BENGUET, PHILIPPINES — The flourishing agri-tourism sector in Benguet province is breathing new life into the local strawberry industry, offering both farmers and small business owners enhanced income opportunities and sustainable growth.
According to Nida Organo, the municipal agriculture officer of La Trinidad, interest in strawberry cultivation has significantly increased. Citing updated figures from the Department of Agriculture’s Registry System for Basic Sectors in Agriculture (RSBSA), Organo reported that the number of strawberry farmers rose to 1,320 in 2024, up from 720 the previous year.
This rise in participation has also contributed to a boost in output. Strawberry production grew from 1,188 metric tons in 2023 to 1,449 metric tons in 2024.
“Strawberry farming has become increasingly attractive due to its solid market performance and income potential,” Organo noted, highlighting the business viability of the crop.
Farmers in La Trinidad now have the option to either sell fresh strawberries directly or diversify into tourism-based offerings. These include pick-your-own strawberry experiences and small-scale processing ventures, turning fresh harvests into value-added products like jams, preserves, and artisanal wines.
Land Preservation and Local Support
A key contributor to this agricultural momentum is the support from local authorities and Benguet State University, which has designated a prime agricultural zone known as the “Swamp” — more famously dubbed the Strawberry Farm — for strawberry production. This preservation initiative ensures that the town retains its status as the country’s top strawberry producer while securing land for future farming and tourism activities.
Consistently Profitable Market
Clara Lucio, a strawberry vendor at one of the farms, shared insights on strawberry pricing trends. During peak seasons, fresh strawberries can fetch between PHP400 and PHP600 per kilo, while off-season prices hover between PHP200 and PHP300 per kilo.
“If you manage to sell your harvest quickly and avoid spoilage, the returns are quite profitable,” Lucio shared, noting that overripe berries are still monetized by converting them into processed goods like jam or wine, reducing waste.
The high tourism influx during December to February and throughout summer also drives demand. Tourists often pay a premium — sometimes up to PHP1,000 per kilo — for the hands-on experience of harvesting strawberries themselves.
Tourism Ripple Effect
Valred Olsim, La Trinidad’s municipal tourism officer, emphasized how strawberry farming evolved beyond agriculture into a sought-after experience.
“Strawberry picking remains our town’s top tourist draw,” Olsim explained. “We welcome around 700,000 to 800,000 visitors annually, mostly during the cooler months when strawberries are in season.”
Tourists are more than willing to pay higher prices for the chance to handpick ripe berries, with many sharing their experiences on social media — a trend that has significantly boosted local visibility and visitor numbers.
In addition to fresh fruit and tourism, strawberry farming has spawned a variety of by-product industries, including strawberry wine, vinegar, soap, facial creams, and more recently, dried strawberries.
Olsim added, “This booming strawberry-based economy is exactly why we continue to celebrate our identity through the annual Strawberry Festival, where giant strawberry cakes and local innovation are on full display.”
This growth reflects a promising outlook not just for La Trinidad but also for rural communities aiming to blend agriculture with tourism, value-added processing, and community-driven economic development.