DTI-Laguna personnel conducting profiling and validation interviews with fire-affected vendors at the Santa Cruz Municipal Auditorium under the Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program.

Santa Cruz, Laguna – The Laguna Provincial Office of the Department of Trade and Industry (DTI-Laguna), through its Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program, conducted a profiling and validation activity on 17 June 2025 at the Municipal Auditorium of Santa Cruz, Laguna, for the victims of the recent fire incident at the Santa Cruz Public Market.

This initiative is part of the government’s ongoing efforts to provide immediate livelihood support and assistance to microbusiness owners and vendors who have been severely affected by disasters. By working closely with the Local Government Unit (LGU) of Santa Cruz and other partner organizations, DTI ensures that affected individuals gain access to timely and appropriate support, allowing them to restart and sustain their businesses.

During the activity, DTI-Laguna personnel, in coordination with LGU representatives, personally interviewed affected vendors to assess the extent of the damages and identify their specific business needs. The one-on-one interviews also served as an opportunity to offer emotional support and reassurance to entrepreneurs whose sources of income were abruptly disrupted. Many of the beneficiaries expressed gratitude for the prompt response and expressed renewed hope in rebuilding their livelihoods.

DTI-Laguna personnel conducting profiling and validation interviews with fire-affected vendors at the Santa Cruz Municipal Auditorium under the Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program.
DTI-Laguna personnel conducting profiling and validation interviews with fire-affected vendors at the Santa Cruz Municipal Auditorium under the Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program.
DTI-Laguna personnel conducting profiling and validation interviews with fire-affected vendors at the Santa Cruz Municipal Auditorium under the Pangkabuhayan sa Pagbangon at Ginhawa (PPG) Program.

The PPG Program is a flagship initiative of DTI that aims to provide livelihood kits, skills training, and business advisory services to individuals and micro-entrepreneurs whose enterprises have been disrupted by armed conflict, calamities, or other socio-economic shocks. Verified beneficiaries will receive tailored livelihood assistance or startup kits based on their type of business, such as food vending, tailoring, or small-scale retail.

Beyond financial recovery, this initiative contributes to DTI’s broader goal of promoting sustainable development and inclusive economic growth across local communities. By supporting entrepreneurs at the grassroots level, the agency helps strengthen local economies, reduce vulnerability to future shocks, and foster community resilience.

DTI-Laguna remains committed to delivering responsive programs like PPG that directly address the needs of vulnerable sectors. As recovery efforts continue in Santa Cruz, the office will continue to work with local partners to ensure no entrepreneur is left behind in the journey toward economic rehabilitation and empowerment (VDAlvarez, DTI-Laguna). ♦

Date of Release: 14 July 2025