The flagship food program of President Ferdinand Marcos Jr., Benteng Bigas, Meron Na!, has powered KADIWA ng Pangulo (KNP) to more than P4.4 billion in cumulative sales, highlighting how targeted food market interventions are becoming a key tool in tempering food costs while creating more stable markets for Filipino farmers and fisherfolk.
Data from the Department of Agriculture (DA) showed KADIWA generated P4.42 billion in sales from July 2022 to July 20, 2026, benefiting over 12 million consumers through 22,178 marketing activities nationwide.
The bulk of the gains came from the P20 Rice Project: *Benteng Bigas, Meron Na!*, launched in May 2025 to provide subsidized rice to vulnerable sectors, including senior citizens, persons with disabilities, solo parents, minimum wage earners, public transport workers, indigents, and registered farmers and fisherfolk.
In just over a year, the program generated P2.4 billion in sales after distributing 121,271 metric tons of rice to an estimated 12.1 million beneficiaries, underscoring the strong demand for affordable staple food amid elevated living costs.
The program’s rapid expansion also reflects the government’s increasingly aggressive use of direct market interventions to complement broader efforts to tame food inflation. KADIWA has grown to 805 active Benteng Bigas selling sites, including 295 with regular selling schedules, while the P20 Rice Program has already been rolled out in 57 provinces. The broader KADIWA network now operates 827 regular outlets nationwide.
Agriculture Secretary Francisco P. Tiu Laurel Jr. said the figures show that connecting producers directly with consumers creates a win-win outcome for both sides of the market.
“KADIWA is proving that a stronger market for our farmers translates into more affordable food for Filipino families. By shortening the value chain, we reduce unnecessary costs while ensuring farmers earn more from what they produce,” Tiu Laurel said.
Beyond rice, KADIWA has evolved into a nationwide farm-to-market platform. The DA has accredited 187 KADIWA suppliers and consolidators, expanding direct marketing opportunities for farmers, fisherfolk and agribusiness enterprises while reducing dependence on multiple layers of middlemen.
Assistant Secretary Genevieve E. Velicaria-Guevarra, who heads the DA Agribusiness, Marketing and Consumer Affairs and serves as the Head of KADIWA ng Pangulo, emphasized that the program has evolved beyond a marketing initiative into a transformative platform that directly links producers with consumers while advancing the government’s food security agenda.
“Every bag of rice sold under the P20 Project represents more than affordability, it symbolizes government’s commitment to ensuring that no Filipino is left behind while creating stronger, more resilient markets for our agricultural sector. As KADIWA continues to expand nationwide, we remain steadfast in our mission of making quality food accessible, empowering producers, and bringing the benefits of agricultural development directly to our consumers”, Guevarra added.
As food inflation continues to moderate, programs such as Benteng Bigas and KADIWA are increasingly serving a dual purpose: cushioning consumers from high food prices while creating more predictable demand for local producers. Their long-term success, however, will depend on whether market interventions are matched by sustained gains in farm productivity, ensuring affordable food is supported by stronger domestic production rather than subsidies alone.
