AVENUE FOR GREATER REVENUE. Midway Farmer’s Market has been the source of various plants and Benguet products purchased by suppliers from Bulacan, Batangas and Bicol. Photo by Ramie Nuguid
Igorot farmers, association members and government representatives from Pampanga and Benguet flocked once more to the province’s new horticulture destination.
In celebration of the establishment’s growing success, developer Marven Fontillas organized the first anniversary program of Midway Farmer’s Market at Lot 3 Macarthur highway, Barangay Telabastagan, City of San Fernando, Pampanga.
“In just two months, we were able to build a community of local entrepreneurs where there is a harmony of both cultures,” Fontillas explained.
Since the market’s inception on December 15, 2020, they have achieved their objective to extend assistance to the upland farmers in La Trinidad, Benguet and bring in more opportunities to Kabalen vendors, resellers and live sellers.
Igorot and Kapampangan vendors have also built the market as a one-stop shop that serves cut flowers, vegetables, plants, fruits, and souvenirs that are ready for single and wholesale purchase.
A trading post was also instituted to accommodate bulk orders from the provinces of Bulacan, Bicol and Batangas for very reasonable prices.
Emanating from a barren earth
The global health crisis austerely affected most industries be it small or a massive scale. In the culinary capital of the Philippines, a number of restaurants and local food chains had no choice but to streamline staffing or even worse, decide a permanent business closure.
This left the struggling business people no choice but to abandon their establishments, hence, it brought a clean slate to open areas in Telabastagan.
Turning the challenge into an opportunity, Fontillas crafted a plan to help others by joining the bandwagon of pandemic planting to aid Benguet farms and provide easier access to a variety of horticulture businesses in the province.
From nine vendor stalls, the market now has a total of eighty-nine (89) fully functioning stalls that are open daily. This business format became a hit since accessing the upland was really difficult due to quarantine restrictions.
Feast of gratitude
Thriving abundantly in its first year, Midway Farmer’s Market did not only contribute to boosting the province’s economy but most importantly, the association uplifted the morale of Igorots as they found an alternative way to keep them moving and producing quality products despite major setbacks.
In return, the upland farmers gave thanks through their traditional performance of ethnic musical instruments such as gangsa and sulibu.
Also, they brought out massive cauldrons and cooked meat and pancit meals for the celebratory dinner matching the colorful array of the market set-up.
Like healthy vines, the market has crawled
With the great demand for horticultural products, Kapampangan vendors, resellers and live sellers can now walk in and purchase their favorite plants and goods at Midway’s new branch, the 32-stall Angeles-Baguio Inter-cities Product Exchange which recently opened on October 16, 2021 in Pampang Market, Angeles City.
Where Kapampangans and Igorots unite
Present during the event were Pampanga 3rd District Board Member Ferdinand Labung and Benguet Board Member Nestor Fongwang Jr. who fully supported the successful market concept.
“We are very pleased about this investment. A lot of our constituents have been benefitting from the market venture not only in terms of business but also relieving their pandemic stress and boredom,” Labung said.
With the one-stop shop of various goods, Fongwang regarded the business as a God-given opportunity because it helped a lot of families sustain their source of income.
“Indeed, the Kapampangans have been very warm to us Igorots and this is a meeting of minds, a creative participation from one entrepreneur to another,” Fongwang added.
To all plant-savvy consumers and resellers, Midway Farmer’s Market is open daily and is in full operation. –Gerald Gloton/PR
