By Richelle A. Niepes
Success in farming goes beyond abundant production hinges on effective marketing strategies that connect consumers to the product and establish a network. The story of HNZ Lumbia Goat Farm in Barangay Lumbia, Cagayan de Oro City exemplifies this.
Oliver L. Apor, the proprietor of HNZ Lumbia Goat Farm, specializing in dairy goat milk production, was a beneficiary of the United States Agricultural Trade Development and Assistance Act or Public Law 480 (US PL480) Title 1 program in the Philippines. In collaboration with the Philippines’ Department of Agriculture-National Dairy Authority (NDA) and the United States Department of Agriculture (USDA), this initiative aimed to enhance the development of community-based dairy enterprises. HNZ is a shortened version of his son’s name, Hanz.
From tech to farming
Mr. Apor graduated with a Diploma in Computer and Electronics Technology and worked as a computer technician in the BPO industry to support his siblings. Later, he pursued a Bachelor of Science in Business Administration (BSBA), majoring in operations management. Despite having a limited background in animal farming acquired during his younger years, when his parents raised a few livestock for consumption, he still wants to pursue agriculture.
US PL480 grant
After undergoing animal production training at TESDA, he applied for the US PL480 program, which provided him with 32 imported purebred Saanen goats known for abundant milk production, forage planting materials, and dairy processing equipment. Apart from the loan, he invested personal funds in establishing the goat house and constructing a concrete road for more accessible transport, emphasizing the road’s importance as the farm is a few meters away from the main road. The farm officially commenced operations in 2021.
Farm set-up
The goat house, solely funded by Mr. Apor’s personal expenses, was meticulously designed to ensure optimal functionality. The initial focus centered on propagating forage, leading to the rental of land to facilitate a cut-and-carry operation. Constructed primarily from bamboo, the goat house featured slatted flooring for effortless cleaning, and galvanized sheets formed a gable-type roof. Elevating the floor over a meter from the ground facilitated air circulation and minimized the accumulation of urine and feces, thereby fostering a sanitary environment. The goat house was intelligently partitioned to segregate doelings, lactating does, pregnant does, bucks, and bucklings.
Goat reproduction and nutrition
It’s important to note that milk production is a secondary characteristic. Goats, like humans, must undergo impregnation to initiate milk production. Currently, the farm relies on natural mating, employing a breeder buck of purebred Saanen lineage. However, the farm looks forward to incorporating artificial insemination in its breeding practices. A key strategy in preventing inbreeding involves the farm’s rotation of breeder bucks. Additionally, special quarters are designated for pregnant does to mitigate the risk of injuries.
Across all age groups, goats receive diets based on their nutritional requirements. Lactating goats, for instance, are provided with diets comprising 5-6% dry matter relative to their body weight. These diets consist of a blend of roughage, including Napier, Mulato, and Mumbasa grasses; corn silage; and concentrates from commercially formulated feed. The emphasis is on a higher proportion of roughage over concentrate, complemented by a small amount of Brewer’s spent grains.
Milking takes place once a day, commencing at 7:00 am. Each doe typically yields 2-3 liters of milk during the milking process.
Navigating marketing challenges: A digital turnaround
During the initial six months of production, Mr. Apor encountered challenges in marketing his products. The milk generated was primarily intended for personal consumption, resulting in an unused surplus. Reflecting on this, he recognized the potential of leveraging his background in computer technology and asked himself, “Why not incorporate digital marketing for my products?” This realization prompted him to establish a social media page dedicated to disseminating information about the significance of goat milk and showcasing his product offerings. With an emphasis on enhancing marketing strategies, he successfully expanded his market and cultivated valuable linkages.
Value-adding triumphs
Mr. Apor subsequently applied value-adding techniques to his products, introducing variants such as chocolate, strawberry, and melon-flavored goat’s milk, goat’s milk yogurt, goat’s milk ice cream (in mango, ube, avocado, and vanilla flavors), and the best-selling glutathione (whitening) milk soap.
He is in the process of developing beauty products derived from goat’s milk, set to be introduced to the market in the near future. Currently, the farm boasts a monthly net profit of P40,000-P60,000.
When questioned about how he managed to market his product, especially considering that goat’s milk is not as widely recognized as cow’s milk, Mr. Apor responded, “That was one of the challenges we faced initially — introducing goat’s milk to consumers. However, by actively participating in caravans and exhibits, we aimed to give people a taste of goat’s milk. Those who tried it loved it and became enthusiastic supporters of our product!”
In addition, Mr. Apor shared a powerful message: “The farm is still learning; there are ups and downs, but never giving up is important.” An active participant in various training programs, he emphasized the unending nature of the learning process.
Caravans, exhibits, and a customized vehicle
Besides digital marketing, HNZ Farm actively showcases products at caravans and exhibits, using the tagline “Pinaka Fresh and Pure Goat Milk Products.” Attending such events facilitates product exposure and provides opportunities to network within the industry. The vehicle employed for transporting Mr. Apor’s products doubled as a marketing tool; it was customized to prominently display the farm’s name and its array of products. He emphasized, “The vehicle plays a crucial role in our marketing strategy. I use it for various purposes, from running errands to dropping off my son at school. Frequently, I find that potential customers approach me with inquiries,” he added with a smile.
HNZ products are now available in various stores in Cagayan de Oro City, including Senyu Nazareth, Cenyu Pueblo, Ginama Otop Hub Gaston Park, and TNQ Consumer Goods and Trading in Fresno Lumbia. Moreover, Mr. Apor has partnered with the Department of Trade and Industry (DTI) and participated in the Kapatid Mentor ME (KMME) program, further expanding his marketing knowledge.
Perseverance and learning: The unending farming saga
Moreover, as part of its commitment to fostering knowledge exchange and contributing to the development of the next generation in the agricultural sector, HNZ Lumbia Goat Farm actively welcomes on-the-job Trainees from disciplines such as animal science and agriculture-related courses. This initiative is designed to offer these aspiring professionals a unique opportunity to gain practical insights and hands-on experiences within a working goat farm context.
Mr. Apor emphasizes the importance of perseverance and continuous learning, acknowledging the ongoing learning process in the farming business. HNZ Lumbia Goat Farm stands as a testament to the crucial role marketing plays in a company’s success, illustrating how strategic approaches can transform challenges into opportunities.
Photos by Richelle Niepes and courtesy of HNZ Farm