Dagupan eyes branding of own milkfish

DAGUPAN CITY, Philippines – A team is working on a branding project for the local milkfish, which includes packaging and marketing, to strengthen marketability of Dagupan bangus and make it distinct from those produced in other parts of the country.

The move is being initiated by the city government in a bid to end a long-running issue on mislabeling of Dagupan bangus.

Vendors across the country, particularly in Metro Manila, tell their buyers that their milkfish come from Dagupan even if these are sourced  from other towns.

Mayor Belen Fernandez met with with a group of fish vendors, pond operators and market inspectors last Aug. 14 to discuss plans for the branding of the city’s bangus.

The dialogue was part of a program to address problems regarding sustainability of supply of Dagupan milkfish.

Fernandez stressed the need to protect and secure the name of the city’s agricultural products.

“Your cooperation is a big factor in producing good harvests and in contributing to the city’s economic growth,” Fernandez said during the meeting.

Personnel from the city agriculture office (CAO) urged fishpond operators and vendors to submit data that would be used in scheduling bangus harvest.

CAO assured operators the data would be confidential and would be used only as reference to improve the industry.

Fernandez bared plans of the city council to pass an ordinance requiring the issuance of a certificate of origin to distinguish milkfish harvested in Dagupan and in other areas.

Personnel from CAO, the Bureau of Fisheries and Aquatic Resources (BFAR), the mayor’s office and  fishpond owners will be tasked to scrutinize and issue the certificates of origin to bangus traders.

BFAR regional director Nestor Domenden will ask the national government to fund the establishment of the city’s bangus branding center.