Adapting to the ever-changing market conditions and embracing evolving technologies and practices is a significant part of the decision-making and business of agro-entrepreneurs. The Jollibee Group Foundation (JGF), the social development arm of the Jollibee Group, enables the ongoing growth of these agro-entrepreneurs through the recently held, Journey to Growth Forum. The Forum aims to enhance the strategic mindset of the smallholder farmers so they continue to build their skills and expand their capacities, thereby shaping a confident future for agro-entrepreneurs.

The Forum was an energetic gathering of farmers, cooperatives, associations, local government units, and partner organizations. It featured dynamic agri-innovation learning sessions, latest industry updates, focus group discussions, and strategic business planning workshops—all designed to equip participants with the tools and knowledge needed to thrive in today’s agricultural landscape.

Through its Farmer Entrepreneurship Program (FEP), JGF continues to empower smallholder farmers to thrive as agro-entrepreneurs and become economically self-sufficient by providing leadership and agro-entrepreneurship training that enhances their knowledge and skills.

“The Journey to Growth Forum not only strengthened our relationship with partner farmers but also provided an ideal avenue for them to learn best practices and discover solutions to existing farming challenges,” said JGF President Gisela Tiongson. “We hope to aid our farmers in achieving sustainable growth by continuously providing workshops and training on leading edge and innovative approaches.”

Leadership and expertise

Experts from Jollibee Group’s global divisions—including Procurement, Insurance and Risk Management, Finance, Sustainability and Public Affairs, and the Data Office—spearheaded engaging discussions on key topics like customer service, supply assurance, operational efficiency, financial strength, sustainability, and leadership.

To deepen the impact, the Foundation brought in industry experts to share cutting-edge insights on agri-innovations. Miguel Garcia, Junior Operations Center Supervisor of the Philippine Disaster Resilience Foundation (PDRF), spoke about preparing for the possible upcoming La Nina.

Adding to the wealth of knowledge, Dr. Dionisio Bucao of Mariano Marcos State University emphasized the critical role of soil health in sustainable farming, while Arjay Aquino of Central Luzon State University shared actionable strategies for soil health restoration, ensuring that farmers are equipped with the latest sustainable practices.

Onion business planning 

To keep farmers motivated and responsive to evolving challenges, JGF conducts an annual Onion Business Planning (OBP) session with FEP farmer groups already supplying the Jollibee Group. These dynamic and hands-on sessions encourage farmers to engage in lively discussions to update their onion business plans, monitor and evaluate progress, while collaborating to refine their production strategies. By making this a regular practice, farmers are not only staying on top of their game but are also building a community that supports innovation and resilience in the onion business.

The OBP prompts and drives collaborative actions necessary to tackle challenges head-on and elevate farming practices. In 2023 alone, FEP supplied 24% of Jollibee Group’s onion requirement. This year, FEP’s share is projected to grow to 33%.

“We’re targeting 2,000 tons of onions for 2024. We’re only halfway through the year, but we have already reached 90% of our goal. We remain focused and determined to increase FEP’s total onion share and empower our smallholder farmers by helping them succeed in their agro-entrepreneurship journey,” William Tan Untiong, Jollibee Group Global Chief Business Support Officer said.

FEP farmer groups have delivered 1,367,000 kilos of vegetables to Jollibee Group in 2023, marking a significant recovery of their agro-enterprises and exceeding targets post pandemic. Since 2009, a total of 30 farmer groups, or 1,400 smallholder farmers, have collectively delivered 11 million kilos of quality vegetables with more than PHP500 million worth of sales to Jollibee Group.

This remarkable achievement underscores the importance of continuous adaptation and innovation in agriculture. As farmers face an era marked by intensifying climate change, rapid advancements in farming technology, and rising consumer expectations and regulatory demands, the need to stay ahead of the curve has never been more critical.

JGF remains steadfast in its commitment to empowering agro-entrepreneurs not only to achieve a sustainable livelihood amid the shifting landscape of agriculture. By equipping farmers with the tools and knowledge they need, JGF ensures they can navigate challenges and seize opportunities with confidence, driving efficiency and sustainability in every harvest.