Malusog Rice joined the KADIWA ng Pangulo in the province of La Union on September 18, 2023. Thirty-two kilograms of Malusog Rice was offered for sale at P 45.00 per kilogram, a price comparable to the prevailing price of well-milled rice in the region, to test the acceptability and marketability of the product. Selling the product was also requested by the organizers of the event as part of the purpose of KADIWA ng Pangulo.
Malusog Rice grabbed the attention of buyers who lined up to taste it due to its unique and appealing color. Surprisingly, upon tasting it, buyers were immediately convinced to buy the product, and the stock was immediately sold out. Some of the buyers would like to buy volumes to be served as their daily rice. One of the KADIWA buyers expressed, “I hope Malusog Rice will be available in the market soon. I would like to integrate this into our diet, especially for our children.”
It was the first time that Malusog Rice was exhibited in La Union. La Union province is one of the areas of responsibility of DA-PhilRice Batac. The Office of the Provincial Agriculturist made the arrangements upon the request of DA-PhilRice Batac to create awareness on Malusog Rice in the province through exhibits and other promotional activities later on.
KADIWA ng Pangulo is a marketing initiative, which seeks to provide consumers with access to quality yet affordable goods and commodities and facilitate access of farmers, fisherfolk, and micro-enterprises to the market.
Vida Grace P. Ganiban, DA-PhilRice Batac
