by  Irish Joy Adrales, CDS II

TACLOBAN CITY – As the coconut industry continues to create greater opportunities for farmers’ cooperatives, sixty-three (63) cooperative leaders, officers, and members from thirteen (13) coconut farmers’ cooperatives across Samar, Leyte, and Biliran came together with one common goal—to learn how to bring their products closer to the market and make them more competitive. Held on July 13–15, 2026, at XYZ Hotel, Tacloban City, the Marketing Development and Strategies Training was conducted under the Capacity Building Programs of the Coconut Farmers and Industry Development Plan (CFIDP). The three-day activity equipped participants with practical marketing knowledge and strategies that will enable their cooperatives to better understand customer needs, strengthen their market presence, and transform quality coconut products into sustainable business opportunities that generate greater value for their members.

The training aimed to strengthen the marketing capabilities of coconut farmers’ cooperatives by equipping them with practical strategies to develop competitive, market-driven coconut products. Facilitated by Prof. John Manuel G. Catuday, EnP, MM, the sessions emphasized that successful marketing begins with understanding customers’ needs and creating products that deliver real value rather than simply selling available products. Participants gained a deeper understanding of key marketing concepts, including the Marketing Mix (4Ps), market segmentation, targeting and positioning (STP), value proposition development, pricing strategies, distribution channels, branding, promotion, and customer engagement. The training also highlighted the importance of identifying target markets, building a strong cooperative brand, and developing products that address specific customer needs while differentiating themselves from competitors. A significant component of the training focused on market readiness and fulfilment capacity, stressing that sustainable business growth depends not only on attracting buyers but also on consistently delivering quality products on time. Participants learned the importance of reliable production systems, quality assurance, proper packaging and labelling, customer service, inventory management, and continuous process improvement to build long-term customer trust and repeat business.

In her message Regional Director Venus M. Jornales encouraged the participants to view marketing not merely as a means of selling products but as a strategic tool for creating value, building lasting relationships with customers, and uplifting the lives of coconut farming communities. She challenged the cooperatives to apply the knowledge and skills they acquired throughout the training by developing innovative, market-responsive products and embracing collaboration, quality, and continuous improvement. She likewise emphasized that the true success of the training will be measured by how participants translate their learnings into meaningful actions that will strengthen their cooperatives and contribute to the sustainable development of the coconut industry. As the three-day training concluded, participants left with fresh insights, practical marketing tools, and renewed confidence to position their cooperatives for greater success. Armed with a deeper understanding of market-driven strategies, branding, customer value, and business sustainability, the coconut farmers’ cooperatives are now better equipped to seize emerging market opportunities and create greater value from their coconut products.