Agricultural marketing is important not just for increasing productivity and consumption but also for accelerating economic growth in the agriculture sector.
Widening of market helps in increasing the demand on a continuous basisthereby guarantees a higher income to producers. One ofthe market support program of the Department ofAgriculture is the KADIWA On-Wheels, a project initiative of His Excellency President Ferdinand R. Marcos, Jr. and Secretary of the Department of Agriculture.
This is to allow farmers and fisherfolk to have direct access to consumers without going through a multilayer marketing structure. Thru the KADIWA storefronts it allows farmers to selltheir goods to a higher pricethereby, increasing their profit margin. The KADIWA On- Wheels strengthens local distribution channels of basic goods in the rural communities. Thru the project, it seeks to empower the farming communities by providing direct and effective farm-to-consumer food supply chain. It also aims to promote and provide market opportunity to farmer, fisherfolk, cooperatives andassociations (FCAs) and micro, small and medium enterprises (MSMEs) for their farm produce and agri-based products and provide quality and low cost basic commodities toconsumers.
Since its launching last September 2022 to June 17, 2023, the activity already generated a total of Php 5,164,015.80 sales in eighteen (18) KADIWA On Wheels conducted. This benefitted seventy-seven (77) registered Pangasinan farmer, fisherfolk associations (FCA’s), agri-based MSME’s who participated in the activity. These groups are recipients of various interventions from the Provincial Government and the Department of Agriculture thus, their participation expand their market linkage and further develop their agro-enterprise endeavor. To bolster sales of participants, the Agribusiness Service of the Provincial Agriculture Office conducted pre-booking/ordering and market matching for farmer-producers participants.
The KADIWA On-Wheels is conducted in collaboration with the DA-Agribusiness and Marketing Division, the Bureau of Fisheries and Aquatic Resources, the National Food Authority, and the Pangasinan Laoac Dairy Farm every second Friday of the month at the Capitol Complex, Lingayen, Pangasinan.