By Kenneth Marcos 
Inside a packed auditorium at the University of the East in Caloocan, educators, researchers, and government leaders gathered to discuss innovation in a fast-changing world. Among the keynote speakers was a familiar name in Philippine agriculture, highlighting how a government agency can strengthen its voice through strategic branding.
Dr. Liza G. Battad, Executive Director III of the Philippine Carabao Center (DA-PCC), shared the agency’s branding strategy during the Talks, Research, Understanding, and Exchange International Conference (TrUE Icon 2026) held on February 12 at the University of the East (UE) Caloocan Campus. She was recognized as one of the event’s featured “plenary icons.”
The conference carried the theme “Innovating Impact: Collaboration and Sustainability in the New Global Era, Future Ready World AI.” It gathered experts from different sectors to discuss how institutions can remain relevant and effective amid rapid technological change.
In her presentation, Dr. Battad emphasized that branding is more than just logos or slogans. She explained that for a public institution like DA-PCC, branding is a strategic tool to communicate its mission, programs, and impact to farmers, partners, and stakeholders.
The Philippine Carabao Center, attached to the Department of Agriculture, leads efforts to improve the country’s carabao and dairy industries. It supports farmers through genetic improvement programs, dairy enterprise development, training, and research. Over the years, PCC has played a key role in increasing milk production and promoting carabao-based enterprises in rural communities.
Dr. Battad said that effective branding helps ensure that these programs are clearly understood and valued by the public. When farmers recognize the PCC brand, they associate it with reliable services, technical support, and opportunities for livelihood improvement. This strengthens trust and encourages more farmers to participate in government initiatives.
She also highlighted the importance of collaboration. In today’s global and digital environment, agencies must work closely with universities, private companies, and local governments. Strong branding supports these partnerships by presenting a clear and consistent identity.
Participants at the conference listened as she shared how DA-PCC aligns its communication strategies with its long-term goals. This includes promoting sustainable dairy production, encouraging youth participation in agriculture, and adapting to emerging technologies such as artificial intelligence and digital tools.
The TrUE Icon 2026 conference served as a platform for exchanging ideas on sustainability and innovation. By inviting leaders from various fields, the event aimed to inspire institutions to rethink traditional approaches and prepare for future challenges.
For farmers and stakeholders in the livestock sector, the message is straightforward. Government programs can only create impact if people understand and trust them. Clear communication and strong institutional identity play a crucial role in delivering services effectively.
As the agriculture sector continues to modernize, agencies like DA-PCC are expected to strengthen both their technical capabilities and their public engagement. Strategic branding, as emphasized by Dr. Battad, is one way to ensure that programs reach the communities that need them most.
In a rapidly changing world, building trust and clarity remains essential. By combining innovation, collaboration, and strong communication, institutions can better serve Filipino farmers and contribute to a more resilient agricultural future.
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