One woman’s dedication has brought meaningful change to local farmers and their communities in Bacolod City and Negros Occidental. Ruby Tania Cruz, the chief executive officer of DC Cruz Trading, Inc., has transformed her ideals into action, creating the Negros Farmers Weekend Market twelve years ago.
The Negros Farmers Weekend Market serves as a sanctuary for small organic farmers to showcase their produce. Inspired by both triumphs and trials in running her family’s business, Cruz built the market as a heartfelt tribute to her mother, Susana, a “Taj Mahal” of sorts, symbolizing her dedication to uplifting farmers and their communities.
Ruby recalls that the weekend market began in March 2014 as a public education project to enhance consumers’ knowledge and quality of life by providing fresh, safe products while offering farmers a direct market for their produce.
“When we started the market, our goal was to create a sense of community for the people of Bacolod City and the province. It is committed to supporting sustainable agriculture, promoting local products and artisans, and boosting agro-tourism in Negros Island,” shared Ruby.
Since the first day of the weekend market, about 90% of its vendors have been women. Ruby observed that women tend to be more entrepreneurial — from those selling fresh produce to the weekend chefs offering healthy cooked meals. One of the market’s latest innovations is the Vegan Restaurant, which operates daily except on Saturdays. It officially opened last Sunday as part of its 12th-anniversary celebration.
“There are currently 20 vendors in the weekend market. We had more before COVID, but market dynamics have changed since then. Now, we are exploring a different concept to adapt to the evolving market and lifestyle,” she added.
During their anniversary celebration, Ruby and her family treated friends to an organic vegetable-picking experience in the market’s backyard. It was a delightful activity that allowed everyone to connect with nature while harvesting organic chili peppers, eggplants, string beans, squash, cucumbers, and more. Guests went home with baskets of fresh organic produce — the family’s heartfelt way of showing appreciation.
A mother and entrepreneur, Ruby admits that being a woman in the agriculture industry comes with challenges. She represents the second generation of DC Cruz Trading Corp., a company founded by her father, Donato, in 1966.
“If you work in the field sales department, long hours are often required, involving product demonstrations, trials, and extensive travel to meet farmers and suppliers. But it can also be incredibly rewarding, as you witness firsthand how farmers improve their yields with the products and solutions you introduce to them,” she explained.
Recently, she was granted a patent by the Intellectual Property Office of the Philippines (IPOPhil) for her Method of Ripening Sugarcane, a project that began in 2017. “The technology we introduced and developed has improved the brix and overall yield of sugarcane farmers in Negros,” she shared. Interestingly, the patent was filed under IPOPhil’s Juana Patent program, an incentive initiative that supports the government’s efforts to enhance the innovativeness and competitiveness of women, micro, small, and medium enterprises (MSMEs), and startups.
Ruby’s journey exemplifies how one woman’s vision can transform lives and communities. From supporting small organic farmers through the Negros Farmers Weekend Market to pioneering agricultural innovations, her dedication has created lasting change. Her efforts go beyond business — reflecting a commitment to sustainability, empowerment, and community growth. As the market thrives, her story is a powerful reminder that meaningful progress is achieved through resilience, compassion, and the determination to make a difference.*
