In many farming communities, the story is the same.
Crops are grown with care—but profits are lost somewhere along the way. Middlemen often take the biggest cut, leaving farmers with little return for months of hard work.
That’s where the Department of Agriculture’s Agribusiness and Marketing Assistance Service (AMAS) comes in. Acting as the DA’s marketing and business development arm, AMAS bridges the gap between producers and buyers, helping Filipino farmers, fisherfolk, and agri-MSMEs compete and thrive in a modern, connected economy.
What Is AMAS?
The Agribusiness and Marketing Assistance Service (AMAS) is a specialized office under the Department of Agriculture dedicated to strengthening agribusiness linkages, market intelligence, and investment promotion.
Through AMAS, small farmers and cooperatives can move beyond subsistence farming and become active players in the national and global market chain.
Target Beneficiaries:
- Farmers and fisherfolk enterprises (FFEs)
- Agri-based MSMEs seeking to scale up
- Cooperatives and associations engaged in agri-fishery ventures
- Local government units (LGUs) that support agribusiness projects
Together, these partners form a value chain that connects local producers to consumers—both in public markets and major retail outlets.
Core Services of AMAS
AMAS provides four core service pillars that help transform agricultural products into viable business opportunities.
- Market Information
AMAS collects and shares real-time data on farmgate, wholesale, and retail prices of key commodities.
This includes:
- Weekly price monitoring bulletins
- Supply and demand forecasts
- Commodity flow updates across regions
Why it matters: Producers use this information to plan harvest schedules, avoid market gluts, and set fair selling prices.
- Market Linkage & Product Promotion
To help local farmers reach new buyers, AMAS organizes and supports:
- Kadiwa ni Ani at Kita outlets, where products are sold directly to consumers
- Trade fairs and exhibits, showcasing regional products
- Market matching events, connecting suppliers with supermarkets, hotels, and processors
Beyond local trade, AMAS collaborates with export agencies to promote Filipino produce in international trade shows—opening pathways for products like coffee, cacao, and coconut to reach global markets.
- Agribusiness Promotion & Investment
AMAS helps attract public and private investments in agriculture by:
- Identifying viable agribusiness opportunities
- Packaging investment proposals for rural development
- Coordinating with LGUs and investors to establish processing hubs and agri-tourism sites
Impact: These initiatives create jobs, improve infrastructure, and strengthen the local economy.
- Agribusiness Development Services
AMAS also acts as a business development partner for enterprises by:
- Maintaining the Farmers and Fisherfolk Enterprise Registry (FFEDIS)
- Assisting in business planning, product packaging, and digital marketing
- Providing training on quality standards and market compliance
- Helping enterprises secure permits, financing, and ICT tools
The result: Empowered MSMEs with the skills and systems to sustain long-term growth.
How Farmers and MSMEs Engage with AMAS
Here’s a step-by-step look at how producer groups and small enterprises can access AMAS support:
| Step | Process | Outcome |
| 1 | Register in the DA’s Farmers and Fisherfolk Enterprise Development Information System (FFEDIS) | Recognition as a legitimate enterprise eligible for DA assistance |
| 2 | Needs Assessment by AMAS staff | Identifies gaps in business capacity and market readiness |
| 3 | Capacity Building (training, packaging, quality standards) | Improves product competitiveness |
| 4 | Market Linkage Activities (trade fairs, Kadiwa outlets, buyer-seller matching) | Direct access to buyers and reduced middlemen costs |
| 5 | Business Development Support (permits, financing, ICT tools, branding) | Stronger and more sustainable enterprise |
| 6 | Monitoring & Evaluation | Continuous improvement and scaling |
This process ensures that beneficiaries receive tailored support based on their growth stage and product potential.
Why AMAS Matters
For Farmers and Fisherfolk
AMAS helps producers earn fairer farmgate prices by minimizing middlemen and connecting them directly with buyers.
For MSMEs
It opens access to institutional and export markets, equipping small enterprises with the business tools to compete globally.
For LGUs
It provides a framework for agribusiness investment, helping local governments attract investors, build rural industries, and generate employment.
At its core, AMAS is about turning agriculture into a profitable and inclusive business—not just a livelihood.
Success in Action: The Kadiwa ni Ani at Kita Model
One of AMAS’s most recognized initiatives is Kadiwa ni Ani at Kita, a nationwide marketing platform that lets farmers sell directly to consumers.
Through Kadiwa outlets, agri-products bypass layers of reselling, giving both higher profit margins to producers and lower prices to consumers.
It’s a simple yet powerful model of market linkage—proving that when the right systems are in place, everyone in the food chain benefits.
Frequently Asked Questions
1. What is FFEDIS, and why is it important?
FFEDIS stands for Farmers and Fisherfolk Enterprise Development Information System. Registration here is the first step to be recognized and eligible for DA support.
2. Can small farmers apply directly to AMAS?
Yes. Individual farmers, cooperatives, and MSMEs can coordinate through their Regional Field Office (RFO) or DA AMAS division.
3. Is AMAS involved in exports?
Yes. AMAS works with export agencies to promote local agri-products at international trade fairs and investment missions.
4. How does AMAS differ from other DA programs?
While other DA programs focus on production, AMAS specializes in marketing, business linkages, and enterprise growth.
In Conclusion
The Agribusiness and Marketing Assistance Service (AMAS) is the DA’s bridge between the field and the market.
By connecting small producers to larger buyers, providing business training, and promoting investments, AMAS ensures that Filipino farmers and fisherfolk don’t just grow food—they grow opportunities.
With every trade fair, every Kadiwa stall, and every new business registration, AMAS is helping build a stronger, more self-sufficient agricultural economy for the Philippines.