In the “Rice Granary of the Philippines,” progress grows not only from the land—but from the people who nurture it. In this edition of NLEX’s Humans of the North, meet four Central Luzon changemakers—Clarice Azarcon-Kong, Dr. Dana Vera Cruz, and husband-and-wife team Kaiselle and Elmer Atun—whose passion and innovation are reshaping modern agriculture with sustainability, dignity, and community at the core.
Clarice Azarcon-Kong: Cultivating a New Generation of Farmers
After leaving the airline industry, Clarice co-founded Grovest Greenfield Corporation in 2019, producing premium Japanese melons and mushrooms through eco-friendly, farmer-first practices. “We can finally give farmers real benefits—what they truly deserve,” she says. By championing safe, efficient, low-impact methods, she hopes to inspire young Filipinos to see farming as a meaningful and fulfilling profession.
Dr. Dana Vera Cruz: Turning Nutrition Into Innovation
At Central Luzon State University, researcher Dr. Dana G. Vera Cruz tackles childhood nutrition through creativity. She and her team developed Daerrys Tilapia Ice Cream—providing up to 46% of a child’s daily protein needs without any fishy flavor. Her award-winning innovations, including tilapia ice cream sandwiches and cookies, have earned international recognition while supporting local fish farmers.
Kaiselle & Elmer Atun: Building an Empowered Farming Community
Former OFWs Kaiselle and Engr. Elmer Atun returned from Qatar to establish Desmond Farm and Partners Inc. in Pantabangan—a venture rooted in eco-resilient farming and farmer upliftment. Their agri-tourism destination, Farm Ridge, features organic cacao, agroforestry systems, solar irrigation, Sierra 360 restaurant, and hands-on learning tours. “What began as our personal dream has become a platform for empowering farmers and OFWs,” Kaiselle shares.
Heart of Central Luzon
From Clarice’s farmer-focused fields, to Dana’s protein-rich innovations, to the Atuns’ community-driven farming hub—these stories show how compassion, creativity, and sustainability can transform agriculture and uplift entire communities.
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