Most, if not all of us shop in supermarkets. How come we can easily find “fresh,” huge strawberries from the US and not those from nearby Baguio? Even bags of mixed vegetables from other countries are easily found on supermarket shelves, but none from Benguet.
Marketing and branding go well together. If some geniuses in branding are out there, get those creative juices flowing to save the Benguet region from branding ignominy!
This article from the Philippine Daily Inquirer’s Luzon bureau is begging for assistance. How can you create a strong brand for Benguet vegetables so that they are easily sold and found? A provincial seal and tagline, of course, sound simple. But there should be more brilliant ideas out there.
LA TRINIDAD, Benguet, Philippines — Home to the country’s best potatoes, carrots and cabbages, Benguet nevertheless lags behind in the business of product labeling that could gain more commercial value for its vegetables.
Entrepreneurs are pushing for the improved packaging of the province’s processed vegetables. But the competitive edge in production has yet to impact on the local industry of fries, chips, juices and ready mix vegetables.
The reason, according to the Institute of Social Research and Development (IBRD) at the Benguet State University (BSU) here, is that there exists a void in the marketing strategy of the province’s vegetables — the lack of a provincial brand.
Read more here:
Some photos below courtesy of the Benguet provincial government’s website.
Igorot farmers harvest cabbages in La Trinidad, Benguet.
Filipino bakers celebrate the 52nd founding anniversary of Benguet province with a giant strawberry cake in La Trinidad, 18 March 2002. Visitors enjoyed the huge cake prepared with 520 kilos of strawberries, the chief agricultural produce of this northern mountain province. AFP PHOTO/ ANDY ZAPATA
November 24th, 2007 at 11:22 pm
We need more people like Willy and Salve! Yes, why not promote and patronize our own, right? The photo of “The Salad Bowl of the Philippines” is a magnificent view! Maybe it can be placed in the labeling of the vegetables or probably put a picture of it in the grocery shelves where the vegetables are and put a caption ” by buying vegetables from Benguet will make our country look as beautiful as this”. More power to you guys!
October 27th, 2007 at 4:37 am
Hi Salve,
Thanks, too and more power. You’re doing our nation a great service by maximizing your talent in journalism for the good of many. God bless and Godspeed. I also wish to invite you to join our 2nd Philippine-Vietnam Business Mission from Nov 26-30. Pls email me.
October 26th, 2007 at 4:51 pm
hey willie, thanks for dropping by and for generously offering your expertise! I will also personally contact the correspondent who wrote this article so I can inform them that they can consult with you. Thanks so much!
October 25th, 2007 at 11:33 am
Dear Sir/Madam,
I saw this article on the PDI last week, and I tried getting the contact number but couldn’t. I wish to help the people of Benguet with their marketing and branding needs.
(We need to take out Mr. Arcilla’s personal phone numbers so he doesn’t get crank calls, but please feel free to email lightdream@gmail.com if you want to personally get in touch with him.–Editor’s note)
Looking forward to working together to market the healthy and delicious vegetables of Benguet.
Best regards,
Willy A
October 2nd, 2007 at 10:50 pm
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