Planting Dreams in the Rain: The Jollibee Group Foundation’s Sustainable Partnership with ASHI and AGAP Farmers

‘Where does my food come from?’ As the rain drizzled on our van’s windows, this curious question constantly crossed my mind. Why? Well, simply put, I LOVE FOOD. In fact, I love it so much that I still find myself blogging after 7 long years.  And as we approached  the verdant landscapes of Pililia, Rizal, excitement jolted me out of my seat. Because for the first time, I was part of a media tour where we will meet face to face with the farmers behind every Filipino’s favorite fast food chain - Jollibee.

Building Sustainable Partnerships at JGF

Jollibee Group Foundation or JGF,  is the social development arm of the Jollibee Group. JGF promotes improved access to food by implementing programs on agro-entrepreneurship, education and disaster response, together with partner organizations in the Philippines and other countries. 

Of course, the main proponents are the local farmer groups aimed to enhance agricultural productivity and livelihood. The AGAP farmers, renowned for their dedication to the land, alongside microfinance institution Ahon Sa Hirap, Inc. or ASHI were the perfect collaborators of JGF. Together, they aim to implement advanced farming techniques, ensure consistent market access, and improve overall sustainability of crops and goods.

It is JGF’s vision that every Filipino family gets to have food on the table. Thereby paving JGF to implement 3 guiding principles in their work: Think in Systems, Harness Core Strengths, Work Collaboratively. By that, JGF takes on an inclusive development approach by championing relevant, effective, and sustainable programs (e.g. Busog, Lusog, Talino School Feeding Kitchens, FoodAID, Farmer Entrepreneurship) that benefit communities and institutions. 

Seeds of Change

Clothed in rain boots and coats, our group crossed over to fields owned by  the AGAP farmers in Pangil Laguna. Rows and rows of lush green spring onions filled our sight. And as luck would have it, rain poured intensely as soon as we made it to the middle of the fields and geared up to interview the three nanays. 

Disappointed as we were, we hurriedly made our way to a nearby restaurant to continue our interviews over lunch - which by the way proved to be quite delightful. As appetizing bilaos of pancit, fried chicken, crispy pata were served, I could not help but smile hearing about the inspiring stories shared by our JGF hosts and partner farmers. Nakakatuwa. 

Harvest of Hope

Next on our journey that day was a visit to the AGAP/AFAM Office in Kalayaan, Laguna. Truth be told, I was ready to make a quick alibi not to join so I can take my afternoon siesta in the van at this point. (I mean it was rainy, had almost zero sleep, and was full to the brim). But as soon as we stepped foot into their center, all fatigue was instantly transformed into vigor - met by smiles from our dear ates and kuyas all eager to welcome us into their humble mixed vegetable farm.

And so, one by one our group threw questions to better understand the synergy of the community. Currently, AGAP farmers deliver to several Chowking branches in Laguna and other institutional buyers through a clustering approach. A far cry from when the community needed to descend from the mountains and cross rivers just to look for possible buyers for their crops; oftentimes resulting in no sales - at all.

But because of JGF’s mentoring and ASHI’s guidance, AGAP farmers not only harvest quality produce to sustain their everyday needs, but are now able to send their children to college and even invest in machinery to pivot their livelihood for generations to come. 

Alas, the sound of rain continued tapping on the roof provided a rhythmic backdrop to their discussions, a reminder of the lifeblood of their fields. Fields that we excitedly threaded down to conclude our tour. 

A Story of Hope, Resilience, and Transformation

The story of the Jollibee Group Foundation’s partnership with ASHI and the AGAP farmers is one of hope, resilience, and transformation. It is a testament to the power of collaboration and the belief that even the smallest seeds, when nurtured with care and dedication, can grow into a bountiful harvest. The rain, once seen as a challenge, now symbolizes the endless possibilities that come with each new season. As the farmers of Pililia, Rizal, and Kalayaan, Laguna continue to plant and cultivate their dreams, they stand as a beacon of what can be achieved when communities and organizations work together towards a common goal.

For the ASHI and AGAP farmers, the rain wasn’t just a part of their everyday life; it was a symbol of hope and renewal. In partnership with the Jollibee Group Foundation (JGF), these farmers embarked on a journey that would transform their agricultural practices, their communities, and their futures. 

Ikaw… alam mo ba saan galing ang kinakain mo?