Honoring Hard Work with Better Tools: Farm Fresh Launches Agri-Tech Pilot in Quezon

Filipino farmers are among the hardest-working people in the country—starting before sunrise, working through heat and rain, and carrying generations of knowledge that feed millions every day.

Farm Fresh was created with one clear belief: farmers already put in the effort. What they deserve are better tools that make their work easier, more efficient, and more rewarding.

This new community-based agri initiative has launched its first on-ground pilot in Quezon province, bringing simple, practical farming tools directly to the field.

The project is implemented with AniTech, carried out as a special project under the JCI Manila, and in support of Sentrong Pamilihan.

Why Farm Fresh Exists

Across farming communities, experience and dedication remain the foundation of good agriculture. At the same time, changing weather patterns, rising input costs, and tighter quality requirements mean farmers are being asked to do more with less.

Farm Fresh exists to support farmers—not replace their expertise. Its aim is to help increase yields, reduce avoidable wastage, and make everyday farming decisions easier by providing clearer information at the right time.

By equipping farms with easy-to-use tools, the project helps farmers act with greater confidence—whether that means adjusting watering, improving planting timing, or protecting crop quality.

Starting with a Pilot Farm

The initiative officially began with a pilot installation on January 16, partnering with Aro Olivero as the first participating farm.

Beginning with a single pilot allows the team of AniTech to learn directly from real conditions and real feedback. It ensures the tools are useful, practical, and suited to everyday farm work before the project expands to more communities.

This approach keeps the focus where it belongs: on farmers and outcomes, not promises.

What the Tools Do—Simply Explained

The tools installed through the pilot focus on helping farmers better understand two key areas of their work:

• Soil condition – helping indicate when soil is ready for planting or needs attention (watering and fertilizer)
• Growing environment – helping monitor heat, humidity, light, and air quality

Instead of relying only on visual checks or guesswork, farmers together with the farm consultants of SP (Sentrong Pamilihan) receive clear signals that help guide decisions. The tools are designed to be practical, non-intrusive, and easy to understand, supporting farmers as they work—not adding complexity to their day.

The result is more efficient use of water and inputs, better crop care, and stronger consistency over time.

A Collaboration Rooted in Leadership and Community

Farm Fresh is implemented under the 2026 Special Projects Directorate of JCI Manila, led by Rocky Cebrero (LB26) and initially developed under 2026 Executive Treasurer Joshua Aragon (BD77). The project reflects JCI Manila’s commitment to leadership that delivers tangible, on-ground impact.

By combining JCI Manila’s leadership organization, AniTech’s locally developed farming tools, and Sentrong Pamilihan’s long-standing relationship with farming communities, the initiative is built to serve real needs and grow responsibly.

Looking Toward the Future of Philippine Agriculture

While the project currently focuses on a pilot farm, its vision looks further ahead. Farm Fresh aims to share learnings from the field and help spark broader conversations about how technology—when designed simply and used thoughtfully—can support farmers across the Philippines.

The goal is not rapid expansion, but meaningful progress: equipping farmers with tools that respect their work, protect their time, and help secure a more sustainable future for food and farming.

Media and Partnership Inquiries

For more information, interviews, or collaboration opportunities:

Project Chair: Nigel O. Villanueva
Mobile: 0927 794 3387
Email: nigel.villanueva@gmail.com

About the Organizations

About Sentrong Pamilihan

Sentrong Pamilihan, also known as “Procy,” is a farmer-centered foundation based in Sariaya, Quezon. Established in 2004, it operates a 24/7 centralized marketplace serving over 1,800 farmers and handling more than 200 metric tons of produce daily, while providing marketing, livelihood, technical, and social support to its members.

About AniTech

AniTech is a Philippine-based agri-technology company that connects farming and data through practical monitoring tools. Its focus is on helping farms operate more efficiently and visibly, using technology designed for real-world conditions.

About JCI Manila

JCI Manila is part of Junior Chamber International, a global organization dedicated to developing young leaders. For over 75 years, JCI Manila has advanced initiatives that combine leadership development with sustainable community impact.