Jollibee and Lamac MPC Continue to Transform Lives of Cebu Farmers

In a significant move to support smallholder farmers in Cebu, the Jollibee Group Foundation (JGF) has reinforced its partnership with the Lamac Multi-Purpose Cooperative (LMPC). Through the Farmer Entrepreneurship Program (FEP), farmers receive comprehensive training and resources that help sharpen both their leadership and technical skills, enabling them to thrive in farming as a profitable and sustainable business.

“Our aim in JGF is to create lasting, positive change for smallholder farmers by helping equip them with the knowledge and skills they need to succeed and to supply to institutional markets like the Jollibee Group. This is made possible by working with partners like LMPC, who have a deep understanding of the community’s needs and share our commitment to empowering farmers in the country,” said Gisela Tiongson, JGF President.

Since 2013, LMPC has been a reliable partner of JGF. LMPC, a diversified cooperative, offers products and services including financing and insurance programs to its 1,105 farmer members. Through FEP, LMPC extends its support by training farmers in agro-entrepreneurship, product consolidation, and market linkages.

Catalino Panaginip, an LMPC member since 2015, highlighted how the FEP transformed his farming practices. “Tinuruan po kami ng iba pang epektibong pamamaraan ng pagtatanim upang masiguro na meron kaming ani na maibebenta sa buong taon.” (We were taught other effective planting methods to ensure that we have produce that can be sold throughout the year).

Direct-to-Restaurant Success and Other Innovations

Innovations like intercropping have significantly improved productivity for LMPC farmers.For example, planting lettuce alongside spring onions can benefit both crops: the lettuce provides ground cover that reduces weed growth, while the spring onions can deter pests. This not only increases overall productivity but also promotes a healthier and more sustainable farming system. It’s a smart way to get the most out of a piece of land, and it’s a game-changer for smallholder farmers.

This year, JGF continues to expand its support with key projects, including constructing a consolidation area and strengthening the Direct-to-Restaurant approach. This model allows farmers to deliver regular quantities of produce directly to restaurants like Chowking, ensuring fair prices and reduced wastage.

Empowerment and Community Transformation

Cluster leader Ligaya Miras shared how the FEP has not only improved her livelihood but also boosted her leadership skills. “Dahil po sa suporta ng JGF at Lamac, natutuhan kong magtiwala sa sarili ko at sa aking mga kakayahan.” (Because of JGF and Lamac’s support, I learned to trust myself and my capabilities).

Miras and Panaginip are among the 281 LMPC members actively participating in FEP deliveries. Since 2014, they have supplied vegetables like cabbage, carrots, and spring onions to the Jollibee Group. In 2023, LMPC farmers delivered 83 metric tons of produce, with 42 metric tons delivered by July 2024.

The longstanding partnership between Lamac MPC and JGF was recognized with the 2024 Presidential Award for Outstanding Micro, Small, and Medium Enterprises (MSMEs) in Enhancing Management and Labor Capacities.

Nurturing the Next-Gen Farmer-Entrepreneurs

Beyond supporting current farmers, JGF provides opportunities for underprivileged Filipino youth through its Access, Curriculum, and Employability (ACE) Scholarship Program. This program offers education and training, encouraging young people to explore farming as a viable business. The ACE curriculum has been strengthened with several Agro-Enterprise Resource Centers (AERCs) to institutionalize agro-entrepreneurship practices. LMPC hosts one of these centers, offering the Agro-Entrepreneurship National Certificate II (AE NC II) course.

In 2023, LMPC helped train 90 ACE scholars, including children of current FEP farmers. “Bilang isang ACE scholar, mas nakita ko po ang importansya ng pagiging isang negosyanteng magsasaka dahil naturuan po kami ng iba’t-ibang mga kaalaman na iba sa mga nakagisnan na nang mga magulang namin. Kasama na rin po dito ang iba pang pamamaraan kung paano i-market ang aming mga pananim. Gamit ang mga kaalaman na ito, pursigido po ako na makatulong sa aking mga magulang, at maging sa mga kapwa naming magsasaka,” (As an ACE scholar, I have come to appreciate the importance of being an agro-entrepreneur after learning new knowledge and techniques that were different from the practices of my farmer parents. I have also learned how to effectively market our crops. Using this knowledge, I am determined to help my parents and our fellow farmers in the community) said ACE scholar Anthonet Alampayan.

Through these initiatives, JGF and its partners continue to promote entrepreneurship, education, and sustainable practices in local farming communities. These efforts contribute to achieving the United Nations’ Sustainable Development Goal of Zero Hunger (SDG 2), ensuring a brighter future for farmers and their families.