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from the farmers to produced directly to
A POLICY BRIEF ON RESPONSIBLE MARKETING OF
AGRICULTURAL PRODUCTS AT FARMERS MARKET,
VALENCIA CITY, BUKIDNON
INTRODUCTION
This section, presents
introductory information about the
Responsible Marketing of Agricultural
Products at Farmers Market Valencia
City, Bukidnon as a policy brief. Other
areas covered in this section include;
background of problem, statement of
the problem, and objective of the
study,
Located in the heart of Mindanao is the
City of Valencia in the Province of
Bukidnon. With its hills and plains rich
in natural resources, the brisk trade and
the rich harvest from the various farms,
it is considered as the agri-tourism
capital of the province of Bukidnon. In
connection with this, farmers market in
Valencia City Bukidnon is one of the
public places that drop the products
the consumers.
It also serves as an essential
connection between farmers and
consumers in Valencia City, Bukidnon's
bright agricultural landscape. As we
navigate the constantly changing
relationship between agriculture and
business, it becomes increasingly
important to address responsible
agricultural product marketing. This
policy brief goes into the complex web
of challenges and opportunities
surrounding farm produce promotion
and sale in Valencia City, proposing a
framework for responsible marketing
practices that balance economic growth
with ethical considerations.

The responsible marketing of
agricultural products at farmers
markets is a crucial aspect of promoting
sustainable agriculture and supporting
local farmers. Valencia City in Bukidnon
is known for its thriving agricultural
industry, with farmers markets playing a
central role in connecting consumers
with locally produced goods. With an
abundance of agricultural products
such as fruits, vegetables, and various
crops, the farmers market is a hub for
promoting responsible marketing
practices.
This policy brief seeks to address the
various factors that contribute to
responsible marketing at farmers
markets in Valencia City, Bukidnon. It
will explore issues such as fair pricing,
transparency in labeling, packaging,
storage and the whole marketing
variables that affects the sale of
agricultural products. Additionally, the
brief will also investigate the role of
government regulations and consumer
and producer education in ensuring that
the marketing of agricultural products is
conducted ethically and sustainably.
Ensuring that the marketing and sale of
agricultural products at these markets
are done responsibly is essential for the
welfare of both the producers and the
consumers.
Moreover, the issue in
irresponsible marketing of agricultural
products at the farmers market in
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Valencia City, Bukidnon is a
reason to which this policy brief should
be made. Some issues that are
currently happens involves vendors
falsely claim that their products are
organic or locally sourced when they
are not, thereby deceiving consumers
and undermining the credibility of
genuine organic and local products.
There are also reports that consumers
buys the products of farmers at a lower
price which can lead to a decrease in
the overall competitiveness of the
agricultural industry. When farmers are
not able to get fair prices for their
products, it can lead to a decrease in
the overall quality of agricultural
products and a decrease in the number
of farmers who are able to make a living
from their work. This can have a ripple
effect on the entire economy, as the
agricultural industry is a crucial part of
the supply chain for many other
industries.
With this, the proposed policy
brief aims to address this issue by
promoting responsible marketing
practices, protecting consumer health,
and supporting the long-term
sustainability of the local farming
industry. By implementing these
measures, the farmers market can
continue to serve as a vital platform for
local farmers to sell their products while
maintaining the trust and confidence of
consumers.
-Carcedo, Orcullo
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Statement of the Problem

1. What are the constraints on the whole marketing

variables, starting from the production, to the
transportation to the actual market that impact the
sale of Agricultural Products at the Farmers
Market, Valencia, Bukidnon.
2. What are the potential impacts of responsible
marketing of agricultural products at farmers
markets in Valencia City, Bukidnon?
3. What strategies can be employed to ensure that
responsible marketing of agricultural products at
farmers markets in Valencia City, Bukidnon is
successful?
4. How can the local government of Valencia City,
Bukidnon ensure that responsible marketing of
agricultural products at farmers markets is
implemented and enforced?
-Bansag, Carcedo

Objectives

1. To assess the various constraints within the

various limitations associated with the marketing
variables, that impact the sales of Agricultural
Products at the Farmers Market in Valencia,
Bukidnon
2. To determine the impact of responsible marketing
to the farmers, vendors and consumers at farmer’s
market Valencia City Bukidnon
3. To identify effective strategies for the responsible
marketing of agricultural products at farmers
markets in Valencia City, Bukidnon
4. To evaluate the exertion of the local government
unit in Valencia City regarding to the responsible
marketing of agricultural products in Farmer’s
market Valencia
-Fernando&Orcullo
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Methodology

This section, presents the description of the research process. It provides information
concerning the method that was used in undertaking this research. Also, it describes the various
stages of the research, which includes the selection of participants, the data collection process
and the process of data analysis.

The policy brief was conducted at Farmers Market Valencia City, Bukidnon on December
2, 2023 and facilitated by the researchers. The sample was chosen from the population using
random selection. The sample size that was used in the study was 10 respondents which
include both men and women varrying in age, marital status, age and educational attainment.

In this study, the respondents will be interviewed which was used as the research
instrument and a means of gathering data to support the said policy brief. The design of a
research topic explains the type of research, which is qualitative research. In this study, an
interview will be held, through a one-on-one interview between the researchers and the
respondents. Thus, data was collected using in-depth interviews. As the researchers of the
study have agreed, the respondents will be coming around the Farmers market Valencia City
Bukidnon. An approximately 10 Farmers/vendors are expected to participate.
-Carcedo

Research Instrument
Interview Questionnaire
1. Do you have any marketing strategy? If yes What are your marketing strategy? - Carcedo
2. What are your ways to improve your marketing strategy? -Carcedo
3. What are the standards in pricing your products? -Carcedo
4. Being a business person in Farmers Market Valencia City Bukidnon. How can you
handle some abusive consumers in terms on pricing agricultural products? -Orcullo
5. In your opinion, what are the positive impact of having responsible marketing strategy to
the farmers and to the consumers? -Orcullo
6. What are the marketing variables affects the sale of agricultural products here in Farmers
Market Valencia City? -Orcullo
7. How does competition among vendors affects the pricing of your products as well as
your marketing strategies? -Carcedo
8. Does market demands affects the pricing standard of agricultural products? Why?
- Carcedo
9. What are the steps taken by the government to overcome the problems of agricultural
marketing at farmers market in Valencia city Bukidnon? -Socobos
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Results and Discussion and the rest of the participants are Male
with a total of 4 respondents.
In this section, the results of the study
are presented and discussed Figure. 1
concerning the aim of the study, which
was to examine the Policy Brief on
Responsible Marketing of Agricultural
Products at Farmers Market, Valencia
City, Bukidnon.

Demographic profile of the

Respondents
Educational Attainment
The table below shows the
respondents' educational attainment of Marital Status
Farmer’s market Valencia City. The
The graph presented shows the marital
Majority are elementary level, with a
status of the selected participant
total of five (5) respondents and at 50
wherein majority of them are married,
percent. There are also high school
with a total 70%, followed by widowed
levels with three (3) persons or 30
with 20% and single with 10%.
percent of the total respondents. At the
same time, 20 percent of the Figure. 2
interviewees are college level. Table. 1
Educational Frequency Percentage
Attainment
Elementary 5 50%
Level
High School 3 30%
Level
College 2 20%
Level
Total 10 100%

Biological Sex
The illustration below shows the
biological sex of the farmer’s
interviewed. The Majority of the -Orcullo
respondents are Female with six (6),
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Summary of Findings

Table. 2
Questions Most common answer Frequency (%)
1. Do you have • Baba nga presyo 8 80
any marketing sa baligya
strategy? If yes • “pag pahangyo 8 80
What are your sa customer”
marketing • Sales talk 6 60
strategy? • Kung chada ang
stock 7 70

2. What are your • Entertain the 8 80

ways to customer
improve your • Introducing the 6 60
marketing product
strategy? • Baba nga presyo 9 90
• Pag-pahangyo 9 90

The table above illustrates that both question 1 and 2 have similar answers given
by the respondents in regards to their marketing strategies. In question no. 1 the most
common answer is the “baba nga presyo sa baligya” & “pag pahangyo sa customer”
with a frequency of 8 and percentage of 80 among the sample size. It is followed by
the answer “kung chada ang stock” with 7 frequency and 70%. Lastly, is the answer
“sales talk” which has 60 percent and 6 frequecny in the whole sample.
On the other side, question 2 has 4 common answers given by the respondents. “pag
pahangyo” and “baba nga presyo” is the most common answer provided by the
respondents which acounts of
90% with 9 frequency. It is
followed by “entertain the
customer” having 80% and 8
frequency out of the sample
size. Moreover, answer
“introducing the product has a
percentage of 60 and a
frequency of 6.
This indicates that through
marketing strategies they can
enhance responsible
marketing of their agricultural
products at farmers market.
-Carcedo
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Table. 3

Questions Most common answer Frequency (%)

3. In your opinion, • Maka daghan og 8 80
what are the suki
positive impact of • Modako ang halin 8 80
having • Hapsay ang 6 60
responsible dagan sa
marketing strategy negosyo
to the farmers and
to the consumers?

4. What are the • Customer nga 7 70

marketing kusog mo hangyu
variables affects • Quality sa product 7 70
the sale of • Transportation 6 60
agricultural • Competition sa
products here in mga vendor 6 60
Farmers Market
Valencia City?

Questions 3 shows that quality of product, transportation and how much they
purchased their product are the basis or standards in pricing their product. Answer
“maka daghan og suki” & modako ang halin” has the frequncy of 8 having a percentage
og 80. It is followed by “hapsay ang dagan sa negosyo” which acounts 60 percent 6
frequency among the sample size. While question 4 displays that in dealing with
abusive customers, the proper way to handle it is through approaching them in a good
and calm way. “Customer nga kusog mo hangyu” & “ Quality sa product” have a
frequency of 7 which results to 70% of the sample size. While “Transportation” &
Competition sa mga vendor has thae same frequency of 6 and a percentage of 60%.
This explains that responsible marketing strategy impacted both the consumers and
farmers, thus it increases their profit and makes their business smoother.
-Carcedo
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Table. 4

Questions Most common Frequency (%)

answer
5. What are the • Base sa kung 7 70
standards in pricing pila ilang
your products? angkat sa
product 10 100
• Quality sa
product 6 60
• Transportation
6. Being a business • Tarungon og 6 60
person in Farmers approach ang
Market Valencia City customer
Bukidnon. How can • Pahangyuon 7 70
you handle some pero gamay ra
abusive consumers igo maka
in terms on pricing ginansya
agricultural
products?

Table 4, shows the most common

answers of the respondents in questions
5 and 6. There are 3 common answers
with a frequency of 7,10 and 6, where
70% of the most answer is “base sa
kung pilaand ilang angkat sa product”,
while all the participants or 100% of the
respondents said that the standard in
pricing the product is base from the
“quality sa product”. While the
frequency of 6 or the 60% of the
respondents said that “transportation”
may affect the standards in pricing a
product. Moeover, there are 2 most
common answers in number six, and
this are “tarungon og approach ang
costumer” with a frequency of 6 or
equavalent to 60%, and the
“pahangyuon pero gamay ra igo maka
ginansya “with a total of 7 or 70% of the
respondents.

-Orcullo
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Table. 5
Questions Most common Frequency (%)
answer
7. How does competition • Mapugos og 9 90
among vendors paubos sa
affects the pricing of presyo arun
your products as well mahalinan
as your marketing • Dependi sa 7 70
strategies? diskarte

8. Does market • Yes, pag mo 6 60

demands affects the taas ang
pricing standard of demand mo
agricultural products? taas pud ang
Why? presyo.
Makadako og
ginansya

9. What are the steps • None 0 0

taken by the
government to
overcome the
problems of
agricultural marketing
at farmers market in
Valencia city
Bukidnon?

Table 5, shows how respondents answer the questions 7,8 and 9. This only present
the most common answers of the respondents. Among the answers “mapugos og
paubos sa presyo arun mahalin” has a frequency of 9 or 90%. Next is the “dependi
sa diskarte” where in it has a frequency number of 7 or 70%. On the other hand, it
shows that there is only one answer common from number 8 with a total of 6 frequency
or 60% . However, in question number most of the respondents says that there no
actions made regarding the issue since, they didn’t try to speak to the governments.
Also, according to them the only problem they experience that allows the government
to intervene is the issue on the availability of stalls. Hence, this issue is one of the
cause of chaos among vendors.

-Orcullo
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Conclusion and Recommendation

In this section, the conclusions derived from the findings of this study on the
experiences of farmer vendors involved in the Responsible Marketing of Agricultural
Products at Farmers Market, Valencia City, Bukidnon are described. The conclusions
were based on the objectives, research questions and results of the study. The
implications of these findings and the resultant recommendations will also be
explained. Recommendations were based on the conclusions and result of the study.
Conclusion
In conclusion,responsible marketing of agricultural products relies on the strategies
that the vendors/farmers employed. This conveys that in farmers market, Valencia City,
Bukidnon all the vendors/farmers utilize different marketing strategy inorder to
persuade the customer to buy their product. Thus, lowering the price of each products
also influence the responsible marketing of the agricultural products.
It is also imperative, for local authorities and policymakers to support and regulate
responsible marketing practices in farmers market to ensure responsible marketing
practices among the vendors and consumers. Moreover, responsible marketing of
agricultural products at farmers market in Valencia City will foster trust and confidence
among consumers, improve market competitiveness, and promote the long-term
sustainability of the local agriculture sector. It is important for all farmers/vendor and
consumer to work together towards the enforcement of responsible marketing policies
in order to promote a thriving and ethical agricultural market. Local governments
should also give attention on the availability of stalls among vendors to give them a
more proper and organized display of their products. By doing so, Valencia City can
be a shining example of a community that prioritizes the well-being of its farmers and
consumers, while also contributing to the growth and development of the agricultural
sector in the region.
-Carcedo
Recommendations
1. Improving marketing strategy among farmers. Engaging farmers to different
type of marketing strategies that will help them gain more customer, and develop a
more responsible and ethical marketing practices within the market place.
2. Educate abusive customers. This means explaining the customers regarding
the importance of fair pricing among the products. By this, farmers may opt. to not sell
their products at the lowest price made by the customers.
3. Improving stalls for the vendors. This means providing and adding of more stalls
so that vendors can display their products properly and in organized manner, since
qualities of the products affects the marketing of their commodities
4. Governmental action. Government should give importance on how responsible
marketing of products can increase income and economic development.
-Carcedo
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Documentation
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Appendices