More Veggies Please (MVP), a consumer brand under Metro Pacific Fresh Farms, has begun its retail rollout in Metro Manila, starting with S&R Membership Shopping. Other supermarket partners are expected to follow in the coming weeks.

The launch coincides with Nutrition Month last July, which carries the theme “Food and Nutrition Security, Maging Priority! Sa Sapat na Pagkain, Karapatan Natin!”

More Veggies Please produce is grown and harvested in Metro Pacific’s greenhouse facility in Bulacan, which is described as the largest and most advanced in the Philippines. The company said the controlled environment allows for consistent harvests with less reliance on pesticides, using 90 percent less water and land compared to traditional farming.

The facility is also vertically integrated, managing every step from seed planting to delivery. With its proximity to Metro Manila, the company said it can shorten food miles and bring fresher produce to supermarket shelves.

The brand’s retail entry comes as demand for healthier food options continues to grow. A 2023 survey by Kantar found that 97 percent of Filipinos said buying healthy grocery items was important, but only 72 percent were able to do so consistently.

At the same time, the World Health Organization has noted that unhealthy diets high in salt, sugar, and fat are a major risk factor for non-communicable diseases, which also include tobacco use, alcohol consumption, and physical inactivity. In the Philippines, heart disease, cancer, stroke, and diabetes account for nearly 65 percent of total deaths.

“This gap between aspiration and access is exactly what we aim to close. The job to be done is clear—bring better vegetables, more often, to more Filipinos,” said Toby Gatchalian, chief commercial officer of Metro Pacific Agro Ventures.

Among the products now available in S&R outlets are cherry tomatoes (red, yellow, and chocolate), Lebanese and Japanese cucumbers, and several types of lettuce including crystal, salanova, batavia, butterhead, and romaine.