Kalasag’s ‘small’ farmers become agro-entrepreneurs

From Small Farmers to Agro-Entrepreneurs Kalasag's Journey to Success

In 2009, Kalasag Multi-Purpose Cooperative was invited to join the Jollibee Group Foundation's (JGF) Farmers Entrepreneurship Program (FEP), becoming the first farmers' group to do so. The cooperative's chairman, Arnold Dizon, recalled that one of the reasons they accepted the invitation was the promise of a sure market for their produce.

Kalasag board director Mary Jing Contawe shared her personal experience with the program, stating that it provided direct access to market and stability in prices, giving her relief and security. Prior to joining FEP, she had worked in the onion fields since childhood, helping her parents who were independent farmers struggling to negotiate fair prices with local buyers.

The Growth of Kalasag

During a farm tour on June 25-26, the growth of Kalasag was discussed. For the past 16 years, the cooperative has been supplying onions to Jollibee Group's vast fast-food and restaurant chains, delivering over 7 million kilograms of onions to date.

Since its establishment, Kalasag has expanded its membership from the original 30 founding farmer-members to 105, including the barangays of Villa Marina and ABAR 1st in its area of operations.

The JGF's Farmers Entrepreneurship Program

According to Takahiro Tateno, program officer at JGF, FEP shifts farmers from traditional farming practices to an entrepreneurial mindset and a market-driven approach. The program provides training, resources, and direct market access to farmers, aiming to make them long-term partners in the Jollibee supply chain while increasing their profits and improving their livelihoods.

Industry Realities

Tateno highlighted the realities faced by small farms, traditional farming practices, and limited financing access. On the other hand, the Jolliee Group requires volume and quality of produce with time as an essential factor. To enable farmers to meet institutional market standards, the foundation adopted the Agro-Enterprise Clustering Approach (AECA), which organizes farmers into small cluster groups to engage in collective marketing.

The Power of Collective Marketing

By working together, farmers become stronger and more resilient in navigating volatile market conditions and challenges. AECA also teaches skills to participate actively in the value chain, enabling farmers to adapt to changing circumstances.

The Impact of JGF's Grants

Through JGF's grants, government agencies, and local partners, Kalasag has established infrastructure and facilities that enhance its operations. These include a hangar or consolidation area, a cold storage facility, a delivery truck, an onion sorter, and an onion dispenser.

Socio-Economic Impact

Postharvest activities such as onion peeling provide community members additional means to earn income, contributing to the socio-economic impact of Kalasag's operations. The cooperative has also received certifications for Philippine Good Agricultural Practices (GAP), Asiagap, and Japan GAP, recognizing its commitment to quality and sustainability.

Awards and Recognition

Kalasag was honored as a Silver Awardee at the Jollibee Group Supplier Summit in 2024 and 2025, receiving the Special Award for Quality in each year. In 2025, it also won the Special Award for Cost.

In conclusion, Kalasag's journey from small farmers to agro-entrepreneurs is an inspiring story that showcases the power of collective marketing and market-driven approaches in transforming rural communities. By working together with organizations like JGF, farmers can build sustainable livelihoods and contribute to the growth of their local economies.

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.