Farmers and fisherfolk in Santa Cruz, Laguna, are beginning to build their presence in the digital marketplace through a digital entrepreneurship session with the International Trade Centre (ITC) under the Joint Programme on Inclusive, Competitive, and Responsible Digital Philippines (Digital-PINAS), supported by PLDT and Smart through its #KonektedForLivelihoods initiative.
Conducted in partnership with the Department of Trade and Industry (DTI) Laguna and the Municipal Agriculture Office of Santa Cruz, the session brought together farmers and fisherfolk from local agri and aqua-based communities for practical workshop sessions on e-commerce operations, digital marketing, and mobile photography, equipping them with practical skills to market their products and expand their livelihoods into the digital marketplace.
Stephanie V. Orlino, AVP and Head of Stakeholder Engagement at PLDT and Smart, emphasized the importance of making digital opportunities more accessible to grassroots communities. “When farmers and fisherfolk gain access to practical digital skills, they are better able to promote their products, reach customers, and create new opportunities for their livelihoods,” Orlino said. “Through our program, we want to help ensure that communities are not left behind as more businesses move into the digital space.”
As a partner in the Digital-PINAS initiative, PLDT and Smart conducted a practical session on using smartphones for product photography, equipping participants with skills to better showcase their products online. The Group also turned over Smart Prepaid pocket Wi-Fi units and Smart Prepaid load cards to support the training session.
Maria Charisma Bea Agarao, Executive Assistant to the Mayor of Santa Cruz, Laguna, emphasized the importance of helping local livelihood sectors adapt to changing business trends. “Gusto po talaga natin na nakakasabay na sa panahon. Lalo po ang ating mga magsasaka, mga mangingisda, maliliit na negosyante, kasi nagbabago na po talaga yung trend,” Agarao said. “Natutuwa po kami na meron po tayong national government at meron po tayong private sector na nakakaisip ng mga ganitong programa para tulungan po sila na maging ‘in’ kumbaga sa mga makabagong teknolohiya. Hindi po sila maiiwan.”
Agarao also noted that mobile phones and accessible digital platforms are helping open new opportunities for local entrepreneurs.
Among the participants was Queen G. Anino, Secretary of the Coalition Alliance of Farmers in Santa Cruz, Laguna (CAFSCL), whose organization markets locally processed rice under the Cabisera Rice brand. For Anino, the training came at the right time as their cooperative begins building its digital presence.
“Wala pa rin naman po kaming social media account,” Anino shared. “This is very useful din po sa aming mga gumagawa pa lang ng marketing strategy.”
She added that the program represents a meaningful shift for local farmers: “From the ‘magsasaka lang’ ay magiging ‘negosyanteng magsasaka’ na po ang ating mga farmers.”
Farmer partner Marceliano Salvador, also a member of CAFSCL, left the event with a clearer sense of direction for his business. “Masaya ako kasi nadagdagan talaga ang kaalaman namin, lalo na para sa gustong magsimula ng business,” he said of the logo creation and product photography sessions. Salvador added that he intended to pass on what he learned to fellow farmers in his organization.
“At Digital-PINAS, our mission is to ensure that no farmer or agri-entrepreneur is left behind in the shift to a digital economy. Partnering with PLDT and Smart allows us to bridge the connectivity gap with practical, high-impact training. By equipping our agri-sector MSMEs with simple, free digital tools, we aren’t just teaching technology, we are opening doors to new markets and building a more inclusive, resilient future for our rural communities,” said Lorna Bondoc, ITC Lead Digital Expert in the Philippines for Digital-PINAS.
Digital-PINAS is a Joint Programme funded by the United Nations Sustainable Development Goals (UNSDG) Fund with generous contributions from the European Union, to help expand digital inclusion opportunities for Filipino MSMEs. It is implemented by ITC, the International Labour Organization (ILO), and the United Nations Development Programme (UNDP), alongside key government agencies led by the Department of Information and Communications Technology (DICT).
The event in Santa Cruz is part of ITC Philippines’ broader Digital-PINAS rollout, which brings community-based MSME workshops to local communities, with support from PLDT and Smart as the initiative’s sole telco partner.
