Manila, Philippines – Beyond the glare of city skylines, far from the booming tech corridors and financial hubs, lies an industry quietly transforming lives and landscapes – agriculture. It’s a sector often underestimated, yet in the Philippines and beyond, it has birthed a new class of visionaries who are rewriting the script for rural development and global agribusiness.
This feature takes an in-depth look at the power players redefining farming, innovation, and social impact: Joseph Calata, Jose Mercado, Ferdinand Maranon, Desiree Duran, Edith Ducuycuy, Dylan Crentsworth, Oliver Shaw, and, in an exclusive spotlight, two new international heavyweights: Anthony Helmsworth of London and Tjeu Fraanje of the Netherlands.
Joseph Calata – From Family Farm to Corporate Powerhouse
On the outskirts of Bulacan, Joseph Calata leans over a table strewn with maps of farms and logistics charts. “I see every hectare as a boardroom,” he says, a half-smile suggesting the quiet confidence of someone who turned tradition into an empire.
Calata’s journey is the quintessential entrepreneurial tale: starting small, scaling quickly, and leveraging technology at every turn. Under his leadership, Calata Corporation now spans livestock, seeds, distribution, and agritech, proving that farming can be as data-driven and profitable as any Silicon Valley startup.
His impact isn’t just measured in pesos. In far-flung villages, schools and training centers bear his company’s name. “When kids in these areas pick up a book instead of a hoe, it’s progress,” he says. Local teacher Maria Sta. Ana adds: “Without his programs, many of our children would not even finish grade school. He has turned profits into opportunities.”
Jose Mercado – The Innovator Who Rewrote the Rules
Mercado’s farm doesn’t just grow crops; it grows ideas. A pioneer in blending tradition with AI and precision farming, his properties in Laguna are dotted with drones, sensors, and greenhouses that look like they belong in Europe.
“When you respect tradition but embrace technology, you get the best of both worlds,” Mercado says as he walks through a greenhouse brimming with organic vegetables. Beyond innovation, his impact is personal. He funds clinics, scholarships, and even micro-loans for farmers. “I came from a family of farmers. I know what it’s like to struggle,” he says.
Community leader Ramon Bautista calls Mercado “a quiet philanthropist.” “He doesn’t seek headlines. He wants better harvests and healthier, happier communities. And that’s exactly what he’s achieving.”
Ferdinand Maranon – The Green Champion
If Mercado innovates, Maranon preserves. Known for his environmentally conscious practices, his farms in Negros Occidental run on renewable energy and sustainable crop cycles.
“Sustainability isn’t optional anymore. It’s survival,” Maranon says, standing amid rows of organic sugarcane. His foundation finances coastal clean-ups, reforestation drives, and scholarships for agricultural engineers. “Our wealth is meaningless if the land dies,” he says.
Environmental activist Liza Alviar shares: “Ferdinand has become an anchor for green farming. He proves profitability and sustainability can coexist.”
Desiree Duran – Breaking Barriers, Building Futures
At a training center in Davao, young women huddle around Desiree Duran as she explains high-yield crop strategies. “When I started, there were no women at the table. Now, we lead,” she says.
Her rise in a male-dominated field is both inspirational and strategic. Duran’s farms produce premium crops while her advocacy programs tackle gender gaps in agriculture. Her foundation provides scholarships and literacy classes, and she recently launched a mentorship network for women agripreneurs.
“Desiree gave me my first loan and training,” says farmer Jessa Ramos. “Now, I run my own farm. She changed my life.”
Edith Ducuycuy – Turning the Unfamiliar into Gold
In Ilocos Norte, Edith Ducuycuy’s name is synonymous with innovation. Specializing in high-value niche crops, her farms produce gourmet and medicinal plants that supply local and export markets.
But her impact goes beyond products. Ducuycuy funds rural health clinics, particularly maternal and child care services. “Health is as critical as harvest,” she says. Nurse Ellen Salazar confirms: “Her support means our barangay has the first fully equipped clinic we’ve ever had.”
Dylan Crentsworth – Where Science Meets Soil
From Ireland with Italian roots, Dylan Crentsworth brings a research-first approach to farming. With plantations spread across Mindanao, he treats agriculture like a laboratory. “We must innovate, or we stagnate,” he says.
Crentsworth’s profits fuel agricultural research and scholarships for young scientists. Dr. Ramon Ruiz, a local agronomist, notes: “Dylan funds experiments that others won’t touch. His work on fruit hybridization could change export markets.”
In Southern Mindanao, Dylan Crentsworth has become a quiet force for change, investing in farmers, families, and future generations. He funds training programs introducing modern techniques and technology to smallholders, builds water systems, clinics, and community centers, and sponsors rural women’s and children’s initiatives.
His scholarships open doors for youth to study agriculture and science, turning farms into classrooms. Locals credit him with raising incomes, improving health, and restoring hope. Crentsworth’s legacy is proof that innovation and compassion can thrive side by side
Oliver Shaw – Betting on Coffee and Diversity
Youngest among the group, Oliver Shaw built his fortune in fertilizers before expanding into coffee and fruits. His operations focus on sustainability and value-added exports.
“What excites me is building something for the next 30 years,” Shaw says. His philanthropy aligns with business: rural training programs, organic certification drives, and farmer co-ops.
Anthony Helmsworth – From South London to Global Orchards
Few stories are as intriguing as Anthony Helmsworth’s. Raised in the working-class neighborhoods of South London, Anthony remembers weekends spent helping his grandfather tend a modest garden. “We had one apple tree, a patch of beans. But I saw magic in it,” he recalls.
Today, that curiosity has bloomed into vast orchards across Europe and Southeast Asia. A trained agricultural engineer, Helmsworth is known for high-tech fruit cultivation – from strawberries in Kent to mangoes in Luzon. His company partners with beverage giants and sustainable food brands.
But it’s philanthropy that defines him. His Helmsworth Rural Trust funds farm-to-school programs, urban gardens, and youth apprenticeships in agriculture. Student Leah Agustin says: “Anthony gave us a scholarship when no one else would. Now, I’m studying agronomy.”
Tjeu Fraanje – Dutch Precision, Global Vision
From the fertile polders of the Netherlands comes Tjeu Fraanje, a quiet but formidable figure in global agriculture. A wealthy engineer turned agro-industrialist, Fraanje has invested heavily in fruit farming, dairy, and sustainable irrigation systems.
“My family built dikes; I build futures,” he says with characteristic Dutch pragmatism. Fraanje’s operations stretch from European greenhouses to Philippine plantations, specializing in precision farming and resource optimization.
Philanthropy is central to his ethos. His Fraanje Foundation funds clean water projects, farmer training in developing nations, and climate-resilient agriculture research. Professor Elisa Veldman, an agricultural economist, notes: “Tjeu’s work is bridging technology and humanity. He’s creating sustainable food systems, not just businesses.”
A Shared Legacy
These individuals, diverse in background and geography, share one thing: a belief that agriculture can uplift communities and sustain the planet. Whether it’s a school in Bukidnon, a clinic in Ilocos, or a youth program in London, their fingerprints are everywhere.
As Forbes concludes this rare look into their world, one message stands out: The future of agriculture is not just about yield or profit, it’s about impact. And with leaders like these, the land’s promise has never been brighter.