Hyping the “Blackgold”: Assessing the Market-Potential of Mungbean-Based Developed Products in Cagayan Valley

Abstract

DA-RFO-02-CVRC initiated the development of mungbean-based food products in 2018 as a value-adding intervention to support farmers in Cagayan Valley. The primary aim of this study was to conduct market research that would serve as a foundation for improving the product's processing technology, assessing its financial viability, and transferring the developed Package of Technology (POT). Additionally, the study included capability-building and enterprise development activities for potential technology takers. The products include instant ginisang munggo, instant mungbean noodles, and vacuum-fried sprouts. To assess the market potential of these products, focus group discussions (FGDs) with three age cohorts. Pre-consumption data revealed positive responses, particularly in areas such as packaging. Post-consumption data showed that, across all three developed products, the aroma, texture, and flavor were liked a lot by the respondents. The payback period for the various established enterprises is as follows: (1) Ginisang Munggo + Mungbean Noodles and Vacuum-Fried Sprouts (1.87 years); (2) Ginisang Munggo + Mungbean Noodles (2.05 years); and (3) Vacuum-Fried Sprouts and Fresh Mungbean Sprouts (2.97 years). Currently, the FLOW of Pariir Agriculture Cooperative is the technology taker for these products. The cooperative is now responsible for the commercialization and production of 68,593 pieces of mungbean food products, generating a total gross income of PHP 1,412,496 in just one year of operation.