Jollibee Group Foundation Boosts Farmers’ Competency on Agri-Technology

The ATF participants engaged in activities and workshops to build on their outputs and allow them to have a meaningful learning experience.

The first round of trainings for the Agri-Tech Facilitator (ATF) Program was successfully held in Pasig City from October 14–16 by the Jollibee Group Foundation (JGF), the social development division of the Jollibee Group. As part of JGF's effort to develop smallholder farmers into agri-tech facilitators who will find, test, and promote innovations that will increase the productivity, profitability, and sustainability of their agro-enterprises, this training covered the first of three program modules.

The ATF Program is part of the continuous capacity-building training provided by JGF to the farmer groups and local implementing partners of its Farmer Entrepreneurship Program (FEP). The first batch of ATF participants were representatives from Ahon sa Hirap, Inc. (ASHI), ASHI Grameen Agricultural Program (AGAP), Ayat ti Pasuquin Farmers and Irrigators Association, Kalasag Multipurpose Cooperative, Lamac Multi-Purpose Cooperative, Lourdes Multi-Purpose Cooperative, Marcos Village Palayan City Farmers Agri-Farm Corporation, Onion and Vegetables Producers Cooperative, Pagbiagan Multipurpose Cooperative, Sacred Heart Savings Cooperative, Tucop Farmers Association, and Ungab Farmers Association.

“The Agri-Tech Facilitator Program enables JGF to further support the growth of our farmers. By fostering collaboration and encouraging openness to innovative changes, we hope our farmers could thrive better as agro-entrepreneurs and continue to achieve sustainability and success in the long-term.” ~Gisela Tiongson, JGF President 

For Jude Tria, Board of Director of the Lourdes Multi-Purpose Cooperative, one of FEP’s local implementing partners, who is also an ATF Farmer Adviser, the entire module would also be beneficial in building their confidence and establishing their quality as FEP farmers.

“Naniniwala ako na ang programa ng ATF ay magkakaroon ng magandang epekto sa mga magsasaka dahil ang agritech ay hindi lamang pamilyar sa mga magsasaka kundi nakatutok din sa bawat isa sa kanila. Dahil napaka-accessible rin nila, hindi na magdadalawang isip ang mga magsasaka tungkol sa pagkonsulta sa kanila, at sa akin, ito ay magreresulta sa na ang programa ay maging isang milestone, isa pang trademark ng FEP, (I believe that the ATF program would have a good impact on the farmers because the agritech is not only familiar with the farmers but is also focused on each one of them. Since they are also very accessible, the farmers won't have second thoughts about consulting them, and to me, this would eventually result in the program becoming a milestone, another trademark of FEP).” ~Jude Tria, Board of Director of the Lourdes Multi-Purpose Cooperative

Over 18 participants from different FEP farmer groups and local implementing partners gathered to learn about agri-extension approaches and methods at the pioneering Agri-Tech Facilitator Training Program of the Jollibee Group Foundation.

Through FEP, JGF gives smallholder farmers the tools and training they need to improve their technical and leadership abilities so they can supply high-quality vegetables to institutional markets like Jollibee Group. Currently, the Company receives regular crop deliveries from 19 FEP farmer groups. 

Farming Innovations

The participants will move on to the next two modules, which will be held in 2025, after finishing the first one. Participants' practicum participation is a component of the two additional modules.

The Xavier University-Ateneo de Cagayan will facilitate the upcoming training session, which is scheduled for January 2025.

According to Jefrey Velasquez, Cluster Leader of the Lamac Multipurpose Cooperative Association, the ATF program improves their farming skills. In his role as a leader, he also developed his communication skills, which he says are critical to fostering relationships with other farmers. 

“Mahalaga po itong training na ito dahil dito po nagmumula ang mga bagong kaalaman sa teknolohiya, at iba pa pong kasanayan, na siya ko rin pong ituturo sa aking mga kapwa magsasaka.” (This training is important because it gives us new knowledge on technology, as well as other practices, which I will also be able to teach and share with my fellow farmers) ~Jefrey Velasquez, Lamac Multipurpose Cooperative Association Cluster Leader

Meanwhile, Larena Nicolas, President of the Marcos Village Palayan City Farmers Agri-Farm Corporation, appreciates how the training encourages leaders like her to help their fellow farmers succeed. 

“Kailangan ko pong maituro sa aming members ang kahalagahan ng ganitong trainings upang ma-adopt din po nila ‘yong practices at patuloy na makapag supply sa mga institutional market. Importante po talaga na magpaliwanag sa mga farmer at pakinggan ang needs nila,” (I need to teach our members the importance of such trainings so they can also adopt the practices and be able to continuously supply to institutional markets. It is important that we get to discuss with them and listen to their needs) ~Larena Nicolas, President of the Marcos Village Palayan City Farmers Agri-Farm Corporation

JGF is looking forward to seeing how the new Agri-Tech Facilitators will implement these agri-extension approaches and methods in their own farming communities, further uplifting the livelihood of smallholder farmers in the country. 

About Jollibee Group 

Jollibee Foods Corporation (JFC), also known as the Jollibee Group, is one of the world’s fastest-growing restaurant companies, with a mission to deliver great-tasting food, bringing the joy of eating through its 19 brands with over 9,500 stores across 32 countries. 

 

The Jollibee Group’s portfolio includes eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger), four franchised brands (Burger King, Panda Express, Yoshinoya in the Philippines, and Tim Ho Wan in China), and ownership stakes in other key brands like The Coffee Bean and Tea Leaf (80%), Compose Coffee (70%), SuperFoods Group that operates Highlands Coffee (60%), and bubble tea brand Milksha (51%). The Company also has membership interests in Tortazo, LLC, along with Chef Rick Bayless, for Tortazo in the U.S. and has recently invested in Botrista, a leader in beverage technology. 

 

Through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL), the Jollibee Group holds a 92% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan (THW) brand. It has a joint venture with the THW Group to expand THW in China. It also established a joint venture company that holds the franchise rights to operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines. The Company also holds a 90% stake in Titan Dining Partners II Ltd for growing Asia-Pacific food service brands. 

 

The Jollibee Group’s global sustainability agenda, Joy for Tomorrow, underscores its commitment to sustainable business practices across food safety, employee welfare, community support, good governance, and environmental responsibility, among others. These focus areas are aligned with the United Nations Sustainable Development Goals (UN SDGs).

 

The Jollibee Group has been recognized as the Philippines' Most Admired Company by the Asian Wall Street Journal, named one of Asia's Fab 50 Companies, and listed among Forbes' World’s Best Employers and Top Female-Friendly Companies. The Company is also a three-time Gallup Exceptional Workplace Award recipient and featured in TIME’s World’s Best Companies and Fortune’s Southeast Asia 500 List.

 

To learn more about Jollibee Group, visit www.jollibeegroup.com