A bottle of dragon fruit jam now finds its way to tables. Behind it stands a former migrant worker turned farmer and entrepreneur. For Fermin “Jhun” Bulala, each bottle carries his sweet digital journey, even if it was not so easy.
Farming was harder than Jhun expected. Pests, unpredictable weather, and limited market access in Talacogon, Agusan del Sur, in the Philippines made each harvest uncertain. Selling fresh dragon fruit in nearby Butuan City brought modest returns, but the dream of building a sustainable business felt distant.
Everything changed after a training on artificial intelligence and digital tools under the United Nations Joint Programme Digital-PINAS.
“I used to rely purely on experience and observation,” Jhun recalled. “Before joining the ILO training, I was not familiar with AI or digital platforms. I did not think technology had a place in small farming. It taught me that even small farmers can think big, especially with the help of AI.”
The initiative, designed for micro, small, and medium-sized enterprises (MSMEs), equips entrepreneurs like Jhun with practical digital skills to boost productivity and expand market reach.
“When enterprises have access to AI and digital tools, they can use it in many ways such as growing their market, increasing productivity and unlocking more possibilities,” said Khalid Hassan, Director of the ILO Country Office for the Philippines.
“Through this, they can be more competitive and contribute to job creation to support their family and community. Equipping them with such tools is not just innovation, but also inclusion.”
The training did more than teach digital skills. It sparked Jhun’s belief that even small farmers in remote areas can innovate, compete, and thrive. With the right tools and mindset, barriers become bridges.
“Do not be afraid of AI. It is not here to replace us but to help us,” Jhun advised. “It is like having an expert beside me 24/7. It is amazing how much you can do with free tools even if you are not tech-savvy, you can learn.”
Jhun began using digital tools daily to identify crop diseases, find fertilizers, and explore new product ideas.
One simple question he asked, “What can I do with my dragon fruit harvest?” has led to a breakthrough: his all-natural and homemade jam.
Experimentation followed. Recipes were tested. Labels and QR codes were created using AI-powered design tools. Social media, especially Facebook, became a new marketplace for Jhun. Orders started pouring in. The once modest farm now produced a value-added product that tripled income and expanded reach.
The transformation didn’t stop at profit. The dragon fruit jam earned a spot at the Naliyagan Festival, a celebration of Agusan del Sur’s cultural heritage. People began to recognize the brand.
Plans now include turning the farm into an agritourism destination. Visitors will learn about sustainable agriculture, non-traditional crops, and how digital tools can revolutionize rural livelihoods. Food and Drug Administration (FDA) certification is also on the horizon, a step toward scaling the business further.
“Digitalization opened my eyes to new opportunities,” Jhun shared. “I want my farm to be a learning space, a place where others can see how non-traditional crops are produced and transformed to profitable products.”
This journey proves that digital inclusion is not just about technology. It is about dignity, opportunity, and the power to dream bigger. When small entrepreneurs gain access to the right tools, they do not just grow businesses, they grow hope for their families and communities.
Originally published by ILO Philippines.
Digital PINAS is a joint programme that supports MSME digitalization by addressing policy, regulatory, and systemic barriers to digital inclusion. It is implemented by ILO, ITC, and UNDP in partnership with the DICT and other government agencies. All joint programmes of the Joint SDG Fund are led by UN Resident Coordinators and implemented by the agencies, funds, and programmes of the United Nations development system. With sincere appreciation for the contributions from the European Union and Governments of Belgium, Denmark, Germany, Ireland, Italy, Luxembourg, Monaco, the Netherlands, Norway, Poland, Portugal, the Republic of Korea, the Kingdom of Saudi Arabia, Spain, Sweden, and Switzerland for a transformative movement towards achieving the SDGs by 2030.
