LAGUNA, Philippines (Jul 2026) — A smartphone is no longer just for scrolling through social media; for over a hundred farmers and fisherfolk in Laguna, it has become the ultimate tool to protect their harvests and reach new customers.Through the Digital-PINAS initiative, these local producers are transitioning into the digital economy by learning how to run their businesses online. The program, led by the International Trade Centre (ITC), recently conducted workshops in Santa Cruz, Pila, Victoria, and Los Baños to equip MSMEs with practical digital skills.
Tech tools for the countryside
The workshops focused on removing the fear of technology. Participants learned how to use their mobile devices for logo creation and smartphone photography, allowing them to showcase their products better on social platforms. Beyond marketing, the sessions addressed the risks of going digital. PLDT and Smart representatives facilitated discussions on cybersecurity awareness, teaching Pinoy entrepreneurs how to protect themselves from online scams that could threaten their livelihoods.
Connectivity as a bridge
Lorna Bondoc, the Lead ITC Digital Expert for Digital-PINAS, explained that digital transformation in rural areas is about securing family income right from the kitchen table. She noted that while a smartphone is powerful, it requires reliable internet to be effective.To address this, PLDT and Smart provided internet access during the sessions and distributed Smart Prepaid pocket wifi units. Stephanie V. Orlino, AVP and Head of Stakeholder Engagement at PLDT and Smart, said the group's role goes beyond just providing a signal. She emphasized that the goal is to give participants the confidence to compete as digital entrepreneurs.
Real-world impact for local vendors
The impact is already being felt on the ground. In Santa Cruz, members of the Coalition Alliance of Farmers in Santa Cruz now see themselves as farmer-entrepreneurs rather than just farmers. In towns like Victoria, women entrepreneurs like Jennifer Soria and Filominas Espiritu are already applying new photography techniques to make their products stand out on social media.Digital-PINAS is a collaborative effort funded by the UN Sustainable Development Goals Fund with support from the European Union. It is implemented by the ITC, the International Labour Organization, and the UN Development Programme, working alongside government agencies like the Department of Information and Communications Technology.
