The Cebu Provincial Government is rolling out a P13.3-million project to establish “People’s Food Centers” in Danao City, Carcar City, and the municipality of Medellin, aimed at improving how local agricultural and fish products reach consumers.
The initiative is designed as a direct marketing system that allows farmers and fisherfolk to sell their goods directly to the public, removing middlemen who often reduce their earnings.
Provincial Agriculturist Dr. Roldan Saragena said the centers are intended to strengthen grassroots livelihoods while making food more accessible and affordable.
“Mismo jud ang mag-uuma jud ang mamaligya, dili ta muagig middleman,” Saragena said.
He said the project also addresses long-standing concerns over the selling conditions of small producers in public spaces.
“Usahay ana raba na sila sa punoan sa lubi, maghapin rag sako. Mag-uwan, louy kaayo. At least diri naa sila inside the room,” he said.
Saragena added that vendors will not be charged rental fees for using the stalls inside the facilities.
“Wala gyuy abang,” he said.
However, he clarified that stall assignments will not be permanent, as the system will allow rotation among qualified sellers.
“Dili man ingon nga panag-iyahon sa usa ka mag-uuma ang usa ka slot or table didto. Kung wala nakay ika-display, naa napuy laing mo-display,” he said.
The centers will be reserved exclusively for genuine farmers and fisherfolk, with traders strictly prohibited from participating.
“Dili pwede, bawal jud na kay ang purpose ani nga project is mag-uuma maoy mamaligya sa iyang produkto,” Saragena said.
Each facility is expected to accommodate around 30 sellers per day, composed of about 20 farmers and 10 fisherfolk, depending on product availability.
Local agriculture offices will oversee daily operations and verify that only legitimate producers are allowed to sell.
“Kita mismo sa LGU makaila me kung middleman ba o pure nga mag-uuma,” he said.
Site development is ongoing, with completion targeted within 100 days despite minor implementation issues in one of the project areas.
The Carcar facility will rise near the public market in Barangay Poblacion III, while the Danao site in Barangay Maslog is expected to help ease congestion in the city center.
Funding will come from the Provincial Agriculture Office’s development budget, while the land for the centers is provided by the respective local government units.
The project is part of a broader agricultural support program under Governor Pamela Baricuatro, focused on strengthening food security and supporting local producers across Cebu. (SBA)
Photo by SBA
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