ILAGAN CITY, Isabela — Eighty-two homegrown businesses from Isabela are taking their products to a larger playing field, counting on the Metro Manila market to lift sales, attract new customers and grow their enterprises as the Isabela Best Laku trade fair holds its second year.

The fair opened on Oct. 19 at Festival Mall Alabang in Muntinlupa City and will run until Oct. 25, giving the province's micro, small and medium enterprises (MSMEs) direct access to urban consumers and potential business partners. Isabela, a province in the Cagayan Valley region of northern Luzon, is using the event to bring locally made goods before a much wider audience than its home market. For MSMEs, which make up the bulk of registered businesses in the Philippines, trade fairs are among the most accessible routes to expansion, since they let small producers meet buyers face to face without the cost of establishing their own retail presence in the capital.

For the participating entrepreneurs, the opportunity goes beyond selling goods — it is a chance to build brands, test products in a larger market and turn local craftsmanship into bigger business opportunities. Staging the fair inside a major shopping mall also puts their goods in front of everyday shoppers rather than a trade-only crowd, giving exhibitors a direct read on how their products, packaging and pricing land with new customers.

Governor Rodolfo "Rodito" T. Albano III, Vice-Governor Francis Faustino A. Dy and Philippine Ambassador to Japan Mylene Garcia-Albano visited the exhibitors on opening day, offering encouragement and underscoring the provincial leadership's commitment to helping local businesses expand.

Mr. Albano urged the entrepreneurs to keep improving their products and assured them of continued support from the provincial government.

Provincial Tourism Officer Joanne D. Maranan said the initiative seeks to widen market access and spur product innovation. Mr. Dy, meanwhile, emphasized the need to help MSMEs strengthen their online presence, upgrade packaging and improve marketing — critical steps in making homegrown products more competitive and attractive to a broader customer base. What happens after the fair closes on Oct. 25 will be worth watching: whether the week-long exposure converts into repeat orders, new retail or distribution partners, and the stronger digital footprint officials pushing for as the fair enters its second year.

— Artemio A. Dumlao (BusinessWorld)