Goats and Internet: Our Hands-On Market Assessment in San Fernando

The most critical data in the agricultural technology sector cannot be found in a spreadsheet; it is found in the dirt, the climb, and the stories of those who work the land. To build a solution that truly serves our farmers, we moved beyond theory and into the field. On October 3, 2025, we (Vince and Gab) traveled to the mountains of Brgy. Lantawan, San Fernando, Cebu, to conduct a firsthand market assessment of the local agricultural landscape.

The climb was physically demanding, traversing cliffs and rocky terrain guided by a 12-year-old local resident. This journey was more than just a site visit; it was an exercise in understanding the physical barriers our farmers face daily. We were there to meet Renante Mag-aso, a second-generation livestock handler with over 40 years of experience in the industry.

Renante’s story is emblematic of the resilience we aim to support. His father raised goats to provide for their family, and that legacy allowed Renante to pursue a bachelor’s degree in animal husbandry. His operational experience is vast, managing a 3–5 hectare farm with approximately 150 heads, capable of reaching 300 heads pre-harvest across three specialized sheds.

During our tour, we were struck by a detail that fundamentally shifted our perspective on the viability of our platform— the farm had satellite internet. As tech nerds, we immediately got excited to see a fully functioning network connectivity with cameras and wifi integrated into their farm in such a remote location. A powerful validation, it confirmed that the digital divide is closing and that our target users are not just receptive to technology— they are actively adopting tech in their day-to-day operations.

During our sit-down with Mr. Renante, we uncovered a critical operational bottleneck that isn't found in any textbook: the struggle to maintain a reliable workforce. He shared that hiring consistent help is a constant, exhausting battle, with new employees rarely staying beyond two weeks. This forced Mr. Renante to bear the brunt of the farm’s labor himself, capping his operation's growth. This is exactly where our platform’s network shines, we aren’t just digitizing trade; we are building the digital infrastructure that connects farmers like Mr. Renante to the skilled, reliable, & vetted workforce they need to scale their operations confidently.