AMAS Market Development Services under Organic Agriculture Program


International Fairs:

For 2016, AMAS participated in 3 international shows. The shows provided venue for the 26 companies and organizations to showcase the country’s natural and organic products.

  1. Natural and Organic Products Europe, London, United Kingdom, 17-18, April 2016

The Natural and Organic Products Europe (NOPE) is a global meeting place for the natural and organic industries. It showcases natural health products, natural health products, natural and organic foods, personal care and eco-household products, among others.

Most of the products promoted by the Philippines in the event were coconut by-products which includes virgin coconut oil (VCO), VCO lotion, VCO massage oil, coconut jam, coco sugar, coco syrup, coco dolce fine chocolates, and other premium quality coconut products. Free tasting of tamarind juice, selected native Filipino dishes using Mama Sita’s premium adobo simmer sauce and pili nut from the Bicol Region attracted visitors and potential clients. For the 2-day exhibit and promotion, booked sales were reported at US$1,001,240.00 while sales under negotiation were at US$2,348,058. 00.

In addition, other marketing and promotional related activities, such as market scanning/visit, business-to-business matching through walk-in and pre-arranged meetings, were also conducted to expand and maximize the opportunity to explore and penetrate the market in the United Kingdom and Europe.

  1. Terra Madre Salone del Gusto 2016, September 22-26, 2016, Turin. Italy

Terra Madre Salone del Gusto is a biennial event that showcases the diversity of crops from around the world, where people learn about disappearing crops and food ways from around the world. The show is about promotion of local food, traditional gastronomy, and food production practice anchored in three (3) tenets of Slow Food Movement -- clean, fair, and good. The Philippine delegation was headed by Undersecretary Evelyn G. Laviña together with members from different Slow Food conviviums in the Philippines.

Products exhibited were those approved by the Slow Food Organizers and included in the “Ark of Taste”, an international registry of gastronomic diversity. Currently, Slow Food Philippines has 53 registered products. Visitors of the Philippine pavilion were at awe for the Ilocos native garlic, tabon-tabon, batwan and malunggay fruit. They found the Ilocos garlic cloves unusual, on how that tiny little bulb could pack so much strength and flavor. Adlai grains are also a hit as Italians are looking for alternative for their rice dishes. People from various areas of the globe were curious to try Philippine dishes as special menu like Arroz Caldo, Bringe, Adobo using local indigenous ingredients were curated by Chef Juan Antonio Miguel Melchor.

Market scanning was conducted both in Turin and Rome, Italy. Italian unique packaging and vegetable and fruit displays were seen in the market and in Eataly. A meeting with the Italian company, Fruittital, was also held in Rome aiming for the possibility of linking the Philippine farmers to the company, which is one of the biggest distributors of fruits and vegetables in Rome.

Eating practices now evolved. People are not only conscious on what they eat but they are now concern on where they came from, who produces them, the story behind the food. They are the so called “GASTRONAUT”. People explore food, travel around the world to eat, meet the farmers, and see cultures and traditions that come along with the food.

For future trade shows, the Philippines will not only feature local products, but will tell the story of each product, the people behind them, and the story of the place where these products come from.  This is to market not just the products but the story behind them as well.  

  1. Middle East Natural and Organic Products Expo (MENOPE), November 29 – December 1, 2016, Dubai, UAE

The expo showcased variety of organic and natural products spanning across herbals and spices, food and beverages, cereal products, supplements, health care products, natural cosmetics, healing products, natural remedies, traditional medicines and others.

There were 8 company exhibitors that exhibited the Philippines natural and organic coconut products and by-products, ready to drink juices (guyabano) and teas, fresh dragon fruits and processed products, organic coffee, honey, pigmented rice and pili nuts. Total sales generated amounted to US$1,723,282.00 with booked sales of US$1,200.00 and US$2,722,082.

Base on the market assessment report, UAE is becoming a substantial market for Philippine natural and organic products. Dubai is also not yet that strict on certification for organic products. The Philippines may still bring organically-grown farm produce without certification in Dubai.

Local Fair:

As recommended by the National Organic Agriculture Board (NOAB), the Philippine Natural and Organic Products Expo (PNOPEX) was incorporated in the exhibits of the NOAC in coordination with Region I on November 23-25, 2016 in Ilocos Norte.

There were a total of 40 booths on the grounds of the Plaza del Norte that housed 39 exhibitors. Each region was provided with a booth measuring 3mx3m to showcase each region’s natural and organic products. Sales generated based on exhibitors’ sales reports were estimated at PhP 464,600.00.

Biggest sales earner for the two-day event was the Ilocos Norte Province booth with Php 51,920.00, followed by RPM Pili Nut of Region V and Milea Company with sales of Php 50,255.00 and Php 43,165.00, respectively

To launch Slow Food, a special setting was set-up where the "Ark of Taste" products were curated to highlight each region's indigenous products. There were also samplings of local delicacies such as tupig, puto, boiled root crops such as cassava, camote and tugui, exotic fried frog and the famous Bagnet.

Also, a Slow Food Cookfest was held to promote and develop low-cost, easy to prepare and nutritious dishes using organically/naturally grown, and Slow Food produce dishes. Participants were mostly Indigenous People of each region.

Other Market Related Events 

  1. Organic Trading Post Summit cum Seminar, April 21-22, 2016, Xenia Hotel, Clark Pampanga

The Summit aimed to present updates on the implementation of the various OTPs, share information of implementation experiences and concerns, and draw strategic interventions to effectively implement and operate the OTPs. Lectures and presentations on relevant organic agriculture (OA) guidelines and standards were also conducted to guide OTP management teams and stakeholders on compliance with rules and regulations relevant to the operations of the OTPs.

Participants to the Summit are regional OA Focal persons, AMAD chiefs and AMAD designated OA focal persons, representatives from operational OTPs, the National OA Program, LGUs and farmers’ organizations. 

  1. Organic Consumer Awareness Seminar (back to back activity SIAL ASEAN Manila) May 31, 2016, World Trade Center, Pasay City

The conduct of the Organic Agriculture Consumer Awareness Seminar is one of the activities of the Agribusiness and Marketing Assistance Service (AMAS) to promote the adoption and practice of organic agriculture as well as consumption of organic produce. The activity was in collaboration with the Spread Organic Agriculture of the Philippines (SOAP), one of the many advocate groups of organic agriculture. The seminar is open to the public.

The activity was attended by 75 participants who are organic practitioners, advocates, market outlet retailers, operators and the general public. Well known organic practitioners and advocates were tapped as resource speakers of the event. Topics that focused on the health benefits from consuming organic produce and organic agriculture related technologies were presented. 

  1. 2nd National Organic Agriculture Month, November 14-18, 2016, DA Lobby, Quezon City

A special display area in the lobby of the Department of Agriculture launched the month- long celebration of the National Organic Agriculture month. It featured the various DA support services of the OA program. The activity was in collaboration with AMAS and NOAP.