MANILA -- Eager senior citizens lined up at Kadiwa stores and public markets in Kamuning Market and Pasay City Public Market today, Thursday, May 15, as the Department of Agriculture (DA) officially rolled out its P20 per kilo rice program.

Agri dept preparing for wider rollout of P20 per kilo rice

This program experienced a soft launch on Tuesday, May 13, drawing crowds. Its official launch today saw a surge in buyers, particularly senior citizens.

At the Kamuning Market, queues formed by elderly individuals hoping to secure the subsidized staple were seen.

Javier Villena, an authorized Kadiwa rice seller at the market, confirmed the strong demand since their initial sales on Tuesday.

“Mabili pa rin,” Villena stated, adding that they sold around 18 sacks of the Kadiwa rice yesterday.

One of the eager buyers at the Kamuning Market, Marietha Ecomienda, expressed her relief at the lower price.

“Dati nung 38 pa yung price niya bumibili na kami. Tapos may nagsabi 20 daw, ang bilis ko sabi ko baka maubos eh. Maganda naman siya,” she shared.

The scene was similar in Pasay City Public Market, where another buyer, Jose Palconit, voiced his confidence in the quality of the cheaper rice.

“Malaking bagay sa mga taong mahihirap… Kasi talagang pangangailangan sa mga mahihirap,” he said.

However, the popularity of the discounted rice has presented a challenge for sellers like Villena, who noted a slowdown in the sales of other rice varieties.

The DA Assistant Secretary, Genevieve Guevarra, addressed the overwhelming demand, explaining the initial allocation is not yet substantial enough to cater to everyone.

“Hindi po kasi ganun ka dami ang ating allocation. Talaga pong targeted muna ang ating ginagawa ngayon,” Asec. Guevarra explained.

“Definitely gusto natin palawigin pa dahan dahan kumbaga para ma sustain din natin yung problema at the same time yung talagang nangangailangan po ang makinabang.”

Guevarra emphasized that the current priority for purchasing the P20/kilo rice includes beneficiaries of the Pantawid Pamilyang Pilipino Program (4Ps), single parents, senior citizens, and persons with disabilities (PWDs).

She further clarified the postponement of the full rollout in some areas, citing the Commission on Elections (COMELEC) ban on the distribution of ‘ayuda’ (assistance) during the election period.

Regarding the program’s long-term viability, Asec. Guevarra stated: “Sa initial computation namin. Dahil tuloy tuloy naman ang pagbili pwede hanggang within the year ang tinarget namin.”

Guevarra also highlighted the positive reception of the program, noting the consumer preference for good-quality rice even at higher prices.

“Nakikita natin na talagang gusto nila itong programa na to so kailangan medyo i-target natin muna kung sino pwede mamimili,” she said.

The P20 per kilo rice is currently available in select Kadiwa outlets and public markets across Metro Manila, Bulacan, Cavite, Laguna, and Rizal. The DA has yet to announce further expansion plans for the program.