More Veggies Please (MVP), the consumer brand under Metro Pacific Fresh Farms, has started its retail rollout across Metro Manila, making its debut in S&R Membership Shopping locations. Additional supermarket partners are expected to follow in the coming weeks.
Grown and harvested in modern greenhouse facilities in the Philippines, More Veggies Please brings a new standard of freshness, safety, and quality to the fresh produce aisle. By combining modern agricultural technology, sustainable practices, and using non-GMO seeds, MVP ensures that every vegetable is grown with care, producing more consistent and safer harvests than those from traditional farming.
The brand’s entry Into retail comes at a crucial time for public health and nutrition. According to a 2023 survey by Kantar, 97 percent of Filipinos place high importance on purchasing healthy grocery items yet only 72 percent are able to do so consistently, pointing to a gap between intent and accessibility.
“This gap between aspiration and access is exactly what we aim to close. The job to be done is clear—bring better vegetables, more often, to more Filipinos.” said Toby Gatchalian, Chief Commercial Officer of Metro Pacific Agro Ventures.
Being just two hours away from Metro Manila, the Bulacan vegetable facility gives MVP a significant advantage in freshness and reliability of supply. The produce is grown in a controlled environment that minimizes the need for pesticides, uses 90 percent less water and land compared to traditional farming, and is resilient against extreme weather— ensuring steady production all year long.
The facility is also vertically integrated, managing every step from seed planting to harvest to delivery. This integration not only guarantees operational efficiency but also significantly reduces food miles, resulting in fresher produce reaching Metro Manila.
MVP currently offers a range of vegetables including Red, Yellow, and Chocolate cherry tomatoes; Lebanese and Japanese Cucumber, ;Crystal, Salanova, Batavia, Butterhead, and Romaine Lettuce.
