A Review of Direct Marketing Strategies in the Philippine Smallholder Livestock Sector: Implication for Enterprise Profitability
DOI:
https://doi.org/10.47134/jees.v3i3.1160Keywords:
Direct Marketing, Smallholder Livestock, Philippine Agriculture, Enterprise Profitability, Narrative ReviewAbstract
The livestock subsector plays a significant role in Philippine agriculture and rural livelihoods; however, many smallholder livestock farmers continue to experience limited profitability due to fragmented marketing systems and dependence on intermediary-based trading. This review aimed to examine direct marketing strategies used by Philippine smallholder livestock farmers and evaluate their implications for enterprise profitability and sustainability. While existing literature often focuses on production mechanics, this review addresses a critical gap by uniquely synthesizing recent shifting market dynamics and digital integrations within the smallholder sector. A qualitative narrative review methodology was employed through the synthesis of peer-reviewed studies, government publications, and value-chain analyses published between 2016 and 2026. Data were extracted and structured using a thematic analysis approach, focusing on distinct marketing channels, financial outcomes, and structural constraints. The review identified several direct marketing approaches, including direct-to-consumer farmgate selling, cooperative and collective marketing, institutional market linkages, and emerging digital marketing platforms. Findings indicate that direct marketing can improve producer earnings by reducing intermediary dependence. This enables farmers to capture a greater share of the final selling price, with reported profit gains ranging from 15% to 25%. However, the effectiveness of these strategies is influenced by operational risks, labor demands, weak cold-chain infrastructure, and inconsistent biosecurity systems. Cooperative arrangements and digital market participation emerged as the most promising pathways for improving market access and income stability. The review concludes that strengthening municipal-level processing facilities, cold-chain systems, and market support mechanisms is essential for enhancing the competitiveness and long-term sustainability of Philippine smallholder livestock enterprises.
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