With the outbreak of African Swine Fever in most parts of Asia, several groups, both public and private, are on high alert on the disease that can massively impact the hog industry in the Philippines.
For Pilmico, the food subsidiary of the Aboitiz Group, the solution comes in the form of prevention and accountability with #M3Time. #M3Time is a campaign that centers on the importance of biosecurity and ultimately, promoting self-awareness to local farmers and informing them of what they can do to keep viruses like ASF out of their communities.
#M3Time streamlines proper biosecurity into three points (M3): Maglinis, Magtanong, Manigurado; each corresponding to the practical ways the local farmer can improve their biosecurity measures.
To underline the objective of the campaign and to make sure that it reaches the right audience, Pilmico launched #M3Time through the Pilmico Agri, Food, and Livelihood Expo last June 14 to 15, 2019 at Bayawan, Negros Oriental. The training sessions and technical experts on-site provided attendees an avenue to learn and understand what the #M3time campaign is all about.
“The goal of #M3Time is to embed the idea to local farmers that biosecurity doesn’t have to be expensive or labor-intensive; but instead it’s practical, easy, and cost-effective. With the right knowledge and tools, they can be part of the solution and prevent the further spreading of harmful diseases to their farms and community.” COO of Pilmico Feeds, Norie Bermudez said.
Aside from the expo, more than 100 farms across 9 barangays in Bayawan were given the #M3Time Checklist, a 10-step guide to ensure the strict implementation of biosecurity in backyard farms. Pilmico technical experts, vets, and specialists guided the farmers through the #M3Time checklist by visiting their farms, giving advice, and helping them accomplish the steps.
The #M3Time seal of approval was given to the farms after the visit. Pilmico Animal Production Specialists will check up on these farms in the next few months to ensure that they maintain the strict biosecurity measures implemented in the #M3Time visit.
Launched in Bayawan, Negros Oriental, Pilmico plans to roll out the campaign alongside the Pilmico Agri, Food, and Livelihood Expo in two more locations in the Visayas and Mindanao area in the next two months. Aside from this, Pilmico’s ongoing farmer assistance program, Pulong Tulungan where Pilmico APSs personally visit backyard farms for consultation, will also serve as an avenue for #M3Time to be communicated.
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#M3Time is one way Pilmico exhibits its commitment to the local farmer as a Partner for growth — ensuring the safety of their farms and businesses by sharing expert advice, business solutions, and quality products and services.
Frequently Asked Questions
What is the Pulong Tulungan program and how does it extend #M3Time beyond expo events?
Pulong Tulungan is Pilmico’s ongoing farmer assistance program where Animal Production Specialists personally visit backyard farms for consultation on a regular basis — independent of expo events. The program was identified as a complementary channel through which the #M3Time messages and checklist could be communicated continuously throughout the year. By embedding biosecurity education into an existing personalized farm visit program, Pilmico ensured that #M3Time was not a one-time campaign but a sustained farm-level practice.
What specific threat does African Swine Fever pose to Philippine backyard pig farmers?
For backyard pig farmers in the Philippines — who typically raise two to five pigs at a time as a supplemental household income source — an ASF outbreak is financially catastrophic. Unlike commercial operations with diversified revenue and insurance structures, a backyard farmer who loses their pigs to ASF loses their entire capital investment with no recovery mechanism. ASF has no treatment or vaccine; infected animals must be culled. The threat in 2019 was compounded by ASF’s proximity — already active in neighboring Asian countries — and the Philippines’ open port and airport exposure.
What are the three steps of the #M3Time biosecurity framework?
The #M3Time framework translates biosecurity into three Filipino-language action steps: Maglinis — clean the farm, equipment, footwear, and surroundings regularly and thoroughly; Magtanong — ask questions, report suspicious signs, and consult veterinary and agricultural experts when anything unusual is observed in the animals; and Manigurado — ensure that biosecurity measures are consistently and correctly implemented, not just initiated. The framework is designed to be actionable for any individual regardless of education level or farm size.
How did the launch at the Pilmico Agri, Food, and Livelihood Expo in Bayawan amplify the campaign?
The expo format allowed #M3Time to reach both a general audience and a specifically targeted farming audience in a single event. Open training sessions and expert consultations educated expo attendees on ASF and biosecurity. Beyond the expo grounds, Pilmico’s animal production specialists visited more than 100 farms across 9 barangays in Bayawan — delivering the #M3Time checklist, guiding farmers through each step on their own farms, and awarding a seal of approval upon compliance. The expo and farm visit combination created a two-level impact: awareness and verified implementation.
What is the #M3Time Seal of Approval and what happens after it is granted?
The #M3Time Seal of Approval is awarded to farms that successfully complete the 10-step biosecurity checklist during a Pilmico specialist visit. It signals that the farm has implemented the practical biosecurity measures required to reduce ASF transmission risk. Receiving the seal is not the end of the process — Pilmico committed to follow-up visits from Animal Production Specialists in the months following the initial assessment to verify that the biosecurity measures are being maintained consistently, not just performed for the initial inspection.
