ILOILO City — As the New Year draws near, Iloilo’s vibrant markets are brimming with colorful fruits, yet behind the festive display lies the struggle of local vendors trying to make ends meet at Jaro Plaza and near the Jaro Metropolitan Cathedral.
These small business owners, some with decades of experience, face an uphill battle against declining sales, growing competition, and shifting consumer habits that threaten their livelihoods.
A bittersweet tradition
Melanie R. Patrona, 55, from Barangay Taytay Zone 2, Jaro district, has been selling fruits for 26 years. This season, she temporarily set up near Jaro Plaza.
“Yesterday felt okay, but now, with the 30th and 31st approaching, we’re still uncertain about our sales. We typically wait to see how things pan out,” Patrona told Panay News yesterday.
She relies heavily on last-minute shoppers and re-sells any leftovers, a practice crucial to her profits.
“It’s challenging to recoup our initial investment. We often give away fruits to friends and family, hoping it fosters future business,” she explained, highlighting the importance of community connections.
Competition and financial hurdles
Rogelio Lancita Jr., 39, from Barangay San Isidro, Jaro, described a noticeable slowdown in customer activity this year.
“On the 29th, sales are slower than in previous years. Last year, the streets were bustling, but this season feels far different,” he lamented.
Over his 15 years in the trade, Lancita has seen consumer interest declines while the number of vendors rises.
“People might not have enough money, and there are more vendors than ever. We source our fruits from Lapuz, and our capital typically reaches around P110,000. We hope to at least break even if sales improve,” he said.
Lancita has adopted a practical approach: “If we can’t sell everything, it’s no big deal. We keep pushing until the last fruit is sold, and if we need to, we give away the leftovers.”
He added that fruit vending has allowed him to support his two children’s education, emphasizing the business’ role beyond profit.
Struggles of a family business
Amy Garnica, 38, from Barangay Alalasan, Lapuz district, has followed her family’s tradition in fruit vending for 25 years.
“This business supports our daily living expenses and our children’s education,” she said.
However, she noted a significant dip in sales over the past two years: “There are too many vendors now, and natural disasters have also impacted our sales. The years 2024 and 2025 have been particularly hard.”
With a capital investment of P200,000, Garnica carefully balances expenses against sales, sourcing fruit supplies from various regions such as Davao and Iloilo.
“We need to stay positive and hope to sell out by the end of the season,” she said.
A shifting market
Rodderic Alcazarin, 36, from Barangay San Isidro, Jaro, highlighted the changing dynamics of the market.
“In previous years, people eagerly bought fruits leading up to the New Year. Now, fewer people are around, and competition has exploded,” he said.
He also noted rising prices: “Apples that used to sell for P10 each are now three for P50, which is a significant spike.”
Alcazarin has run the family business for nearly 20 years, relying on teamwork with his siblings to navigate challenges.
“This holiday season, we keep pushing, encouraging one another, and holding onto hope, even in tough times,” he said.
Resilience of Iloilo’s fruit vendors
The perseverance of Iloilo’s fruit vendors exemplifies the determination required to survive in a competitive and unpredictable market. Despite the struggles, the spirit of the holiday season fuels their optimism that brighter days — and better sales — lie ahead.
These stories reflect the larger challenges faced by small businesses, resonating with anyone striving to keep their dreams alive amid adversity./PN
