Production and Marketing Strategies of Pineapple Growers in Calauan, Laguna, Philippines

Pineapple holds significant economic importance in the Philippines due to its widespread cultivation, prominent export position, and favorable climate. As a leading producer and exporter, the country makes a substantial contribution to the global market. This study primarily focused on data collection concerning the production and marketing system of pineapple in Calauan, Laguna, Philippines. The descriptive research design was used in the study covering the quantitative data gathered from fifty- two (52) pineapple growers utilizing checklist-based questionnaire. The study revealed that production of pineapple was established for more than 10 years in a one to two hectares of land generating an approximate income of PhP 100,000.00 to PhP 200,000.00 annually. Most common pineapple cultivar planted was Smooth cayenne or Hawaiian cultivars. Data revealed that the production systems undertaken by the pineapple growers in Calauan, Laguna were grown in a free draining loam soil applied with inorganic fertilizer every two months and regular weeding was done. Harvesting was done manually to maintain the quality of fruits. Direct marketing of pineapple showed helpful to the growers for easy generation of income after harvesting. Common preference on Calauan pineapple was based on its sweetness regardless of its size and mostly bought by the buyers and consumers in farm gate level. Pricing of pineapples were based on its size considering its class. Promotion and sales of pineapples were based on direct selling and wholesale and on cash basis. The study identified several challenges low demand of product, low supply of product, lack of planting materials and pest and diseases. To address these challenges, the study recommended that pineapple growers may explore biotechnologies through government intervention to increase the number of planting materials and production of quality pineapple. It also recommended that pineapple growers may attend training's and seminars regarding marketing, bookkeeping and post-harvest for value adding technologies that will help to increase the income.