4th Quarter (January-March 2008)

Caraga furniture manufacturers join Cebu show

Eleven small furniture manufacturers in Caraga participated in Cebu X International Furniture and Furnishings Exhibition, held in Cebu last March 2-10, 2008, under APFTI’s Fair Trade Zone.

With the increasing popularity of Cebu’s furniture industry, international buyers have been regularly congregating in this annual event organized by the Cebu Furniture Industries Foundation, Inc (CFIF). This year’s buyer turnout, for example, exceeded expectations with over 1500 people from 78 countries, attending the event.

In preparation for the show, small-scale woodworkers from Butuan City, Agusan del Norte, Agusan del Sur, and Surigao del Norte worked with APFTI’s furniture designers Roberto Tambalo and Federico Nicolas in crafting new designs for furniture, door panels, and woodcrafts out of renewable driftwood, gmelina, lawaan, cocowood and cocolumber. “Our woodworkers are job-shop based artisans and they have limited production capacity, therefore, the merit and value of the items, which will be sale-able to buyers, should come from the original design and exceptional craftsmanship of their products.” said Tambalo. The challenge, according to him, was to come up with furniture with reproduce-able features that stand out. He added that community woodworkers are meticulous about details, especially on carvings, a characteristic that compensates the inadequacies in equipment and longer periods of production.

Training on “Strategic Marketing” was also provided, last February 18-22, 2008, to ensure that the producers, by themselves, could close deals during the fair. The training tackled negotiation techniques and marketing strategies suitable for small-scale manufacturers.

APFTI’s Fair Trade Zone generated P 6, 110,050.00 in cash and negotiated sales. The Caraga batch is composed of: Prime Pacific Ventures, Timber Woodcraft Furniture, JB Home Center and Lumber Dealer, Green Valley Furniture, Mindanao New Hope, Wild Trends Inc., San Luis Rattan Furniture Makers, Rayda Woodcrafts, Ethnic Wood, GA Woodcraft and Morning Star Industries. Meanwhile, candle maker, Callo Candles from Butuan City, provided candles that accentuated the displays.


New batch of Northern Mindanao producers starts with APFTI programs




Forty-eight (48) food and crafts enterprises in Northern Mindanao showed readiness in practicing and promoting the standards of Fair Trade by taking part on APFTI’s Integrated Enterprise Development and In-Depth Coaching (IN-DEPTH) Programs.

APFTI Executive Director Rommel Agustin formalized these new partnerships through the signing of Memorandum of Agreements (MOA) with partner producers and officials from the regional and provincial offices of Department of Trade and Industry (DTI) on January 15, 2007, at De Luxe Hotel, Cagayan de Oro City. In his message, Mr. Agustin emphasized the need for public, private and non-profit sectors to integrate and complement each other’s programs and actions in order to maximize resources and likewise, improve the impact of their efforts to poverty alleviation and sustainable development. “Fair Trade completely debunks the idea that a business entity could thrive in its own untouchable sphere and set its own unbreakable rules,” he said.

APFTI extended its Integrated Enterprise Development Program (IEDP) to 33 producers, and the In-depth Coaching Program (IN-DEPTH), to 15 producers in the food and handicrafts sector.


APFTI adopts a holistic approach to enterprise development as it attempts to incorporate the standards of Fair Trade to the enterprises’ operations while addressing the concerns of capacity building, product development and market access. “We call this Fair Trade, an understanding that viability is always tied up to the principles of social and environmental responsibility,” explained Mr. Agustin. The producers expressed their willingness to undergo a cooperative enterprise development process. Reliant on the region’s remarkable natural resources, food and crafts producers showed interest in instituting measures that can further systematize their supply chains. Mr. Agustin emphasized that raw material suppliers, producers, distributors, retailers, support-organizations and policy-making bodies must work towards the agenda of stimulating local-level production and consumption. “The objective is not just to create a tactical cluster of assorted businesses, with varied goals, that are completely unconcerned and isolated from each other. We want to build synergy and to create unity in purpose and goals among community enterprises.”



As an initial activity, APFTI technical supervisor Vads Betonio and In-house designer Rafael Ramos visited the producers and assessed their products

Northern Mindanao has a promising crafts industry, with products such as: musical instruments, tribal bags, house ware, baskets, fashion accessories, decors, paper and ropes. The food sector also shows a lot of potential, with organic and value-added goods like muscovado sugar, cavendish banana, herbal tea, and vegetable-based pastries and noodles.

APFTI producers showcase goods in Kaamulan Festival

APFTI’s Northern Mindanao partner producers opted to celebrate the annual Kaamulan Festival by consolidating their products in a booth that also promoted the principles of Fair Trade to locals and festival visitors. Held every February and March, Kaamulan has been declared as the regional festival of Northern Mindanao and it also marks the foundation day of the province of Bukidnon.

Twenty-two food and crafts producers participated in a Fair Trade booth in a month-long Agri-fair held at the Kaamulan Grounds in Malaybalay from February.18 to March 10, 2008. APFTI producers registered a total retail sale of P1,804,722.00. Pasalubong items like fresh fruits and native delicacies got the biggest attention especially among balikbayans who had flocked the event.


Producers attend trainings on strategic marketing

APFTI held trainings on “Strategic Marketing” in Sorsogon and Antique for its partner-producers enrolled under the Integrated Enterprise Development Program (IEDP). Antique producers participated in a two-day training held on January 16-18, 2008, in San Jose, Antique. Sorsogon producers, on the other hand, attended the same course on January 30-31, 2008, in Sorsogon, Sorsogon.

The course tackled the importance of creating a marketing plan attuned with the business direction of the enterprise. “In today's very competitive marketplace a strategy that ensures consistency in offering a product in a way that it will level off or outsell the competition, is critical,” said Julie Odra, APFTI’s marketing consultant. She said that it is important to complement these general goals with methodologies outlining the day-to-day processes of the enterprise.

Using structured and participatory approaches, the training challenged the participants to make plans that will fit the capacity and capability of their enterprise. With small-scale and labor-intensive production processes, the training emphasized the need to adopt a differentiation strategy that will establish a market niche for the products and brands of small producers. The strategy should highlight the products’ distinct composition and quality.

Antique producers are making muscovado-sugar based products like bandi, bitso-bitso, polvoron, ginger chews, banana chips, banana balls, and butong-butong; some are also into vegetable-based value added food like, sayote and squash candy. The province is also home to traditional crafts like hand-woven cloth, buri bags, clay jars, bricks, placemats and hats. Sorsogon, on the other hand, has producers who are into pili-based delicacies and abaca-based crafts.


APFTI teaches “Accounting for Non-Accountants” to Catanduanes producers

Catanduanes producers participated in a 2-day training on basic accounting provided by APFTI for its partner producers undergoing the Integrated Enterprise Development Program (IEDP). Held on February 6-8 at Virac, Catanduanes, 26 participants from the food and crafts sectors attended the training.

The course utilized hands-on methodologies that simplify accounting techniques in a manner that small business owners can translate their actual sales transactions and cash flows to financial documents that will further allow them to effectively control and manage their finances and resources.

APFTI personnel undergo gender and sexuality training

In line with the organization’s agenda to “gender-sensitize” its structure, processes, programs and services, APFTI program staff underwent a 3-day gender and sexuality training on January 21-23, 2008, in Baguio City. Subscribing to the framework of Gender and Development (GAD) the organization recognizes that making the programs sensitive and responsive to the needs and wants of women and men can make the developmental efforts of the organization more people-centered. The gender and sexuality training discussed misconceptions, beliefs and issues about women and men, and their implications to the socio-economic and political status of individuals and communities. The workshop also reviewed the human resources development manual of the organization, and diagnosed its provisions on non-discrimination and gender-related processes and benefits.


Fair Trade advocacy and awareness reinforced in enterprise programs

For the quarter, APFTI conducted Fair Trade colloquia and advisories to producers, onset the delivery of the enterprise development programs in the provinces of Sorsogon, Butuan, Cagayan de Oro, Capiz and General Santos City.

The initial orientation, called Fair Trade Colloquium introduces the concept and standards of Fair Trade to prospective clients prior to the submission of application to the Integrated Enterprise Development Program (IEDP). Using participatory processes, the course solicits responses from producers on issues espoused by the advocacy, highlights the benefits and responsibilities associated with it, and secures their commitment in adhering to the standards of Fair Trade. New batches of producers in Sorsogon and Caraga signified their intention to enroll in the program. For Capiz, 21 producers showed interest to enroll in the program and be involved in the advocacy.

Producers who have chosen to enroll in the program also take up a Fair Trade Advisory Course. The advisory details examples on how producers can practice the principles and integrate the standards to their day-to-day operations. It highlights the need to enhance their leadership skills in order to effectively set the business and marketing direction of their enterprise.

Antique crafts producers modernize product designs

Seven Antique crafts producers underwent product design development this quarter. The project ran from March 2-29, 2008. Senior consultant, Leonardo Rosete and 10-29 designer, Aurorita Bonus handled the project that generated 56 new designs for crafts makers involved in manufacturing semi-precious stone-crafts, accessories, woodcrafts and buri-based handicrafts.

APFTI conducts an on-site design development process that considerably gives attention to the resources and skills of small producers and workers. The designers deployed in the area, consult with clients during the conceptualization of new designs and supervise the construction of new prototypes.

3rd Quarter 2007 (October to December 2007)

APFTI pursues agenda to develop domestic market for Fair Trade

On its third year of implementing the Accelerated Market Access for Community Enterprises Program (AMACE), APFTI explored initiatives related to Fair Trade producer certification and Fair Trade market development. The organization is working on a set of strategies that can ensure a gradual yet progressive entry to the market of its partner producers. For the quarter, APFTI solicited consumers’ response to Fair Trade through a Fair Trade Caravan and test ran its Fair Trade Audit and Certification System among selected partner producers.

Fair Trade Guarantee System

APFTI advocacy manager and Social Accountability auditor, Ronald Lagazo conducted the initial run of Fair Trade audits on selected APFTI partner producers in Aklan, Iloilo, and Northern Mindanao on October-November 2007.

“With the certification, producers can build a brand reputation, which is becoming increasingly vital, especially with the modern consumers’ growing preference for ecologically sound and ethically produced goods. Investors are also becoming more cautious about the ecological-social dimensions of production and trading,” said Lagazo. With proofs to back up the claim of Fair Trade compliance, he sees hope that producers could immediately differentiate themselves over other players in the market.

The successful conduct of the initial assessment demonstrates that APFTI partner producers are willing to be transparent about their operations. It also shows their preparedness to cooperate on a consultative and participatory Fair Trade alignment process.

Bringing Fair Trade closer to consumers

With a more systematized guarantee system, producers can easily communicate Fair Trade to consumers and use the advocacy as their unique selling proposition. To do that, APFTI has recognized the need to create awareness among local consumers by increasing Fair Trade product’s availability and visibility. For the quarter, APFTI market-tested the proposition to consumers through selling activities held at the Gateway Mall and at the Philippine International Convention Center (PICC).

APFTI brought the products of some of the audited partner producers at the “Higanteng Bazaar 3: Pamaskong Handog”, which ran from December 4-13, 2007, at the Gateway Mall. The booth was merchandised in a manner that it presented the Fair Trade standards and indicators alongside selected Fair Trade aligned products, allowing consumers to make an immediate association between the products and the essence of the act of choosing them. On the other hand, the International Bazaar Foundation Fair, held at the PICC on November 25, 2007, introduced the products to expatriates and nationals from at least 32 foreign embassies in the country. APFTI occupied the booth of the European Union. Instead of merely selling EU- merchandized items, the Delegation chose to sell products coming from APFTI partner-producers, to showcase the end results of the programs that they have supported. EU is a long-time funding partner of APFTI. It is instrumental in the full implementation of APFTI’s major enterprise development programs since 2002. For the period, EU specifically supported APFTI’s producer-market linkage program called the “European Market Access for Filipino Food and Crafts Producers” under their Small Project Facility.

With the consumers’ positive reaction during these selling activities, APFTI plans to bring a Fair Trade Caravan on more malls and to infuse more creative merchandising and marketing methods in conveying the message to consumers, especially highlighting the best practices of its partner-producers.

Moving Forward

AMACE Project’s three-year implementation period will be concluded this October 2008. Appraising the gains of the program, APFTI Executive Director Rommel Agustin expressed that: “The innovative strategies implemented during the course of the project have garnered commendation from its primary stakeholders, government institutions and non-profit partners. AMACE provided more than 300 community enterprises with enterprise development support, in terms of trainings, product development and trade facilitation, while it has planted the first seeds of Fair Trade awareness among consumers.”

Seeing the importance of local-level support and patronage, APFTI, in its upcoming programs, resolved to focus on the agenda of developing a market for Fair Trade products that can support and absorb products from Fair Trade adhering producers. During the organization’s project planning write shop held in Taytay, Rizal, on December 11 to 21, 2007, APFTI identified the need to make Fair Trade products and prices more competitive, while simultaneously integrating the standards of Fair Trade to the operations of its partner producers.

The organization will fast track efforts in building a solid consumer base for the products by making them available and visible to consumers. APFTI lined up activities that may lead to the establishment of specialist Fair Trade shops and will encourage more mainstream channels to carry them on their shelves. APFTI plans to access the country’s top urban centers as distribution points for the products. To do so, the plans give emphasis on the involvement of public and private sector institutions in creating an environment supportive of APFTI’s goal of market development for Fair Trade producers and products.


Bicol producers prepare for new markets

Producers from the provinces of Catanduanes and Sorsogon, in the Bicol region have pushed through with APFTI’s Integrated Enterprise Development Program (IEDP). Executive Director Rommel Agustin emphasized the strengths of Bicol producers, “In implementing the program in Bicol, APFTI has worked to optimize the region’s evident advantages: the region’s rich natural resources, traditional food preparation techniques, time-honed handicrafts skills, and the boldness of people to experiment and mix these old knowledge with new ideas.” The current food product enrollees have product lines that range from pili delicacies, corn coffee, pickled fruits and vegetables, dried fish, and peanut butter. While crafts makers, in this batch, produce baskets, bags, fashion accessories, and furniture.

Food and handicrafts producers worked with APFTI’s training, marketing and technical experts on activities that prepared them in accessing wider markets. IEDP, which started in the region last quarter, is composed of trainings, product development, and market access facilitation programs. The program aims to build the capacity of producers by giving them business and technical inputs and by aligning their practices to the standards of Fair Trade. For this year, the intervention prepared partner producers to their participation at the Orgullo kan Bikol, the region’s annual trade fair.

Product development for food processors

APFTI improved the product quality food producers by enhancing their packaging and labeling design and improving their product’s recipe and formulation. Producers of pili-based delicacy and a producer of coffee collaborated with APFTI’s packaging and labeling designer, Raphael Ramos, in improving the external appeal of their products. Ramos rendered new packaging and labeling ideas after an on-site assessment of each producer’s capacity and marketing direction has been conducted. Shalom Foundation, Uncle Frank’s Coffee, Fritz Enterprise, City Sweets and Miguelito Food Products received new label design ideas. APFTI also advised them on possible packaging alternatives.

APFTI also sought the expertise of food technologist Ressa Mendoza in perfecting the formulation of products of two producers who are priming to expand their operations. Sarilikha Food showed interest in improving the quality of their peanut sauce, a new product that they are exploring to launch next year. Fritz Enterprise on the other hand, sought advice in improving the consistency and oil content of their pili-based candies (choco pili and mazapan). Fritz Enterprise is exploring the possibility of exporting its products to US on a small scale.

Product design development for crafts

Woodworks, abaca and coco-fiber producers, in Sorsogon, explored new product design ideas in an on-site product development conducted by 10-29 designers Eric Legario and Roberto Tambalo. The project, which ran for three months, assessed and appraised the existing skills and technology of each producer. Designers Legario and Tambalo rendered 8 new designs for each manufacturer, considering their prospective markets.

Using driftwood, majority of furniture designers have shifted the focus of their production to smaller items. Upon seeing that they have existing craftsmen who are adept in carving, the designers capitalized on highlighting the detailed carvings to their designs. On the other hand, majority of the abaca-based and coco-based producers also have skillful sewers. Capitalizing on that, the designers rendered designs that fused indigenous materials with modern components like straps, and plastics.

Production planning and visual merchandising trainings

APFTI held 2 trainings for Bicol producers during the quarter. Catanduanes producers took a course on “Visual Merchandising” on November 14-15, 2007. Design consultant Heide Cardenio acted as the resource person for the session. The producers were familiarized on the importance of displaying their products in a manner that the best features of the products can be noticed. The course provided them with techniques in merchandising and space management that can aid them in getting buyer’s attention and interest during fairs and exhibits.

On the other hand, Sorsogon producers participated in a “Production Planning” workshop held on November 20-21, 2007. System consultant Maria Jovena Vendivil provided the inputs for the training. The course introduced to producers measures that they can adopt in addressing common problems encountered during production and in designing a model of an efficient production area. The training showed the value of standardizing procedures as it interrelated these adjustments with corresponding financial gains.

OK Bikol

Despite the series of typhoons that hit Bicol during the quarter, 9 food producer and crafts manufacturers still managed to arrive and to participate in this year’s Orgullo Kan Bicol (OK Bicol), held at the Megatradehall 1, SM Megamall, on October 11-14, 2007. Handicrafts producers sold furniture, bags, house ware, fashion accessories made of indigenous materials such as jute, karugmoy, raffia, sinamay, driftwood and coco fiber. Food producers carried Bicol delicacies and pili-based candies. The following producers joined the fair: Ravago’s Meat Products, Lydia’s Native Products, Sarilikha Food Products, Terestian Crafts, J-en Handicrafts, BC Abaca Trading and Handicrafts and J-Anne Licup Woodcraft. APFTI partner producers generated a total of P 1,079,070 in cash and negotiated sales.

Iligan and Bukidnon producers improve safety and quality systems, showcase products

Two successive trainings on safety and quality systems were conducted for Iligan and Bukidnon food and handicrafts producers enrolled under the IEDP.

A seminar on “Hazard Analysis Critical Control Points (HACCP)” was given to food producers on October 1-2. On the other hand, a session on “Crafts Design Development” was provided to crafts producers on October 4-5. HACCP, an internationally prescribed food safety management system, looks into ways to eliminate food contamination as it identifies safety control points at different stages of food processing. For the craft sector, the training gave the producers with means on how to be updated with the latest trends and on how to adapt to these developments in consideration of the existing designs, techniques, materials and resources that they have.

Later that month, another two-day seminar on “Good Manufacturing Practices (GMP)” was provided to food producers on October 23-24, 2007. The training provided the participants with templates in preparing a sanitation guideline for their operations. The session also oriented them on Bureau of Food and Drugs (BFAD) certification process and facilitated the preparation of documentary requirements for the issuance of BFAD License to Operate (LTO).

Caraga Producers join Buy Pinoy 2007

Caraga producers joined the 14th Buy Pinoy Exporter Fair, organized by the Philippine Exporter’s Confederation (PHILEXPORT), on November 29 to December 2, 2007, at SM Megatrade Halls 1 and 2. APFTI’s product development outputs were showcased during the fair, which included holiday and home décor, fashion accessories, furniture and home furnishings. Participating producers were: Create Food, Joy Table Sauce, Marjeck Food, De Lara Agsam Novelties, Adolf Coco Beads, RJ Wood, Top Zion and CHMAI.


Antique producers improve product labels, re-compute prices

Thirty producers (30) from the food and crafts sector of Antique have partnered with APFTI in developing their entrepreneurship as small business holders and in accessing new markets for their food and handicrafts products. In cooperation with the provincial office of the Department of Trade and Industry (DTI), APFTI began implementing its Integrated Enterprise Development Program (IEDP) in November, for 10 food producers and 12 crafts manufacturers in the province. APFTI Executive Director Rommel Agustin signified the organization’s commitment to maximize possible avenues for market access during the signing of the Memorandum of Agreement (MOA) on November 20-21, 2007.

APFTI also created partnerships with the province’s individual muscovado sugar millers. The organization opted to use an industry-focused approach in developing the province’s muscovado sugar industry. Seven (7) small sugar millers underwent the initial stage of APFTI’s In-Depth Coaching Program. After a round of consultations, APFTI Area manager Regina Gaza designed a specific program that responds to the needs of the small millers’ product quality, production efficiency and market-matching requirements.


Costing and pricing training

As the opening training course, “Effective Pricing and Costing” was provided to 30 IEDP producers from Antique, on November 28-29, 2007. The training taught methods of computing a price that can aid in enhancing the product’s market-ability without compromising the value of labor and the need to maintain a reasonable profit. At the end of the session, the producers came up with price computations for five kinds of products that they make. APFTI Training Officer Liza Zurbito observed: “The session enabled them to realize that, for a time, they have undervalued their products because of the notion that the only way to make the goods competitive in the market, is to keep prices low.”


Packaging and labeling design

Seventeen (17) Antique food producers improved their product labels in a packaging and labeling design development activity carried out by two graphic designers from APFTI. The designers visited each producer and assessed their business goals and marketing directions. The design process gave considerations to these producer-set directions, as designers added these elements to the final logo and label designs. The provinces’ food producers offer a range of traditional and new products that include bandi candies and other muscovado sugar based delicacy, vegetable-based noodles, bakery products, and processed meat and fish products.


Public and private sector initiatives recognize the value of Fair Trade

The importance and value of promoting the standards and principles of Fair Trade have steadily gained recognition among public and private sector institutions involved in SME development.

APFTI participated and exhibited Fair Trade products and advocacy materials during the OTOP Summit, held on November 28, 2007 at the Philippine Trade Training Center and at the 2007 Buy Pinoy Exporters’ Fair held on November 29 to December 2, 2007, at SM Megatrade Hall.

The OTOP Summit, organized by the Department of Trade and Industry, gathered local government executives and trade officials from different parts of the country to showcase best practices and approaches in developing the competitiveness of their OTOP products. The event also recognized best market-performing products developed during the course of the program. APFTI showcased through an exhibit, the programs it has been implementing to ensure that small community enterprises can enjoy the same opportunity to access appropriate markets. DTI awarded and recognized APFTI during the closing program.

In another event, APFTI facilitated the participation of its partner producers from Bicol and Caraga in the Buy Pinoy Exporters’ Fair. A complementing advocacy booth was set up in order to educate consumers on the development impact of supporting local producers with sound social and environmental practices. An annual event organized by the Exporters Confederation of the Philippines, the Buy Pinoy Exporters’ Fair gives local consumers the opportunity to buy export quality products. It also allows local manufacturers to position themselves in the domestic market by introducing their products to local consumers and meeting local retailers and institutional buyers.


APFTI joins PhilSEN

As a new member of the Philippine Social Enterprise Network (PhilSEN), a coalition of non-profit and business organizations working for the socio-economic development of disadvantaged sectors, APFTI shared its expertise on enterprise development in a forum establishing “Communities of Practice (COP)”. The network sees COPs as discussion avenues that focus on the unification of efforts for the development of a particular industry chain wherein a number of social enterprises are dependent at. It aims to merge knowledge and programs that address common issues and concerns that may surface upon analyzing value chains.



Communities of Practice

The forum held in Boracay from October 22-24 identified the need to create distribution channels for raw and processed products harvested and made by marginalized producers. It also discussed the role that private and non-profit business development service providers can take in helping social enterprises with their logistical requirements. APFTI signified its participation to the Essential Oil, Bamboo, and Seaweed CoPs, since a number of APFTI producers are working within the bounds of those value chains. The organization further expressed its willingness to explore partnerships pertaining to the use of appropriate technology, creation of marketing channels, and the institutionalization of linkages with other network members who are similarly supporting producers within those sub-sectors.


Bamboo value chain tour

As a member of the Bamboo CoP of the Philsen Network, APFTI participated in a study tour to Dumaguete City last December 7, 2008. The exposure activity looked into the value chain of Buglas Bamboo, Inc. (BBI), a leading bamboo-based enterprise that develops and markets products coming from small bamboo producers. The study mission visited bamboo producers’ communities and analyzed the strategies that the company has employed to organize communities and looked into the systems instituted to ensure quality and supply chain efficiency. The participants saw the sharing of experiences as an effective tool that can encourage replication of good business and social practices.

Asian Forum on Solidarity Economy:
APFTI co-hosts Asian Forum on Solidarity Economy

APFTI, together with the Asia Fair Trade Forum (AFTF) and the Christian Businessmen’s Forum (CBF), hosted the Asian Forum on Solidarity Economy. The forum gathered Socially Responsible Investors (SRIs) and Socially Responsible Enterprises (SREs) from 26 countries in a four-day conference, which ran from October 17-20, 2007 at the University of the Philippines in Diliman. The forum served as a venue for sharing information, showcasing best practices and building alliances that can lead to the creation of a solidarity economy that will be operating under the framework of social and environmental responsibility. The event was the culmination of a five-year work-group strategy initiated by Corporate Social Responsibility-Small and Medium Enterprises-Asia (CSR-SME Asia) and the Charles Leopold Mayer Foundation (FPH).

New initiatives on Corporate Social Responsibility, Fair Trade, Solidarity-Based Supply Chains, Ethical Investments and Micro-finance were discussed during the forum’s plenary and workshop groups. The session drafted outlines on how groups advancing the concept can systematically work together and complement each other’s strengths and inadequacies. A “Think Tank” was formed to consolidate the insights that surfaced during the forum and to translate them into a more precise policy and action agenda.

APFTI Advocacy Officer, Ester Gamboa and Advocacy Manager, Ronald Lagazo facilitated the sessions on “Becoming a Socially Responsible Entrepreneur” and “Making Fair Trade Work in the Philippines”.

APFTI showcases indigenous crafts in ASEAN crafts show

APFTI exhibited the indigenous crafts of artisans from Mindanao in the 25th anniversary of the ASEAN Handicraft Promotion and Development Association (AHPADA) International Expo, a 4-day show, which ran from November 22-25, 2007, at SMX Convention and Exhibition Center, SM Mall of Asia.

The exposition gathered crafts manufacturers and indigenous artisans from ASEAN member-countries to realize its goals of correlating the appreciation and awareness of cultural roots among people to the aspiration of economic progress. In its concurrent sessions, APFTI Executive Director Rommel Agustin, gave a presentation on “Production, trading, and valuation of artisans’ art under the framework of Fair Trade,” specifically highlighting the goals of the movement to provide fair valuation and fair payments to indigenous artisans, and the need to build artisan’s capacities and capabilities that can empower them in trade.


APFTI conducts Gender Responsive Planning

For the quarter, APFTI embarked on gender mainstreaming activities that aim to make the programs and services of the organization more people-focused and gender responsive.

It joined the rest of Cordaid partners in coming up with gender indicators that can be used in evaluating current programs and services, as well as in formulating indicators for the program’s stakeholders, particularly within the level of the enterprise. APFTI participated in the “Gender Mainsteaming in the Entrepreneurship Sector”, hosted by the Ahon sa Hirap Foundation, at the ASHI office from October 21-24, 2007. The session identified the need for organizations to push above the level of providing women with “welfare and access” and institute mechanisms that can guarantee women’s participation and control by embarking on gender responsive capacity building programs and by raising awareness on gender issues among their stakeholders. The presence of those mechanisms, the workshops have revealed, can translate socio-economic improvement to transformation in power relationships among genders. The group affirmed that more than a program requirement, the creation of a gender-responsive learning community among Cordaid partners can make the sharing of experiences and practices possible.

As a follow-up session to the initial Gender Sensitivity Training for its staff, the organization also “gender-diagnosed” its core documents, programs and policies and projected action plans in a Gender Responsive Planning (GRP) session held in Tagaytay from November 5 to 7, 2007. The two-day session targeted to build APFTI’s skills and knowledge in putting the GAD framework to operations, particularly, in its annual work plan and future projects. Training facilitators, Ms. Aida Santos and Ms. Len Mesina designed a hybrid program that reviewed basic GST concepts and prepared the organization in conducting gender-responsive planning.



APFTI shares experiences on enterprise development among grassroots enterprises


APFTI participated in a multi-stakeholder forum “Rural Democratization and Development Forum” organized by the Philippine Network of Rural Development Institutes, Inc. (Philnet-RDI) in Davao City, on November 27-29, 2007. The forum surfaced experiences and stories of grassroots-led organizations addressing issues of peace, rural democratization and development in Mindanao. Arnel Astillero, APFTI Program Development Manager, joined the forum and gave inputs related to the organization’s programs and strategies in developing community enterprises, particularly, in Northern Mindanao, Caraga and Soccsksargen.


APFTI joins MFIs in re-visiting social responsibility missions


APFTI Executive Director Rommel Agustin served as a resource person on Fair Trade. Interrelating it to the concept of social responsibility and social performance, he emphasized that the efforts of enterprises to integrate social responsibility to their operations have a direct and immediate positive effect to their central goals of profitability and viability. The participants affirmed the need to re-consider their policies that put efficiency above their original mission of bringing about social development. Organized by the Services Provider and Capability Enhancer, Inc. (SPACE), a non-government organization that provides capacity building programs to NGOs and POs, the “Social Responsibility and Social Performance Forum” gathered profit and non-profit organizations, majority of which are micro-finance institutions, that works for the socio-economic development of marginalized sectors through enterprise development.


APFTI reinforces awareness on Fair Trade among PUP students

The Entrepreneurship Students Society (ESS) made Fair Trade the theme of their Annual Entrepreneurship Grand Seminar, held in celebration of the College Week of the College of Business on November 23, 2007 at the Jasmin Manila Room, PUP Graduate School. APFTI provided an orientation to 250 students on the concept and principles of Fair Trade. The sharing of Ms. Vie Reyes of Bote Central, Inc. complemented the discussion. She shared among the students, the approach that they have adopted in sourcing, processing and marketing their Fair Trade coffee. The orientation serves as a regular activity that introduces the concept of Fair Trade to the organization’s expanding membership. A year ago, the organization adopted the advocacy of Fair Trade, putting it in its vision statement.

2nd Quarter 2007

Iloilo OTOP and Fair Trade Fair highlights best Ilongo products

In celebration of the Small and Medium Enterprise Development (SMED) Week, in Iloilo City, APFTI led a weeklong One Town One Product (OTOP) Iloilo and Fair Trade Fair that ran from July 9 to July 15, 2007, at the Activity Center of SM Iloilo. With 12 of its partner producers participating in the fair, APFTI took the opportunity to align the direction of the fair to the goals of Fair Trade. The organization set-up a Fair Trade-themed central display and held orientations about the advocacy among producers, consumers and trade officials from the province.

APFTI Executive Director, Rommel Agustin, also joined the press conference and communicated the organization’s call for social and environmental justice in trade. APFTI also occupied an advocacy booth that promoted Fair Trade principles among local consumers.

Together with the regional office of the Department of Trade and Industry (DTI), the Small and Medium Enterprise Development (SMED) Council and the Iloilo Producers Association (IPA), the activity provided local manufacturers with a platform to expose their products to local consumers, thus, creating production, trading and consumption chains within the local level.

The fair generated a total of P 672,000 in cash and negotiated sales. Ninfel Pasalubong Center registered the highest figure, selling a total of P97,178 worth of dried fish and marine products.


Northern Mindanao producers join Kagay-an Festival 07

Sixteen APFTI partner producers joined Northern Mindanao SMEs in a week long fair at Limketkai Mall, Cagayan de Oro City, on August 23-29, 2007. Dubbed as “Kagay-an Festival 2007,” the fair highlighted the food and handicrafts products from the 5 provinces of the region. APFTI facilitated the participation of 16 producers from Bukidnon and Iligan, which carried the outputs of its Integrated Enterprise Development Program (IEDP), particularly, the new designs rendered under the product development component of the program.

APFTI partner producers sold P 272,340 worth of products during the fair. Among the food producers, the perfectly sliced banana chips of NM Foods registered the highest cash sales. For crafts, BS Crafts’s sinamay and tikog bags, gathered considerable orders. The following also participated in the fair: Ardaiel Calamansi, Faj Butter Cookies, Silverlights Patatas, Loulen’s Food, and Tita Viz Finest Pies, RM Rattan Furniture, Dire Husi Tribal Crafts, Sunflower Chantilly Bars, Ruban’s Squid Crackers and Vjandep Pastel.

Together with Northern Mindanao-based Fair Trade advocate, Salay Handmade Paper Industries, Inc. (SHAPII), APFTI maximized the opportunity to campaign among local consumers the value of supporting enterprises within the region, that by doing so, they can make an impact on the quality of life of small producers and their families. For years, APFTI has been working closely with public and private sector institutions to stir up local consumption of products made by community enterprises within the locality.



APFTI supports OTOP Luzon Island Fair

The Department of Trade and Industry (DTI) partnered with APFTI in holding the 2nd OTOP Luzon Island Fair, at SM Megatrade Halls 2 and 3, on August 8-12, 2007. The fair gathered OTOP products from small and medium enterprises in the 8 regions and 37 provinces of Luzon. One Town One Product (OTOP) Philippines seeks to promote entrepreneurship and create jobs across the country with LGUs of each city and municipality identifying, developing and promoting a specific product or service that the town can produce with a competitive advantage.

The OTOP program supports community enterprises (MSMEs) in manufacturing and marketing distinctive local products that use indigenous raw materials and capitalize on local skills and talents. Seeing congruence in objectives, APFTI has been supporting and maximizing OTOP-fairs as avenues for the organization to resonate its campaign among local consumers. For this fair, an advocacy booth was set-up to showcase some products from its partner producers and to present the standards of Fair Trade.



APFTI showcases strategy among BDS providers at SME Expo 2007

With the call: “Let your purchase make a difference,” APFTI joined the community of business development service (BDS) providers in a 4-day fair held at SM Megatrade Hall 1 and 2, last July 19-22, 2007. In celebration of SME week and with the theme: “Ang Galing Mo Pinoy! Go Negosyo!,” the Small and Medium Enterprise Development Council (SMED) consolidated various government, private and non-profit business service providers in an exposition that made SME development programs from these various institutions popular and accessible to the public, particularly among emerging producers and enterprises.

In an advocacy booth, APFTI presented its programs and services. The strategy of looking into the enterprise’s viability and sustainability issues while aligning their practices to Fair Trade received commendation from visitors, particularly among institutions that promote social responsibility among business entities. New networks within the community were established and opportunities to partner with government and private institutions were explored.


APFTI explores project opportunities in Aklan, Iloilo and Capiz

APFTI’s Program Development unit held a 4-day study mission in the provinces of Aklan, Iloilo and Capiz, from July 9 to 13, 2007. The group visited producers, facilitated focused group discussions, and networked with government and non-profit organizations.

With the provincial officers of DTI and area managers of Bayan Foundation, APFTI explored possible areas of complementation and collaboration. ABS-CBN’s Bayan Foundation has been extending micro-finance and capacity building activities to community enterprises and home-based producers in these provinces. The group visited Bayan’s pool of producers in the fields of basket weaving, abaca slippers production, and crabmeat processing. In the same light, Bayan looked into the possibility of extending their financing programs to some of APFTI’s partner-producers. The group visited HAMPCO and Rosa Foods in Aklan, and Bread and Butter in Iloilo.

Through sectoral discussions, Bayan presented their programs and services and explained the procedures on how to avail them. While acknowledging the promise of potential partnerships, APFTI Resource Mobilization Manager, Arnel Astillero, however, stressed the need to first organize and consolidate Bayan’s home-based producers before APFTI can finally intervene on their product development and marketing concerns.


Caraga food and craft producers enhances competitiveness through IEDP

The Integrated Enterprise Development Program (IEDP) commenced in Caraga through the trainings, product development, and market assessment activities conducted by APFTI for the benefit of 11 food producers and 6 crafts manufacturers enrolled in the program.

Product Development for Crafts

Caraga handicrafts producers underwent APFTI’s design development program. Two designers were sent to enhance the designs and make them competitive in domestic and global markets. The outputs for the engagement will initially be shown at the upcoming Buy Pinoy Exporter’s Fair. Caraga Handicrafts, Adolph Coco Beads, De Lara Agsam Novelties, Top Zion, RJ Wood Arts and Crafts and Wild Trend Woodcrafts participated in the activity.


Training on int’l trends in crafts

Forty producers and workers in the handcrafts industry of CARAGA, participated in a 2-day training on “Design Trends and Directions in Crafts”, held last August 23-24, 2007, in Butuan City. As a component of IEDP, the training involved key persons responsible in the design development of the region’s emerging crafts industry. The region’s small crafts producers have been instrumental in utilizing the area’s vast supply of indigenous vines and twigs. Celeste Peralta, product buyer and designer, gave the participants common and recurring buyer preferences in trading crafts for both mainstream and niche markets. To maximize the opportunity, she also visited selected production sites and advised the producers on creative techniques that they can adopt to consistently improve their designs.

Food product improvement and label design development

APFTI’s technical unit underwent a one-week product assessment and packaging/labeling design development to improve the aesthetic value of the products of 11 producers in Caraga. Targeting markets outside the region (Butuan, Agusan del Norte, and Agusan del Sur), the 11 producers collaborated with APFTI’s in-house designer in making cost-efficient and visually appealing labels.

And to further look for ways to maximize the products’ marketing potentials, APFTI Marketing Supervisor, Jennifer Garana visited the producers and assessed possible marketing channels and opportunities, where the products of the region would most likely fit. With the assistance of APFTI’s food technologist, the producers developed 9 new food product ideas. Food consultant, Divina Alcasabas, visited 5 enterprises and advised them on ways to improve their products. She focused on sensory appeal, formulation, manufacturing and cooking processes. At the end of the engagement, new products and formula variations were introduced.

Joy Table Sauce explored the potentials of developing a spaghetti sauce out of the company’s existing banana catsup. The consultant also looked into the possibility of coming up with a vegetable-fortified canton noodles for Marjeck; 3-in-1 corn drink for Sunrise Corn, canned bangus for Jose Amparo Fish Farm, and calamansi concentrate for Lily’s Food. To maximize the on-site visits, the consultant took the opportunity to orient the workers on the basics of Good Manufacturing Practices (GMP).

Food safety training

Attended by 45 participants from the food manufacturing industry in CARAGA, the training on Food Safety Management, otherwise known as ISO 22000, tackled the basic conditions that must be met in food product preparation to guarantee the end product’s optimum safety and quality. Held last August 21-22, 2007, in Butuan City, APFTI consultant and food expert, Luz Lizada identified priority areas wherein an enterprise could focus on, in order to attain satisfactory product safety and quality, despite the limited facility and inadequate resources


South Cotabato producer org sets direction

APFTI facilitated the formation of Producers-Processors Association of South Cotabato (PPASCo), an organization of food and handcrafts producers, mostly enrolled in its Integrated Enterprise Development Program (IEDP). In a two-day capacity building seminar, held last August 1-2, 2007, APFTI consultant Jyon Hontanosas, in partnership with DTI South Cotabato Provincial Office, assisted PPASCo in formulating an annual development plan that can put direction and focus to the group, putting considerations to the improvement of the internal capacity of the association and to the identification of external issues that affect the conditions of small producers.


Oxfam Club brings HK students to Cebu communities

The Cebu Fair Trade Network (CFTN), Southern Partners and Fair Trade Corporation (SPFTC) and APFTI, in coordination with Oxfam Hongkong, brought Hong Kong high school students to farmers’ and workers’ communities in Cebu City. The week-long exposure and immersion mission, held last July 31-August 6, 2007, provided the students with a picture of the current state of farmers and urban poor workers in Cebu. It also familiarized them with the efforts of SPFTC and CFTN in addressing the inequities being encountered by small producers, through the practice and promotion of Fair Trade.

Through the activity, the students experienced the day-to day life of farmers and urban poor communities, as they had the chance to actually interact and live with them for a week. They also had the opportunity to see and track down the value chain of the products being produced by these local communities. At the end of the activity, the students interrelated the act of consumption to the conditions of marginalized communities and individuals. The group surfaced the contributions that they can do in making the systems of production and trading, relatively equitable.



Cooperatives undergo business-planning write-shop

APFTI Consultant, Penpen Libres, conducted a four-day write-shop and planning session to address the directional concerns of its partner cooperatives, enrolled under the In-Depth Coaching Program (IN DEPTH). The training was held last August 13-14, 2007 in Butuan City. The IN DEPTH Coaching Program is an enterprise development program that provides one-on-one mentoring to entrepreneurs and addresses specific and time-bound enterprise concerns.

Using a “theory-practice” approach, the planning session tackled methodologies in making and harmonizing the company’s marketing, production, management, financial and sustainability plans. APFTI partners, FEDARCCO, CMPC and Habitat, involved their key personnel in the training.


APFTI starts IEDP in Antique, Catanduanes, and Sorsogon

APFTI’s advocacy unit held a series of Fair Trade Advisory courses in the provinces of Antique, Catanduanes and Sorsogon, in the month of September, to mark the start of the Integrated Enterprise Development Program (IEDP). As an initial course, the advisory provides a detailed discussion on how to fit the standards and indicators of Fair Trade to each client’s production and trading conditions. It seeks to deepen the client’s appreciation on social and environmentally sound production and trading practices, as it relates these practices to the enterprise’s viability and efficiency considerations.