Beneficiaries of the Special Area for Agricultural Development (SAAD) Program in the Ilocos Region are gaining skills in negotiation, decision-making, customer relations, and business branding through a series of training activities conducted in selected areas of Ilocos Sur and Ilocos Norte from August to September 2026.
The training on Effective Negotiation Skills and Business Branding was conducted to eight (8) SAAD beneficiary organizations: Bulig Hog Raisers Association in Gregorio del Pilar, Ilocos Sur; Paratong Farmers Association in Sta. Catalina, Ilocos Sur; Malaggao Adams Farmers Association Inc. in Adams, Ilocos Norte; Taripnong Dagiti Mannalon ti Barangay Lapting Inc. in Nagbukel, Ilocos Sur; Barangay Sto. Rosario Farmers Association in Sigay, Ilocos Sur; Virvira Trival Zanjera Farmers Association Incorporated in Virbira, Carasi, Ilocos Norte; Carasi Trival Farmers Irrigators Association Inc. in Carasi, Ilocos Norte; and Phil-Lead Farmers Association in Lidlidda, Ilocos Sur.
The series started with sessions on negotiation led by Dr. Arnelie G. Laquidan, faculty member of the Institute of Agribusiness Management (IABM) of the Don Mariano Marcos Memorial State University (DMMMSU). She introduced the basics of negotiation and discussed different strategies that can be used when dealing with business concerns.
From these discussions, the participants learned how negotiation can help them reach agreements and address concerns with customers, buyers, suppliers, and other business partners.
Building on this, Dr. Joana N. Quinquito, also a faculty member of IABM-DMMMSU, discussed problem-solving and decision-making. Role-playing activities and simulations allowed the participants to practice handling situations that may arise in managing their organizations.
Through these activities, farmer-members were able to practice communicating their concerns, considering different options, and making decisions in a business setting.
Alongside negotiation and decision-making, the training also covered customer relationship management. Ms. Leny Grace C. Garcia, faculty member of IABM-DMMMSU, discussed ways of maintaining good relationships with customers and responding to their needs.
For the SAAD beneficiaries, these lessons can help them establish better relationships with buyers and customers as they sell and promote their agricultural products.
After the sessions on business management, the training shifted to branding. Personnel from the Department of Trade and Industry (DTI) Ilocos and Ilocos Norte introduced the participants to the basics of branding, product identity, visual branding, and ways of promoting products.
The resource persons included Negosyo Center Business Counselors Catherine A. Mine, Mark Janssen V. Sanchez, Ma. Charissa B. Pacpaco, Caroline K. Marquez, and Wingwing T. Ominga; Senior Trade-Industry Development Specialists Maggie Macugay and Leah Mae Buenavides; and Negosyo Center–Trade Industry Development Analyst Louis Andrei C. Felipe.
The participants also learned about DTI programs and services that may support their business activities. To put the lessons into action, a logo-making and tagline-making workshop was conducted, where farmer-members developed initial concepts representing their organizations and products.
The series provided SAAD beneficiaries with skills that they can use as they manage their organizations and livelihood activities. The lessons on negotiation and decision-making can help them deal with business concerns, while customer relationship management can support better communication with their markets.
At the same time, the branding activities gave the farmer-members an opportunity to create a clearer identity for their organizations and products. Logos and taglines developed during the workshop can serve as starting points for future promotional materials and marketing activities.
Taken together, the training connects the different areas of enterprise management—from communicating with business partners and making decisions to dealing with customers and promoting products. These skills can help SAAD beneficiary organizations become more prepared to manage their agricultural enterprises and participate in local markets.
With the activities conducted in different municipalities of Ilocos Sur and Ilocos Norte, more SAAD beneficiaries were given access to training that supports their development not only as farmers, but also as members of organizations engaged in agricultural enterprises.
Through this initiative, the SAAD Program in the Ilocos Region continues to provide capacity-building activities that complement the agricultural assistance received by its beneficiaries and support their efforts to sustain their livelihood activities.###
