BUTUAN CITY — Malls are for shopping, not agriculture. Someone forgot to tell the organizers of the Niyog 360 festival, which took over Robinsons Place Butuan from May 18 to 24, 2026. Coconut farmers from across Caraga displayed their products, innovations, and stories, turning a commercial space into a classroom. The weeklong event was led by the Department of Trade and Industry in Caraga (DTI-13) in partnership with the Cooperative Development Authority, Agricultural Training Institute, Philippine Coconut Authority, and Department of Agriculture, transforming the North Atrium into a vibrant showcase of Caraga's thriving coconut industry.
One Coconut, Endless Possibilities
The festival's theme, "Niyog 360: One Coconut, Endless Opportunities," was not just a slogan. Exhibits featured a wide range of coconut-based products from cooperatives and entrepreneurs throughout the region. At the Agusan del Norte booth, Butuan Coconut Products Incorporated presented processed food, delicacies, coconut water with mango and pineapple, vinegar, and virgin coconut oil. “Some visitors are inquiring about our products. We are optimistic about establishing market contacts and buyers from other towns and provinces,” said Lovely Shiela Mae Bulfa, production supervisor at Butuan Coconut Products Incorporated. “Visitors keep coming, inquiring and buying our products. We are seeing profits from this activity,” she added. For mall-goers who had never thought about where their coconut milk comes from, the festival was an education.
Why a Mall?
Robinsons Place Butuan is a central, accessible venue. Placing the festival there ensured foot traffic from people who might not have traveled to a dedicated farm site. The strategy worked: shoppers stopped, watched, tasted, and bought. A coconut farmer who struggles to reach markets suddenly found hundreds of potential customers in one building. The 2nd Coconut Farmers Cooperatives Summit was also held at the North Atrium of Robinsons Place from May 18 to 20, bringing together representatives of Coconut Farmer Cooperatives (CFCs) from across the Caraga region.
Anchored in the Coconut Farmers and Industry Development Plan (CFIDP), mandated by Republic Act 11524, the festival underscored efforts to modernize the industry, reduce poverty, and improve the lives of coconut farmers. The CFIDP has been a major boost for farming groups. Pepito Trazo, chairperson of the Samahan ng mga Magsasaka sa Cagwait Agriculture Cooperative in Surigao del Sur, said their cooperative has more than 100 members cultivating over 34 hectares of coconut farms. Through the program, they received over 2,000 dwarf coconut seedlings in 2023 and 3,500 durian seedlings in 2024, implementing intercropping by planting coconuts, durian, and cacao. Members expect to begin harvesting within two years.
The Agricultural Training Institute (ATI) also took part, highlighting training programs, extension services, and capacity-building initiatives designed to strengthen technical knowledge and entrepreneurial skills among coconut farmers. Festival-goers learned about the various opportunities available to coconut farmers under the CFIDP.
The Tourism and Economic Impact
Agricultural tourism is a growing niche. Visitors who attend events like Niyog 360 leave with more than products; they leave with an appreciation for the work behind the food. That appreciation translates into repeat visits, longer stays, and positive word-of-mouth. In a statement, DTI-13 Regional Director Gay Tidalgo said the weeklong activity aims to empower coconut farmers not only as producers but also as entrepreneurs capable of creating higher-value products and sustainable livelihoods. Butuan is not just a city of boats; it is also a city of coconuts.
