ESPRESSO MORNINGS

By Joe Zaldarriaga

Mr. Joe Zaldarriaga, fondly called “Manong Joe”, is a distinguished figure in the country’s corporate communications landscape. Holding the position of Vice President and Head of Corporate Communications at Manila Electric Company (Meralco), he has orchestrated unparalleled success for the utility company, winning accolades for their brand of service communications.
Under his guidance, Meralco achieved unprecedented milestones, clinching a historic 3-peat Company of the Year title at the IABC Philippine Quill Awards, scoring the only PR Team of the Year trophy bestowed at the Anvil Awards, and securing numerous honors at international and local communication awards.
Manong Joe’s leadership also extends as a respected member of the Board of Trustees for the Public Relations Society of the Philippines (PRSP), concurrent with his role as Chairman of the International Association of Business Communicators Philippines (IABC Philippines) where he also served as its President.
Manong Joe is a distinguished awardee of the medallion of honor and scroll of commendation from the University of Manila, owing to his years in public service as a communications professional. He shares his insights through columns in renowned publications, including The Philippine Star’s The Z Factor, and Philippine News Agency’s ESPRESSO MORNINGS.

With geopolitical uncertainties affecting economies worldwide, it has become imperative for countries across the world to look inward to strengthen local industries and foster resilience to mitigate the impact of trade tensions and global supply chain disruptions.

Here in the Philippines, a low-hanging fruit that has long been underutilized is the agriculture sector. Despite its huge upside potential, the agriculture sector’s contribution to the Philippine economy has been shrinking with increasing reliance on imports.

The Philippine Statistics Authority (PSA) reported that in the last quarter of 2024 alone, agriculture and fisheries production decreased to around PHP484 billion from PHP494 billion in the same period of 2023. The decrease was the third straight quarter of contraction in 2024 and led to an overall decline of around 2 percent in the sector’s output for the year. Agriculture, forestry, and fisheries contributed around 8 percent of the total Gross Domestic Product (GDP) in 2024—lower than the 8.6 percent share in 2023.

These figures, if any, highlight the need for better investment and policy support for the agriculture sector, not only to boost economic resilience but more importantly to drive growth. Urgent reforms and increased investment in agriculture are necessary to achieve long-term food security, address food inflation, and improve economic resilience.

Admittedly, accelerating the development of the agriculture sector is a tall order but not impossible—especially with the support of the private sector.

Through the introduction of innovations and new technologies, the private sector can collaborate with the government to embrace modernization and address the problem of underinvestment—which has long been a problem stifling the growth of agriculture.

The recent growing interest in organic and local products provides a timely opportunity to revitalize agriculture to create a sustainable and resilient sector. More than contributing to economic growth, a stronger agriculture sector can help improve the country’s international reputation with world-class produce.

A recent example is Carmen’s Best expansion into fresh milk production—fully-sourced locally. The latest venture of the known local gourmet ice cream maker illustrates how agriculture can be revitalized to create a sustainable, self-sufficient economy especially since 99 percent of the country’s milk requirements are imported.

This type of investment is exactly what the agriculture sector needs—businesses that integrate sustainable practices while strengthening domestic production to reduce dependency on imports and manage risks from global uncertainties.

With the country’s milk consumption expected to rise to 1.8 million tons in 2029 from 1 million tons in 2018 according to the National Dairy Authority (NDA), sourcing milk from local dairy farms and investing in high-quality dairy production is essential not only in reducing reliance on imports but also creating a more resilient supply chain.

Moreover, this expansion into milk products by Carmen’s Best serves as a testament to the country’s capability to produce world-class dairy—as long as the right support systems are in place.

Of course, this expansion would not have been possible without the necessary investments in modernized milking facilities, cold storage, and transportation to ensure high standards. The good news is with enabling policies and streamlined regulatory processes, expansions such as these can also be replicated in other agricultural products.

Developments such as these also serve as an invitation to other private companies to take a more active role in uplifting local agriculture. By prioritizing local produce, investing in research and development, and creating an enabling market and regulatory environment—the government can propel the agriculture sector to new heights for the benefit of the country.

It is high time for an agricultural renaissance. With the right investments and enabling policies, the country’s farmers and agribusinesses can lead the way towards a more self-sufficient future.