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Mushroom Opportunities: How TikTok Shop Transformed Casi’s Mushroom Chicharon Business



Mushroom Opportunities: How TikTok Shop Transformed Casi's Mushroom Chicharon Business

As the digital landscape continues to reshape the business landscape, small and medium-sized enterprises (SMBs) are finding new avenues for growth and expansion. One of these success stories is Casi’s Mushroom Chicharon, a local company specializing in snacks made from organic white oyster mushrooms.

With the rise of e-commerce platforms like TikTok Shop, this local business has seized the opportunity to expand its market reach and visibility and position itself for sustainable growth in the digital age.

Thrive in adversity

Casi’s Mushroom Chicharon was founded by Josemartin Casillano during a challenging time, after significant medical expenses. Casillano’s dedication and hard work started as a side project and led to the rapid growth of his company. Initially with a small team, the focus was on efficient mushroom cultivation, production and sales. The nutritional benefits of oyster mushrooms, including being a source of protein, fiber and antioxidants, attracted a health-conscious customer base.

Using TikTok for business growth

Recognizing the potential of social media, Casillano launched a TikTok Shop to increase the visibility of his products. Dedicated to empowering local micro, small and medium enterprises (MSMEs), TikTok Shop helps businesses increase their visibility and create growth opportunities in the digital landscape. Casi’s Mushroom Chicharon stands out as one of the success stories of this platform.

“Selling Casi’s Mushroom Chicharon has become easier thanks to TikTok Shop. Customers can now see our product. It doesn’t require a lot of capital, and you don’t need a lot of technical knowledge to join TikTok Shop,” said Casillano.

Casi’s Mushroom Chicharon underwent a significant transformation after partnering with TikTok Shop. By leveraging the platform’s dynamic features, including content creation tools and shoppable content options, the company saw an unprecedented increase in visibility and consumer engagement. As a result, the growing company increased its sales by 50-60% through TikTok Shop.

Providing Filipinos with income opportunities

The increase in sales of Casi’s Mushroom Chicharon created new opportunities for many individuals. The company started with an initial team of three, but has grown to 19 employees and now relies on 35 mushroom growers to meet the growing demand for its product.

“TikTok Shop helps small business owners like me through their programs like Buy Local, Shop Local. By providing vouchers and discounts, it further encourages sales for small business owners and also helps local workers and farmers,” says Casillano.

Josemartin Casillano, founder of Casi’s Mushroom Chicharon

Launched in November 2023, TikTok Shop’s ‘Buy Local, Shop Local’ campaign aims to increase the visibility of local sellers and promote community pride and economic solidarity among consumers.

Reflecting on his business journey, Casillano acknowledges the partnership with TikTok Shop, citing its alignment with his goals of promoting business and supporting local growers. Together they contribute to positive change, promoting agricultural growth and socio-economic empowerment.

Looking ahead, Casillano sees potential in continuing the partnership with TikTok Shop, recognizing its role in fostering growth for Philippine businesses.

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