As technology continues to reshape daily life, farmers are increasingly turning to social media to tell their stories, connect directly with consumers, and expand their reach.
The Salimpuno SAAD sa Mag-uuma Association (SASAMA) in Sapang Dalaga, Misamis Occidental, is among the farmers associations (FAs) embracing this shift. This group has used the social networking site Facebook, as a marketing and communication tool to showcase its fresh produce and expand its customer base beyond the local community.
Through its Facebook page, SASAMA regularly shares farm updates, including their activities and what fresh produce is available for sale. The group posts vibrant photos and videos of their harvests, such as squash, sweet corn, eggplant, okra, string beans, bell pepper, and kangkong. The platform also serves as a channel to inform their customers of the available goods to order at their SASAMA sari-sari store.
Their active online presence has significantly increased its visibility, with customers from neighboring towns like Baliangao, Concepcion, and Calamba now ordering directly from SASAMA via Facebook. This cuts out their reliance on middlemen and ensures fairer prices for its members.
According to SAAD area coordinator Clear Ann Villejo, around 75 percent of the orders they receive now come from customers who contacted them through Facebook. Some of these customers are residents of Calamba and Baliangao towns.
SASAMA is one of the FAs in Misamis Occidental supported under Phase 2 of the Department of Agriculture’s Special Area for Agriculture Development (DA-SAAD) Program. The group is a beneficiary of the Program’s FY 2025 Integrated Poultry and HVC Production Project.
As of December 16, 2025, SASAMA has generated an income of Php 210,550 from selling their culled ducks, duck eggs, assorted vegetables, and sweet corn.
The agriculture sector has long encouraged and supported the use of social media among farmers as part of a broader digital transformation strategy. Moreover, DA actively promotes Facebook as a key tool for marketing, information dissemination, and community building. ###
