City’s response to ASEAN integration challenge
DAGUPAN CERTIFIED PRODUCT
DAGUPAN bangus and other products of the city are ready for the ASEAN economic integration.
And the key to its expected successful venture is the introduction of the “Dagupan Certified” label.
The branding strategy initially started with the Dagupan bangus and its experience will soon be applied to other locally produced products. Tagging Dagupan bangus has already began.
City Agriculturist Emma Molina said tagging of the Dagupan bangus was made precisely to position the local milkfish in the world market and respond to the big challenge posed by the ASEAN (Association of Southeast Asian Nations) integration that will start this year.
The tagging and labeling is a marketing strategy adopted by Mayor Belen Fernandez in a bid to protect and promote the locally-produced bangus to distinguish it from those raised in other areas of the country, including those from western Pangasinan.
The system will soon be registered by the city government with the Intellectual Property Rights Office (IPRO) of the Department of Trade and industry (DTI).
Molina said registration with IPRO is needed to ensure that Dagupan can lay claim to that label “Dagupan Certified Product” and prevent anyone from duplicating or copying the system and its label.
This label was initially introduced and launched outside the city when some of the local products were showcased at the International Food Exposition (IFEX) May 21 to 25 at SMX Mall of Asia which was graced by dignitaries, including diplomats who participated in the recent Asia Pacific Economic Conference at Mall of Asia in Manila.
As envisioned, the biggest beneficiaries of the brand strategy will be the producers who stand to earn more for their investment in Dagupan bangus, which in the past was priced similarly with bangus produced in other areas.
Molina said that branding has long been conceptualized but it only came to actual fruition when Mayor Fernandez came to power, when she asked the city council to pass an ordinance, which became the legal basis for the new marketing strategy.
The cost of tagging (with the use of a tagging gun owned by the city government) is 50 centavos per piece.
Tagging will also be available to blast frozen Dagupan Bangus, deboned, marinated and smoked milkfish in packs or cans and bottles and other product produced by home industries in Dagupan. (Leonardo Micua)
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