Overview

“Market-Driven Enhancement of Vegetable Food Value Chain in the Philippines (MV2C),” a joint project of the Department of Agriculture and The Japan International Cooperation Agency (DA-JICA), provides technical assistance to farmers specifically on post harvest technology, making vegetables more available and accessible to consumers. 

The project conducted qualitative and quantitative consumer survey in Metro Manila for identifying the major constraints to consuming sufficient volumes of vegetables. The survey results show that the most important constraints are (1) limited access for quality, affordable, and convenient options, (2) low awareness of diet and health, and (3) lacking skills to deal with vegetables.

The activities under this project also include wellness programs for companies, which aim to provide guidance and support to their staff in consuming a healthy diet by linking with selected supermarkets in providing discounted rates for fruits and vegetables, conducting seminars on healthy diets, and help link vegetable consumption and good health.

The MV2C Project also taps into concessionaires of major hospital in Metro Manila, as main channel of marketing vegetables by incorporating vegetables recipes in the menu for hospital staff.

Alignment with the EAT-Lancet Commission

The MV2C project aims to strengthen the vegetable value chains through the implementation of the Inclusive Food Value Chain (FVC) Models to minimize losses, and improve the supply, and make fruits and vegetables more available at a more affordable price. Nutritional guidelines recommend consumption of fruits and vegetables to meet the required daily nutrient intake for the prevention of diseases. This creates demand for fruits and vegetables, which should be met with a strong and reliable supply chain from the farm to the market, and consumers. 

Main part of the MV2C project is to continuously monitor and verify progress of the production, distribution and processing stages of the value chain. Workplans are revised as required and as dictated by the different challenges during implementation. Information dissemination of results through seminars and trainings are held as part of capacity building activities. While the project is currently being implemented through the Department of Agriculture, partners from the private sector are tapped to establish a sustainable market for vegetables.

Key actors

• Agriculture sector including the key players in the Department of Agriculture, 

• Farmers in specific region 

• Post harvest experts, funding agency such as JICA.

• Food and nutrition experts

• Human Resource Dept, and Dietary Department of private companies and hospitals implementing wellness programs for their staff

• Farmers as direct suppliers of vegetables to concessionaires of companies and hospitals

• Concessionaires and food service providers in offices and hospitals ensuring vegetables are major component of the menu

• Nutrition and Diet experts in providing recommendations for healthy diets

Lessons Learned

• Almost 50% of harvest of some fruits and vegetables are lost due to poor post harvest handling and technology being mostly inaccessible to farmers.  

• Post harvest losses, the role of middlemen/traders impacts the market prices of vegetables, thus, affecting access and consumption of vegetables. 

• Not enough conversation on legumes and nuts in the diet. 

• Agriculture policies and programs focus more on staple crops especially rice. 

• Promoting fruit and vegetable intake is not just a matter of changing behaviour and eating habits by shifting food choices from fast foods and processed foods towards more fresh produce, but it is also important to have good policies in place (especially in agriculture) that support fruit and vegetable farmers for a steady supply at an affordable price.