The programme has empowered over 1,400 smallholder farmers to become strategic suppliers for brands like Jollibee, Chowking, and Greenwich.
Socioeconomic challenge
Smallholder farmers in the Philippines often face challenges such as price volatility, limited access to technology and difficulties reaching formal markets. As Jollibee Foods Corporation (JFC) continues to expand its business, sourcing high-quality raw materials is essential to its supply chain. While this presents an opportunity for farmers, they may struggle to scale without adequate support, risking their livelihoods and the stability of JFC’s supply.
Purpose and strategy
Jollibee Group Foundation (JGF), the social development arm of JFC, created the Farmer Entrepreneurship Program (FEP) to empower smallholder farmers. Through FEP, farmers receive training in agricultural best practices, business management skills, to gain direct access to institutional markets like JFC. The initiative helps farmers become reliable, independent suppliers while fostering entrepreneurship and sustainable farming.
Aligned with JFC's sustainability agenda, “Joy for Tomorrow,” FEP supports the People pillar, focusing on farmers’ livelihoods. By integrating local farmers into the supply chain, JFC reduces its reliance on external markets and demonstrates ethical and sustainable practices.
Impact and innovation
Since its inception, FEP has empowered over 1,400 smallholder farmers, turning them into key suppliers for JFC’s brands like Jollibee, Chowking, Mang Inasal and Greenwich. In 2023, FEP farmers delivered 1.4 million kilos of vegetables, meeting 24% of JFC's onion requirements, with projections to reach 33% by 2024.
FEP’s partnerships with various organisations have helped train these farmers in agro entrepreneurship, enhancing their ability to supply vegetables that surpass corporate standards while ensuring they earn a fair profit. Through their focus on interdependence and creative resilience, FEP demonstrates how profitability and sustainability can go hand in hand. Farmers achieve Philippine Good Agricultural Practices (PHILGAP) certification, which ensures food safety and encourages sustainable practices. Additionally, the FEP equips them with modern farming techniques and entrepreneurial skills, helping them meet JFC’s standards and scale their operations effectively.
As a result, FEP farmers have collectively delivered over 11 million kilos of produce, generating PHP 500 million (USD 9 million) in sales.
This success has not only stabilised incomes but also funded the higher education of their children and encouraged youth involvement in agriculture. FEP’s approach fosters a sustainable future for Philippine agriculture, underscoring the power of collaboration and innovation.
Future outlook
JFC plans to expand FEP’s reach by increasing the volume of crops sourced directly from smallholder farmers.
In collaboration with JGF and national and local government partners, microfinance and academic institutions, the programme will continue to provide training, support access to financial services and improve farming technologies. JFC aims to establish a stronger, more sustainable agricultural value chain, ensuring both supply resiliency and the long-term prosperity of smallholder farmers. By building these direct relationships, JFC is not only securing its supply chain but also investing in the future of Philippine agriculture.
Jollibee Foods Corporation (JFC) is a leading global restaurant company, with 19 brands operating across 32 countries. Through the Jollibee Group Foundation, JFC drives initiatives like the Farmer Entrepreneurship Program to support sustainability and community development.
