THE shortfall in the Philippines’ paddy-rice production is forcing the government to buy a minimum of 1.45 million metric tons (MMT) in the international market to beef up government stocks in 2010.

The National Food Authority (NFA) on Monday announced that it is planning to hold another tender for 600,000 metric tons (MT) of milled rice on December 8.

IN lieu of the price cap on basic goods that is also set to be lifted, the government will be relying on heightened monitoring against profiteers and use moral suasion to prod manufacturers to hold prices at present suggested retail price (SRP) levels until year-end.

Trade Secretary Peter Favila said, after considering inputs from industry groups during the National Price Coordinating Council meeting last week, that he was inclined to recommend to President Arroyo the removal of price controls without lifting the declaration of state of calamity.

CONVENTIONAL advertising is passe, especially if the tag’s always “Buy our product,” a marketing-communications agency executive said.

“We should see ourselves as social parts of a community and ask first before setting off our marketing campaign, ‘What social value can I actually contribute to the community?’” GeiserMaclang Marketing Communications Inc. cofounder Brad Geiser said.