To strengthen the capability of its field implementers in guiding farmers’ associations toward sustainable and market-oriented enterprises, the Department of Agriculture – Special Area for Agricultural Development (DA-SAAD) Program in Central Visayas conducted a Training of Trainers (ToT) on Market-Related Enterprise Development last July 7–8, 2026 in Cebu City.
The two-day training equipped 25 SAAD staff in Cebu and Bohol with practical approaches in coaching farmer-beneficiaries to shift from production-focused farming to customer-centered and market-responsive enterprise development.
Serving as resource speaker was Paulo R. Uy, Head of the Cebu Provincial Investment and Promotions Division, Head of the Secretariat of the Economic Enterprise Council, and Digitalization Lead for the Province of Cebu. Uy shared practical insights on market development, customer engagement, enterprise positioning, and building long-term customer relationships, which are key elements in developing competitive farmer enterprises.
During the training, participants explored the importance of understanding customers before making production decisions. Through interactive discussions and workshops, they learned that successful enterprises begin by asking “What does the customer need?” instead of “What can we produce?”
Uy emphasized the difference between a producer and an entrepreneur, stressing that farmers should allow market demand to guide production decisions. Participants were also introduced to market segmentation and customer profiling to better identify potential buyers and understand their needs, buying behavior, and challenges.
Using case studies featuring different customer profiles, participants practiced analyzing customer feedback and identifying market opportunities. One of the key lessons highlighted during the discussions was to “Never assume, ask.” Participants learned that gathering reliable market information through observation, customer interviews, analysis, decision-making, and regular review helps enterprises make informed business decisions.
Another major topic focused on customer communication and engagement strategies, where participants learned that customer trust is built through consistently making promises, delivering on commitments, communicating regularly, listening to feedback, improving products and services, and continuously fulfilling customer expectations.
Participants also discussed the role of marketing and value/business positioning, emphasizing that customers remember businesses not because of their logos, products, or social media presence, but because of their reputation. The session encouraged participants to help farmers establish a strong reputation by consistently providing quality products and reliable service.
To reinforce the concepts, participants completed a team strategy exercise using the fictional farmers’ association SIFA, where they developed customer-centered growth plans based on market analysis. The workshop demonstrated how associations can establish regular customers, improve communication, strengthen product quality, and build a reputation for reliability, ultimately increasing market demand.
The training concluded with the presentation of a Growth Cycle, illustrating how enterprises continuously grow by listening to customers, improving products and services, delivering value, building trust, and expanding their markets.
The activity formed part of the DA-SAAD Program’s continuing capacity-building initiatives to equip Regional and Provincial Program Management Support Office (RPMSO and PPMSO) personnel with the knowledge and skills to effectively mentor farmers’ associations in developing resilient, market-driven, and customer-focused enterprises.
By strengthening the capabilities of its field implementers, the program aims to improve farmers’ competitiveness, expand market opportunities, and support sustainable livelihood development among SAAD beneficiaries across Central Visayas.
