Direct marketing strategy for meat, fish launched in October
Agriculture Secretary Emmanuel Piñol said the Department of Agriculture (DA) will launch in October its first direct intervention in ensuring that farmers’ get the fair price for their meat and fish products while consumers are given access to affordable food items.
“Undersecretary Bernadette Romulo-Puyat, who handles marketing and agribusiness, will stage the third DA TienDA Farmers and Fisher Folks Outlet, a program aimed at making available to Metro Manila consumers farm products at farm gate prices,” Piñol said.
Just like in the rice industry where traders and middlemen control the buying and selling price, meat, poultry and fish products are also currently being bought low from the farmers and sold at very high prices in the market.
“It is obvious and clear who makes the killing and raking in the big profit,” Piñol said.
For the next TienDA outlet, it will be in the Philippine Army Camp in Fort Bonifacio and it will be called “DAF TienDA Para sa mga Bayani” and will serve mainly soldiers’ families.
The main feature of the Oct. 28 TienDA will be the launching of the Karne, Isda Supply Strategy Para sa Masa (KISS PM) which Piñol personally designed.
In cooperation with Sanden Philippines, a company which sells chillers, freezers, refrigerated vans and cold storage facilities, and the stakeholders of the fish and broiler industries, the DA will offer dressed chicken, meat and fish at very low prices, much lower than in the markets of Metro Manila.
These products will be displayed in chillers to be provided by Sanden while the rest will be kept in freezers and later in stand-alone cold storage compartments which could keep up to 2 tons of the products.
From the Army Headquarters in Fort Bonifacio, the same facilities will later be set up other Commissary Outlets of the Philippine Navy, the Philippine Air Force, the Philippine National Police and in Camp Aguinaldo so that soldiers’ and policemen’s families will have access to low-priced farm products.
Depending on the reaction of the consumers, the KISS PM marketing innovation will later move to housing subdivisions and population centres through the neighbourhood Sari-Sari stores.
“I believe this is the most effective way of helping our farmers get a better price for their produce while at the same time ensuring our consumers of affordable food,” Piñol said.