The Manila city government launched on Monday, May 4, a direct farm-to-buyer link with Ilocos Norte,  bringing fresh agricultural goods straight to hotels, restaurants, and cafes while cutting out middlemen.

The trade showcase was held during the weekly flag-raising ceremony at City Hall, where Mayor Francisco "Isko Moreno" Domagoso and  Vice Mayor Chi Atienza welcomed Vice Governor Matthew Marcos Manotoc and a provincial delegation.

Among the institutional buyers present were representatives from Diamond Hotel Philippines, Bayview Park Hotel, Aviary Cafe, and Grand Cafe 1919, all looking to source produce directly from farmers.

Mayor Francisco "Isko Moreno" Domagoso and Vice Mayor Chi Atienza welcome Ilocos Norte Vice Governor Matthew Marcos Manotoc during a trade showcase at Manila City Hall on May 4, linking provincial farmers directly to city buyers.

Domagoso said the arrangement gives Manila-based buyers access to high-quality goods at lower prices.

“They thought we were doing them a favor. No, it’s the other way around—they are doing us a favor,” he said.

He added that lower sourcing costs could mean better margins, more hiring, and higher business tax collections for the city.

The mayor said the same model was rolled out last week in Nueva Ecija, with more provinces lined up to join the program.

Manotoc, meanwhile, personally vouched for the quality of Ilocos Norte products, stressing that farmers follow traditional methods without shortcuts.

Manila City hosts Ilocos Norte farmers and producers in a bid to supply fresh, affordable goods directly to local businesses.

“Sa amin po, walang shortcut (There's no shortcut for us). We farm the right way,” he said, adding he would personally handle complaints, including replacement or reimbursement if needed.

He said the trade mission stemmed from his visit to Manila City Hall in October last year, when he requested Manila to host the Ilocos Norte delegation.