To address declining vegetable consumption and improve food access nationwide, the Japan International Cooperation Agency (JICA), in partnership with the Department of Agriculture (DA), has launched a series of targeted community and retail initiatives under the Project for Market-Driven Enhancement of Vegetable Value Chain in the Philippines (MV2C-TCP).
Despite the well-established health benefits of fresh produce, average daily vegetable intake among Filipinos remains well below recommended national guidelines due to limited access, affordability challenges, and shifting dietary habits. The MV2C-TCP project addresses these bottlenecks holistically—strengthening every link of the vegetable value chain from farm production and logistics to retail marketing and consumer education.
In observance of National Nutrition Month, MV2C-TCP partnered with the DA’s Agribusiness and Marketing Assistance Service (AMAS) to conduct a specialized capacity-building workshop from July 28 to 29, 2026.
More than 30 retail operators and cooperative members from the government’s KADIWA Program—which operates community vegetable outlets across Metro Manila—participated in the training. The sessions focused on customer-centric sales strategies, improved sourcing practices, and the effective deployment of Point-of-Purchase (POP) promotional materials to drive fresh produce sales.
Extending its outreach to young consumers, MV2C-TCP collaborated with De La Salle University (DLSU) and food service distributor Kitchen City on July 30, 2026, to host an interactive nutrition lecture and culinary demonstration.
Over 100 students learned practical, cost-effective techniques for integrating fresh vegetables into everyday meals, demonstrating that nutritious eating can be both accessible and appealing.
Through continued multi-sectoral partnerships, technical training, and public awareness campaigns, JICA and the Department of Agriculture remain committed to fostering sustainable agricultural livelihoods while building healthier, more resilient Filipino communities.
The Project for Market-Driven Enhancement of Vegetable Value Chain in the Philippines (MV2C-TCP) is a joint technical cooperation project between the Japan International Cooperation Agency (JICA) and the Philippine Department of Agriculture (DA). It aims to establish an inclusive, market-driven vegetable value chain model that improves farm productivity, distribution efficiency, retail profitability, and consumer nutrition nationwide.
