DA warns retailers vs. profiteering off Noche Buena food items

The Department of Agriculture (DA) on Saturday warned retailers to refrain from raising prices of Noche Buena food items beyond 10%, saying punishments may be meted over excessive sales rates during the Holiday season.

According to a Super Rdayo dzBB report by Bernadette Reyes, the DA said steep price increases on Noche Buena food ingredients such as pork, vegetables, or chicken may be categorized as profiteering, or unethical practices to gain profits.

Profiteering is punishable by a penalty of P5,000 up to P2 million, the report said.

It also cited increased demand as Noche Buena draws near, or the Filipino tradition of the Christmas Eve feast. 

The Department of Trade and Industry (DTI) has recently drawn flak for saying a Filipino family of four can enjoy Noche Buena with P500, a budget which some netizens say is unreasonably tight.

Department of Agriculture, nagbabala na hindi dapat lalagpas sa 10% ang taas sa presyo ng mga panghanda ngayong holiday season | via @bernadettereyes, @gmanews pic.twitter.com/qHcax5Hb2e

— DZBB Super Radyo (@dzbb) December 13, 2025

Meanwhile, DA Assistant Secretary Jennilyn Guevarra said the Noche Buena food ingredients are priced P10 to P15 cheaper in Kadiwa stores nationwide.

To date, Guevarra said, some 740 Kadiwa stores are operating across the country, although most of these are the smaller pop-up outlets.

On the other hand, over 100 of these establishments are regular Kadiwa stores.

Meanwhile, the maximum Suggested Retail Price (SRP) for onions remain at P150 per kilogram. — VDV, GMA Integrated News