The Department of Agriculture (DA) is planning to remove branding labels such as “premium” and “special” from imported rice to address ongoing price manipulation in the market.
Agriculture Secretary Francisco Tiu Laurel Jr. announced the proposal following market inspections that revealed how some retailers and traders allegedly use these labels to confuse consumers and justify higher rice prices.
The initiative aims to prevent traders from exploiting branding to artificially increase prices, which the DA identified as a major contributor to inflated rice costs.
Locally-produced rice, however, will be exempt from this policy. The DA clarified that the exemption seeks to protect Filipino farmers and local traders by preserving the branding and market identity of local rice varieties.
The move is part of the government’s broader effort to stabilize rice prices and ensure affordability for consumers. However, it has raised concerns among some stakeholders about its potential to create confusion among buyers regarding rice quality and origin.
The proposal is still under review, with no announced timeline for its implementation. Stakeholders and consumers await further developments as the DA pushes forward with measures to curb abusive pricing practices in the rice market.
