Beyond ‘Tatak Pinoy’ branding
Filipino mangoes are top of mind when one thinks of “Tatak Pinoy”: sweet and succulent, well-known around the world. Dried mangoes are easily recognizable as a Philippine product overseas. But there is so much more about the Philippines beyond our mangoes and it’s a longtime coming for our local products to get the support and promotion they need to shine globally.
The newly signed Republic Act No. 11981 or the Tatak Pinoy Act is a significant move in this direction as it establishes a multiyear plan to support Filipino products from the time of development to market expansion.
The new law also mandates the government to allocate funding dedicated to local businesses and to provide them with incentives to encourage innovation and competitiveness in creating products that will boost the country’s trade and image globally.
‘Made in the Philippines’
These benefits and privileges over a 10-year period give priority to Tatak Pinoy businesses including providing them with “green lanes” to help expedite applications for permits and certifications as well as extending financial support through low-interest loans and venture capital.
The law also creates the Tatak Pinoy Council, which is tasked to implement the program’s initiatives and ensure that Philippine products and services are highlighted in international exhibitions and strategic retail placements.
But passing a law to boost the “Made in the Philippines” trademark is just part of the job done. It needs to be followed through by implementing what the law states and ensuring that it remains true to its vision.
President Marcos also said that this endeavor is more than a branding strategy. “[I]t is about incubating and incentivizing great products that deserve to carry the ‘Made in the Philippines’ trademark.”
Global value chain
“It’s not about simply slapping labels on goods and services but showing their provenance, proudly, that they are ‘Tatak Pinoy,’” Mr. Marcos said.
The Department of Trade and Industry said the law aims to encourage local industries to produce more sophisticated products that raise the country’s status in the global value chain. To be sure, the Tatak Pinoy law is not the first or the only one of its kind that our lawmakers have passed.
Last year, RA 11960 or the OTOP Philippines Act, which has a similar objective as RA 11981, was signed into law. Trade Secretary Alfredo Pascual called it a “game-changer” for small- and medium-sized enterprises. “It provides a platform for our talented entrepreneurs to showcase their products, gain access to wider markets, and improve their businesses and livelihoods,” said Pascual.
Homegrown coffee and cacaoThe OTOP and Tatak Pinoy laws in fact complement each other: the former harnesses the unique products and services from each town while the latter provides these local products a global platform. Both measures can create employment opportunities for local workers and help entrepreneurs break into a bigger market.
There is no shortage of what the Philippines can offer the world in terms of products and services. There is already a thriving local food sector that develops homegrown coffee and cacao, among others, into sophisticated products that deserve a place alongside international brands. Local fashion labels, handicraft, and furniture that promote Filipino craftsmanship and culture have also gained recognition in foreign markets. Even byproducts of locally grown herbs such as moringa, or malunggay, have broken into the foreign market.
Unique local products
Yet the potential of locally made products has not been not fully tapped. There is so much more that Tatak Pinoy can highlight and develop in the country’s 17 regions, more than a thousand towns, and three major island groups—each with their unique arts, culture, and tradition. It’s not for lack of trying—each administration had its version of promoting the “Made in the Philippines” trademark but politics always ruins any breakthrough gained as policies and priorities change every time there is a change in leadership.
Those that have turned their unique local products into international successes such as Japan, South Korea, Thailand, and, in more recent times, the Nordic countries have enjoyed consistent support from their governments regardless of who runs the national affairs. Their foray into global markets has also been bullish marked by a consistent standard in their quality, innovation, and presence in international trade fairs.
Tatak Pinoy, indeed, should be more than just a branding initiative. It should raise the standard of our products’ quality and be an opportunity to use Filipinos’ skills and talents in showcasing our rich culture and heritage. After all, there is so much more that we can offer to the world apart from our delectable mangoes or our dependable overseas workers.
