Ace Estrada’s passion found him during the pandemic. His and his wife Andrea’s efforts to support farmers by bringing their fresh produce to Metro Manila brought about the establishment of Rural Rising PH. | Ruth L. Navarra/PDI
Ace Estrada’s passion found him during the pandemic. His and his wife Andrea’s efforts to support farmers by bringing their fresh produce to Metro Manila brought about the establishment of Rural Rising PH .
During the lockdown of May 2020, crossing borders was difficult and complicated. Farmers were throwing away carrots, potatoes and cabbages because they couldn’t send them anywhere. It prompted Estrada, who is based in Baguio, to make a Facebook post about the situation. Yet, they still manage to keep the prices low. It’s one of the reasons RuRi became popular. They sold vegetables for P15-35 per kilo in 2021. They were able to do this because RuRi only charged to cover the cost of gas, the vehicle rental, and the driver’s wages.
“I was in a [grocery store] recently and saw the same butternut squash that we had being sold for P200 per kilo. We only sell ours for P500 for every 10 kg,” he said.
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