Metro Pacific Agro Ventures Inc. (MPAV), a subsidiary of Manuel V. Pangilinan-led Metro Pacific Investments Corp. (MPIC), has launched a vegetable brand with the potential of introducing affordable market prices.

More Veggies Please, sourced from the country’s largest greenhouse facility, Metro Pacific Fresh Farms (MPFF), allows Filipinos to choose more nutritious, high-quality produce.

In a press briefing on Tuesday, March 25, MPAV President and Chief Executive Officer Jovy Hernandez said its vegetable brand will have a “competitive edge” among consumers.

He said the reason for this is how the vegetables are grown, which relies on the nutrient film technique (NFT) and drip irrigation systems developed by Israel-based agribusiness company LR Group.

Leafy green vegetables are planted through NFT, a hydroponic system where plants stand in a shallow stream containing dissolved nutrients necessary for growth.

Hernandez said this style of farming can deliver the “right amount of nutrients at the right quantity at the right time” to every vegetable available in a controlled environment.

Meanwhile, other vegetable types utilize drip irrigation systems, which are a more efficient way of growing produce using a fraction of the resources normally required in conventional agriculture.

Compared to the conventional approach, NFT and drip systems use 90 percent less water and land yet can produce five times the yield.

“[There’s] a stark difference between the quality NFT vegetables versus what is done in traditional farming. They'll get more value for the peso that they pay, so it's very competitive,” he explained.

Hernandez added that the company will directly deliver its products to its partner firms, cutting the so-called middleman in the value chain—the frequently cited culprit behind higher prices of goods.

In a report by the World Nutrition Journal, Filipinos’ vegetable consumption was found to be less than the recommended intake of 400 grams by the World Health Organization (WHO).

With the More Veggies Please, MPAV seeks to upend this trend to foster “a healthier, more sustainable future for the Philippines.”

As of writing, the brand’s diverse vegetable portfolio will only be available in major supermarkets across Metro Manila, with plans to expand to other regions in the coming months.

It will also be made available in hotels, restaurants, food processors, hospitals, and other facilities through a sourcing agreement with MPFF.

Located in San Rafael, Bulacan, the MPFF is a 22-hectare property that houses 3.5 hectares worth of greenhouses, with plans to expand to at least seven hectares.

It is expected to produce up to 500 metric tons (MT) of fresh produce annually, with 144 MT of just leafy green vegetables alone.

Expansion eyed

In a statement, Pangilinan said MPIC’s more stringent expansion into the agriculture sector is part of the conglomerate’s vision of making the Philippines agriculturally independent.

“We want to help build a nation that’s capable of feeding all of its people,” he said.

MPAV, the MPIC’s agriculture arm, is seeking to make this plan into reality by replicating the MPFF all over the country, but on a smaller scale.

According to Hernandez, the company is set to establish ten satellite farms, around one hectare each, during the next five years.

So far, localities with a concentration of hotels, restaurants, and resorts are being considered potential sites. Investments are seen within the range of ₱500 million to ₱800 million.

The executive said they are already in discussions with several firms about beach estate locations and colder-climate areas in Northern Luzon.

“We've seen the benefits in terms of production scale and also the quality. And if we are true to our purpose of really democratizing this and really giving this to the Filipino consumer if we can expand to as many provinces as we can as soon as possible, then we will do so,” he added.