In support of the national campaign dubbed #BROWN4good Challenge, the Department of Agriculture- CAR launched the said challenge at Banaue Hotel, Banaue, Ifugao on August 31, 2016 graced by DA Secretary Emmanuel F. Piñol.

The social media advocacy campaign was designed to promote the consumption of unpolished brown rice to help address four major problems besetting the Filipino population including undernourishment, low income of rice farmers, rice self-sufficiency, and hunger.
The regional launching of the noble campaign was done through an exhibit featuring one of the region’s pride – the Cordillera heirloom rice varieties.

Department of Agriculture (DA) Secretary Emmanuel Piñol together with Governor Pedro Mayam-o of Ifugao led the official launching of the # BROWN4good challenge in the Cordillera. It highlights the Cordillera Heirloom Rice varieties and the support of the DA under the new administration to promote the development and consumption of heirloom rice. Highly significant in this guest is the recognition and announcement by Secretary Piñol that the heirloom rice is a high value crop which paves way for the regular programs of the agency to support development initiatives for the crop.

The#BROWN4good challenge is a campaign that aims to promote the RICEponcibility of every Filipino to their bodies and to our country. It is informing everybody, particularly the consumers, on how they can help the country achieve rice-suffiency.