Our Story

Joni and Susan Agroshop was born out of need and desire to succeed. But it blossomed into inspiration and passion.

In 2011, we started visiting various provinces mainly in north, talking to farmers, farm owners, businessmen and other agriculture-related institutions and agencies. Our end goal was clear: to sell the soil conditioner we are marketing. Our effort elicited various response but mainly suspicion. Our urban looks and sales pitch did not convey any knowledge or expertise in farming and agriculture. We did not gain people’s trust and were mocked at times. Instead of feeling disheartened, we took the challenge. We decided that we will not just give sales pitch. We will be practitioners.

Motivated by a desire to prove something, we started organic container gardening. The lack of land did not deter us from pursuing our goal of becoming “experienced farmer”. We grabbed every container, filled them with soil, planted every possible vegetable and hanged them in every nook and cranny in our house. We were hungry to learn all about farming so we talked to people, asked questions, researched and tried. It was not easy at first, but we worked hard and persevered. It didn’t take long for us to discover an important benefit of farming to one’s health and nutrition. Our health is paramount and the only way to ensure the quality of food we eat is to plant it ourselves. That motivated us further. We leverage technology and posted photos of our garden and produce on Facebook. Soon, people who saw the photos took interest in what we are doing. They came and visited us. Many purchased vegetables and we started to make some income. That fueled our entrepreneurship spirit and decided to convert our hobby into business. We rented a lot in the middle of subdivision in San Pablo City, Laguna and turn it into an urban farm complete with bahay -kubo as our office and store. We stocked up seeds and other farming products for people to purchase. Finally we launched the “Pick and Pay “scheme where people can come and pick the produce of their choice and then pay for it. This gave them a pleasant experience and got them asking about urban farming. Gradually, a few started requesting us to replicate what we do in their vacant lots. Those requests commenced our land conversion business and plantation programs. We want everyone to know that farming is important because it provides livelihood to the community and it contributes to country’s poverty reduction.

On 27th of February 2018, Joni and Susan Agroshop, Inc. were duly approved by the Securities and Exchange Commission (SEC). It is a manifestation that the company is growing.


"Our purpose is to make practical and effective use of lands and provide livelihood to community through farming"


"To convert every vacant lot into a farm and every Filipino a farmer"


Our Team

Joahanna Christia S. Domincel
Francis Rod T. Domincel
Llana Melissa C. Sanchez
Kit L. Sanchez
Kim L. Sanchez
Susan L. Sanchez
Jonathan D. Sanchez

Contact Us

(049) 557-6344

Laurel Ville Subdivision, Brgy. San Rafael, San Pablo City, Laguna



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