More affordable and accessible fish. Customers in the CAMANAVA area can now purchase and enjoy affordable frozen fish and fishery products offered by the isDA ON THE GO, the flagship banner CSR program of the Philippine Fisheries Development Authority (PFDA), after the PFDA and Fisher Mall jointly launched a new outlet in the latter's Malabon City branch, February 4.

Customers in the CAMANAVA area can now purchase and enjoy affordable frozen fish and fishery products offered by the isDA ON THE GO, the flagship banner CSR program of the Philippine Fisheries Development Authority (PFDA), after the PFDA and Fisher Mall jointly launched a new outlet in the latter's Malabon City branch, February 4. 

PFDA General Manager Atty. Glen A. Pangapalan said that more outlets will rollout soon after the Fisher Mall opening, and the project will continue to directly engage suppliers to help ease the price of the fish and fishery products.

During the launching program, Atty. Glen A. Pangapalan, PFDA General Manager, said that more outlets will rollout soon after the Fisher Mall opening, and the project will continue to directly engage suppliers to help ease the price of the fish and fishery products. 

Meanwhile, Roberto Alfonso "Obby" del Rosario, President of the Fisher Supermarket and the Irma Fishing and Trading, said that the isDA ON THE GO is an exceptional initiative of the PFDA to further stabilize the fish prices for the benefit of the public consumers amid the continuous rise of meats and poultry products. 

Fisher Supermarket President Roberto Alfonso "Obby" del Rosario (left) with PFDA GM Atty. Glen A. Pangapalan

Del Rosario further mentioned that the establishment of isDA ON THE GO in the supermarkets like Fisher Mall ensures and maintains the high quality of products. 

The launching was organized in coordination with the Navotas Fish Port Complex led by Port Manager Luz P. Ortiz and support of all the PFDA Central Office Departments.

The project was officially launched last April 8, 2019 in Antipolo City, Rizal as the pilot location, has expanded to more than 50 locations, and continues to supply affordable and quality  fish and fishery products amid the community quarantine due to COVID-19 pandemic. 

This year, the PFDA is set to expand the project to other parts of Luzon and selected areas in Visayas and Mindanao. 

The project offers various fish species including galunggong, tulingan, mackerel, cream dory, salay-salay, squid rings, pampano, mixed seafoods, tuna belly, tuna panga, among others. 

Comparing the retail prices, isDA ON THE GO frozen fish products are 30% to 40% lower than the usual market prices 

As of this writing, the project has sold more than 86,000 kilos of fish and fishery products, benefiting over 300,000 families.  

isDA ON THE GO retails stores at Don Enrique Heights, Brgy. Holy Spirit, Quezon City

Further, the isDA ON THE GO locations are distributed in four modalities: retailing market; KADIWA partnership; direct sales to groups, institutions, and villages; and market on wheels. 

This coming February 9, the PFDA will also launch another isDA ON THE GO outlet in Sorsogon Province. 

(Public Information Division, with photos from PFDA - Navotas Fish Port Complex)