GrabMart gives Davao women farmers new route to market

Women farmers and entrepreneurs in Davao City are taking their produce online through GrabMart, opening a new sales channel that could help farming communities reach more consumers and reduce their reliance on traditional markets.

Grab Philippines, the Rural Improvement Club (RIC) Davao City Federation Inc. and the Davao City government have forged a partnership to establish RIC Daily Fresh, a dedicated digital storefront on GrabMart for locally grown produce.

Participating farmers will also sell their products through a physical store at Agdao Public Market, giving the women-led federation both online and offline channels to reach customers.

Market access

RIC is a women-led federation involved in farming, livelihood development and community crafts.

The initiative seeks to address challenges commonly faced by small farming communities, including limited market visibility, fragmented selling channels and difficulties connecting directly with consumers.

Through RIC Daily Fresh, Davao households will be able to order locally grown produce from participating farming communities for on-demand delivery.

Grab Philippines vice president for cities RJ Cabaluna said digital platforms could help reduce the cost and complexity involved in connecting small producers with consumers.

“By opening existing digital roads to farming communities, we are reducing the cost, complexity, and distance that often stand between local producers and economic opportunity,” Cabaluna said.

Digital skills

Beyond providing a sales platform, Grab will train participating women agri-entrepreneurs through Grab Asenso: Digital Diskarte, its technology and artificial intelligence enablement program for micro, small and medium enterprises.

The farmers will receive training in product presentation, digital marketing, order management, customer engagement and online marketplace operations.

The learning session will be co-facilitated by the International Trade Centre, a joint agency of the United Nations and World Trade Organization.

RIC Davao City Federation president Josie S. Osorio said the digital storefront could help members better understand their customers and build more sustainable livelihoods.

City support

The Davao City government, through the City Agriculturist’s Office, will provide technical and institutional support to align the project with the city’s agricultural development programs.

Mayor Sebastian Z. Duterte said GrabMart would provide farmers and merchants with a new marketing channel to sell fresh produce, build connections with consumers and improve their market visibility.

The initiative also has the support of the Sangguniang Panlungsod Committee on Cooperative Development and People’s Participation.

Councilor Al Ryan Alejandre, who chairs the committee, said RIC’s planned space at Agdao Public Market would serve as a physical hub while GrabMart would extend its reach to consumers across Davao City.

Bigger picture

Acting City Agriculturist Antonio R. Obsioma said better access to markets and information could also help farmers anticipate consumer demand, make more informed production decisions and reduce the risk of harvests going unsold.

For Grab, the partnership forms part of its broader effort to bring livelihood groups and small enterprises into the digital economy.

Cabaluna said the pilot could also provide a model for how technology companies, local governments and community organizations can work together to expand economic opportunities for farming communities.—Ed: Corrie S. Narisma