From migrant worker to farmer-entrepreneur, Fermin “Jhun” Bulala’s journey in Talacogon, Agusan del Sur, Philippines reflects how digital tools are reshaping rural livelihoods. Once struggling with pests, unpredictable weather, and limited market access for his dragon fruit harvest, he earned only modest returns from selling fresh produce in nearby Butuan City, making long-term business growth difficult.
His trajectory changed after joining a training under the UN Joint Programme Digital-PINAS, which introduced him to artificial intelligence and digital platforms. Through this initiative for micro, small and medium enterprises, he learned how digital tools can support productivity, market access, and innovation, reshaping his understanding of what small-scale farmers can achieve.
With growing confidence, Jhun began applying AI tools daily to identify plant diseases, explore fertilizers, and develop new product ideas. A simple question about what to do with surplus dragon fruit led him to experiment with making jam, eventually creating a successful value-added product. He used AI-assisted tools to design packaging, generate labels and QR codes, and promote his product through social media, particularly Facebook, which quickly helped him reach new customers.
The dragon fruit jam soon transformed his income, reportedly tripling earnings while expanding his market reach. His product also gained local recognition, including being featured at the Naliyagan Festival in Agusan del Sur, highlighting its cultural and entrepreneurial significance.
Building on this success, Jhun now plans to expand his farm into an agritourism site where visitors can learn about sustainable farming, non-traditional crops, and the use of digital tools in agriculture. He is also working toward Food and Drug Administration certification to scale production further and reach broader markets.
His story demonstrates how digital inclusion goes beyond technology adoption, creating pathways for dignity, opportunity, and rural transformation. By combining traditional farming knowledge with AI-powered tools, small farmers like Jhun are not only improving livelihoods but also building resilient, innovation-driven communities.
