Sweet as Pineapple

The town of Calauan in Laguna has a thriving agricultural industry, with the local pineapple trade holding a special place in its economic activities. It has been known for its sweet pineapple harvests, attracting locals and tourists alike whenever the fruit is in season.

For many, pineapple is not just a source of livelihood–it is a symbol of resilience and creativity. One such entrepreneur who harnessed the potential of Calauan’s iconic fruit is Anna Roselle A. Garcia, a 41-year-old businesswoman who turned her passion for business and her love for local produce into a thriving enterprise.

As the eldest child and breadwinner, Anna worked abroad to support her parents and meet the needs of her family. Anna spent five years in Taiwan, gaining skills in baking cakes and pastries, and later worked as a farmer in Japan.

However, due to financial struggles, she returned home in 2016 through the government-initiated “Balik Pinas Program”. Through this program, she received assistance in the form of an oven, which she used to launch her cake and pastry business in 2017—the same year she started her own family.

Anna’s innovative spirit emerged in 2018 when she saw the rising popularity of gourmet fish in a bottle and decided to add her twist by incorporating Calauan’s famous pineapple. Her first batch, tested by family and sold by her sister at the market, doubled her initial capital. This success inspired Anna to continue and expand her product lines, such as pineapple concentrate, pineapple bars with flavors like purple yam, chocolate, and buko pandan, and even a pineapple champoy—a candy made from the pineapple’s eye. Her innovative and entrepreneurial mindset aimed to maximize the use of pineapple.

With her business flourishing under the name Piñana, Anna showcased her products at trade fairs, product exhibits, and seminars, eventually gaining media attention.

But the path to success was not easy. She faced financial difficulties, struggled with marketing and promotions, and more. Despite these setbacks, she remained optimistic, driven by her passion, faith, and dedication. As Anna shares with aspiring entrepreneurs: “Don’t let your challenges define you; let them strengthen you. Your passion and perseverance are your greatest assets.”

As her business grew, Anna received support from CARD Bank, Inc., a microfinance-oriented rural bank providing financial and non-financial services to its clients. For 14 years of clientship, Anna has taken loans to support her business where she started with a modest loan worth PHP10,000.00 and eventually reached up to PHP100,00.00.

Additionally, her partnership with CARD Bank is beyond financial support, her business was introduced to Mga Likha ni Inay, Inc. (MLNI), the marketing arm of CARD MRI. In 2022, her products also became a part of CARD MRI Hijos Tours’ Bayong Tour, a tour program that showcases the craftsmanship and products of CARD clients.

Today, her Piñana products—including pineapple bars, champoy candies, gourmet fish, and pineapple concentrate—are priced between PHP 50 to PHP 200, and can be bought in her shop located in 327 Ruiliog, Purok 4, Barangay San Isidro, Calauan, Laguna.

Anna’s story proves that with passion, resilience, and a strong connection to your roots, even the simplest of beginnings can lead to great success. Through her hard work, she has not only improved her own life but also uplifted her community and inspired others to pursue their dreams through passion and entrepreneurship.