NATIONAL YEAR OF RICE

1. NATIONAL YEAR OF RICE

3. What is NYR • Communication strategy in support to the FSSP • Advocacy campaign that uses social marketing • Aims to enjoin the common public, the producers, and the policy-makers (basically everybody) in the endeavour to be rice-self-sufficient in 2013

4. About the logo: • The letters N, Y, Rfor the National Year of Rice • The rice plant • Three persons - Producers, Public, Policy-makers • Colors of the Philippine flag Key message: SAPAT na BIGAS, KAYA ngPINAS in 2013 if the PRODUCERS, the PUBLIC, & the POLICY MAKERS will work together.

5. OVERALL PROJECT GOAL • Help achieve rice self-sufficiency • Promote better health among rice consumers; and • Improve the income of farmers

6. OBJECTIVES By the end of 2013... • For 50% of the rice-consuming public in the focus areas to commit in being responsible rice consumers by eating just the right amount of rice, not wasting rice, and eating other sources of carbohydrates 2. For 50% of the rice producers in the focus areas to be responsible rice farmers by feeling more important in the achievement of rice self-sufficiency and the adoption/adaptation of three (new) rice technologies 3. To place policy statements or ordinances advocating the NYR goal

7. STRATEGIES • Strategic use of all possible media (TV, radio, internet, print, etc) • Strategic collaborations/partnerships with government instrumentalities, NGOs, and private companies 3. Three different campaigns for each population segment (the 3 Ps –public, producer, and policy-makers)

8. Department of AgriculturePhilRice Public Encourage responsible rice consumption NYR2013

9. WE ARE EATINGWAY TOO MUCH RICE

10. On average, we eat around 4 ½ cups of rice a day when at most 3 cups is enough.

11. We are eating more rice than other food groups when rice and other grains should only be ¼ of our meal plate. A Recommended Plate A Typical Filipino Plate

12. We restrict our energy source too much to rice. 1 cup (205 kcal) 5/6 cup 1 ½ cup 2/3 cup 5/6 cup 1/3 cup 1 ⅛ cups

13. WE ARE WASTINGWAY TOO MUCH RICE

14. Every Filipino wastesabout 2 tablespoons cooked rice

15. Every Filipino wastesabout 9 grams uncooked rice or DAILY

16. In 2010, our wasted rice was equivalent to 13% of the total rice imports of the same year • That is equivalent to PhP6.2B or the consumption of nearly 2.6M Filipinos a year

17. CAMPAIGN for the PUBLIC

18. Messages: • RESPONSIBLE RICE CONSUMPTION • Consume just the right amount of rice for better health • Try alternative food staples for better health • Eat brown rice for better health • Reduce food wastage for rice self-sufficiency

19. Proposed activities: • Playing of rice conservation video everywhere possible • Sending of text messages to the general public • Inclusion of a rice conservation lecture in the health curriculum of students • Hanging of NYR tarps/streamers in all participating/collaborating agencies and installation of billboards nationwide

20. Proposed activities: • Meal preparation workshop for women to help them prepare meals with other sources of carbohydrate • Distribution of other staples’ recipes in major malls • Conference theme focused on rice • Exhibit (Agrilink) theme focused on rice • Rice-related theme on nutrition month and Buwan ng Wika • Fun run • Concert for rice

21. Department of AgriculturePhilRice Public Encourage responsible rice consumption Producers Encourage adoption of efficient production technologies NYR2013

22. OUR PRODUCTIVITY IS NOT OPTIMAL

23. Huge gap between yield in experiment stations and farmers’ fields

24. CAMPAIGN for the PRODUCERS

25. Boosting of FARMERS’ MORALE

26. Better INBRED & HYBRID Seeds • Inbreds for the different environments • Hybrids that also perform well during wet season; can yield up to 12 t/ha a minimum yield increase of 1mt/ha using hybrid rice in the 800,000 ha irrigated rice areas in the country can result in an additional rice production of 1.6 mt of palay (960,000 mt milled rice; usual importation is 600,000 mt)

27. Better Crop Mgt • Efficient use of fertilizer (& water) • Use of farm machines • Use of PalayCheck system

28. Proposed activities • Boosting of farmers’ morale in major festivals and fiestas • Sending of text messages to farmers (both to boost their morale and promote technologies) • Info caravan • Farmers’ day • Farmers’ congress

29. Department of AgriculturePhilRice Public Encourage responsible rice consumption Producers Encourage adoption of efficient production technologies NYR2013 Policy-makersNegotiate advocacy of policies supporting NYR goals

30. Policies to promote productivity and responsible rice consumption are not in place

31. CAMPAIGN for the POLICY-MAKERS

32. Ordinances: no leftover rice on plates; half-cup rice servings; serving of brown rice Incentives: farmers with highest yield

33. Proposed activities • Distribution of Rice 101 • To lobby with local politicians to include NYR goals in their platforms • Lobbying of an ordinance that obliges the foodservice industry (fast-food restaurants, canteens, etc) to have half cup of rice servings and make them visible in their menu • Short forum about rice for decision-makers

34. OUTPUT/IMPACT • United country in achieving rice self-sufficiency • Confident/proud farmers and higher regard for Filipino farmers • Increased productivity of farmers who lack access to information on latest rice technologies • Healthier rice consumers • Reduced rice wastage • Reduced amount of imported rice or ultimately… RICE SELF-SUFFICIENCY

35. Are you one with us?