By Sylvia Concepción, Larry Digal, René Guarin, Luis Hualda

This study examines a case of successful linkage of small organic rice farmers to supermarkets. These small-scale farmers have tapped opportunities brought about by the changing markets in the Philippines where supermarkets continue to improve patronage from consumers who demand convenience as incomes improve and lifestyles change.  This was possible through the innovations and strategies made by Upland Marketing Foundation, Incorporated (UMFI) who acts as marketing consolidator for supermarkets buying from organized groups of organic rice farmers such as the Pecuaria Development Cooperative, Incorporated (PDCI).