Vinegar, jam, virgin oil, sugar and syrup: the amazing diversity of coconut

A case study of the International Trade Center ITC

The International Trade Centre ITC is a multilateral agency for world trade with a joint mandate from the World Trade Organisation (WTO) and the United Nations (UN). Our challenge was to create a multimedia feature about Pasciolco Agri Ventures, a company that produces organic coconut products. The feature was to be a people-based story accompanied by photographs and a short video clip to reflect the company's history and challenges.


International Trade Center ITC

Visual creator

Alecs Ongcal


Coconut manufactory


Philippines, Quezon


November 2021


The more precise the briefing, the better the result.


The chemist Maureen Pasciolco started her business in 1996. The growth of the company has uplifted the farming community working for her – with their children now focusing on education rather than worrying about meals.

©Alecs Oncal/ International Trade Center/ Fairpicture

The expectations of the assignment

The briefing of Waqas Rafique from ITC was accurate but open enough: “Maureen Pasciolco is in the coconut value added export business. She runs a factory that manufactures these products and also has a nearby farm where farmers cultivate coconuts. These two aspects of their work would be captured in action photos and a video. Close shots of Maureen show her in her office, then looking at the process in the factory, photographs of factory workers, photographs of packaged products on which labels can be read. On the farm, take dignified photos of farmers at work.”


A story of international success

The company, which started 25 years ago with a simple production facility on a coconut farm, now exports 50% of its products to international markets. At first, this seemed an unattainable dream. But with her pioneering spirit, Maureen Pasciolco has made it happen. “Be open-minded and be guided by organisations that can help you grow further,” Maureen advises today. Thank you Maureen, Fairpicture will remember that as well!

Paolo Maido has watched his family harvest coconut sap since he was a child.
Today he is a skilled and nimble worker on the farm who can move quickly 
across the bamboo bridges between the coconut trees.
Pasciolco Agri Ventures has more than 100 farmers under contract.
©Alecs Oncal/ International Trade Center/ Fairpicture


Our clients have been impressed with the quality of the material. We receive top quality content, delivered on time.

Waqas Rafique, Public Information Officer, International Trade Centre ITC


Maureen Pasciolco in her factory shop. She is working to strengthen her brand, Quezon’s Best, turning it into a household name by capturing markets from North Luzon to Mindanao.

©Alecs Oncal/ International Trade Center/ Fairpicture

The promise of a spectacular product

For the International Trade Centre, cooperating with Fairpicture is a promise for the future: «We work with Fairpicture because of their ability to engage local talents in various regions of the world with a check on quality and coordination carried out in Switzerland. This is a rare combination of local and international talent that promises a spectacular product», says Waqas Rafique from ITC.

Questions? We are happy to help. Don’t hesitate to contact us.


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