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PIA Press Release

Normin veggies break through Mindanao, Visayas markets

Cagayan de Oro City (19 August) -- Vegetable producers in Northern Mindanao are finding it rewarding to focus marketing their semi-temperate crops on institutional buyers in the Visayas and Mindanao markets.

The whole chain of vegetable production, shipping and distribution can become expensive when a producer does this alone.

However, seeing the advantages that concerted efforts bring about, local producers organized themselves into a marketing cluster that has benefited the region's vegetable industry.

The Northern Mindanao Vegetable Producers' Association, Inc. (NorminVeggies), has transformed into a market-focused and highly competitive industry cluster. Its efforts to improve technologies have led to higher productivity and reduction in spoilage and deterioration. These gains were achieved by adopting the marketing cluster strategy of collaborating for marketing competitiveness.

After a remarkable performance over the past few years, the vegetable cluster, through the NorminVeggies has been undergoing a consolidation phase and considering several options that would entail the highest possible profit at the least cost.

Having experienced high freight costs and collection problems in dealing with buyers from Manila, NorminVeggies has ventured into the more lucrative Visayas markets particularly Cebu, Iloilo and Bacolod and has tapped into new markets in General Santos and the Zamboanga Peninsula.

These bright prospects for the industry could still be brighter as potentials of the vegetable market remain largely untapped. The cluster's challenge now is to basically expand production and increase market share and ultimately to export. To realize these and become competitive in terms of price and quality, it now aims to establish a post-harvest facility like packing shed with cold chain capability to reduce spoilage and deterioration, to aggressively pursue market research, and to provide linkages to new customers and market.

One potentially rich venue for customer linkages is the Kahimunan Mindanao 2008, the 3rd Mindanao Island Fair. Foreseen to generate about P 20 million in sales, the Fair is set to present to buyers and visitors the island's best products to be showcased by more than a hundred Mindanao-based businesses. It will be held on August 22-25, 2008 at The Atrium, Limketkai Center in Cagayan de Oro City. (DTI-10) [top]

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