"Sugbo Merkadong Barato," a program of the Cebu Provincial Government, is launched in the City of Talisay, Cebu on November 28, 2023 as a fulfillment to President Ferdinand Marcos, Jr.'s promise of the availability of P20-kilo rice.

The program seeks to sell National Food Authority (NFA) rice at P20 per kilo to the poorest of the poor in Cebu Province as identified by the municipal and city offices of the Department of Social Welfare and Development.

The pop-up store will be installed in all local government units in Cebu Province's 44 towns, six component cities, and one highly urbanized city; and will sell affordable fresh vegetables and fish, fruits, root crops, among other basic goods.

Cebu Provincial Governor Gwendolyn Garcia led the launch with House Speaker Martin Romualdez as the honored guest. 

Governor Garcia said that though NFA is supportive to the program, its rice supply is limited.

"The supply hugely depends on Regions 4 and 6 because with the rice tariffication law, the NFA is no longer permitted to import rice and must purchase its rice domestically. Well and good, that really will support our farmers. But with a program like this that needs at least 15,000 to 25,000 bags of rice per week, this program cannot be sustained unless NFA can be given the chance to put up the needed stocks for the P20 per kilo which, of course, will touch so many struggling Cebuanos," Garcia stated.