The Philippine Fisheries Development Authority (PFDA) is a government owned and controlled corporation attached to the Department of Agriculture, created to promote the development of the fishing industry through the provision of post-harvest infrastructure facilities and essential services that improve efficiency in the handling and distribution of fish and fishery products and enhance their quality. They continuously respond to the needs of the sector for post-harvest facilities and services through the following core programs: Regional Fish Ports Program, Municipal Fish Ports Program, and Ice Plants and Cold Storages Program.
As per their agency briefer, they are managing the following nine (9) regional operating units located in strategic locations and major fish landing centers in the country:
o Navotas Fish Port Complex (PFDA-NFPC) in Metro Manila
o General Santos Fish Port Complex (PFDA-GSFPC) in South Cotabato
o Iloilo Fish Port Complex (PFDA-IFPC) in Iloilo
o Zamboanga Fish Port Complex (PFDA-ZFPC) in Zamboanga del Sur
o Lucena Fish Port Complex (PFDA-LFPC) in Quezon
o Davao Fish Port Complex (PFDA-DFPC) in Davao del Sur
o Sual Fish Port (PFDA-SFP) in Pangasinan
o Bulan Fish Port Complex (PFDA-BFPC) in Sorsogon
o Camaligan Fish Port (PFDA-CFP) in Camarines Sur
PFDA’s Human Resources Division requested UP ISSI to develop a customized program on Creative and Effective Selling Techniques (CEST). The CEST Course for PFDA was designed to meet their stakeholder’s needs and wants in a highly effective and systematic manner. To achieve the regional port’s desired sales goals, thirty-one (31) participants were trained extensively in the formulation of the sales plan, selling process, and the conduct of effective sales. This training program was handled by Ms. Sendy delos Reyes who served as the program manager and Ms. Joyce Yumul as the program coordinator last March 24 – 28, 2025.
All the participants were thankful for being part of the training program. They found it relevant and the content useful to their work. Written below are some excerpts from the speech of two participants who shared their experience in class during the closing ceremonies:
“It was truly a joyful and enriching experience to learn from the UP ISSI management, resource speaker, trainer, and staff. We are not PFDA employees for nothing. Honesty, I am not the kind of person that will be comfortable to talk in front of an audience. All the lessons learned during the training took me here. I want to take this opportunity to talk about the urgency to respond to climate change which is a big threat to our industry.”
–Engineer Orlie R. Villareal, Division Chief II, Zamboanga Fish Port Complex
“As we come to the end of this insightful and enriching 5-day seminar, I feel a deep sense of gratitude and optimism. This seminar has been a unique experience, particularly for us in the regional fish ports. It has provided us with crucial insights into how we can better market the products and services of PFDA. This initiative has truly been the missing link that will help us become more effective and efficient in utilizing PFDA’s resources.
Achieving fiscal sustainability has always been a challenge, especially for DFPC, which has struggled with negative contributions over the past years. This has impacted our ability to make a meaningful contribution to the agency. However, the knowledge and tools we’ve gained here have equipped us to tackle these challenges head-on. The seminar was both engaging and interactive, with no dull moments. The sessions were packed with valuable content that kept us all involved and focused.
A special thanks to our speaker, Sir Alava, whose extensive experience and storytelling abilities made the seminar truly remarkable. His insights into strategic planning, sales, and operations were not only informative but also inspiring. He pushed us out of our comfort zones and challenged us to think differently. His ability to make complex concepts easy to understand has truly made a lasting impact. I would also like to thank the PFDA top management in collaboration with the UP Institute for Small Scale Industries for initiating this training, the facilitators from UP ISSI, Ma’am Sendy and Joyce and the HR Department, Ms. Yna, Ms. Patricia, and Ms. Kath for their commitment and support. The facilitators ensured that this seminar was not only educational but also comfortable and engaging. Their efforts have made a huge difference in making this experience smooth and enjoyable for all of us.
Lastly, a big thank you to all the participants from the Visayas, Mindanao, and Central Office. It has been a pleasure to collaborate and share experiences with such a diverse group. We are all united by a common goal: to make our ports more efficient, sustainable, and financially viable.
As we move forward, let’s take the knowledge we’ve gained here and apply it in our respective ports. But let’s not stop there—let’s make a commitment to maintain the image of PFDA as robust, vital entity in the fishing industry, contributing to nation-building and boosting the morale of our teams. Together, I believe we can transform our ports, ensure financial sustainability, and achieve long-term success.
Thank you all once again, and here’s to the bright future ahead!
Daghang Salamat!”
–Marife F. Borja, Division Chief, Davao Fish Port Complex