DA Orders Study on Pinoys' Growing Preference for Imported Rice

Agriculture Secretary Francisco Tiu Laurel Jr. has directed officials to examine shifting consumer tastes as demand for imported rice varieties continues to expand in local markets, a trend that could eventually shape policy for the country's staple grain.

- By Alden Monzon

In a statement yesterday, the Department of Agriculture (DA) said Tiu Laurel ordered the Rice Industry Development Office, led by Undersecretary Christopher Morales, to examine shifting consumer behavior that suggests quality may now be overtaking quantity in the choices of Filipino households.

"This trend is worth watching. It may be telling us something important about what Filipino consumers are looking for," Tiu Laurel said.