Metro Retail Stores Group, Inc. is reinforcing its commitment to local agriculture by expanding its partnership with Gulay Farmers, a non-profit organization that links smallholder farmers to formal retail markets.
Launched in 2020, the collaboration has been integral to Metro Retail’s farm-to-market strategy, which aims to support local farming communities and ensure a steady supply of fresh, high-quality produce for its customers.
The program currently benefits over 500 farmers, enabling them to directly supply Metro Retail’s in-house fresh produce brand, Q. Each year, approximately 60,000 tons of locally grown fruits and vegetables are delivered to the company’s store shelves. The initiative currently serves eight Metro Retail stores in Cebu, with plans to expand further. By providing direct market access, the program ensures fair pricing and offers farmers long-term livelihood stability.
Smallholder farmers often face significant challenges entering formal retail markets, including strict documentation requirements, fluctuating market prices, and inadequate distribution systems. Many lack business permits or tax registrations, preventing them from accessing larger retail chains. Gulay Farmers addresses these issues by assisting with regulatory compliance, logistics, and quality control, enabling farmers to focus on improving crop quality and productivity.
“Metro Retail has provided security and stability by offering a consistent and reliable market,” said Don Jureidini, representative of Gulay Farmers. “Farmers are no longer reliant on middlemen who dictate prices—they now have direct access to a trusted retailer.”
MRSGI also offers training in food safety, post-harvest handling, and produce standardization, which reduces wastage and improves product quality. The initiative aligns with the company’s broader commitment to sustainability and long-term agricultural growth.
Looking ahead, MRSGI plans to extend this program beyond Cebu, supporting more farmers and expanding access to fresh, locally sourced produce nationwide.
