The local government units of Caloocan City and Navotas City started the implementation of the rice price cap in several markets and stores as mandated by the national government on Tuesday, Sept. 5.

Under Executive Order (EO) No. 39 issued by President Ferdinand "Bongbong" Marcos Jr., the price of regular milled rice in public and private markets should not exceed P41 per kilogram, while well-milled rice will not go beyond P45 per kilogram.

The EO was implemented to address different issues on rice products including hoarding, illegal importation, and overpricing.

In collaboration of the Department of Agriculture (DA), the Department of Trade and Industry (DTI), and the Bureau of Customs (BOC), the LGUs will intensify the inspections at warehouses and markets to penalize anyone who violates the mandate.

The Caloocan City Public Information Office (PIO) said that the city government has yet to inspect markets to ensure compliance of retailers and vendors with the new rice price cap.

It said that they have market teams who regularly inspect the prices of essential commodities such as rice.

In an interview with the Manila Bulletin, Macky Gutierrez, 44, a rice retailer worker in Langaray Market in Caloocan City, said he's asking for the government's help to ease the effects of the rice price ceiling on their livehood.

He said that the new price cap for rice may result in fewer customers and lesser profit.

"They should go after those who are really hoarding, not us. It's not the hoarders who will be affected by this. It's the retailers," Gutierrez stressed.

While most rice retailers opted to temporarily close their stores in the market due to the implementation of the new rice price cap, Gutierrez and his employer decided to continue their operation since their priority is the customers' needs.

Gutierrez said he believes they must prioritize customers because once the customers are satisfied, they are more likely to return for future purchases.

“Pakainin 'yung mga tao, wag natin samantalahin. Kasi maniwala kayo sakin, kapag ang tao nabusog babalik 'yan (Let us feed the people and don't take advantage of the situation. Because believe me, when people are satisfied, they will come back to buy again),” Gutierrez noted.

“Susunod ang kita, maniwala kayo serbisyo muna natin na maibigay sa kanila kung ano ang dapat (Profit will follow, believe me, let us prioritize providing them with the service they deserve),” he added.

Furthermore, Gutierrez cited his employer, saying "kung wala kayong mai-benta masyado, okay lang kasi hindi naman tayo after sa kita (If you cannot sell much, that's okay because we are not primarily after profits)."

The EO was also implemented in Navotas City through the Market Monitoring Team, which regularly inspects the consumers' basic needs, especially rice products.

"Layunin ng mandated price ceilings na maproteksyunan ang lahat ng mga mamimili sa bansa, sa gitna ng nakaaalarmang pagtaas ng retail prices ng mga bilihin sa merkado (The purpose of the mandated price ceilings is to protect all consumers in the country, amid the alarming increase in retail prices of goods in the market)," Navotas City Mayor John Reynald "John Rey" Tiangco said.