Hybrid rice promotion in Nueva Ecija [Phlippines]: strategic partnerships and innovative media

Despite the national government's extensive promotion of the technology through the Hybrid Rice Commercialization Program, data still showed that adoption rate was low especially among Nueva Ecija farmers. Thus, through the project Integrated Area-Based Technology Promotion for Central Luzon, PhilRice intensified its hybrid rice promotion in Nueva Ecija through strategic partnerships and innovative media. The promotion package included an informative campaign that started with the rice millers, informing them of the grain qualities and market potential of Mestizo hybrid rice. This resulted in the millers offering of 10- to 20-centavo support price. This was followed by a series of technical briefings with the government units (LGUs), a civic organization (the Kiwanis Club of Muñoz), and all the Municipal Agricultural Officers (MAOs) of Nueva Ecija, along with the provincial government and the extension office of the Central Luzon State University. The Office of the Provincial Agriculturist eventually took the lead, with strong support from the governor, and rallied the different agencies within the province. Th innovative media mix included the following: 14 community cable network providers in the area broadcasting videos on hybrid rice technology and testimonies of successful adoptors, a techno-caravan in 32 municipalities, local radio stations airing news on hybrid rice, putting up congratulatory streamers recognizing high producers, establishment of techno-demos, provision of information materials for 17 techno Pinoy Centers, and holding a content for the highest hybrid rice yield per hectare. The Department of Agrarian Reform-Asian Development Bank (DAR-ADB) and the LGU of the Science City of Muñoz provided financial and market assistances to the project. Small packs of hybrid rice seeds and milled rice were made available for farmers and consumers to test the Mestizo hybrid rice. Thus intensified, hybrid rice promotion in Nueva Ecija resulted in increased level of awareness and adoption of the technology as indicated by an increase in area planted and average yields from 568 ha and 5.7 t/ha in 2002 DS to 8,714 ha and 7.0 t/ha in 2004 DS. It is to be noted that the market linkage is now in place.