GROWING AND MARKETING

OF ROMAINE LETTUCE IN
AREAS OF CAVITE:
AN ENTREPRENEURIAL
DEVELOPMENT PROJECT

By: David Brian P. Caramillo

 INTRODUCTION
• Lettuce has joined the array of green leafy vegetables that have become abund
ant in local markets and supermarkets as more and more people
appreciate the health benefits of consuming such greens and their
relatively low prices.

• Harvest volumes of the leafy veggie have grown because of the increased dem
and from farmers’ markets, supermarkets, hotels, restaurants, fast-food chains,
and high-end food service companies.

• All lettuce is marketed as a fresh product. Today, almost all lettuce is

field-packed for bulk sale or for transport to a salad processing plant.
Estimates suggest that about one-fourth of all lettuce is now destined for
processing into prepackage salads.
• Keen planning, marketing and production practices must be a
dapted for successful lettuce growing.

• Lettuce has a substantial potential in the industry simply beca

use there is continuous demand.

• It is a stable ingredient in salads not only in the Philippines but

in the world market as well.
 NATURE OF THE PROJECT

The lettuce (Lactuca sativa) production involves the

production activities, financing, managing and marketing under
open field condition on a 300 square meters of land. It was an
enhanced knowledge and skills in lettuce enterprise that gave
opportunity for the student entrepreneur to apply the skills learned in
Cavite State University.
 OBJECTIVES OF THE PROJECT

Specifically, this project aimed to:

1. apply the skills and knowledge to improve the

entrepreneurial and learned in the growing and
marketing of lettuce;

2. gain additional knowledge and profit in actual

marketing of romaine lettuce,
3. know the different problems and their solutions in

the production enterprise of lettuce.

4. determine the profitability of growing and

marketing of romaine lettuce
 TIME AND PLACE OF THE PROJECT

The project of growing and marketing of fresh lettuce was started

on August 2019 to November 2019. The location of the farm is at
Sitio Italaro, Kayquit 3, Indang, Cavite which served as the
production of the project (Table1 and Figure 1).
Figure 1. Location Map
 DESCRIPTION OF THE ENTERPRISE

The lettuce production is a solo type of business. The

project involved a 300 square meters of land composed
of 10 plots with a size of 12 m x 1 m per plot. Each plot has
a length of 12 m and 1 m wide while distance
between plots is .5 m and the distance between plants is
20 cm x 20 cm. The initial capital of the project is
approximately Php 10,000. The planting material is
Romaine, variety of lettuce.
This variety has light green, curly leaves and
a crisp, sweet flavor. The activities conducted were

preparation of seed box, land preparation and the

common cultural management practices.
The harvested lettuce was promoted through social me
dia, sold directly to relatives or friends and
CvSU-Main Campus buyers. The lettuce was sold at Ph
p 110 / kg.
Figure 2. Lay-out of the project
ORGANIZATION and MANAGEMENT

The entrepreneur was responsible in financing, mo

nitoring, production management and
marketing of lettuce. David Brian Caramillo, are
responsible in all these activities including

record keeping of lettuce production (Figure 3).

 David Brian P. Caramillo
Student Entrepreneur

Project and Financial Manager Production and Monitoring

Marketing

Figure 3. Organizational Chart

Table 1. Time table of activities
 STRATEGIES OF IMPLEMENTATION

Pre-production Activities

Procurements of Seeds and Materials. The entrepreneur purchased

lettuce seeds, tools and other materials at M.C Enterprise at Mendez,

Crossing Tagaytay, City

Preparation of Potting Media. The soilless media were mixed with the ratio of
1:1:1 (1kg carbonized rice hull, 1kg garden soil and 1kg compost) to provide a
good water holding capacity and to increase the nutrients of seedlings.
(Figure 6 and 7)
Production Activities
Land Clearing. The 300 square meter area was cleaned and cleared from weeds a
nd other plants debris by the student entrepreneur.
(Figure 4 and 5)

Sowing of Seeds. The lettuce seeds were sown in seedling trays with the
growing medium at the depth of twice the diameter of the seeds.
(Figure 6 and 7)

Land Preparation. The entrepreneur prepared 10 plots in a 300 square meter

production area by plowing, harrowing and removal of weeds.
(Figure 9 and 10)
Hardening. Hardening of seedlings was done by gradually

exposing the seedlings in direct sunlight. It enables the plants

to adjust into the condition of their permanent growing area.

Transplanting. Lettuce seedlings are transplanted after 2 weeks of

sowing with the distance of 20 cm x 20 cm per plant.

Transplanting will be done in the afternoon to minimize shock.

(Figure 11.)
Watering. Lettuce plants were watered twice a day, early in the morning

and late in the afternoon using sprinklers. (Figure 12 and 16)

Weeding. Hand weeding was done every other week by pulling out of the gra
ss to avoid the competition of the plant nutrients. (Figure 14)
Post harvest Handling. (Figure 19 and 20)
Sorting and Trimming. Damaged and infested leaves are removed. Lettuce was

trimmed and tied into bundles.

Washing. The lettuce is washed with running water to remove the dirt and expose the
attractive leaves of the lettuce.

Harvesting. 3 weeks after transplanting the lettuce was harvest. It is done by early in the mor
ning to prevent water loss and wilting of the leaves. The entrepreneur used knife
and basket in harvesting lettuce. (Figure 17 and 18)
Marketing. This project was promoted to the customers by posting to social
media and public places like market and barangays of Mendez. It was
priced of Php 110 / kg. (Figure 21 and 22)
 FINANCIAL REPORT
Table 2. Cost of Materials
ITEM QUANTITY UNIT COST (Php) TOTAL (Php)

Lettuce seed 5 packs 110 / pack 550.00

Compost 11 packs 30 / pack 330.00

Carbonized Rice hull 6 sacks 15 / sack 90.00

Garden soil 2 sacks 30 / sack 60.00

Fermented fruit juice 5L 100 / L 500.00

Plastic Labo 10 packs 45 / pack 450.00

Plastic bag 10 pcs 10 / pc 100.00

TOTAL AMOUNT ₱ 2,080.00

Table 3. Cost of Tools

PRICE / UNIT
ITEMS QUANTITY (Php) TOTAL (Php)

Seedling trays 21 pcs 36 / pc 378.00

Bolo 1 pc 600 / pc 100.00

Shovel 1 pc 699 / pc 71.00

Rake 1 pc 619 / pc 104.75

Sprinkler 1 pc 150 / pc 50.00

Weighing scale 1 pc 2,000 /pc 257.14

TOTAL AMOUNT ₱ 960.89

 Table 4. Labor Cost
ACTIVITY TIME MD PRICE / hr TOTAL COST
DURARTION (Php)
Land preparation 16 hrs 2 37.5 1,200.00
Application of compost 3 hrs 1 37.5 112.50

Preparation of Potting 4 hrs 1 37.5 150.00

Media
Preparation of Nursery 4 hrs 2 37.5 300.00

Sowing of seeds 4 hrs 1 37.5 150.00

Watering 102 hrs 1 37.5 3,825.00
Transplanting 16 hrs 2 37.5 1,200.00
Weeding 16 hrs 2 37.5 1,200.00
Fertilizer application 3 hrs 1 37.5 112.50

Harvesting 12 hrs 2 37.5 900.00

TOTAL AMOUNT ₱ 9,150.00
Table 5. Other expenses

ITEMS TOTAL COST (Php)

Transportation 2,000.00

Water bill 400.00

Area Rental 500.00

TOTAL AMOUNT ₱ 2,900.00

Table 6. Total Cost of the enterprise

ITEMS TOTAL COST (Php)

Material Cost 2,080.00

Cost of Tools 960.89

Labor Cost 9,150.00

Other Expenses 2,900.00

TOTAL AMOUNT ₱ 15,090.89

Table 7. Statement of Income for the production area of 300 sq.m

Produced Price (Php) Total Income

236 kg 110 / kg ₱ 25,960.00

Gross Income ₱ 25,960.00

Net Income ₱ 10,869.14

Return on Investment 72.02 %

Gross Income = ₱ 25,960.00

Net Income = Gross Income – Total cost of production

25,960 – 15,090.86
= ₱ 10,860.14

Return on Investment

Net Income
x 100 %
Total Cost of production

= 10,859.14
x 100 %
15,090.86

= 72.02 %
Cost per plant = Cost of production
Total number of plants Mark Up Price = Selling price – Breakeven Price
= 15,090.86 = 110 – 63.94
2,127 = ₱ 47
= ₱ 7.09
Break-even per kilo
Break-even Price
= Total cost of production
= Total cost of production Selling price
Total kilos of harvest
= 15.090.86
= 15,090.86 110 / kg
236
= 137.19 kg
= ₱ 63.94
 FINANCIAL ANALYSIS

The total cost of materials used in lettuce production was Php 2,080.00.

The total cost of tools Php 960.89, then the total cost of labor on 350
minimum wages was Php 9,150.00 and for the other expenses was

Php 2,900.00. Therefore, the total cost of production was Php 15.090.86.

The total sales for the lettuce production was Php 25,960.00 and the

net income after this production was Php 10,869.14 which had return on

investment of 72.02 %.
 PROBLEMS and SOLUTION
 Intense heat is one of major problem, it caused the plant to easily drought. So for th
e solution is watering the plants 2 to 3 times a day, early in the morning when
the sun is not too hot and late in the afternoon when the sun is setting.

 Another problem is the fast growth of weeds that caused a competition in

nutrients. Immediate weeding was done to avoid the death of plant and over
growth of weeds that almost cover the plant.

 Problem in marketing was also encountered because sometimes it’s hard to

convince a buyer to buy, plus some buyer wants to buy for the price they want or
suggest.
 PLANS

 The student entrepreneur planned to continue this type of small

scale business which includes same practices to have a source of incom

e.

 The student were planning to take NC II in organic farming or

seminars after graduation to learn more practical activities to

develop their skills and knowledge that they use in this business.
 INSIGHTS

 The entrepreneurial development project gave the student entrepreneur the

idea on how lettuce production enterprise was efficient as a
business.

 They saw the production was profitable as long as you have knowledge, skill
s, and passion and make sure that you have a contract buyer or
customers to market it easy.

 Students have learned that in growing a crop it is a commitment and

has a big responsibility in taking care of the plants and giving them their
needs.
 CONCLUSIONS

 Based on the result of the project, the student found out that performing the

proper care, management and skills is needed to be more productive and

achieve a better yield.

 Lettuce production was a good training ground for student entrepreneur who

wanted to raise a business.

 The student entrepreneur was able to handle a small scale business by

enhancing his knowledge and skills that were learned about lettuce production
during entrepreneurial project.
Figure 4. Actual picture of the area before the project
Figure 5. Land Clearing
Figure 6. Preparation of sowing media and sowing of seeds

Figure 7.
Figure 8. Lettuce seedlings Figure 9.
 Figure 10. Preparation of Plots

Figure 9. Preparation of Plots

Figure 11 . Transplanted seedlings

Figure 12. Watering

Figure 13. Picture of weeds (problem encountered) Figure 14. Weeding
Figure 15. Weeding Figure 16. Watering
Figure 17. Harvesting
Figure 18. Harvesting
Figure 19. Post-harvest handling Figure 20. Post-harvest handling
 Figure 22. Marketing
Figure 21. Marketing