By: Celso M. Cajucom

Goldmine Farm to Market, the pioneer of the comprehensive “Farm to Market” agri-business franchise model in the Philippines, is set to mark its 3rd anniversary in franchising this Monday, January 12, 2026.

Established on a foundation of decades of industry experience dating back to 1998, Goldmine’s innovative approach integrates the entire supply chain—from farming and milling to direct distribution. This model ensures that quality, affordable rice reaches Filipino households by cutting out intermediaries.

A key driver of this success is the brand’s focus on Cluster Farming alongside its established Contract Farming system. This strategic move aims to achieve economies of scale and promote the local Denorado 218 variety.

This specific variety recently gained global recognition after being named the 2nd Best Rice in the World at the prestigious World Rice Conference hosted by The Rice Trader (TRT) in Cambodia held last November 7, 2025. By championing world-class local produce, Goldmine continues to bridge the gap between world-class Filipino farmers and the consumer market.

Central to Goldmine’s mission is its Contract Farming model. Under this system, local farmers are provided with essential inputs such as seeds, fertilizers, and post-harvest facilities. In exchange, Goldmine guarantees the purchase of their produce at pre-agreed prices. This strategy protects small-scale farmers from market volatility and ensures a stable income for their families.

Since launching its franchising arm in 2023, the brand has seen aggressive growth, expanding to 25 stores reaching as far north as La Union and as far south as Quezon province.

Beyond profitability, the company integrates Corporate Social Responsibility (CSR) into its daily operations. Through the Goldmine Scholarship Program, a portion of every rice purchase across all its branches goes toward funding the education of underprivileged children.

To commemorate the milestone, Goldmine Farm to Market has announced three major promotions for its customers on Monday:

Anniversary Price Rollback: Customers will enjoy a ₱3.00 discount per kilo on rice products. The ₱3 rollback symbolizes ₱1 for every year of the brand’s successful franchising journey.

Loyalty Card Launch (Double Points): The official Goldmine Loyalty Card will debut on Anniversary Day. Purchases made using the card on Monday will earn Double Points for rewards.

Golden SurpRICE Giveaway: Selected sacks of rice will contain surprise coupons for free 25KG and 5KG rice sacks, 10% discount vouchers, and official merchandise.

Looking ahead, Goldmine Farm to Market is set to showcase its innovative business model at the International Franchise Asia Expo slated on April 24 to 26 at the SMX Mall of Asia this year, further solidifying its status as a leader in the Philippine agri-business sector.

Showcasing Innovation at the International Franchise Expo

Beyond its anniversary celebrations, Goldmine Farm to Market is proud to announce its participation in the prestigious International Franchise Expo this year. The brand will showcase its innovative and sustainable “Farm to Market” business model to a global audience of investors and entrepreneurs.

For those looking to start their own agri-business journey, here are the event details: