From the Lens of Women Agripreneurs: Exploring the Perception, Challenges and Communication Competencies of Women Agripreneurs

This study explores the perception of women engaged in agribusiness, a field that is often perceived as a man’s domain. The study aims to identify the challenges encountered by women agripreneurs, how they use their communication skills to manage their businesses, and the level of knowledge they possess in agriculture and agribusiness. Purposive sampling was used to select female owners of agribusiness and are incubatees at the Agriculture and Food Technology Business Incubator (AFTBI) located at Central Luzon State University, Nueva Ecija, and were interviewed via call due to the pandemic. The study reveals the importance of women’s role in agriculture and agribusiness, which significantly contributes to a country’s economy. The COVID-19 pandemic and climate change were identified as significant challenges affecting female business agripreneurs, along with difficulties in obtaining raw materials on time. Results indicated that women agripreneurs are competent in communication and effectively use various strategies and platforms to manage their agribusiness. The study concludes that despite the challenges, women agripreneurs possess sufficient knowledge, skills, and communication competencies to successfully manage their agribusiness.