In the Philippines, rice is a vital crop that serves as the primary food source for 80% of the population in Barangay Tagum Norte, Trinidad, Bohol. Despite the potential of rice agribusiness, farmers in this area need help maintaining consistent production due to limited resources, economic uncertainties, and market fluctuations. This research identifies and addresses these challenges to promote sustainability in rice agribusiness. The study employs a descriptive-exploratory qualitative research design, focusing on a case study approach. Ten rice farmers actively involved in agribusiness in Barangay Tagum Norte were interviewed using structured researcher-made guides. Thematic Analysis was utilized to analyze the gathered information, assigning codes to relevant data segments and organizing them into themes or categories. The findings revealed that financial constraints force farmers to sell their rice at lower prices, and borrowing from lending institutions results in high interest rates, leading to solo farming practices and potential efficiency issues. Manpower challenges, machinery accessibility issues, and significant expenses for seeds, fertilizers, and pesticides also impact productivity. Price fluctuations during harvest create economic challenges, threatening the sustainability of agribusiness. Limited market access and information exacerbate these issues. Farmers need collaborative government-private sector initiatives to address their irrigation, machinery, seed, and fertilizer needs. The study concludes that rice farmers face interconnected challenges throughout the production cycle, including financial constraints, labor shortages, machinery access, seed and fertilizer expenses, government-supplied shortages, and market volatility. The research highlights adaptive strategies such as the “Rollover method,” where farmers strategically time last season’s harvest sale to avoid price declines, showcasing a proactive approach to market fluctuations. Keywords: Agribusiness, Challenges to Sustainability, Qualitative Research, Thematic Analysis
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