Cordillera launches #Brown4GoodLife campaign to promote heirloom rice
Agriculture Secretary Manny Piñol said all six provinces in the Cordillera Autonomous joined hands in Baguio City to promote organic heirloom rice under the #Brown4GoodLife campaign.
Governors, congressmen, and mayors from the region joined Piñol last week at the Agricultural Training Institute facility in Baguio City to launch the campaign promoting rice grown in the world famous rice terraces.
“The Heirloom Rice, the generic name for the indigenous rice varieties grown in the rice terraces for centuries now, is a source of pride for the Cordillerans. Grown in the same way their ancestors did hundreds of years ago, the different rice varieties come in light brown, brown and black colours and are organically grown,” Piñol said.
The yield on heirloom rice is only at 2.5 metric tons a year and is classified as a high value crop. Because of the difficulties in growing heirloom rice, it commands a premium price among organic food lovers.
Piñol said heirloom rice has a very good potential in the export market. It is now sold in the United States and Piñol hopes to open new markets for it in Europe and Japan with the right marketing.
“The Dept. of Agriculture is supporting the #Brown4GoodLife program and I have personally pledged that I will lead the marketing campaign for this variety of rice which is not only healthy but which also carries with it a lot of lore and history. In my future foreign travels as Secretary of Agriculture, I will be bringing with me promotional samples and materials of the Heirloom Rice,” Piñol said.
“Locally, the DA will also launch a nation-wide media campaign to promote the health benefits derived from eating organically grown rice, especially the Heirloom Rice,” he added.