Bili Na An Exploratory Research on the Economic History and Consumer Appeal of Urban and Traditional Farming in San Isidro, Nueva Ecija

Abstract

This paper examined the comparison between the consumers’ common perceptions and buying practices with regard to urban farming produce and traditional farming produce, and discussed the agricultural economic history of the Philippines, highlighting specific events and turning points in the agricultural industry in the intent to investigate factors that affect differences between perception and buying behavior of Filipinos. Interviews were conducted to consumers who buy produce from an urban farm in San Isidro, Nueva Ecija, to which data collected were analyzed with the aid of the SWOT matrix. The findings indicate that consumers have a preference over urban farming produce because of these main factors: workand income group, price, quality (freshness, aesthetic, taste, organicity), access, farming technique, customer service, and purchase experience. Factors that were considered to influence the differing views consumers have between traditional farming produce and urban farming produce are as follows: method of farming, the quality of the produce, and the nature of work. In conclusion, the existence of urban farming as agribusinesses creates a divide between agricultural consumers, as urban farming produce is viewed in a more positive light by consumers, considering its perceived better quality than that of traditional farming produce. This signifies the divide between the two farming methods and their produce, and the possible negative impacts it could have on traditional farmers’ sustainability, income, and technological adaptation and how they will cope with the shift in consumer preferences in the agricultural produce.