Brightening up agriculture

Bright and happy faces filled the Sunset Pavilion of The Sofitel Philippine Plaza on the evening of Jan. 18 for the awarding ceremony of the Bright Leaf Agriculture Journalism Awards.

Now in its fourth year, the competition commendably recognizes the works of journalists who, through their print stories, radio segments, television features, and photographs, have promoted and/or created awareness on the most current agricultural issues and the best farming practices in terms of environmental care, safety, and crop sustainability.

Bright Leaf is another name for Virginia tobacco, a leaf variety extensively used in the manufacture of tobacco products. Acknowledged to be full of flavor, it is also distinctly strong, yet smooth to the taste, which makes it a cut above the rest. The variety‘s exceptional quality and acceptance lend an appropriate name for the annual agricultural journalism awards sponsored by Philip Morris Fortune Tobacco Corporation (PMFTC Inc).

Since 2006, the Bright Leaf Awards have honored the best print features, radio and television segments, and photographs that chronicle and capture the agricultural landscape.

In the journalism contest’s first year, 82 entries were received. For 2010, it has gone up to a total of 927 entries submitted from all over the country, vying for the various categories.

In his speech, PMFTC Inc. president Chris Nelson acknowledged: “This widespread support indicates that there is a need for such a platform, and we are happy to be instrumental in providing it.”

He added: “Today, more than ever, it is important to bring to light the issues and movements that define today’s agricultural industry by encouraging reportage on this sector. Through the Bright Leaf Agriculture Journalism Awards, our company affirms its commitment of providing the agriculture industry a voice.

“We believe that there are more positive agricultural stories to tell, more discoveries to share, and more images to provoke our minds than what is currently reported. It is our hope that we will see more often in the front pages or primetime news the issues affecting the agriculture industry and its contribution to the country. That way, the agriculture sector will find more support and protection from government and even from the private sector.”

Winning the Agriculture Story of the Year award was the article titled “NGO promotes ducks as solution to global warming, rice insufficiency,” written by Mach Alberto Fabe of Business Mirror.

The board of judges, headed by Batangas Rep. Mark Llandro Mendoza, current chair of the House of Representatives Committee on Agriculture and Food, commented that the “comprehensive and timely article explains how the integrated rice-duck farming system benefits the environment and the farmers, and how it can push the country towards rice self-sufficiency.”

The Tobacco Story of the Year was awarded to Teddy Molina of The Philippine Star, whose article, “Tobacco not just for making cigarettes,” reported on the alternative uses for tobacco while also delving into the delicate balance that must be struck among government agencies, health critics, and tobacco growers.

The Agriculture Photo of the Year award went to Edgardo Espiritu of Philippine Daily Inquirer. Titled “Luntiang Daan,” it features a farming family, with a matriarch and her infant looking pensively while three other children are at play in the middle of a vast green field.

The award for Tobacco Photo of the Year was given to Andy Zapata of The Philippine Star. Titled “The Best among the Best,” the winning image captures a tobacco farmer surrounded by leaves, taken from a unique point of view.

The other winners were:

Brightleaf Awards’ top winner: Philippine Star assistant business editor Roman Floresca

“Bagong Maunlad na Agrikultura” (Best Agriculture Television Show/Segment), for its episode “Agriculture Studies —The Basic Experience.” The program focuses on the importance of sustainability and the transfer of knowledge, such as that being implemented in Bulacan Agriculture State College.

Jun Villanueva of Bombo Radyo (Best Agriculture Radio Show/Segment) for “Life in Tobacco Farming.” His segment narrates the difficulty and rewards of tobacco farming.

Jonathan Mayuga of Business Mirror (Best Agriculture News Story in the National Category) for his article “DA banks on ratooning technology for RP’s rice self-sufficiency in 2013.” Ratooning is a farming method that results in bigger savings and increased productivity for farmers. The lower parts of the plant together with the roots are uncut during harvesting. The technique was also found to minimize the risk of pests and diseases.

Adora Rodriguez of The Philippine Star (Best Agriculture News Story in the Regional Category) for her story “Greening of Mt. Banahaw.” The article talks about how vegetation on the foothills of Mt. Banahaw helped local residents enrich their lives.

Edmon Agron of Bar Chronicle (Best Agriculture Feature Story in the National Category) for his article “R&D: Efforts to manage and restore sea cucumber population underway” — about how research and development help preserve the marine ecosystem and enhance the country’s ability to export cultured marine animals.

Charisma Love Gado of PhilRice Magazine (Best Agriculture Feature Story in the Regional Category) for her story “Bringing back the grains” — which discusses how “location specific technology development” can help stop tungro attacks that stunt rice.

The winners of the Agriculture Story of the Year, Tobacco Story of the Year, Best Agriculture Radio Program or Segment, and Best Agriculture TV Program or Segment received P60,000 each, while the rest of the winners received P25,000 each.

In addition, the four major winners each also received an Apple i-Pad Wi-fi 3G and an all-expense-paid Asian trip.

Also honored during the awarding ceremony were Melpha Abello and Zac Sarian, both from Manila Bulletin, for consistently contributing winning pieces to the competition. They received the Oriental Leaf Award and were each given an Apple iPad Wi-Fi 3G.

The Oriental Leaf Award is a new prize that honors consistent Bright Leaf contributors and winners through the years. It is named after a sun-cured, highly aromatic, small-leafed tobacco variety that is grown in Turkey, Greece, Bulgaria, and Macedonia. Known for its exquisite aroma derived from the smallest and most intricate of leaves, Oriental tobacco is regarded as the most coveted and premium tobacco leaf in the world.

The Oriental Leaf Award is a fitting accolade to bestow on journalists whose devotion to the agricultural industry has won them repeated acclaim in the past Bright Leaf Awards.

Zac Sarian, acknowledged as the dean of agriculture journalism in the country and an awardee of the prestigious Ramon Magsaysay Awards for his pioneering works in agriculture journalism, and Melpha Abello, an agriculture engineering graduate of Aklan State College of Agriculture, have been consistent winners in the Bright Leaf Agriculture Journalism Awards since its first year.

In his keynote speech, Rep. Mendoza noted: “We cannot disregard the powerful competence of tri-media in reaching and influencing the Filipino public. And for the agriculture industry, this becomes a very effective tool in increasing public awareness on the present agricultural condition and development in the country.”

Gracing the awards night was Philippine Star news editor Marichu Villanueva with communications executive Didet Danguilan

Mendoza observed, however, that agriculture remains an uninteresting topic among Filipinos.

“Isn’t it ironic that the agricultural sector is relatively unpopular in an agricultural country like ours? This may be due to controversies and unpleasant reports attributed to this sector.

“It is high time that the agriculture industry be given positive publicity to give due recognition to its importance in boosting the Philippine economy, its outstanding developments through times, the best practices being utilized in the different parts of the country as well as the support programs to farmers, fisher folks and other concerned sectors among others,” he concluded.

Joining Rep. Mendoza in the board of judges were Rep. Francisco Emmanuel Ortega of the ABONO party list, Dept. of Agriculture Sec. Proceso Alcala, National Tobacco administrator Edgardo Zaragoza, UP Los Baños professor of Plant Physiology Dr. Constancio De Guzman, Publishers Association of the Philippines president Johnny Dayang, Manila Bulletin managing editor Fil Sionil, and this writer.

In her closing remarks, PMFTC corporate affairs director Bayen Elero stressed:

“As our nation regains hope under a new President, The Bright Leaf Awards affirms its commitment of providing the agricultural industry a voice. It believes that by recognizing journalistic excellence in this important field, it contributes to raising awareness and support for the hands that feed and fuel our nation. More than ever, it is important to bring to light the issues and movements that define today’s agricultural industry by encouraging reportage and discourse. After all, true progress is anchored on knowledge.

“I wish to announce that for 2011, we are thinking of ways to make the competition bigger, brighter, and more exciting. Because for us, Bright Leaf is like a young bud. It needs a lot of caring. It needs to be nurtured. It needs to be nourished so that it would soon grow into a fine crop.

“Once again, congratulations to all the winners, and we thank the journalists, who are as unrelenting in their search for truth as they are in their pursuit of excellence in their craft.

“It is through the telling that seeds of support can be planted and grown.”