from the Email : dtisdn@yahoo.com
oceans to the countless kitchen tables in the land

June 2010 Issue / 107

OTOPreneur

T he one-day business road show blazed

trails all over the archipelago drawing thousands
of participants of diverse persuasions – students,
institutions, micro and small entrepreneurs,
professionals, the seniors, and the simply curious.
Known experts and successful
entrepreneurs shared ideas and tips, emanating
from their individual gainful experiences, to a
motley collection of business-inclined individuals
from all corners of the country.
The panel of experts talked about finding
business opportunities, choosing the market for
business, product development and innovation,
marketing techniques, and micro-financing
options. Speakers from private and government
agencies joined the panels.

108 / June 2010 Issue

HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

The free-of-charge business caravan’s first

stop was Davao Region as early as December last
year wrapping up in General Santos City in the
Soccsksargen Region in May drawing the largest
crowd of more than 1,200. Northern Mindanao
also drew one of the biggest with about 850
attending in Cagayan de Oro City.
Products and services booths—book
sales, OTOP products, and Nerbac desks, added
color to the open invitation event.
The NegoSem is a 20-episode
seminar organized by the Philippine Center for
Entrepreneurship Foundation, Go Negosyo,
and the Department of Trade and Industry, in
cooperation with Landbank of the Philippines,
National Livelihood Development Corporation,
and Presidential Social Fund. The BPI Family
Savings Bank, PLDT SME Nation, and Smart
Communications also supported the event.

June 2010 Issue / 109

OTOPreneur

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

Ordering OTOP products online? How cool is that? That means,

what every Juan and Juana from all over the world has to do is to
access the OTOP website, order online, and wait for the product
to be delivered at their doorstep.

Buyers can now access and order products from the http://
otopphilippines.org/ link. The website is a byproduct of
the public-private partnership between the DTI’s Regional
Operations and Development Group and e-commerce firm
iNegosyo http://inegosyo.com/ a web portal that brings together
buyers and sellers.

Virtual marketing makes the tasks of marketing products and

services a lot easier and the same time allows entrepreneurs to
reach a wider market at the least cost.

Aside from being a cost-effective tool to promote products

online, the OTOP website also allows efficient conduct of
business matching between entrepreneurs and their potential
buyers whether local or foreign. About ten OTOP enterprises
have already joined.

Join the OTOP virtual entrepreneurs.

Visit and register at http://otopphilippines.org/ now!

June 2010 Issue / 111

OTOPreneur

Cordillera Administrative Region Joel Arthur Tibaldo

(RO-CAR), Glory P. Lugao (Apayao), Joel T. Fagsao
(Mountain Province), Ralph B. Altiyen (Benguet),
Maria Cecilia T. Baral (Kalinga), Imelda D. Kimayong
(Ifugao) REGION 1 Ilocos Region Amelia E. Galvez (RO),
Victoria A. Ordoño (La Union), Perry B. Agbayani
(Ilocos Norte), Ramil T. Avelino (Pangasinan) REGION 2
Cagayan Valley Zenaida B. Quinto (RO), Elmer A. Agorto
(Isabela), Victor U. Urian (Cagayan), Ellerie Mila G. Ramel
(Nueva Vizcaya), George O. Colebra (Quirino)

NCR Princess Fatima T. Parahiman (RO) REGION 3 Central Luzon Wilfred Tristan L. Carbonell
(RO), Pacita P. Bandilla (Aurora), Teresita E. Magtanong (Bataan), Evangeline S. Bulda
(Zambales), Lunabelle A. Sison (Tarlac), Richard V. Simangan (Nueva Ecija),
Ma. Lourdes T. Dizon (Bulacan), Eileen E. Ocampo (Pampanga) REGION 4-A Calabarzon
Charlie S. Dajao (RO), Maria Carmen G. Garcia (Batangas), Sharon F. Dioco (Rizal),
Pablito C. Budoy (Quezon), Marcelina B. Alcantara (Laguna), Lorena M. Pangilinan (Cavite)

REGION 6 Western Visayas

Ruby M. Melliza (RO), Deana
G. Ruiz (Aklan), Roger S.
Petinglay (Antique), Esterlita M.
Baddong (Iloilo), Melecia U. Pait
(Guimaras), Ken Queenie R.
Cunada (Capiz), Floressa May
V. Castro (Negros Occidental)
REGION 7 Central Visayas
Jojisilia R. Villamor (RO), May
Liza T. Sevilla (Negros Oriental),
Bebelyn T. Borongan (Siquijor),
Merle P. Falcon (Cebu), Lucille
C. Autentico (Bohol) REGION 9
Zamboanga Peninsula Lowell S.
Vallecer (RO), Roger D. Sarsalejo
(RO), Jassim N. Abdurasad
(Zamboanga Sibugay), Miriam Fe
E. Jacinto (Zamboanga del Sur),
Estrella M. Roda (Zamboanga
del Norte), Maria Carmen R. La
Guardia (Isabela City)

112 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
e often engage with local
entrepreneurs as part
of our work. But writing
about the journeys of our
successful entrepreneurs
is incredibly inspiring
and insightful. What make them stand out
from the rest are their amazing narratives
of hard work, persistence, faith, and
determination. Their stories can be your
story too.”
The OTOPreneur Magazine weaves
together the talents and expertise of selected
staff from the Department of Trade Industry
in the Philippines. They are people in the
ground who directly engage with the subjects
of this magazine — the homegrown business
partners.
To prepare them for this big work, a corps
of staff chosen from all over the regions and
provinces participated in a training series
running from April to May 2010. All stories in
this issue is their first collection.
June 2010 Issue / 113
OTOPreneur

REGION 10 Northern Mindanao Carmel D. Mabao (RO), Conrado C. Dy (Misamis Oriental), Julius C. Verdadero (Misamis
Occidental), Famelah Racquel D. Villanueva (Bukidnon), Elvira G. Redublado (Lanao del Norte), Nelson T. Catubig,
Jocelyn N. Rosales (RO) REGION 11 Davao Region Jenny Grace M. Mendoza (RO), Zaida Fe I. Ramiro (Davao Oriental),
Amelita L. Pastias (Davao del Sur), Patrick Kim B. Evangelio (Compostela Valley), Julian B. Loquinario (Davao Nerbac)
REGION 12 Soccsksargen Region Leonard Joel V. Flores (RO), Arnel V. Sayco (South Cotabato), Evangeline Farnazo
(Sarangani), Babylon F. Maganaka, Jr. (Sultan Kudarat) REGION 13 Caraga Region Mary Grace M. Sanchez (RO),
Evelyn C. Arlan (Surigao del Norte), Cristina R. Dedel (Agusan del Norte)

REGION 4-B Mimaropa Region Joel B. Valera, Catalina Layni V. Olmos, Karen A. Invento
REGION 5 Bicol Region Jocelyn R. Berango (RO), Agnes Villafuerte-Fanoy (Camarines
Norte), Jay Percival S. Ablan (Camarines Sur), Ma. Irene M. Andes (Catanduanes), Victor
Emmanuel S. Castro (Albay), Senen C. Malaya (Sorsogon), Criselda D. Muega (Masbate)
REGION 8 Eastern Visayas Jorge D. Modesto (Biliran), Claire O. Diaz (Northern Samar),
Isidro Aporto (Eastern Samar), Ariel D. Donceras (Western Samar)

114 / June 2010 Issue

 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
“With the mood swings associated with pregnancy,
and the concentration and patience needed
for being a writer, I really thought they don’t
mix well. But the entire experience proved me
otherwise. Developing the story for our SME was
like nurturing a life in the womb… both required
passion and dedication.
Fahmela Racquel D. Villanueva
Bukidnon, Region 10
“It is always exhilarating to hear stories
of determination, hardship, and eventual
triumph. But to hear it first hand and be the
one to share it to the world is certainly a thrill!.
I am glad that we are able to share the story of
our entrepreneurs to the
OTOPreneur readers.”
Princess Fatima Parahiman
Metro Manila, NCR
“Reading the maiden issue of OTOPreneur
magazine made me proud of our successful
MSMEs. But to write one for the June issue
makes me even more proud having the
chance tell the world that Antique, too, has
successful entrepreneurs nurtured and ably
assisted by DTI. In my own small way,
I have made myself an instrument to let
everybody know that we are creating small
ripples in our province that when put together
form tidal waves of success. More power!”
Roger Petinglay
San Jose, Antique, Region 6
“Writing success stories is a very promising
experience. It taught me a lot of great things
about creative writing: the style, content,
photographs, conduct of interview and
research of the subject and a lot more. The
experience moulded me to be more expressive,
imaginative, and innovative.
Thanks for the opportunity.”
Amy Galvez
La Union, Region 1
“The workshop fired me up and am ready
to capture more success stories and writing
them better. The eight-hour trip to Cagayan
de Oro by bus was indeed all worth it! Well,
should the team decides to hold another
workshop (on photography, perhaps), I’m still
super willing to take a very long bumpy ride
again even if it would take me a week
just to get to the venue :-)”
Jenny Grace Mendoza
Davao City, Reg 11
“This may seem like self-flagellation to most
people, but I do enjoy communicating ideas
and information through various means,
especially when I am relaying something that
inspires people. I may still be struggling with
my writing but that made the experience all the
more interesting and pleasurable.”
Joji Villamor
Cebu City, Region 7
“Putting things all together to come up with
a creative but true story, one that mirrors
the lives of those who metamorphosed into
successful ventures, is very rewarding. With
OTOPreneur, we share Filipino ingenuity to
the world. Kudos to everyone!”
Julius Verdadero
Misamis Occidental, Region 10
“The task of writing made my head spin.
I shivered at the thought of how to make
it interesting. What should be the focus of
my story? Those were my ‘alibis’ but with
the deadline hanging over my head really
sparked my imagination. Making ways for
our entrepreneur to shine is itself a rewarding
experience.”
Lina Alcantara
Laguna, Calabarzon
“Writing a story that will pass the standards
of our trainers is no joke but I took the
challenge, anyway. I hope I wasn’t a big
headache to the editor.
Ha ha ha!”
Richard V. Simangan
Nueva Ecija, Region 3
June 2010 Issue / 115
OTOPreneur

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 HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE
What is OTOP Philippines?
One Town, One Product (OTOP)
Philippines is a priority project of her
Excellency President Gloria Macapagal-
Arroyo to promote entrepreneurship and
create jobs. Through OTOP, local chief
executives of each city and municipality
take the lead in identifying, developing,
and promoting a specific product or
service which has a competitive advantage.
OTOP Philippines supports micro,
small and medium enterprises (MSMEs) to
manufacture, offer and market distinctive
products or services through the use of
indigenous raw materials and local skills
and talents.
What assistance is provided in
OTOP Philippines?
OTOP Philippines offers a comprehensive
assistance package through a convergence of
services from local government agencies and
the private sector. This includes:
Business counselling
Skills and entrepreneurial training
Product design and development
Marketing
The Medium Term Development Plan
(MTPDP) 2004-2010 outlines the dual
strategies of (a) product development through
OTOP, and (b) credit provision through
SULONG (SME Unified Lending Opportunities
for National Growth) to support three million
entrepreneurs and generate 6-10 million jobs.
Who may avail of this assistance?
The program targets MSMEs with an asset
of not more than P100 million, which account
for 99 percent of business establishments.
Who supports OTOP Philippines?
The LGUs identify the specific product or
service and make available all forms of
assistance. The Department of Trade and
Industry advocates the program’s ideals and
provides the necessary support for the LGUs in
the implementation together with the
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OTOPreneur

following key agencies:

• League of Municipalities

• League of Cities

• League of Governors

• National Livelihood Support Fund

(NLSF)

• Philippine Chamber of Commerce

and Industry

• PhilExport

• Philippine Center for Entrepreneurship

• Philippine Business for Social Progress OTOP Program Management Office

• DOTC/Transportation Office
• Department of Education
• National Economic
Development Authority
• Department of Agriculture
• Department of Environment and Natural
Resources
• Department of the Interior and Local
Government
• Department of Science and Technology
• Department of Tourism
• Technical Education and Skill
Development Authority
DTI-Regional Operations Group
7/F New Solid Building
357 Sen. Gil Puyat Avenue, Makati City,
Philippines
Tel: (63) (2) 890-4684, 895-3582
Fax: (63) (2) 890-4389, 890-4685
Email: otopphilippines@dti.gov.ph
Engr. Merly M. Cruz
Undersecretary, DTI-RODG
7th Floor New Solid Building
357 Sen. Gil J. Puyat Avenue, Makati City
Tel. No. +632-890-4697
Fax No. +632-890-4685
rodg@dti.gov.ph

• Philippine Information Agency http://otopphilippines.org/

• Department of Labor and Employment

• Small Business Corporation Contact DTI Regional or Provincial Offices

• Development Bank of the Philippines nearest you.

• Landbank

These agencies work hand in hand with

other government offices and the private
sector to sustain the program.

118 / June 2010 Issue

HOMEGROWN BUSINESS PARTNERS IN THE COUNTRYSIDE

June 2010 Issue / 119

OTOPreneur

The Export Pathways Program provides export assistance through a systematic approach, providing
interventions at every stage of an exporter’s growth. Using the Value Chain Approach, Industry Clustering,
and Sub-contracting it will ensure a stronger and more dynamic export industry. Such dyamism would be
a tool for the regions to nurture SMEs with potential to become exporters. The Export Pathways Program will
be enhanced and reinforced by the Regional Interactive Platform for Philippine Exports or RIPPLES
by the Bureau of Export Trade Promotion.

120 / June 2010 Issue

 Front: DTI OTOP product
Maitum, Sarangani Shores Photo by Omar Gallinero Back: Bangsi Festival, Sarangani
 JUNE 2010 ISSUE

Homegrown business partners in the countryside