Maria Joyce Escosa, a 24-year-old farmer from Igbaras, Philippines, has successfully grown her organic farm despite a general trend of young people showing less interest in agriculture. Combining traditional farming with modern techniques, she cultivates and sells vegetables such as tomatoes, eggplants, chillies, and okra, while also retailing produce from fellow farmers and offering home gardening kits. Through social media, Joyce promotes sustainable farming and encourages others to engage in growing their own food.
To further improve her agribusiness, Joyce participated in training activities organized by the International Labour Organization (ILO) under the Start and Improve Your Business (SIYB) program, part of the Bringing Back Jobs Safely Project. The training introduced her to digital tools for record-keeping, enabling her to monitor cash flow and expenses efficiently. This improvement helped her avoid unnecessary losses and strengthen the sustainability of her business operations.
Building on this success, Joyce attended another training session focused on using artificial intelligence (AI) to manage and expand micro, small, and medium enterprises (MSMEs). This initiative was part of the Digital-PINAS program, jointly implemented by the ILO, UNDP, and the International Trade Centre (ITC) with support from the Joint SDG Fund. The program aims to enhance the competitiveness of MSMEs by improving digital connectivity and providing skills training for entrepreneurs in remote areas.
With AI-powered tools, Joyce now analyzes her farm’s sales data to identify trends, predict demand, optimize inventory management, and create digital marketing strategies to boost online engagement and sales. Her peers have also embraced these digital solutions, developing action plans for bookkeeping, market analysis, and online selling to expand their businesses beyond local markets.
Looking ahead, Joyce plans to leverage her knowledge of digital marketing and AI-assisted strategies to scale her agribusiness further. Her entrepreneurial mindset, combined with a commitment to learning and adopting technology, positions her as part of a new generation of Filipino farmers who blend tradition with innovation to achieve sustainable and profitable agriculture.
