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Learn more about Tatler Asia’s Most Influential 2022 lister, ECHOStore founder Chit Juan, and her vision for the country
Pacita “Chit” Juan, the founder of ECHOStore, a social enterprise and retail store specialising in green and fair-trade products, emphasises the importance of providing comprehensive support to local farmers. This support extends beyond financial aid and includes education on organic farming practices and technology. She believes that by adopting this approach, the Philippines can achieve self-sufficiency in food production and reduce dependence on imported goods.
Juan has dedicated her efforts to raising awareness among tourists about biodiversity and regenerative agriculture. Her agritourism initiative of inviting local travellers to her coffee farm in Amadeo, Cavite and offering them firsthand experiences of organic farming help educate them.
In case you missed it: Foodie Finds With Chit Juan, Southeast Asia Councillor of Slow Food International
There is still untapped potential in the agricultural sector of the Philippines, according to Juan. She stresses that the government’s assistance and support can play a vital role in expanding agritourism across the nation.
Above Chit Juan
Chit Juan
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What projects in the last two years are you most proud of? Why?
Chit Juan (CJ): Agri-tourism. We have brought and continue to bring local tourists to our coffee farm in Amadeo, Cavite and learn about biodiversity, regenerative agriculture and coffee. Another is awareness of the organic movement. Through ECHOstore and our connection with Naturland of Germany, the biggest group of organic farmers in the world, we are continuously pushing this advocacy.
What challenges do you see now in your respective industry? How do you intend to help address these challenges?
CJ: Organic agriculture must get the government’s full support if it must fly and be practised by more farmers and producers. In agri-tourism, the Departments concerned (Agriculture and Tourism) must work hand-in-hand to achieve such goals to save our farmers from leaving farms and threatening our food security and biodiversity.
What can you say to those who want to follow in your footsteps?
CJ: Be focused and do what you do even when no one’s looking.
Who do you look up to for guidance, inspiration or mentorship?
CJ: I look up to diplomats for guidance, teachers and experts for mentorship and farmers for inspiration.
What are your plans for the coming years and what keeps you going?
CJ: I hope to see a country that is self-reliant on food, and keeps on doing what we can to promote biodiversity.
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