Oriental Mindoro farmers tap new Metro Manila market through Kadiwa store

CALAPAN CITY, Oriental Mindoro — Smallholder farmers in Oriental Mindoro have gained improved market access through a newly launched Kadiwa retail store in Quezon City, expanding their reach beyond provincial markets. The Jubilee Oriental Mindoro Consumer Cooperative operates the outlet at Phase 1, Jubilee East Ville in Barangay Bagong Silangan, providing farmers with a dedicated channel to supply the capital region's growing consumer base.

The Kadiwa store model, part of the Department of Agriculture's initiatives to support local producers, allows farmers to bypass traditional middlemen and reach urban consumers directly. This arrangement helps improve profit margins for agricultural producers while offering Metro Manila shoppers access to fresh products from the provinces at competitive prices.

The cooperative's entry into the capital's retail market represents a significant opportunity for Oriental Mindoro's agricultural sector, which has historically relied on limited sales channels. By establishing a physical presence in a major urban center, the cooperative can address seasonal produce availability and build consistent consumer relationships.

Farmers participating in the initiative can now supply a broader market base, potentially increasing their income and encouraging greater agricultural production in the province. The cooperative's Quezon City operations also create opportunities for product promotion and brand building for Oriental Mindoro farm goods.