BAYBAY CITY, Leyte – A good product does not end at harvest, processing, or packaging. For many farmers and agri-entrepreneurs, the next challenge is getting people to notice, trust, and buy it.
This was the focus of “Innovate, Integrate, Market: Launch Your Agricultural Product with Confidence,” a three-day training held on June 2 to 4, 2026, at ATI-RTC 8, VSU, Baybay City, Leyte. The activity gathered 27 farmer leaders, Learning Site for Agriculture cooperators, women, and youth representatives from across Eastern Visayas.
The training helped participants look at their agricultural products not only as farm outputs, but as brands with stories, value, and market potential. Its main goal was to equip them with knowledge and skills in market research, product development, packaging, branding, and marketing strategies.
Ms. Gracielle Dawn Gamotin, head of the Department of Entrepreneurship and Innovation of Visayas State University, served as the resource person. She guided the participants through key topics in agricultural marketing, including direct marketing, wholesale marketing, digital marketing, and case-based learning from actual marketing practices.
One of the main discussions centered on the difference between direct marketing and wholesale marketing. Participants compared the two approaches in terms of customer access, pricing, volume, profit margin, and market opportunities. Through the session, they gained a clearer view of which marketing path fits their products, resources, and target buyers.
The training also placed strong attention on digital marketing as a practical tool for farmers and agri-entrepreneurs. Participants learned how online platforms help promote products, reach new buyers, and improve product visibility. The digital marketing funnel, composed of awareness, consideration, conversion, loyalty, and advocacy, served as their guide in understanding how customers move from seeing a product to becoming repeat buyers and promoters.
Facebook Marketplace was discussed as an accessible platform for product promotion, customer communication, and market expansion. For many participants, this tool offered a realistic starting point for bringing their products closer to buyers without large advertising costs.
The learning sessions moved beyond lectures. In one hands-on activity, participants enhanced their farm logos and designed social media cards or promotional posters for their agricultural products. The activity gave them a chance to apply lessons on branding, product presentation, and visual communication.
They also conducted a product comparison between dried mango from the Philippines and Vietnam. The participants assessed taste, packaging, labeling, presentation, and overall market appeal. The activity helped them see how small details in packaging and presentation shape customer perception.
Another case activity focused on a farmer cooperative in Cebu. Participants examined its supply chain, marketing practices, and common production and marketing challenges. Through this, they identified strategies worth adapting in their own farms, organizations, and enterprises.
To connect classroom learning with real market practice, the participants visited the VSU Technomart for a benchmarking activity. They observed how local products were packaged, labeled, branded, priced, displayed, and promoted. The visit allowed them to see how marketing principles appear in an actual selling space.
For Mr. Peter Paul Quilantang, the training gave farmers both knowledge and motivation. He said the activity helped participants improve their products, adopt new approaches in marketing, and become more confident in promoting their agricultural enterprises.
Ms. Jasmine Czepha Montaño shared a similar reflection. She said the training gave her useful skills in social media marketing, product photography, product presentation, and visual content creation, which she intends to apply in strengthening their farming enterprise.
Ms. Ethel Biagcong also valued the experience, especially the discussions on digital marketing and product promotion. She said the training gave her practical ideas for her own work and for sharing knowledge with students and the community. She also appreciated the chance to learn from fellow participants and entrepreneurs who shared their own experiences.
As the training ended, participants were encouraged to bring the lessons back to their farms, organizations, and communities. The way forward is clear: improve branding, strengthen packaging, promote products online, and make local agricultural products more visible and market-ready.
Through this training, ATI-RTC 8 supported farmers and agri-entrepreneurs in Eastern Visayas in taking the next step from production to promotion and from farm products to competitive brands.
