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BEHOLD, DRAGON FRUIT!: BUILDING DREAMS CHANGING LIVES

INTRODUCTION

According to the legend, the dragon fruit was created thousands of years ago by fire
breathing dragons. During a battle when the dragon breathed fire the last thing to emerge would be
the fruit. When the dragon was slain the fruit was collected by the victorious soldiers and presented
to the Emperor as a coveted treasure. The soldiers would then butcher the dragon and eat the flesh.
It was believed that those who feasted on the flesh would be endowed with the strength and ferocity
of the dragon and that they too would be coveted by the Emperor.

Compared to a dragon fruit, the Abulug Dragon

Fruit Producers Association (ADPA) which is largely
composed of women have their exotic and colorful
characteristics.

It could be that the story came into popular folklore

in a fascinating village of Sta. Rosa in a costal 3 rd class
municipality of Abulug in the province of Cagayan as a
way of making this strange looking fruit their own identity,
symbolic of power, vitality and luck.

To know more about this life-changing livelihood,

let us get acquainted with the existence of the dragon fruit producers-processors and this
magnificently flamboyant as its mythical namesake. Behold, dragon fruit!

HOW THE PROJECT STARTED: ITS OBJECTIVES AND ITS STAKEHOLDERS

The Abulug Dragon Fruit Producers’ Association was organized

under the auspices of the Local Government Unit of Abulug – Public
Employment Service Office. It was registered with the Department of Labor
and Employment with Certificate of Registration Number CAG 1522-2014
issued on November 3, 2014. At present, it has a total of 35 members.

The municipality of Abulug is endowed with people nurtured by

good culture and values, hardworking, resourceful and resilient. It is blessed
with immensely fertile agricultural areas that have been utilized in rice and
fruit production.
Barangay Sta. Rosa is situated in an area that abounds with various fruits and fruit
plantation areas. Generally, farming is the source of livelihood in this community. Specifically,
dragon fruit growing has become a promising source of income for the people of Sta. Rosa. Every
household’s backyard has it. Gradually, Abulug gained its popularity among Cagayanos as one of
the largest suppliers and growers of dragon fruit in the province.
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However, when the season of harvests arrives, the abundance of fruits such as dragon
fruit over runs the demand. A large percentage of the produce are most often sold very cheap and or
becomes spoiled. This prompted the group of dragon fruit growers to consult experts on what to do
with the spoiled. Processing is the solution. Processing is important to produce value-added
products from the edible and non-edible parts of the fruit and plant, and at the same time, minimize
the problems of fruit perishability and waste disposal. A series of studies were conducted to optimize
the processing of wine from fruit pulp, jam from fruit peel, soft drink from plant stems, and tea from
flowers. Based on these studies, the fruit growers involved themselves on several trainings
conducted by various training institutions after which they gained idea that this might bring
economic undertaking for the community. Hence, the decision to organize and form a registered
association purposely to avail livelihood assistance.
In coordination and partnership with the DOLE Cagayan-Batanes Field Office, the Office of
the Public Employment Service Office (PESO) Manager conducted needs assessment to determine
priorities, needs or gaps between where the organization envisions itself in the future and the
organization's current state. In the Philippines now, dragon fruit is known from all walks of life, in
contrast to few years ago where there was only limited display in super markets and only the upper
middle class can afford to buy them. Now this dragon fruit is widely available in the traditional
markets and all types of people can now afford to buy.
Since dragon fruit has dramatically gained its popularity in the entire region, PESO Abulug
sees the opportunity to facilitate employment for the community while the ADPA aims to establish a
dragon fruit processing center in the northern part of Cagayan to sustain its avaiability even during
off season through processing.
As a result of series of consultation with stakeholders, the ADPA was granted livelihood
assistance by the DOLE RO2 for the implementation of the Dragon Fruit Processing project. The
project’s other stakeholders in its initial stage were:
AGENCY ASSISTANCE REMARKS YEAR OF LIQUIDATI
AVAILMEN ON STATUS
T
Department of P370,916.00 Formation 2014 Liquidated
Labor and
Employment
(DOLE)
Department of Technical Continuing During the
Trae & Assistance in the conceptualiza
Industry (DTI) conduct of tion of the N/A
feasibility study project
and marketing proposal

Trainings
LGU Expenses Completed/ 2014 N/A
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ABULUG incurred in the Implemented

conduct of
Entrepreneurship
Development
Training with
Simple
Bookkeeping
BARANGAY Provision of Implemented 2014 N/A
COUNCIL OF production center
STA ROSA
CAGAYAN Skills Training Implemented 2014 N/A
STATE on Dragon Fruit
UNIVERSITY Processing
SANCHEZ
MIRA
CAMPUS

After 2 years, upon a thorough evaluation, the APDA was found to be eligible to avail the
DILEEP- Enhancement Component under the DOLE Sustainable Livelihood Program. In the year
2017, DOLE granted another P428,295.00 for the Tropical Fruit Processing Project. The project is
now focused on producing wines and vinegars out of calamansi, squash, cashew, tomatoes, eggplant,
nipa wine with melon, coconut, dragon fruit wines and vinegar. As a convergence project, the
livelihood undertaking of the ADPA received the following assistance for the following
stakeholders:

AGENCY ASSISTANC REMARKS YEAR OF LIQUIDATIO

E AVAILMEN N STATUS
T
Department of P428,295.00 Enhancement 2017 Liquidated
Labor and
Employment
(DOLE)
DTI Equipment Shared Service 2017
Facility Program
Department of Accreditation 2017
Toursim as Agri
Tourism Farm
Site
Department of Agribusiness
Agriculture Support for
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Promotion and
Investment in
Regional
Expos
DTI-DPWH Concreting of
Farm-To-
Market Road
Leading to
Dragon Fruit
Plantation ang
Processing
COMPLIANCE TO GOVERNMENT REGULATIONS:

AGENCY COMPLIANCE
Barangay Certificate of Operation
LGU Abulug Mayor’s Permit
Sanitary Permit
Fire Protection Permit
Accredited as NGO
Berau of Internal Revenue Certificate of Registration
Intelectual Property Office Registered
DTI BMBE Certificate of Authority
Food and Drug Administration Product Registration
DOLE Certificate of Registration
DOT Accredited Agri Tourism Farm
Site

ITS FAILURES AND ATTEMPTS TO RISE:

Starting and growing a business is a complicated affair. The chance of surviving on the
initial stage did not sound great but the good things is the people behind the project did not have to
sit back and let chance dictated their fate. After hard work, endless hours spent working with several
consultants and advisers combined with resilient partnership with several stakeholders and
supportive local government of Abulug, it has learned the techniques to make the business grow.
They have learned the value of getting to know more people becoming their potential partner,
customer, source of inspiration, or sounding board. They have also learned the value of reaching out
to professionals for more opportunities to come.

BUILDING LINKAGES AND ACCESS TO HIGHER MARKET:

As it built its ladder to success, the outpouring support of government agencies is

immeasurable. Believing in their capability to demonstrates its competitiveness in the local market,
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they thought it is not also impossible to bring them up to international standards, and above all spur
economic growth in the region by spreading the benefits of its local investments to a wider cross-
section of society because of their commitment, support from development institutions and a
dedicated team of mentors. Because of its dedication to improve the quality of their performance in
managing the business and improving the quality of its product, the DTI, being one of the strong
advocates of Small Medium Enterprise (SME) has untiringly supported the project by providing
them consistent coaching and mentoring under its KAPATID Mentor Me Project in which they are
taught by large corporations on the different aspects in business operations. Also, they are recipient
with the agency’s Shared Service Facility Program where they were provided with machinery,
equipment, tools, systems, skills and knowledge which aims to help them address the gaps and
bottlenecks in the value chain of priority industry clusters.

Its endeavor to success does not merely focus on what they have but they continue to look
for more opportunities. The association’s gradual recognition in the local market was strengthened
when it was listed as one of the recipients of the Agribusiness Support for Promotion and
Investment in Regional Expos (ASPIRE) of the Department of Agriculture (DA). ASPIRE
advocates to further strengthen convergence and synergy between and among stakeholders:
Department of Trade & Industry and the Philippine Chamber of Commerce and Industry among
othes.
Tourism makes an important part to the economy. The ADPA even more flourished when it
was accredited by the Department of Tourism (DOT) as Agri Tourism Farm Site, a working farm
producing and/or showcasing raw and/or processed products. The Certification is issued by the
Department to officially recognize the holder as having complied with the minimum standards and
requirements prescribed by the Department for the operation and maintenance of farms/agri-tourism
sites. Among the benefits the farm site can avail as DOT accredited tourism establishment are:
Endorsement to Embassies and Travel Trade Association/s for utilization of establishment’s
facilities and services and Priority to DOT training programs.

ACCESS TO FUNDING ASSISTANCE FOR ACCESS ROAD:

Farm-To-Market Roads improve the mobility of people, goods, and services. They provide
access to employment opportunities and basic social services. They serve as catalysts in improving
rural economy. They increase local trade and productivity, reduce transportation costs of farm input
and output, and minimize post-harvest losses.
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The ADPA through its President, Ms. Alviar submitted project proposal to the Offices of the
DTI and the Department of Public Works and Highways (DPWH) proposing for the concreting of
road leading to the Dragon Fruit Plantation and Processing under the DTI-DPWH Convergence
Program which was later granted. The project is now enjoyed by the people most specially the
farmers for an easy access from farm to market.

INCLUSION IN THE DIRECTORY OF VILLAR SIPAG’S

DIRECTORY OF FARM SCHOOL, TOURIST FARMS AND
LEARNING SITES IN THE PHILIPPINES

Social responsibility is the guiding principle of the Villar

SIPAG, a non-stock, non-profit organization established in 1995.
The goal of tourist farm and farm schools is for the
government to recognize that tourism coupled with agricultural
extension services. It can di sseminate the value of agriculture in the
economic and cultural development of our country and it can also
serve as a catalyst for the development of agriculture and fishery community and provide additional
income to the farmers.

The APDA, being one in the Directory signifies that it has met the standards set by the
Foundation. As such, the publication shall serve as an advertisement to make farm tourism a
“sunshine industry” in the country. The publication also aims to promote opportunities to the
association to rise beyond their limitation and pursue meaningful lives as productive members of
society to ultimately
envision a healthy,
peaceful, decent, and
productive life for all
Filipinos with a mission
to develop and nurture
the minds of aspiring
entrepreneurs, who will
make a difference in society.

QUALIFIER, TOP 40 SEMI FINALIST OF BPI SINAG ACCELERATE 2018

The ADPA, represented by Ms. Dauphine Pinky N. Alviar was qualified as one of
the semi-finalists of the BPI Sinag Accelerate
2018. As one of the criteria, Ms. Alviar was
chosen in her capacity as President of the
association who is leading a registered social
enterprise addressing specific social problem and
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defined social impact. As part of the process, Ms. Alviar attended the Boot Camp 1, a Five-
day Entrepreneurial Process and Social Enterprise Development Course at Bayan Academy.
The program is a competition that aims to scale-up and accelerate the growth of
enterprises to the level where they can more significantly contribute to social development.
Villar SIPAG Foundation has helped provided skills and technical education for
entrepreneurs with the hope that the beneficiaries of the program will inspire other potential
entrepreneurs to learn from their success stories.
What matters most for the foundation is that the participants will absorb the values of “sipag
at tiyaga,” self-discipline, and reliance that will help them conquer business-related challenges in the
future. The learnings of Ms. Alviar in the Academy will benefit the ADPA in its goal to be globally
competetive.

INCLUSION IN THE SUCCESS STORY BOOKS OF THE ASEAN SME ACADEMY

To get ahead of the rest, you must equip yourself with

knowledge in new trends going around the MSME industry. The
ADPA has grown from strength to strength in achieveing its
success. To celebrate its journey, the ASEAN SME Academy has
written in its publication its success story. This publication
demonstrates its efforts in ASEAN to develop globally
competitive, resilient and innovative micro, small and medium
enterprises (MSMEs).

REWARDS & CITATIONS:

The Abulug Dragon Fruit Producers Association was awarded various rewards and citations
in recognition of its active involvement to various community endevours and employment
generation (see attached Certificates)

ATTENDANCE TO LOCAL AND NATIONAL FOOD FAIR, ARTS & CRAFTS FAIR &
TRADE FAIRS:
Since 2015, the ADPA has been consistently attending/participating to various local and
national food fair, arts and crafts fair and trade fair. It is important to note that in attending the
above-mentioned activities, participants/applicants are pre-eselcted based on sales peroformance of
the latest year, awards received, absence of formal complaint/s filed against thyem, records of
violation or non compliance with rules set by Organizer from previous fairs, must have at least
applied for Food and Drug Administration registration and must have enough inventory for the
duration of the event/s.
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National trade fair features a wide array of products carefully selected from various regions
and provinces. It is one of the key programs to promote efficient marketing and distribution of local
products and services; expand and strengthen linkages among MSMEs through information
exchanges and market matching; and to create awareness of domestic marketing opportunities for
new projects, new technologies, and investments.

SUPPORT TO OTHER PROJECTS

A vibrant MSME sector is an
indication of a thriving and growing economy. Despite
policies that aim to provide an
enabling environment for
MSME development, the sector
still faces various constraints
that prevent it from realizing its
full growth and potential.
Micro, small and medium
enterprises (MSMEs) have a
very important role in developing the
Philippine economy. They help reduce poverty by creating jobs for the
country’s growing labor force. They stimulate economic development in rural and far-flung areas.
The ADPA plays vital role in suport to growing MSMEs with the aid of DOLE Integrated
Livelihood and Emergency Employment Program (DILEEP) in the region. It support other
associations by tapping them as supplier of wine bags (wine, as one of the ADPA’s product).

EMPLOYMENT GENERATION
Manpower is proportional to productivity. The more people are available to work, the faster
projects can be completed or the more projects a business can take on. APDA maintains 2 support
personnel: Sales and Inventory Clerk and Utility/Maintenance. The Sales and Inventory Clerk
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who works year round for the project receives a monthly compensation of P1,500.00 while the
Utility/Maintenance who work for 6 months receives a monthly compensation of P800.00.

SUPPORT TO EDUCATION:
As a manifestation of its commitment to help alleviate poverty through education, the APDA
sponsors the education of 5 elementary pupils by paying their authorized voluntary contributions and
allowances. The sponsorship is under the A1 Child Scholarship Program.

SUPPORT TO OTHER COMMUNITY UNDERTAKING:

Believeing that regular involvement in sport can benefit individuals
and communities and contribute to a range of positive outcomes, the ADPA sponsors some sports
activities of the community by providing uniforms, prizes and awards.

INTERVIEWS BY LOCAL MEDIA NETWORK

The ADPA has gained popularity even to local media network. The pictures show interview
of the ABS-CBN Cagayan Valley with the President, Ms. Alviar.
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THE PROCESSING & DISPLAY CENTER

PACKAGING AND LABELING

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PROCESSING ACTIVITIES

The Abulug Dragon Fruit Producers Association believe to never give up, and be
confident in what they do. There are tough times, but the difficulties which they face make them
more determined to achieve their objectives win against all the odds. Also, ADPA believes that
while moving abroad and immersing oneself with a promise of high salary may sound exciting. But
for them, that is not be the best thing to do. For them, they find contentment and happiness working
together. It is not the high salary that fulfills their needs. It is the commitment, dedication,
friendship, camaraderie and trust they gain in working together. Because they learned that working
together not versus each other, things get better. And after all, at the end of the day, being with their
families, life is beyond wonderful.
-o-