DA-12 launches #BROWN4goodchallenge campaign

GENERAL SANTOS – The Department of Agriculture (DA) in Region 12 will donate at least 50,000 cups of brown rice to various charity institutions in the region in line with its new advocacy campaign dubbed #BROWN4goodchallenge.

Nelly Ylanan, chief of the DA-12's information section, said the initiative is part of the agency's efforts to encourage the wider consumption of brown rice among residents within the region's four provinces and five cities.

She said it is also one of the strategies set in the "Be RICEponsible" program, which is being rolled out by DA nationwide in cooperation with the Philippine Rice Research Institute.

"We're mainly promoting the consumption of brown rice instead of white rice due to its higher nutritional value," she said.

DA-12 formally launched the program in the region in a simple ceremony held at the King's College of Marbel in Koronadal City on Tuesday.

Ylanan said they used #BROWN4goodchallenge as catch phrase for the initiative to facilitate its wider promotion through the social media.

The campaign, which will run until Oct. 31, has a total budget of P3.5 million that will be utilized for the purchase of brown rice.

The official said the campaign encourages netizens to purchase brown rice and cook them at home.

She said they should then post photos of the meal in any of the popular social media platforms like Facebook, Twitter and Instagram.

"The caption should include #BROWN4good and the Region where they belong or come from and then challenge others to do the same by tagging them," Ylanan said.

She said as part of the advocacy, the agency is targeting to generate at least 50,000 posts bearing #BROWN4goodchallenge in the social media.

As part of their efforts to promote brown rice, Ylanan said they have asked department stores and shopping malls in the region to sell the rice variety in their grocery stores and wet markets.

"Aside from being nutritious, the consumption of brown rice augurs well with the rice sufficiency program of the country," she said.

The official said brown rice contains more vitamins and minerals such as protein, thiamine, niacin, pyridoxine, antioxidants, protein, manganese, phosphorous and iron.

In a briefer, DA-12 said the consumption of brown rice helps reduce the risks of cardiovascular diseases, certain types of cancer, and type 2 diabetes.

Brown rice can also be paired or mixed with other staples such as camote, cassava, adlai for additional flavor and nutrients. (PNA)