Metro Retail Strengthens Farm-to-Market Ties, Boosting Opportunities for Small Farmers

Local farmers who supply fresh vegetables and fruits under Metro Retail’s farm-to-market initiative

​Metro Retail Stores Group, Inc. (MRSGI) is reinforcing its commitment to empowering local farmers and promoting sustainability through its strengthened partnership with Gulay Farmers, a non-government and non-profit organization that connects small-scale producers to larger retail markets. This initiative provides farmers with direct access to MRSGI’s stores under its in-house fresh produce brand, Q, ensuring fair pricing, market stability, and long-term livelihood growth.

​Since its launch in 2020, the program has directly benefited 500 farmers, bringing approximately 60,000 tons of locally grown produce to MRSGI’s shelves annually. The initiative, which currently supplies eight Metro Retail stores in Cebu, expands market opportunities for smallholder farmers while increasing consumer access to fresh, locally sourced produce.

Helping Farmers Overcome Market Challenges

For many smallholder farmers, bringing their produce to large retailers has long been difficult due to strict documentation requirements, fluctuating market prices, and logistical constraints. Many farmers are unable to secure business permits or tax registrations, limiting their access to formal retail markets. Additionally, the lack of an efficient distribution system means that much of their produce goes to waste before it even reaches consumers.

Through its partnership with Gulay Farmers, the company helps eliminate these barriers by providing a structured and reliable supply chain. The cooperative assists with regulatory compliance, logistics, and quality control, allowing farmers to focus on increasing productivity and improving crop quality. This setup simplifies the process, enabling small-scale farmers to enter mainstream retail markets, earn more from their harvests, and invest in their farms’ future.

"Metro Retail has provided security and stability to farmers by giving them a consistent and reliable market," said Mr. Don Jureidini, Representative from Gulay Farmers. "Before, many small producers struggled to find buyers or had to rely on middlemen who dictated prices. Now, they have direct access to a trusted retailer, allowing them to reinvest in their farms and plan for the future."

Strengthening Local Agriculture Through Direct Sourcing

For MRSGI, the initiative aligns with its broader farm-to-market strategy, which aims to promote local food security and economic sustainability. By working directly with farmer cooperatives, the company is able to offer fresher, high-quality produce at competitive prices while ensuring fair compensation for growers.

Beyond direct sourcing, MRSGI actively supports farmers through capability-building programs. Training in food safety, post-harvest handling, and standardization of produce equips farmers with the skills needed to meet retail standards, minimizing wastage and ensuring a consistent supply of high-quality goods. These initiatives strengthen the company’s role as a key partner in improving the agricultural sector.

"This initiative is part of Metro Retail’s commitment to supporting local farmers while providing customers with fresh, high-quality produce at better prices," said Manuel Alberto, President and Chief Operating Officer of MRSGI. "By working closely with cooperatives like Gulay Farmers, we help strengthen agricultural livelihoods and promote a more sustainable retail ecosystem."

Expanding Opportunities for Farmers and Consumers

The partnership between MRSGI and Gulay Farmers continues to open opportunities for smallholder farmers, allowing them to bring their produce to a wider market under fairer conditions. By streamlining the supply chain, farmers are able to sell directly to retailers, while consumers gain greater access to fresh, locally sourced produce.

As the program develops, MRSGI and Gulay Farmers are exploring ways to extend the initiative’s benefits beyond Cebu, strengthening supply chain efficiency and farmer support to help more farmers and communities access formal retail markets.

To date, Metro Retail operates a total of 71 branches across Luzon and the Visayas under the store formats Metro Supermarket, Metro Department Store, Super Metro Hypermarket, Metro Value Mart, and Metro Home and Lifestyle. In line with its commitment to sustainable growth, MRSGI continues to aggressively expand its retail network.

MRSGI is part of the inaugural Fortune Southeast Asia 500 list of the region’s largest companies in revenue terms. This is a testament to MRSGI’s continued commitment to customer excellence, collaborative partnerships, and sustainability initiatives.