SUPPLY CHAIN ANALYSIS OF SAMPAGUITA GARLANDS IN SAN PEDRO CITY, LAGUNA, PHILIPPINES

Sampaguita (Jasminum sambac), the country’s national flower, is popularly marketed as garlands. In San Pedro City, Laguna, Philippines, the marketing of sampaguita garlands is a thriving industry despite the declining production of sampaguita buds in the area. In this study, the supply chain of sampaguita garlands in San Pedro City was assessed. It identified the supply chain participants; described their practices; mapped the supply chain and geographic flows of sampaguita garlands; determined the marketing efficiency; and assessed the adequacy of the industry’s logistics and support services. The backward tracing approach was used to identify the supply chain participants and a total of 18 farmers, 4 assembler-wholesalers, 8 wholesalers, and 12 garland wholesaler-retailers were traced from 28 retailers. Descriptive analysis, supply chain mapping, cost and returns and marketing efficiency analyses were used to analyze the primary data collected from the said industry participants. Results revealed that supply of sampaguita buds came from San Pedro and Sta. Cruz in Laguna Province and Lubao in Pampanga Province and that there were four marketing channels for sampaguita garlands sold in San Pedro City, Laguna. Generally, the supply chain of sampaguita garlands in San Pedro City was concluded to be inefficient. It is recommended that sampaguita buds production in San Pedro City be promoted by the local government unit (LGU) through the distribution of marcotted stem cuttings even to households as a form of urban gardening to ensure the local supply and eventually reduce the cost of bud-sourcing.