For two decades, Willa and Peter Langbay worked the soils of Dagdag, Sagada, relying on highland vegetable farming. Like many crop farmers, their livelihood was a continuous gamble tied to unpredictable market prices. Five years ago, however, a friend from La Trinidad, Benguet—a known strawberry hub—persisted they try growing strawberries right in Sagada, where no local supply existed.

Intrigued by the high market value of the crop but cautious of the risks, the couple started small. They planted a modest plot to test if strawberries could handle Sagada’s climate while keeping their vegetable garden active to hedge their bets.

Tender Loving Care in the Field

Transitioning to strawberry farming was not simple. It required significant initial investment, healthy planting material, and an extraordinary level of daily dedication. Willa jokingly compares caring for strawberry plants to raising a newborn : “Lampinam ken payongam pay laeng”—meaning you have to put diapers on them (mulching) and shelter them with an umbrella (greenhouses).

​The routine demands absolute priority over personal comfort.

• ​Farmers wake up, wash their faces, and immediately head to the field, often skipping breakfast.
• ​When unexpected rain hits, they rush to shield the delicate crops.
• ​Harvesting must be done gently to avoid bruising the fruit.

​While Peter and Willa joke that spouses might get jealous of the time given to the crops, those feelings vanish after every harvest when the beautiful sweet red fruit fetches a handsome price.

A Smart, Gradual Transition

To cushion the heavy production costs, the couple shifted from vegetables to strawberries gradually. Income from their vegetable sales funded early strawberry inputs, while initial strawberry earnings were reinvested into the land.

This phased approach allowed them to experiment, carefully choosing the right variety and later, cultivate their own mother plants. By harvesting runners directly from their own plots, they built a reliable, source of healthy planting material already accustomed to Sagadas weather conditions. Over time, strawberries gradually overtook vegetables as their primary crop.

Mastering the Craft

Willa and Peter continually sought to improve their methods by attending seminars hosted by the Department of Agriculture (DA-CAR) alongside municipal and provincial agricultural offices, even enrolling in School on Air broadcasts.

They learned to remove the first flush of flowers entirely, preventing early fruiting so the plants could mature fully for heavier future yields. After experimenting with multiple strains, they settled on the Japanese Shoga variety. Plump, shiny, and sweet, it thrives in Sagada and possesses a toughness that prevents premature rotting during multi-day transport. The couple say that joining local groups like the Binaod and Sagada Farmers Association sharpened their skills, eventually earning them a Good Agricultural Practices (GAP) certification.

Part of their care routine is an 15 day fertilizing cycle.They incorporate organic practices such as use of compost, vermicast and organic concoctions in their fields. During harvest period, a scheduled every two day harvest when weather conditions are good or twice weekly when weather is uncooperative is done. This regularity prevents stressors that may disrupt fruiting. For three years, everbearing plants provide a steady, reliable source of income until such time that mother plants need renewal.

Close to Zero Waste and Steady Returns

Unlike fresh vegetables, which are often left to rot in the fields or strewn along the highways when market prices collapse, strawberries offer built-in financial insurance. While best strawberries sell for premium prices in local markets, smaller or “reject fruits are far from wasted. Second class yields are processed into value-added goods like jams, wines, pies, cookies and pastries.

Vegetable farming carries the tempting prospect of tumama – hitting a rare, sudden market spike that makes a farmer an overnight success. However, Willa and Peter point out that strawberry farming offers something far more valuable: consistency. It provides a reliable, steady stream of income that supports a stable lifestyle year-round.

Part of a Community Movement

During the COVID ˋ19 pandemic, the couple expanded their market reach to Metro Manila through the Sustainable Sagada initiative, organized by Tracey Santiago in coordination with the local government and farmers collectives. Their largest single shipment reached 45 kilos.

Today, with plastic roofing support provided by the DA-CAR, the couple continues to refine their harvesting schedule to protect plant health. They have even shared runners with Safes Garden Group so fellow members can grow strawberries in pots for their own family tables. For others interested, they sell a few , like 10 runners as starter plants.

For Willa and Peter, expanding Sagadas strawberry produce is a shared dream. More local growers mean a chance at building a dedicated strawberry growers association that may unlock greater government resources for the whole town.

As the couple often reminds aspiring farmers, strawberry growing might not make you a one day millionaire, but with love, patience, and passion, it yields a sweet, sustainable living for years to come.