As a special tribute to the bravery and patriotism of Filipino soldiers, the government launched on Tuesday, November 7, 2017, a fresh marketing innovation designed to provide sustainable livelihood and income opportunities for wounded soldiers as it helps to widen consumer access to affordable and quality meat and fish products.
No less than President Rodrigo Duterte led the launch of Karne, Isda Supply Suporta sa Masa at Ekonomiya or KISS ME – a partnership between the Department of Agriculture and the Department of National Defense – which provides for the establishment of neighborhood outlets to sell dressed chicken and poultry products, meat and fish, with the products coming directly from farmers and fisher folks. These outlets will be managed by wounded soldiers and their families.
The President was joined at the launching program by Agriculture Secretary Emmanuel F. Piñol and Defense Secretary Delfin N. Lorenzana, at the Philippine Navy Officers’ Club at Bonifacio Naval Station in Fort Bonifacio, Taguig City.
During the launch, five initial beneficiaries of freezer units were presented to the President. The freezer units were donated by Sanden Philippines, a Japanese-owned company that specializes in cold chain systems.
KISS ME will complement the TienDA para sa Mga Bayani farmers’ and fisherfolks’ outlet which was piloted on Oct. 28 at the covered court of the Bonifacio Naval Station.
“The expected results would be affordable food commodities for consumers, better income for the food producers and most of all, a viable livelihood activity for the country’s heroes,” said Piñol, who himself conceptualized the project.
The DA chief said KISS ME will be implemented in three phases:
Phase I starts with the five initial project beneficiaries. As proposed, DA will provide as its counterpart, chillers, freezers, refrigerated vans, and cold storage facilities where fresh chicken, pork, beef, and fish will be displayed. It is envisioned that by the end of the Duterte administration, there will be about one hundred outlets of fresh chicken, pork, beef, and fish, displayed through a chiller, stored in a freezer, which DA will procure.
Phase II will include the setting-up of KISS ME in other commissary outlets of the Armed Forces of the Philippines, Philippine Navy, Philippine Air Force, and the Philippine National Police, so that soldiers and policemen will have access to affordable farm products.
The DA Regional Executive Directors will be tasked to coordinate with local military camps in implementing the project in various local unified commands to serve military troops outside Metro Manila.
Products will be locally-sourced to keep the project’s carbon footprint low during its execution. The implementation of KISS ME in military camps will automatically benefit two marginalized sectors namely, the farmers and the fisherfolks, and the families of war heroes.
DA will facilitate the market-linkage between suppliers of fresh meat and fish in various ports and slaughterhouses, and the disabled soldiers who will manage the stores. Relevant trainings will also be provided by the DA to enhance the know-how of the beneficiaries in managing their small business.
If successful, KISS ME will be subsequently carried out in housing subdivisions and population centers through the neighborhood sari-sari stores. ### (Mc Bien Garcia, Office of the Undersecretary for Agribusiness & Marketing)
Reference:
Office of the Undersecretary for Agribusiness & Marketing and Regional Engagement
Contact No. 9288741 to 65 local 2813
