The Davao City chamber chose to institutionalize local branding as it believes that a “Davao Quality” seal of excellence would inspire local producers to come up with products of exceptional quality.

At the same time, the quality seal would instill a sense of pride and identity in the local Davao community to promote and patronize products manufactured in the province.

“We wanted to promote Davao to the world,” says Mary Anne Abundo, SME Center manager.

Before a company is allowed to use the Davao quality seal on any of its products or marketing materials, it has to pass an accreditation criteria formulated by the Department of Trade and Industry (DTI), Department of Science and Technology (DOST), Department of Agriculture and the Small and Medium Enterprise Center (SME Center).

Abundo says 15 companies have been accredited, among them Edesy Marketing, a manufacturer of processed foods now being exported to Hong Kong and Japan, Porky Best Products, known for their pork “chicharon,” or cracklings, Belviz for its durian produce, and Sul Orchids for its floriculture.

To prepare for accreditation, some companies are asked to undergo certification in good manufacturing practices or good agricultural practices; this could take from three to six months depending on the complexity of the applicant’s operations.

The Davao chamber’s SME Center also has in place a system of mentoring by a pool of competent businessmen members from the DCCCII who are able to provide advice on such areas as information technology, food safety, financial management, production and quality control, even marketing, tourism and investment promotions.

The SME Center is currently on its third accreditation batch, and is looking for key players from Davao in the processed food, horticulture, livestock, poultry and dairy sectors.

Those who pass the accreditation process are allowed to use the Davao Quality logo on their products and awarded the opportunity to participate in trade fairs and DTI showcases.

They are also given special rates or discounts on DOST benefits that include laboratory testing, techno training and SET-UP assistance.

Aside from encouraging micro-, small- and medium-scale enterprises to participate in the branding program, the SME Center is also working with media partners to encourage the public to support products with the Davao Quality seal.

Abundo says strong community support will go a long way toward boosting the desired strong identity and market presence of Davao-made or produced products in both the local and international scene.

Most of all, it will act as an impetus for more local producers to maintain the high quality of products.