In a move to tackle one of the country’s most pressing agricultural challenges, Kaunlad Pinoy Party-list (#133) wants to empower Filipino farmers and make the dream of sustainable low rice prices a reality.

At a press conference held in Davao City, entrepreneur and Kaunlad Pinoy nominee James Christopher Napoles — fondly called "Kuya Choi" — spoke candidly about the group’s mission. Drawing from his 18 years of experience managing over 1,000 stores nationwide, Napoles stressed that true economic growth starts not from handouts but from empowering Filipino families, particularly farmers.

“Since I don’t have the full data in front of me, what I can say is: we need to strengthen our farmers if we want to sustainably achieve ₱20 rice,” Napoles said. He pointed out that while the government's efforts to lower rice prices are laudable, they will not be sustainable if the country remains heavily dependent on rice importation.

"If we mainly rely on importation — I don’t want to pretend to be an expert — but from the looks of it, it might not be sustainable. If we’re going to import rice, there will be tariffs, transportation costs, and other expenses. But if we can sufficiently support our farmers, then it can become sustainable," he explained in Filipino.

Farmer empowerment is key
Kaunlad Pinoy’s strategy hinges on direct support to local farmers, bypassing bureaucratic red tape and focusing instead on grassroots solutions — from technical training to market linkages.

Napoles stressed that for the ₱20/kilo rice goal to work long-term, it must be backed by investments in local production: better seeds, access to technology, sustainable farming practices, and ensuring that farmers are paid fairly.

"We want our farmers to succeed so they can consistently produce enough for our needs, and even export in the future," he said.

Beyond agriculture, Kaunlad Pinoy also wants to boost entrepreneurship. Napoles shared how Filipino businesses — especially small startups — often fail because they are isolated, lacking the network and support to survive their early years.

"With Kaunlad Pinoy, we brought together people who want to start businesses or who are already entrepreneurs, to exchange information. We act as a bridge or hub because we believe in the saying: 'If your child hangs out with gamblers, he will become a gambler. If your daughter hangs out with gossipers, she will become one too.' But with Kaunlad Pinoy, when entrepreneurs gather together, it creates a space where they can share secrets and knowledge about business — and for sure, they’ll become successful businessmen," he said. "When you do business, you need to have a big network."

Napoles also commented on the rise of fake products and online scams. He told a story of their organization also falling victim to these scams. They have since advocated for strengthening existing laws rather than drafting new ones, proposing amendments to cybercrime and e-commerce regulations to better protect Filipino consumers and entrepreneurs.