On 31 August 2023, President Ferdinand R. Marcos Jr. issued Executive Order 39, the Imposition of Mandated Price Ceilings on Rice, which took effect on 5 September.

As a brief introduction, due to the continuous increase in the price of rice, our government had to step in to arrest the problem. It was a problem felt by all Filipinos. From our farmers to the mothers who oversaw budgeting and cooking for their families, to the men who worked to provide for their wives and children.

EO 39 was crafted from Section 2 of Republic Act 7581, also known as the Price Act, as amended by Republic Act 10623. The Price Act declares the policy of the State to provide adequate and sufficient protection to consumers against hoarding, profiteering, and cartels with respect to the supply, distribution, marketing and pricing of basic goods, especially during periods of calamity, emergency, widespread illegal price manipulation, and other similar situations.

Section 7 of RA 7581 also provides that the President, upon the recommendation of the implementing agency or the Price Coordinating Council, may impose a price ceiling on any basic necessity or prime commodity if any of the conditions enumerated therein, so warrants.

These conditions are (a) threat, existence or effect of an emergency; (b) prevalence or widespread acts of illegal price manipulation; (c) impendency, existence, or effect of any event that causes an artificial and unreasonable increase in the price of the basic necessity or prime-commodity; and (d) whenever the prevailing price of any basic necessity or prime commodity has risen to unreasonable levels.

Based on their assessment of the situation, the Department of Agriculture and the Department of Trade and Industry recommended the imposition of mandated price ceilings on rice in the whole country.

As expected, the Order was met with mixed reactions, both positive and negative. But while the retailers spoke against it, the consumers welcomed and applauded it.

A lot of public servants responded to both the consumers and retailers. Secretary of Interior and Local Government Benhur Abalos said he had directed market masters or market administrators of local government units nationwide to implement the price ceiling on rice effectively. He also told the Philippine National Police to assist the DA, DTI and LGUs in enforcing EO 39 and performing their regulatory and executive powers.

For its part, the Department of Social Welfare and Development is ready to provide cash assistance to small rice retailers who may incur losses due to the implementation of said Order. Secretary of Social Welfare and Development Gatchalian has announced that the President already instructed him to use the department's Sustainable Livelihood Program to address the small rice retailers' predicament brought about by the temporary price cap. Those qualified to avail of the SLP benefits are entitled to a one-time financial aid amounting to a maximum of P15,000.

When passing an order such as this, it is quite common to have polarized reactions, and the challenge for the government and all stakeholders is to find common ground for collective action despite the different and, at times, conflictual interests affected. It is never easy, and the undertaking is usually unpleasant. However, with the proper disposition and an attitude that sees all difficulties as opportunities for growth, it can and will indeed be done.

The leading agencies involved in EO 39 are the DA and the DTI. However, it is worth noting that the Secretaries of the DILG and DSWD immediately became involved so they could help identify and tackle early on possible issues that might arise from the Order's implementation.

DILG wants to ensure the Order is appropriately and effectively implemented so our consumers may immediately feel its benefits. DSWD, on the other hand, wants to assist the affected retailers by providing cash aid to cushion any losses they may incur.

This is another promise delivered by our President, and one that is consistent with his administration's persistent call for unity from all sectors in dealing with our country's problems. Let us hope that everyone cooperates to ensure the Order's successful implementation.