The Cebu provincial government is implementing new direct-to-consumer food centers expected to increase income and improve the livelihood of local farmers and fisherfolk.
People's Food Centers to Eliminate Middlemen
The 'People's Food Centers' aim to remove middlemen, a step expected to lower prices for consumers while ensuring producers receive a fair share of profits. Roldan Saragena, head of the Cebu Provincial Agriculture Office, said in a media interview on Monday, May 11, 2026, that the initiative targets reducing the large price disparity where products are bought cheaply from farms but sold expensively in the market.
Funding and Locations
The Provincial Capitol is funding the construction of each center at a cost of PHP 4,464,710.21. While the province will cover construction costs, the host Local Government Units (LGUs) will provide the land and oversee daily operations. The first three locations will be in Poblacion, Medellin; Maslog, Danao City; and Ocaña, Carcar City.
Improved Facilities
Saragena clarified that the facilities will relocate vendors from difficult roadside conditions to clean, enclosed environments. To preserve the project's purpose, third-party businessmen are strictly prohibited from the stalls, which will be reserved exclusively for 20 farmers and 10 fisherfolk each day.
Timeline and Expansion
Each center is expected to be completed within 180 days. The province is also considering expanding the program to other LGUs in the next budget cycle.
