The Department of Environment and Natural Resources (DENR) initiated the “Hug a Tree on Valentine’s Day” campaign on February 14, 2025, to promote environmental awareness and sustainability. With the support of Isabela State University Roxas (ISUR), led by Dr. Rosalyn L. Bautista, the School of Agriculture and Agribusiness (SAA), assisted by Ms. Edna M. Valdez and Mr. Percival L. Domingo, collaborated with the Local Government Unit (LGU) of Roxas—particularly the Gender and Development (GAD) and Department of Agriculture (DA) offices—to launch the advocacy “Plant a Tree on Valentine’s Day,” encouraging community participation in meaningful environmental action.

The implementers of the Supply Chain and Rural-Based Agro-Enterprise Development for Kamias Commodity in Roxas, Isabela organized a Kamias tree distribution and planting activity in Simimbaan, Roxas, Isabela. Co-funded by LGU Roxas and ISU Roxas, this initiative aimed to integrate environmental conservation with sustainable agriculture by promoting Kamias cultivation as a viable agro-enterprise.

Beyond its ecological benefits, the project sought to strengthen rural livelihoods, encourage sustainable farming practices, and foster collaboration between ISUR, LGU Roxas, and local women farmer-preneurs. The event was met with enthusiasm, as active members of the Rural Improvement Club (RIC)-Simimbaan participated in planting Kamias trees, showcasing a strong commitment to agricultural innovation and environmental stewardship.

By planting Kamias, farmers not only contribute to reforestation efforts but also secure a potential source of income through value-added products such as dried Kamias, preserves, and natural flavoring agents. To ensure the initiative’s long-term success, project implementers will continue monitoring production and providing technical support to farmer-preneurs. Beneficiaries will also receive training on Kamias value-adding and marketing strategies to enhance their economic potential.

Additionally, sustained collaboration between ISUR, LGU Roxas, and other stakeholders is essential to maximizing the project’s impact. Ultimately, this initiative marks a significant step toward sustainable agro-enterprise development, reinforcing the community’s commitment to environmental conservation, economic empowerment, and agricultural progress. By merging environmental advocacy with livelihood opportunities, the project demonstrates how small yet purposeful actions can create lasting, positive change for both people and the planet.

This activity significantly contributes to the university’s sustainable development goals (SDGs). It supports SDG 11 (Sustainable Cities and Communities) by promoting the vast production of Kamias as a future income source (SDG 12: Responsible Consumption and Production). Furthermore, it responds to climate action (SDG 13) by addressing the hazardous effects of deforestation. Through partnerships with both private and public institutions (SDG 17: Partnerships for the Goals), ISUR continues to strengthen its commitment to sustainability and community development.