Philippine Fisheries Development Authority (PFDA) conducted the pilot launch of the Check F.R.E.S.H. Campaign: An Integrated Communications Campaign for PFDA Regional Fish Ports (RFP)’s Food Safety and Sanitation Measures at the PFDA – Lucena Fish Port Complex (PFDA-LFPC) on November 30, 2023.
The campaign aims to promote food safety and sanitation measures in PFDA RFPs based on the insights and preferences of port clients and stakeholders. Through this campaign, the PFDA aims to persuade fish port clients that achieving safer fish ports is possible through cooperation and positive reinforcement.
The Check F.R.E.S.H. Campaign wants to ensure that port clients observe and adhere to:
F - Fishery Products Quality
R - Required Safety Attire
E - Employee Engagement
S - Stray Animals Control
H - Hygiene and Sanitation Monitoring
In his opening message, PFDA Acting General Manager Atty. Glen A. Pangapalan said that this Check F.R.E.S.H. Campaign is the agency’s way of redefining the occurring problems in the PFDA RFPs related to food safety and sanitation measures and providing better solutions through positive rewarding behavior.
“On behalf of the PFDA Top Management, we are proud to be part of this campaign. We believe that modern problems require modern solutions, and it is now time to reinforce the system and look for other forms of rewarding our beloved clients and stakeholders… Let us not be overwhelmed by the stairs in front of us. Let us take this first step together so we can achieve cleaner and safer fish ports and fishery product consumption,” GM Pangapalan said.
On the other hand, the Department of Agriculture Secretary Francisco Tiu Laurel, Jr. extended his full support for the campaign. Secretary Laurel said that he firmly believes that the good relationship between the PFDA and the fisherfolk is the key to a prosperous fisheries sector and the Philippine economy.
“Ang pagkakaroon ng ligtas na pagkain ang isa sa mga pangunahing layunin ng Kagawaran ng Agrikultura. Kaya naman buo ang aking suporta sa kampanyang ito upang mas pagtibayin at palakasin ang magandang samahan ng PFDA Management at mga port clients, stakeholders, industry partners, at mga mangingisda,” Sec. Laurel proudly said.
In addition, Senator Cynthia A. Villar said that she strongly believes that food safety management and adherence to sanitation measures are a priority of the PFDA when it comes to fish port operations to protect ourselves and the people around us.
“I see great potential and great success in the Check FRESH Campaign. This fresh new spin of motivating and inspiring port clients to comply with food safety and sanitation measures is our way of doubling our efforts in ensuring that every Filipino has access to sufficient, nutritious, and safe fishery products. Let us continue assisting and supporting our Filipino fisherfolk through projects like the Check FRESH Campaign,” Senator Villar said.
Moreover, representative of the Provincial Government of Quezon, Provincial Agriculturist Dr. Ana Clarissa S. Mariano, and representative of the Local Government Unit of Lucena City Disaster Risk Reduction Management Office Head Ms. Janet V. Gendrano showed their full support and cooperation to the project. They pledged to collaborate and continuously work with the PFDA-LFPC in achieving the goals of the Check F.R.E.S.H. Campaign and PFDA mandates.
To close the program, PFDA Assistant General Manager and Project Institutional Partner Ms. Iris R. de Vera extended her utmost thanks to everyone who attended the pilot launching of the Check F.R.E.S.H. Campaign. Ms. de Vera expressed her excitement to see how the campaign will expand to all the other eight RFPs nationwide.
The pilot rollout of the Check F.R.E.S.H. Campaign was attended by various clients, stakeholders, and industry partners. In addition, various agencies including the Bureau of Fisheries and Aquatic Resources, Department of Trade and Industry, Bureau of Plant Industry, Philippine National Police, PNP Maritime, Provincial Government of Quezon, and Lucena City-LGU.
This project is designed and organized based on the results of the research component of the Development Academy of the Philippines (DAP)’s Public Management Development Program (PMDP) - MMC 31 Capstone Project (CP) entitled “Utilizing Behavioral Insights as Motivation Strategy for Food Safety and Sanitation Compliance in Philippine Fisheries Development Authority” authored by Public Information Division Chief Mr. Mc Christian Julius A. Macaranas II.
Before the pilot launch, PFDA Top Management, officials, and special guests conducted a walkthrough inside the PFDA-LFPC Market Hall.
(Public Information Division)