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OTOP: From program to brand

The Department of Trade and Industry intends to upscale the One Town One Product program to a brand.
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The Department of Trade and Industry (DTI) intends to upscale the One Town One Product (OTOP) program of the government not as a product but as a brand, and explore the possibilities of making some of the OTOP entrepreneurs as franchisers.

“The OTOP as brand will sort of anchor on the 67 thousand small and micro entrepreneurs that we were able to develop in 1497 municipalities and cities of the country.  As a project graduating into a brand, the OTOP will rely mainly on the entrepreneurs,” DTI Undersecretary Merly M. Cruz said during the the regional trade fair dubbed as Orgullo kan Bikol (OKB)-Gayon Bicol. 

The OTOP is a government program which aims to promote economic development in the Philippine countryside through entrepreneurship and job creation. The OTOP program promotes the best product and service associated within a given locality, and utilizes the abundant local resources and labor to stimulate local economic activity. 


The small and micro entrepreneurs strive not only to come up with quality products but also expand their market year on year. With these kind entrepreneurs, we hope to propel our economy.  Indeed, we will have a robust economy of entrepreneurs in the different regions so that we will be contributing greatly to the trust of the present administration, which anchored on inclusive growth and more revenue for the people in the regions,” Cruz said.

The DTI have aligned the OTOP with the various industry clusters to develop innovative and globally-competitive enterprises and make them contribute significantly to employment generation and inclusive growth. These clusters started with the OTOP entrepreneur. 

We are not talking about the various industries all together in one box. We are now talking of the different industries that are strong in themself, able to grow, able proceed its future, and able to move to a point where they want to be,” Cruz said. 

Currently, there are now 32 industry clusters that are homegrown. These clusters are mostly in agribusiness, food, and handicrafts. Strategic development plans for target industry clusters were drafted using the value chain framework during the series of industry cluster development planning workshops held in Central Visayas, Nothern Luzon, Southern Luzon, and Southern Mindanao early this year.  


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