Agusan Sur young farmer uses AI to market cacao products
By Kelvin Kennt R. Generalo
PROSPERIDAD, Agusan del Sur (PIA) — Young farmer-entrepreneur Japhet Gupit Tabale, also the owner of the Cacao Prince, shared how artificial intelligence (AI) helped him market his products to customers across the country.
During his recent interview with Dave M. Suyao, editorial consultant of the Provincial Public Information Office (PPIO) on the DXGP 89.7 Agusan Radio at the PPIO, Government Center in Patin-ay, Prosperidad, Agusan del Sur, he encouraged the youth and fellow farmers to adopt sustainable farming practices in the province, including innovative ways to better market their products.
With background on business administration and computer science, he used his education to integrate e-commerce and artificial intelligence (AI) into his business operations. “It’s not a limitation if you don’t have an agricultural background, as long as you are willing to be trained.”
“AI helps me find my customers. By setting my target customers in the AI application, the system can identify and connect me with coffee shop and sikwate shop owners. It even helps locate them easily,” he added.
Tabale, a third-generation cacao grower from Bayugan City, Agusan del Sur, is a recipient of the National Young Farmers Challenge Upscale Award during the National Pitching Competition 2023, where he received funding of approximately P1 million, which he used to further develop his farm. He is also one of the four Department of Trade and Industry (DTI)–Agusan del Sur RAPID Youth Champions. “My grandmother planted the first batch of cacao in the 1970s, and I am now the third-generation cacao farmer in our family. Our farm already had native cacao varieties that were planted decades ago,” he shared.
“But now, I focus on cultivating hybrid cacao, which produces more fruits than the native variety. In terms of resistance to pests and diseases, hybrids are stronger and less susceptible to contamination. Their seeds are also bigger and heavier, making them more profitable,” he added.
Tabale explained that hybrid cacao has thicker fruit skin, making it harder for worms and insects to penetrate and cause diseases—unlike native cacao, which is more vulnerable. Currently, his family manages a 2.5-hectare cacao farm, with plans to expand further for increased production.
In June 2025, Tabale enrolled in the Young Cacao Upland Sustainable Agri-Forestry Development (USAD) Program, a flagship initiative of the Provincial Government of Agusan del Sur (PGAS) that aims to improve the lives of upland farmers through sustainable agriculture. Through the program, he received cacao seedlings sufficient for one hectare and additional planting materials for his farm.
The cacao prince produces around 100 kilos of cacao beans per month, which he processes into finished products to increase his income compared to selling raw beans alone. “Before, we only planted cacao and sold the beans. Now, we produce finished products such as 100 percent pure ‘tablea’ or the unsweetened cacao mixture, and the cacao nibs which we supply to ‘sikwate,’ locally known as cacao drink, and chocolate factories in Manila.”
“In Luzon, cacao production is lower, so competition is not as high. We sell in Caloocan, Laguna, Batangas, Cebu, and Siquijor. We target areas in the Philippines with less cacao supply. For example, our tablea here is priced at P900 per kilo, but in Manila, it costs P1,500—and they even shoulder the shipping cost, which is advantageous for us as business owners,” he explained.
Cacao Prince offers cash-on-delivery (COD) and cash-on-pickup options for loyal customers, while new buyers would pay in advance. Having experienced scams early in his business, Tabale learned the importance of verifying his customers first to avoid similar incidents.
As his business continues to grow, Tabale established a buying center in Bayugan City to help cacao farmers who struggle to find fair buyers. The center purchases both wet and dried cacao beans at fair prices based on quality, encouraging farmers to improve their practices.
Through this initiative, he continues to share his knowledge and blessings with other farmers. He also maintains strong connections with buyers who require a steady supply of cacao beans, allowing him to purchase unlimited quantities of wet beans. For dried beans, he limits his purchase to 300–400 kilos per day to maintain quality standards.
Cacao Prince also partners with local cooperatives in the processing and promotion of its cacao-produced products across the Philippines. (KKRG, PIA Agusan del Sur)
