Among the thousands of local Micro-Small and Medium Enterprises (MSMEs) of Central Luzon, CAFI and Green Thumb Agri Products (GTAP), were just two (2) of the Ten (10) selected MSMEs to be enrolled in the Brand Development Program of the Department of Trade and Industry Region 3. 

The Branding Program of DTI-3 aims to develop a strong market image for each MSME either by highlighting the company or the product itself.  Through this strategy, MSMEs can strengthen their competitiveness and product recall in the market. Usually, only large companies have the capacity to hire top notch branding consultants and pay advertisements. DTI initiated this activity to help the MSMEs create distinctive image to attract their target market. 

DTI Regional Director Judith P. Angeles was present during the launching and first firm-level cliniquing in December,  2017 at the DTI Conference Room in the City of San Fernando, Pampanga. The activity was conducted by one of the country’s most sought after branding expert, Wilfrido “Willy” Arcilla, also known as the “Brand Healer”, of Octopus One-Stop Branding Shop. 

 “We are happy with our new brand image and thankful for the opportunity to be selected as one of the Beneficiaries of DTI’s Brand Development Program”. This is the message of Ms. Mildred Baylon, Marketing Manager of Castillejos Agri Farms, Inc. (CAFI) after receiving the final lay-out of their product label bearing their new brand name which they believe could appeal more to their foreign market – “Castillejos de Zambales Fruit Farm”. 

CAFI produces fruit preserves like purees, jams, jellies and marmalades. The company has been in existence since 1986. 

For Evelyn Grace, owner of Green Thumb Agri Products (GTAP), the company name “Green Thumb” was highlighted and incorporated in its brand logo, as a result of her consultation with the designer. GTAP manufactures mango-based products such as mango wine, mango nectar, mango juice and dried mango. They also manufacture other fruit products such as kamias prunes and dried tamarind candy. 

“We hope that you will take advantage of this initiative from the DTI for your company’s gain. We believe that although product quality plays a significant part in gaining consumers of a product, strong branding adds more value to a product in the market”, says RD Angeles during the launching.♦