ILAGAN CITY, Isabela — Seventy micro, small and medium enterprises (MSMEs) in Isabela province are set to receive P7 million in marketing assistance, a program the provincial government expects to raise household incomes, expand sales and generate employment as local businesses gain access to bigger markets.

Each beneficiary will receive P100,000 to promote and market their products beyond the province. The 70 MSMEs — 48 food and 22 non-food businesses — will showcase their goods at Isabela Best Laku 2026, a trade fair running from Oct. 19 to 25 at Festival Mall Alabang, giving the entrepreneurs direct exposure to new customers and potential business partners. For provincial producers, mall-based fairs like this are among the most accessible entry points into Metro Manila's consumer market, letting them reach buyers without the cost of a permanent presence there.

Provincial officials said the impact could extend well beyond the business owners. Higher sales could mean more work for employees, more orders for local farmers and suppliers, and additional income for families that depend on these enterprises. As firms grow, they may also create new jobs and opportunities within their communities. The reach of such support matters well beyond one province: MSMEs make up the overwhelming majority of enterprises in the Philippines and employ a large share of the workforce, and finding buyers outside their home provinces remains one of the most persistent constraints on their growth.

Provincial Employment Service Office Isabela manager Cecilia Claire N. Reyes said the latest assistance is the second round under the Isabela Recovery Initiatives to Support Enterprises Program. The number of beneficiaries has more than doubled to 70 this year from 34 in 2025, expanding the pool of local entrepreneurs who can benefit from the initiative. The Oct. 19 to 25 fair at Festival Mall Alabang will be the immediate showcase for this larger cohort, offering an early indication of how far the assistance can carry Isabela-made goods into markets beyond the province.

The program is led by Governor Rodolfo "Rodito" T. Albano and Vice-Governor Kiko A. Dy, and has drawn praise from Department of Trade and Industry Region 2 Director Ma. Sofia G. Narag. By helping local businesses sell more and reach more customers, the provincial government aims to turn marketing support into higher incomes, more jobs and wider economic opportunities for Isabela families.

— Artemio A. Dumlao

Source: BusinessWorld Online