MarketMaker to Revolutionize Agricultural Extension in the Philippines

Dr. Khin Mar Cho of Cornell University Cooperative Extension presented the US MarketMaker Program to the Philippine e-Extension

MANILA -- Going beyond the traditional mode of extension has always been the aim of Agricultural Training Institute (ATI).

Revolutionizing agricultural extension from the conventional way of technology transfer method of linking research to the farmers into a more dynamic approach where improving farm income is also a priority. With the MarketMaker Program of the United States, the objective of creating a market for the producers as well as connecting producers to the right consumers is a step towards revolutionizing agricultural extension.

MarketMaker is a national partnership of land grant institutions and United States Department of Agriculture (USDA) dedicated to the development of a comprehensive interactive database of food industry marketing and business data. Put simply, MarketMaker is a platform that seeks to foster business relationships between producers and consumers of food industry products and services.

The concept is to connect the farmers, consumers, buyers and sellers through a database that can be accessed through a website that includes an interactive mapping system, buy and sell forum and demographic searches. Dr. Khin Mar Cho of Cornell University Cooperative Extension presented the US MarketMaker Program to the Philippine e-Extension Team during the 2nd Knowledge Sharing Forum on Good Agricultural Practices through e-Extension organized by the ATI.

During Dr. Cho’s presentation, she explained that the MarketMaker Program took the concept of online marketing where buyers and suppliers can transact for the price, volume, mode of delivery and payment of the product. Dr. Cho also pointed out that they have asked the commitment of individual and the organization of farmers to participate in the program as food suppliers. She likewise shared their experiences during their initial stage and in encouraging more farmers and consumers to join in the program. 

The Forum, participated in by the e-Extension Coordinators of ATI, was held last September 10, 2012 at the Bayview Park Hotel, Manila.