Career shifts are fairly common, but they become more compelling when someone takes a path they never saw coming. Such is the case for Rolet Cunanan, a 36-year-old agribusiness owner and content creator who found her purpose, and a life she never expected to love, through farming after leaving behind a career in the gaming industry.
“I never imagined that I would go into farming because it’s far from my personality. When I thought of farming before, I pic-tured the traditional way, exposed to heat and sunlight,” Cunanan said in Filipino.
Despite having no agricultural background, Cunanan launched Magalang Hydroponics Farm in 2023 in Barangay Ayala, Maga-lang, Pampanga. The 20-square-meter farm started with just six styrofoam boxes, each growing 15 heads of lettuce.
A pandemic pivot to hydroponics
Cunanan began her career in the casino industry in 2009, working locally and abroad. Her last job was in Cambodia, which she left in 2020 when the company closed, prompting her return to the Philippines.
Rolet Cunanan, owner of Magalang Hydroponics Farm, inside a greenhouse filled with fresh plants. She grows hydroponic crops and seedlings, which have become her main source of income.
During the pandemic, she came across hydroponics on social media. “I saw hydro. I thought, it’s agriculture, but interesting. I wanted to learn more. I was amazed at how it grows crops,” she said.
Hydroponics is a method of growing plants without soil, using nutrient-rich water. Plants are supported by inert materials like perlite or coco coir and fed through a water-based solution.
For three months, she studied on her own. “It wasn’t easy as a beginner. There were very few people doing it back then, and hardly any resources or training available, unlike now.”
Seedlings and strategy
While her farm remains modest in size, Cunanan hopes to expand. She handles everything herself—from seed germination and harvesting to marketing and content creation—which makes scaling up more difficult for now.
Her short-term goal is to double the current size and eventually expand by another 100 square meters. To support this, she plans to hire locals. “I want to help people in my community. Some didn’t finish school. At least I can give them work,” she said.
In 2024, she considered returning to the gaming industry and spent ₱15,000 on job interviews in Manila. But after reviewing her farm’s progress, she realized she had already earned enough to cover those costs. From an initial income of ₱20,000–₱30,000 a month, she now earns up to ₱40,000.
Rolet Cunanan monitors the growth and condition of her seedlings.
Cunanan has also diversified her offerings beyond hydroponics. She now sells over 10,000 seedlings priced at ₱10 each and ₱5 for smaller ones, no minimum order required, making them accessible even to backyard growers.
“My goal is to increase it to 20,000 or 30,000 seedlings once I expand the greenhouse,” she said.
Seedlings have become the heart of her business, as fewer competitors offer them compared to hydroponic produce. To meet demand, she scaled down her hydroponic setup, reducing her boxes from 45 to 30.
Her hydroponic crops include lettuce, cilantro, celery, basil, and mint. For seedlings, she grows nearly all the vegetables from the Bahay Kubo song—plus broccoli, cauliflower, kale, Baguio beans, snow peas, spring onions, chives, and more. She also re-sells farming materials like styrofoam boxes, cocopeat, netting, UV plastic, and nutrients.
Where plants meet people
To boost her income and reach, Cunanan employs creative marketing, offering free delivery and giving a free red lettuce with every order. She also started selling herbal plants and conducting private farming tutorials.
She used to supply cafés during the pandemic but couldn’t meet their bulk pricing and volume demands. “I told myself, that’s not my market. My market is individuals, even backyard farmers.”
Xanadu Romaine, a variety of lettuce grown through hydroponic farming at Magalang Hydroponics Farm.
Given that her area is also known for herbal remedies, she sells medicinal plants such as lagundi, sambong, and pandan.
She also started offering one-on-one farming tutorials, visiting clients at home for five-hour sessions. She demonstrates planting techniques and simplifies technical terms.
“I noticed no one offers private tutorials. Some people are too shy to ask questions in big seminars,” she said.
A new life rooted in growth
Though the journey has had its share of challenges, Cunanan now finds deep fulfillment in farming. “I was stressed during the pandemic. I wondered if this would be my life. People used to say, ‘You had a good job at the casino, and now you’re farming?’ But now I can answer them, with what I earn and the fulfillment it gives me.”
To aspiring urban farmers, Cunanan recommends trying hydroponics. “If you grow your own food, you’ll use fewer pesticides than big farms. And it relieves stress to see your plants grow.”
As for those hesitant to shift careers, her message is clear: “Don’t let fear take root. Take small steps toward your goal. Ex-plore your alternative paths.” (Photos courtesy of Rolet Cunanan)
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Pam Pascual is a journalism graduate from the University of Santo Tomas. With a background in online reporting and a strong inter-est in lifestyle and entertainment, she now writes for Manila Bulletin’s Agriculture Magazine.