LAOAG CITY, Ilocos Norte — What began as a showcase of homegrown products turned into a significant opportunity for small entrepreneurs in Ilocos Norte, with the second Produkto Ilocandia Trade Fair generating more than ₱900,000 in sales and bringing together 57 micro, small and medium enterprises (MSMEs) and farmers’ associations.
Held from August 7 to 15 at the Laoag City Hall Grounds, the trade fair gave local producers a direct avenue to meet consumers, sell their products and gather feedback that could help them improve and expand their businesses.
But beyond the sales tally, the event highlighted a bigger issue confronting many grassroots entrepreneurs: having a good product is not enough if producers cannot reach the right market.
From farm products to higher-value goods
One of the entrepreneurs featured at the fair was 57-year-old Ma. Theresa Valdez, who represented a community of women micro-entrepreneurs producing cassava chips in plain, barbecue, cheese and sour cream flavors.
Their products demonstrate how locally available agricultural commodities can be transformed into higher-value goods, creating additional income opportunities for rural communities.
For small producers like Valdez, trade fairs provide something that can be difficult to obtain independently: visibility and direct access to consumers.
“This is a big help for us women, especially for us micro-entrepreneurs, so that we can introduce our products. It really helps our livelihood,” Valdez said, according to PIA.
The experience underscores why market access remains a critical part of MSME development. Entrepreneurs may have the skills, raw materials and products, but without customers and distribution channels, their ability to grow remains limited.
More than a one-weekend marketplace
According to DTI Ilocos Norte senior trade industry development specialist Leah Mae Buenavides, the significance of the trade fair goes beyond the amount of money generated during the event.
The agency views stronger local enterprises as a source of employment and economic activity within communities.
That approach is consistent with broader developments in Ilocos Norte.
Earlier this year, the province opened an agricultural trading center in Batac City designed to consolidate and distribute farm products while connecting farmers, cooperatives and buyers more efficiently. The ₱60-million project, funded jointly by the Department of Agriculture and Batac City government, was presented as a way to improve farmers’ income, reduce post-harvest losses and strengthen market access.
The provincial government has also been encouraging farmers to use the Bagsakan ti Norte trading facility, which PNA reported is intended to connect producers with buyers, reduce middlemen participation and promote more transparent agricultural marketing.
Together, these initiatives point to a developing strategy in Ilocos Norte: connect local producers directly to markets rather than leaving them dependent solely on traditional trading channels.
Tradition meets modern demand
The Produkto Ilocandia fair also showcased how traditional Ilocano products are being adapted to changing consumer preferences.
Among the products displayed were contemporary inabel items such as laptop bags, lanyards and boleros, along with woven water-hyacinth handicrafts, fresh agricultural products, Ilocos empanada, banana chips and cassava chips.
That combination of heritage and innovation could be crucial for the survival of traditional industries.
Instead of treating indigenous products simply as souvenirs, entrepreneurs are finding ways to redesign them for modern consumers — potentially giving traditional skills a new commercial life.
A pattern already emerging in Ilocos Norte
The latest fair is not an isolated success.
In October 2025, another DTI-led trade fair in Ilocos Norte generated more than ₱1.7 million in sales from 48 MSMEs, with products ranging from inabel textiles and food products to fresh agricultural goods.
In December 2024, an earlier Ilocos Norte trade fair involving 86 MSMEs generated about ₱2.5 million in cash and booked sales, while also providing entrepreneurs with opportunities to develop markets and expand their customer base.
The figures suggest that trade fairs are becoming more than seasonal promotional activities. They are increasingly being used as market-development platforms for small businesses.
At the same time, DTI Region 1 has emphasized that MSMEs need to continue adapting and innovating as market conditions change.
The bigger challenge: turning exposure into lasting growth
The ₱900,000-plus sales generated by Produkto Ilocandia is encouraging, but the real measure of success may come after the booths are dismantled.
Can participating businesses turn one-time customers into repeat buyers?
Can their products enter supermarkets, institutional markets, tourism outlets and online platforms?
Can farmers consistently supply processors?
And can traditional products such as inabel maintain their cultural identity while becoming commercially competitive?
Those questions matter because sustainable MSME growth requires more than a successful fair. It requires consistent production, financing, product development, logistics, digital marketing and reliable access to buyers.
Ilocos Norte has already been moving in that direction. Aside from trade fairs, the province has pursued market-access mechanisms for farmers, while government programs have provided entrepreneurs with mentoring, product development assistance and other forms of business support.
More than products — a livelihood strategy
Organized by the Governor Roque and Manuela Ablan Foundation and DTI Ilocos Norte, in partnership with the Laoag City Government, the second Produkto Ilocandia Trade Fair was held as part of the month-long celebration of the 120th birth anniversary of Governor Roque B. Ablan Sr.
Its theme — “A Strong Economy, Progressive Communities: Advancing Inclusive Development for the Next Generation” — reflects the broader objective behind the event.
The story of the 57 participating enterprises is ultimately not just about what they sold.
It is about whether local farmers, women entrepreneurs, artisans and small-business owners can turn the resources already available in their communities into stable livelihoods and sustainable enterprises.
And with Ilocos Norte simultaneously expanding agricultural trading infrastructure and encouraging MSMEs to innovate, the ₱900,000 generated at Produkto Ilocandia may be only one chapter in a much bigger push to put Ilocano products — and the people behind them — in front of bigger markets.
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