Metro Retail Stores Group, Inc. (MRSGI) is strengthening its commitment to sustainability and local agriculture through an expanded partnership with Gulay Farmers, a non-profit organization that connects small-scale producers to large retail markets.
This partnership enables farmers to sell their products directly to MRSGI’s retail outlets under the company’s in-house fresh produce brand, Q. By cutting out middlemen and offering stable market access, MRSGI ensures fair pricing, reliable demand, and long-term income growth for local growers.
Since launching in 2020, the initiative has supported more than 500 farmers and delivered approximately 60,000 tons of locally grown fruits and vegetables annually to MRSGI shelves. Currently, it supplies eight Metro Retail stores across Cebu, giving customers access to fresher, high-quality produce while boosting the livelihoods of smallholder farmers.
Breaking Barriers for Smallholder Farmers
Small-scale farmers often struggle to enter formal retail markets due to complex documentation requirements, volatile pricing, and limited logistics support. Many lack business permits or tax registrations, while others face high transportation costs and post-harvest losses.
Through its partnership with Gulay Farmers, MRSGI helps eliminate these hurdles. The cooperative assists farmers in navigating regulatory compliance, streamlining logistics, and maintaining product quality. This support enables farmers to focus on improving yields and crop consistency while gaining access to a stable and fair supply chain.
“Metro Retail has given small farmers security and stability by offering a consistent, direct market,” said Don Jureidini, a representative from Gulay Farmers. “Instead of relying on middlemen, they now have the opportunity to grow their businesses and invest in their farms.”
Advancing Sustainable Agriculture Through Direct Sourcing
This initiative is part of MRSGI’s broader farm-to-market strategy, which champions food security, sustainability, and rural economic development. By sourcing directly from farmer cooperatives, MRSGI shortens the supply chain, reduces costs, and ensures equitable returns for growers.
In addition to market access, MRSGI offers training programs in food safety, post-harvest handling, and produce standardization. These programs help farmers meet retail quality standards, minimize waste, and maintain a consistent supply of fresh produce.
“We are committed to supporting local farmers while delivering quality, affordable produce to our customers,” said Manuel Alberto, President and COO of MRSGI. “Our collaboration with Gulay Farmers is a step toward building a more resilient and inclusive agricultural ecosystem.”
Looking Ahead: Expansion Beyond Cebu
As MRSGI and Gulay Farmers continue to build on the program’s success, they’re exploring ways to expand beyond Cebu and replicate the model across more regions. With improved supply chain efficiency and broader farmer support, the initiative aims to empower more communities and enhance the reach of sustainable retail practices.
Metro Retail currently operates 71 stores across Luzon and the Visayas under various formats, including Metro Supermarket, Metro Department Store, Super Metro Hypermarket, Metro Value Mart, and Metro Home and Lifestyle.
