Nueva Ecija, the “Rice Granary of the Philippines,” is rich not just in harvests, but also in people. In this installment of NLEX’s “Humans of the North,” meet three innovative stewards from Central Luzon —Clarice Azarcon-Kong, Dr. Dana Vera Cruz, and Kaiselle & Elmer Atun—who are redefining agriculture by sowing seeds of sustainability and empowerment.
Clarice Azarcon-Kong: Cultivating a New Era in Farming
Clarice Azarcon-Kong left the airline industry to co-found Grovest Greenfield Corporation in 2019, specializing in premium Japanese melons and mushrooms, focusing on eco-friendly, farmer-centric practices.
“We can finally give farmers real benefits—what they truly deserve,” Clarice shares, aiming to show the younger generation that farming can be a dignified and fulfilling career. Grovest prioritizes low-impact techniques to ensure farmer safety, efficiency, and stable livelihoods.
Dr. Dana Vera Cruz: The scholar with a sweet idea
At Central Luzon State University (CLSU), faculty researcher Dr. Dana G. Vera Cruz turns innovation into tasty nutrition. Concerned about the low fish consumption among Filipino children, Dr. Vera Cruz and her team developed a creative solution: Daerrys Tilapia Ice Cream.
This product provides up to 46% of the daily recommended protein intake without any fishy taste. “We’re not just innovating—we’re helping farmers, too,” she says. Her award-winning work, including tilapia ice cream sandwiches and cookies, earned international recognition, including the Innovation Gold Award at SIAL ASEAN Manila (2016).
Kaiselle & Elmer Atun: Returning Home to Empower Farmers
Former overseas Filipino workers (OFWs) Kaiselle and Engineer Elmer Atun Jr. returned from Qatar to establish Desmond Farm and Partners Inc. (DFPI) in Pantabangan, promoting eco-resilient farming and farmer support. “What began as our personal dream has become a platform for empowering other farmers and OFWs,” Kaiselle notes.
Their Farm Ridge agri-tourism hub features organic cacao, shade-sharing agroforestry, and solar irrigation, while profits are reinvested in farmer training. Visitors also enjoy Sierra 360, a hexagonal restaurant, and educational tours highlighting sustainable practices.
The Heart of Central Luzon
The journeys of Clarice’s fair-pay fields, Dana’s protein-rich desserts, and the Atuns’ empowering farm reveal a shared truth: when innovation, empathy, and sustainability come together, agriculture —and its communities—flourish.
The NLEX “Humans of the North” series honors the people who bring life to every destination. Discover more by following @NLEXLakbayNorte on Facebook and Instagram.
