PRDP enhances FCAs product branding, communication, selling skills

The Department of Agriculture – Philippine Rural Development Project (DA-PRDP) Regional Project Coordination Office (RPCO) 6 I-REAP Component strengthened Farmers and Fisherfolk

Cooperatives and Associations’ (FCAs’) marketing expertise with the conducted Integrated Branding, Communication and Selling Skills Enhancement in Iloilo City from June 2-4, 2025.

The three-day activity equipped FCAs with necessary knowledge on how to establish an identity for their products and build a brand personality that would help them position their commodities in the market and trained participants on communication and selling skills vital in forming their networks across the market.

Helping FCAs develop their individuality amid the competitive market, resource speaker Kenneth Lerona of Cornelius Magnate emphasized the importance of identifying their niche or a specific role they intend to play and sustain in the market which would keep them directed to the envisioned growth and sustainability.

“It is important to know your unique identity and set your branding, because it signals trust, quality and authenticity,” said Lerona.

Furthermore, Lerona discussed essential points on understanding the target market and consumer behavior as a helpful guide on the approaches the FCAs can put together and ensure institutional buyers.

He also provided trainings on key communication and selling skills focusing on sales pitching as a way of building first impression on potential buyers or investors.

Meanwhile, I-REAP Component Head, May Ann Grajo highlighted the need for the activity as this will compel the FCAs to boost their initiatives in growing their enterprises.

“This is another opportunity for our FCAs to learn marketing and eventually enhance their strategies to achieve the goal since we started which is to increase their income through the enterprises,” said Grajo.

The activity was joined by proponents groups Federation of Multi-Sectoral Alliance for Development (MUAD) – Negros, Bajay Patol Agrarian Reform Cooperative, Victor U. Lopez Agrarian Reform Cooperative, Camindangan Planters Farmworkers Association, Cabagna-an Active Producers for Social Enterprise Association, Brgy. Celestino Villacin Vegetable Farmers Association, Brgy. Robles Farmers Association, Brgy. Ara-al Agrarian Reform Beneficiary Association, Altavas Small Fishermans’ Association, YARP Agriculture Cooperative, Tagororoc Mainuswagong Panimalay Consumers Cooperative and Pavia Livestock Growers Association.###By Eunice Gregorio/DA-PRDP RPCO 6