ANGELES CITY—In a bid to empower local farmers and micro, small, and medium enterprises (MSMEs), JDN Realty Group has relaunched Farm Ni Juan, a community weekend market initiative that offers farm products and delicacies.
The project, held at Nepo Center, is part of JDN’s corporate social responsibility program and aims to provide farmers and small entrepreneurs with a stable platform to sell their products directly to consumers.
“This is also part of our CSR project. Hindi lang ito pagbebenta, ito rin ay pagbuo kung paano sila kikita,” JDN president and CEO Aaron Jeffrey Montenegro Montenegro noted.
The program initiated last year by former JDN president Rick Wilkerson has since evolved into a rotating market setup that follows foot traffic within the commercial complex.
According to Montenegro, the selection of MSMEs is done in coordination with the Department of Agriculture and Department of Trade and Industry. “Hindi lang po namin sila hina-handpick. May nomination din mula sa DA at DTI.”
The market features not only fresh produce but also farm by-products such as bagoong and other processed goods.
“Kasama sa campaign ng DTI ang pagbebenta ng by-products ng mga farms,” Montenegro noted.
The DTI has expressed high approval of the project.
“Wala talaga silang (farmers and MSMEs) physical store. Minsan nagtitinda lang sila sa gilid ng palengke,” said Elenita Ordonio, DTI Pampanga director. “But if they are given permanent areas to sell, it helps not only them but also the consumers.”
Ordonio emphasized the affordability of the products and the long-standing partnership between DTI and JDN.
“Malaki ang tulong nito sa mga farmers at sa mga customers. Malaking pasalamat sa private organizations for mounting this kind of project,” she added.
JDN chairman Arni Valdes said the company’s commitment to community service is rooted in family tradition. “Nanggagaling ito sa parents at grandparents namin.”
Valdes confirmed that the stalls are free of charge. “Yes, libre po. Wala silang middlemen. Direkta ang kita sa kanila.”
The initiative coincided with the 102nd anniversary of Angeles Electric and the birthday of Doña Teresa “Imang Nena” Nepomuceno, the family matriarch.
Farm Ni Juan is open on weekends, Friday to Sunday, 8:00 am to 7:00 pm, Nepo Center Angeles City (near Southstar Drug and Fresh Options).
