The Covid-19 pandemic may have forced some businesses to close shop due to profit loss, but virus fears, ironically, have opened an opportunity for others to thrive in today’s digital economy.
This is apparent in the rise of web-based businesses in the country from 1,700 in March to over 75,000 in September, according to Department of Trade and Industry-Philippine Trade Training Center (DTI-PTTC) Officer-in-Charge Executive Director Nelly T. Dillera.
Alongside the e-commerce explosion is the emergence of new hero entrepreneurs—home-based businesses that valorize local products, heirloom recipes, and regional pride.
“Culture is the basis of how we can and should develop products, from food to wearables. What is important is preserving them while adapting to the new global economy. E-logistics has made it possible for local products and crafts to be brought to the homes of the people,” she told reporters during a recent webinar dubbed “Certified Lokalista: Champions of Culture, Heroes of E-Commerce.”
To help these micro, small and medium enterprises (MSMEs) digitize their trade, she noted that they “did a backward integration on helping people to start their own business and onboard e-commerce.”
One support that the DTI-PTTC will be providing these new breed of entrepreneurs is training in vital areas like the digitization of their processes, business finance and operations, business marketing, business human resources and organization, and working in the logistics and supply chain.
Seeing their significant contribution to spur economic activities in these trying times, support from the business sector also comes in, with the initiative of J&T Express Philippines that encourages the consuming public to buy local, patronize and support MSMEs, thus promoting regional products to a larger national audience.
Launched this year, the Certified Lokalista campaign will honor homegrown entrepreneurs with a Certified Lokalista badge that will serve as a seal for them as J&T trusted sellers. With their inspiring stories that have paved the way for the promotion of Filipino goods, they will be feted with P20,000 worth of free shipping by the courier service provider.
“Filipino entrepreneurs, especially those who went above and beyond amid the mobility restrictions brought about by the pandemic, deserve to be supported and recognized for their creativity and tenacity,” said Zoe Chi, vice president of J&T Express Philippines.
Beyond the rewards is the rare chance for them to influence more sellers to also represent their own regional products online. Four featured Certified Lokalistas, namely Maria Todi, Katherine Jordan, Rica Dakudao-Buenaflor, and Rheeza Santiago-Hernandez, are worth emulating for their own homegrown products and produce that gave their respective regions their unique advantage.
Todi, founder of the School of Living Tradition, based in Lake Sebu, South Cotabato, showcased native artisans design and weave T’boli shirts, bracelets, necklaces, and rugs, among other heirlooms, for their intricacy and beauty. Because these products are a collective effort, she said that buying from the tribal group means “not just helping one weaver or organization, but helping a community.”
On the other hand, Katherine Jordan, marketing head of the Leyte-based online food store Mary’s Abuyog Special Tsokolyet Moron, atbp., presented their mouthwaterng chocolate moron, binagol, sagmani, suman latik, and pili nuts—some of the delicacies that have become popular outside their region.
Meanwhile, Rica Dakudao-Buenaflor, founder of Que Rica, introduced their fine-tasting products crafted in Bicol. Suggesting that the province should be known as the “land of Keto” because of its nutritious food, she pointed out that “we produce the healthiest recipes when it comes to heart-healthy fats. Coconut milk is high in fat and with no carbohydrates. The pili nut contains the highest healthy-fat content, and 95 percent of the overall production of pili nut comes from Bicol.”
Taking pride of their culinary heritage, Bulacan-based Rheeza Santiago-Hernandez said that it’s about time that the normally reticent Bulaqueños should start promoting the dishes that they are known for. Citing the hamon bulaqueña, the culinary whiz said: “It is historical. It was served during the liberation of Bulacan in 1898 during the time of General Gregorio del Pilar, who was then a lieutenant colonel. Other national heroes who have dined on it are Jose Rizal and Apolinario Mabini.”
Believing that “local is premium,” GeiserMaclang Marketing Communications Inc. Co-founder Amor Maclang encouraged the local market to patronize these regional entrepreneurs, especially during digital double-day sales.
“It is because of these men and women that our local products are finally getting the recognition they deserve! Generations-old family recipes, regional specialties, and other proudly Filipino wares are becoming stars on these e-commerce platforms,” she stressed.
1 comment
Getting support of any kind is always appreciated by entrepreneurs.