Growing Change Through Digital Dreams

In the quiet barangay of Cudionan in San Dionisio, Iloilo, vast fields of rice and corn stretch beyond the horizon. But nestled within this landscape, something unexpected is growing — a vineyard.

CentLes Vineyard, owned and managed by Mar John Morales, is home to 264 grapevines, with over 50 varieties both common and rare. What makes it even more remarkable is not just the crops it produces, but the story behind it — a tale of how a soft-spoken Information Technology graduate found purpose in farming through the Young Farmers Challenge (YFC).

Raised by his grandparents who were farmers themselves, Mar John grew up with firsthand exposure to the rural lifestyle. Although he pursued a career in technology, his roots in agriculture quietly lingered in the background.

“I was raised by my grandparents who were farmers, and I absorbed their legacy. Now, I’m combining that legacy with what I studied in IT — merging agriculture with technology,” he says.

Grape farming wasn’t common in their area. In fact, it was almost unheard of. But curiosity, coupled with determination, led Mar John and his family to explore the possibilities online.

“We studied tutorials and videos, and eventually ordered our first planting materials,” he recalls. “We learned through trial and error. But we knew we needed more guidance, so we reached out to vineyard experts across the country. We combined everything we learned and created our own custom techniques from experience.” 

The vineyard spans 1,000 square meters, and while only 30–40% of their grapevines currently bear fruit, they expect to harvest 150 to 200 kilograms every season. As the vines mature, that number will only rise — a promising sign for their future.

But their path to growth wasn’t clear until someone online introduced them to the Department of Agriculture’s Young Farmers Challenge.

“We weren’t aware of the program. One of our Facebook followers encouraged us to join. Since we met the requirements, we gave it a shot,” Mar John shares.

That single step shifted the course of their farm.

Initially, Mar John felt out of place. “I was nervous,” he admits. “My work and education weren’t related to agriculture or business. I assumed the other competitors would be far more knowledgeable.” But through the guidance and training provided by DA, he gained confidence. “Over time, I developed the skills to present, and I overcame my shyness. The YFC helped train me to communicate better and to trust in my vision.”

At first, CentLes Vineyard was just a hobby. But with the YFC’s support — both in mentorship and financial grants — it transformed into a mission-driven business.

“YFC gave us direction,” he explains. “Before, our only goal was to produce grapes. Now, our goal is to uplift fellow farmers, especially the youth. We want to show them that agriculture can be modern, profitable, and meaningful.” 

Today, Mar John is more than a grower — he’s a community builder. CentLes Vineyard runs a “Your Plant, Your Profit” program, where community members are given space and seedlings to grow vegetables. They keep all the profit from their harvest. The farm also hires out-of-school youth and currently supports an agriculture student through a scholarship program.

He also credits YFC for opening doors to agri-tourism. “We were inspired during our YFC training to develop our farm as a tourism destination,” he points out. “That’s how we got connected with ATI and are now working on compliance for accreditation. We want to offer hands-on experiences, especially for students and aspiring young farmers.”

His growth is mirrored by the growth of his connections. Through the YFC, CentLes Vineyard established partnerships with the Northern Iloilo State University and the San Dionisio Municipal Agriculture Office.

“Next year, we expect more agriculture students to train at our farm,” he states. “We’re planning more programs with the LGU to benefit local farmers.”

 The grant they received at the regional level is already being reinvested into expanding their facilities and improving biosecurity. In the near future, Mar John hopes to venture into value-adding — processing their grapes into other products — and creating more job opportunities to ease the burden of poverty in their area.

Looking ahead, he envisions a grape industry that will thrive not only within their barangay but across Northern Iloilo.

“We want to partner with other farmers so they can also grow grapes,” he shares. “Right now, S5% of grapes in the market are imported. We want to reduce that dependence by increasing local production.” 

For sustainability, the farm also grows strawberries, mulberries, blueberries, apples, oranges, lychees, and even kiwis — fruits they believe have high potential in the local climate. These crops serve as off-season income sources while waiting for the grapes to ripen, which typically takes three to four months after pruning.

Another unique offering of CentLes Vineyard is their grape-picking experience. They don’t market their grapes traditionally. Instead, they allow people to visit the farm and harvest the fruit themselves.

“We want people to experience what it’s like to pick grapes and enjoy them under the vines. It’s something different, and it brings people closer to the land,” he reveals.

Their efforts have not gone unnoticed. The LGU recognized CentLes Vineyard as one of the pioneering farms in San Dionisio cultivating high-value crops. But for Mar John, the most valuable recognition is the impact they are making in their community.

“My message to the youth is this: Don’t be afraid to start in agriculture. The field is full of opportunities. You don’t have to limit yourself to your degree. I’m an IT graduate, and I use that background to enhance my farming methods. Whether you’re a doctor, engineer, or anything else, you can find ways to connect it to agriculture. Our economy depends on it, and the youth have a role to play in shaping its future,” Mar John underscores.

He also extended his gratitude to the Department of Agriculture. “We are thankful to the people behind the program,” he says. “They gave us the opportunity to turn our idea into a real agribusiness. We hope that more programs will be created not just for the youth, but for farmers as well.”

From humble beginnings and zero background in farming to becoming a role model for young agri- entrepreneurs in Iloilo, Mar John Morales has proven that with grit, guidance, and a little help from programs like YFC, anyone can grow more than just crops — they can grow impact.###

Writer: Myleen S. Subang/DA-RAFIS 6 and Photos by: Cristine F. Luaresta and Georgia Mae M. Cordova/DA-RAFIS 6