The Technology Promotion Program of the

PHILIPPINE RICE RESEARCH INSTITUTE1

Karen Eloisa T. Barroga 2

Introduction

The Philippine Rice Research Institute (PhilRice) is a government-owned and controlled

corporation created on Nov. 5, 1985 through Executive Order 1061. It is under the Office of the
President as per EO 76 dated March 4, 2002. Prior to this date, it was under the Department of
Agriculture.

PhilRice’s main task is to generate information and technologies that will enable farmers
to produce enough rice for all Filipinos. It accomplishes this through its interdisciplinary research
and development (R&D) programs that are implemented through a network of 58 member-
agencies and 96 seed centers strategically located nationwide. These R&D programs include (1)
direct-seeded and (2) transplanted irrigated lowland rice, (3) hybrid rice, (4) rice-based farming
systems for fragile environments, (5) rice and rice-based food products, (6) policy research and
advocacy, and (7) technology promotion. (Fig.1)

Fig. 1. PhilRice’s R&D programs

PhilRice’s Technology Promotion Program

Mandate and concept. The Technology Promotion Program ensures that the information
and technologies generated by research reach the intended beneficiaries, preferably in
the most cost-efficient manner. The program was originally named Technology Transfer.
In 1995, it was

_______________
1
Paper presented during the Training Workshop on Rice Technology Transfer Systems in Asia held at the Rural
Development Administration, Suwon, Korea, Sept 29-Oct 12, 2002.

1
 2
Chief SRS and Technology Promotion Program Leader, Philippine Rice Research Institute, Maligaya, Science City of
Munoz, Nueva Ecija, PHILIPPINES.
changed to its present name to avoid the notion that it only subscribes to a linear or top-down
approach and that it does extension work, which is not a mandate of PhilRice.

With the promotion concept, PhilRice highlights the best features of a technology, lets it
compete with other technologies, and lets the farmers decide. Various strategies and approaches
are employed to promote rice production technologies and crop management options for different
farming conditions, levels of resources, and preferences ( e.g., high yield, good eating quality, etc.).

PhilRice caters mainly to the intermediaries ( i.e., people who do extension work or
facilitate it) by enhancing their capacity in assisting farmers run the rice farming business
productively, profitably, and sustainably. Capacity enhancement is done not only by updating them
of the available technologies through training and knowledge products, but also by providing them
with ideas and experiences on how to effectively extend rice production technologies.

However, when requested by farmers and other interested users of the technology or
when ordered by its mother agency, PhilRice also does direct extension work.

Organization and project line-up. As one of the R&D programs, it is under the Office of the
Deputy Executive Director for Research and Development (ODED for R&D) and is headed by a
Program Leader (Fig. 2). The PL is designated by the DED for R&D from among qualified senior
staff for a term of office of three years. The PL provides the overall operational strategy and
direction -- ensuring that projects are in line with PhilRice’s four core goals of enhancing
productivity, profitability, sustainability, and capacity; coordinates and integrates activities; and
allocates the budget per project. The Techno Promo PL also designates the project leaders who
shall be responsible in the completion of activities based on approved work and financial plans.
BOARD OF TRUSTEES

Office of the Executive Director

Planning & Collaboratives Program Office

Internal Audit Unit

Special Programs Management Office

Office of the Deputy Director for Administration Office of the Deputy Exec. Director for R&D

Farm Operations Unit

Security
R&D Programs

R&D Divisions Branch Stations

Information & Administrative Finance Physical Plant

Communications Services Division Division Plant Breeding & Biotechnology PhilRice Midsayap
Technology Division
Division Crop Protection
PhilRice San Mateo
Agronomy & Soils & Plant Physio

PhilRice Agusan
Rice Eng’g. & Mechanization

Rice Chemistry & Food Science

PhilRice Batac

Socioeconomics
PhilRice Los Baños
Development Comm

Technology Mgmt & Services

Seed Production & Health

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 Fig. 2. PhilRice’s organizational structure
Program planning is done during the last quarter of the year while progress of
implementation is assessed against plans through quarterly meetings and reports as well as site
visits. Yearly accomplishments are presented in the National Rice R&D Conference (April), during
which consultations with different stakeholders are also made to fine-tune plan of activities.

This year, the Program is being implemented through five projects, namely:
1. Promotion of productivity-, profitability-, and sustainability-enhancing technologies in
strategic rice areas of the Philippines
 in Northwestern Luzon  in Visayas
 in Northeastern Luzon  in Northern Mindanao
 in Central Luzon  in Greater Mindanao
 in Southern Luzon
2. Development and delivery of rice S&T and professional support courses
3. Development and distribution of knowledge products
4. Strengthening the rice seed network
5. Program performance management, monitoring, and assessment

The first project aims to promote technologies that will solve location-specific rice
production problems while, at the same time, pilot-testing new and improved promotion strategies.
Here, PhilRice’s five branch stations are clearly identified as the Institute’s techno promo arm in
their respective areas: PhilRice Batac for Northwestern Luzon; PhilRice San Mateo for
Northeastern Luzon; PhilRice Los Banos for Southern Luzon; PhilRice Agusan for Northern
Mindanao; and PhilRice Midsayap for Greater Mindanao. PhilRice Maligaya, which is the central
experiment station (CES), caters to Central Luzon where it is located, and the Visayas, in view of
the absence of a PhilRice station in the area.

Although all R&D divisions are under the ODED for R&D, there are two that are technically
under the program: the Technology Management and Services (TMS) and the Development
Communication (DevComm) divisions. The TMS used to be the Training and Technology
Demonstration divisions. The TMS handles the second project which is aimed to upgrade the
knowledge and skills of PhilRice’s partners in promoting rice S&T. Project leaders for Central
Luzon and Visayas are also from TMS. The DevComm Division handles the third project aimed to
increase awareness and facilitate understanding of rice S&T.

A division, which used to fully operate under the program, the Seed Production and Health
Division, now only has its SeedNet function remaining with the program. This fourth project of the
program aims to make high quality rice seeds readily available and accessible to seedgrowers in
partnership with selected SCUs, DA research stations, and cooperatives.

For the past years, systematic documentation and impact assessment activities were not
given much emphasis as well as the enhancement of promotion skills of project implementers.
Thus, the last project sees these through to improve the performance of the Program.

Financial support and allocation. On the average, the Program gets only 7% allocation
from the total budget. But since the DA in the promotion of its rice programs consistently taps
PhilRice, the Program’s operating budget significantly increases to as high as Php145M (Fig.3).
From the Japan International Cooperation Agency, the Program

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 Fig.3. Techno Promo budget, 1995-2000

140,000

120,000

100,000

1995
1996
80,000
1997
1998

60,000 1999
2000

40,000

20,000

-
PS MOOE CO

received a total of Php10.1M worth of equipment through its Technical Cooperation Project Phases
I and II (1992-2002).

Among the Program’s major activities, information dissemination usually gets the smallest
allocation as compared with training and techno demo. However, with the implementation of the
Hybrid Rice Commercialization program (HRCP), which is the Philippine President’s flagship
program, it got a slightly higher allocation this year: 1.21% for information; 1.16% for training; and
0.77% for techno demo.

Human resources. As of July 2002, there are 105 PhilRice staff with at least 50%
involvement in technology promotion. The number of staff in the Program this year was doubled
due to the HRCP that practically put PhilRice into operations. Of the 105 staff, majority are male
(54%), technical staff (88%), 20-39yr of age (60%), BS degree holders (57%) in the field of
agriculture (64%), deployed in the branch stations (63%), and with not more than 5yr experience in
rice techno promotion (79%). Half of the techno promo staff occupy permanent positions while the
other half are either project–based or research fellows, who were hired for the HRCP. Only 47%
are technical staff with permanent positions: majority are male (53%); 40-49yr old (46%); with MS
degrees or units (55%) in agriculture (71%); not more than five years experience in techno promo
(60%); and deployed in the branch stations (58%).

There is less than ten of the 105 techno promo staff who are graduates of or have good
theoretical grounding in agricultural extension, education, or rural development. There is also a
limited number of staff who can process and popularize scientific information and they are all
based at the CES. Techno promo staff in the branch stations can usually handle techno demos
and training activities but are weak in info dissemination.

Facilities and equipment. Through the assistance of JICA, the Program has the
necessary facilities and high tech equipment to carry out its work. The CES has four training
rooms in its Farmers’ Training and Information Center that can accommodate 150 trainees, plus a
multipurpose hall that has a 300-person capacity, all equipped with complete AV system. It also
has a 183-bed capacity dormitory. A 2.3ha field at the central station is assigned to the Techno
Promo Program for training and demonstration purposes.

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 Majority of the permanent staff have computers assigned to them that are locally
networked and have email/internet access. The Branch Stations, on the other hand, have basic
training and communication facilities and equipment and were recently provided with new vehicles
to improve mobilization in view of the HRCP.

Program focus. From 1987-1994, training was the dominant mode of promotion adopted
by the program. PhilRice conducted massive trainings in partnership with nongovernment and
people’s organizations. It also focused on building a network of rice trainers.

From 1994-1998, it complemented its training activities with technology demonstrations.

The DA tapped PhilRice in its national rice program and demo sites were set up nationwide, with
as many as 4,000 sites in 1996. At this time also, the Development Communication Division
intensified its information materials development and campaign. From a support component, it
became a key player in techno promo. PhilRice also handled the RSTC component of the national
IPM program KASAKALIKASAN that saw positive results. In the maiden issue of IRRI Today, it
was mentioned that Central Luzon farmers apply the lowest levels of insecticides in Asia.

From 1998-2001, the program focused on the promotion of certified seeds through the
combined use of training, techno demo, and information campaign. The message was: by using
certified seeds at 40kg/ha, yield can increase by at least 10%. In 2001, when the country
increased its palay output to an all time high of 12.95M mt, use of certified seeds was recognized
as a major contributing factor. During this period, promotion of hybrid rice was also launched but
on a limited scale only owing to problems on seed availability.

This year, the emphasis is back on the use of the hybrid rice technology. Message
emphasizes the increase in yield and income as well as the good eating quality of the Mestizo
hybrid rice. This technology is also being used as a vehicle to promote precision farming and
integrated crop management. Prior to the HRCP, however, the Program has initiated its promotion
efforts on rice-based farming system.

For the past five years, assistances often requested and availed of by PhilRice clienteles
were trainings on rice and seed production, seeds of latest varieties, machinery, and reading
materials, mostly on integrated pest management.

The program has started to implement a new set-up this year that underscores (1)
development or testing of new technology promotion modalities; (2) process documentation,
evaluation, and impact assessment of models/strategies adopted; and (3) an integrated, area-
based promotion approach, which, in effect, decentralizes technology promotion. The PhilRice
stations are given more hand now to direct and integrate the techno promo activities in their areas
of responsibilities to ensure impact. Integration means improved and increased partnerships with
NGOs, LGUs and other government agencies, farmers’ groups, researchers, and the private
sector; streamlining of promotion activities; and complementation of modalities and processes
adopted within the designated area of responsibility.

Modalities and processes adopted. PhilRice follows a parallel technology promotion

strategy. As an attached agency of the DA then, it supports the one system approach. PhilRice
links with the DA’s regional field units, which will then passed the technology or information down
to the provincial, from the provincial to the municipal, and down to the farmers/farming
communities.

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 The one system approach does not work all the time thus, PhilRice complements this with
promotion activities passing through other systems such as directly working with any or all of the
following: local government units, nongovernment and people’s organizations, agrarian reform
communities, and the private sector. Successful models emerging through this system are
recommended for nationwide or wide area implementation. (Fig.4)

MAINSTREAM
Region Province Municipal

DA System

TECHNOLOGY
FARMERS
& INFORMATION
LGUs

NGOs/POs

ARCs
ALTERNATIVE

Private Sectors

Fig.4. Parallel strategy of technology promotion

Technology promotion through the LGUs with defined rice program ensures success;
through the NGOs/POs, PhilRice is able to tap their strong community presence and commitment
to impact on the poor by promoting environment friendly and low external input technologies;
through ARCs, PhilRice technologies reach even depressed communities; and through the private
sector, the marketing side is dealt with.

The Program uses three basic modalities, namely: training, information dissemination, and
technology demonstration. These modalities have been improved through the years. In its training
and information dissemination activities, PhilRice has started to emphasize the scientific principles
and concepts behind a recommended technology. This is based on the premise that if the “why” is
understood, aside from the “what” and “how”, farmers will be able to make informed decisions and
innovative solutions when faced with similar production problems. In information dissemination,
outdoor ads are now extensively used and these do not only include posters and billboards but
also tricycle banners and reflectorized stickers. Technology demonstrations, on the other hand, are
now being integrated into training as learning fields.

Some of the models and strategies on technology promotion that have been successfully
employed by PhilRice in the recent past include the following:

a. Rice Specialists’ Season-long Training with Farmers’ Field Schools (FFS) and
Participatory Technology Demonstration (PTD) – A season-long type of training that uses a
facilitation or participatory strategy to learn how to grow rice from seed to seed. It used to focus on
integrated pest management, now it covers integrated crop management. The model has also
been applied in the learning of hybrid rice seed production. Participants come from
regions/provinces that are identified priority areas for rice production. To strengthen the
participants’ understanding of scientific principles and concepts, they establish PTDs and to apply

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what they have learned and immediately spread the technology, they conduct FFS with about 25
farmer-enrollees. Their curriculum also includes modules on social technologies, extension and
communication strategies.

b. University Without Walls-Season-long Training (UWW-SLT) - This was developed by

PhilRice San Mateo to intensify hybrid rice promotion. The UWW-SLT curriculum is 80%
practicum, 20% lectures. Farmer-trainees work closely with PhilRice staff in localizing the
technology. They establish a common learning field where they converge for a half day once a
week for 20 weeks. Simultaneously, they also establish “practice areas” in their own fields ranging
from 0.1-1.0 ha (hybrid rice seed production and cultivation side by side) to apply what they have
learned in the common learning field and gain the confidence needed for large-scale production.

c. Public Education Campaign (PEC) – The PEC, as used in the PhilRice-University of

Southern Mindanao rice R&D project, is basically a training-cum-rice seed kit distribution. It is
guided by the following concepts: access to information and technology through training; farmers
test or try technology in their fields; and multiply or produce it in larger scale. It starts with a rice
farm situation analysis. During the conduct of PEC, the LGU-DA staff also gets an experiential
learning on effective training and other extension strategies that facilitate farmers’ learning. A vital
component is the provision of seed kits so that farmers can test the technology for free. This way,
the risk factor is well addressed besides facilitating farmers’ decision to adopt the technology.

d. Interactive Learning Videos (ILV) – Most training videos make farmers passive
receivers of information. They are told what to do, but are not told why. Thus, the ILV was
developed. In the ILV, a situation is shown depicting farmers’ practices or common problems in
rice farming then, questions are posed. The trainer stops the video player to get farmers’ answers
after which, the video is played again for the experts’ answer. With this format, interaction is
encouraged and the farmers’ answers become an integral part of the learning process. These
information then help the trainer identify gaps and cognitive blocks in the farmers’ knowledge and
know what to focus in the discussion. And because the expert also explains the scientific principle,
farmers become more informed in their decision-making.

e. Liwayway series “Magtanong nang maging Marunong” (Ask and become Wise) –
Liwayway, a local magazine with a circulation of 250,000 copies and a pass-on readership of five
persons, was used as the media channel. Materials were placed as center spread campaign ad,
with a coupon to receive free reading materials if readers ask questions. Topics were based either
on frequently asked questions in rice production or on farmers’ cognitive blocks such as “Should I
spray chemicals if I see pest in my field?” and “Why is it that there are seeds that do not
germinate?”. Analogies, illustrations, and a simplified explanation of the scientific principle and
concepts were employed in discussing the topics.

f. Palaytandaan school-on-the-air (SOA) – This was tested in Abra by PhilRice Batac

and was done in collaboration with the LGU. MAOs and information officers from the different
municipalities served as field coordinators, without monetary incentives. They were provided
training on basic news and radio reporting and tapped to monitor the SOA. After the SOA, each
graduate recruited five new enrollees. Together with their field coordinator, they listen to the
Palaytandaan radio program that tackles different topics in rice production and gives a question for
the week. The field coordinator gathers their answers as well as feedback/questions and sends
these to the radio station.

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 g. Community organized rice farming (CORFarming) - CORFarming is a technology
demonstration farm in a bigger scale, with farming operations that are organized and built in the
community. It covers rice production to marketing as well as capacity enhancement activities to
enable community members to better manage and benefit from their resources. A set of elected
officers lead and facilitate the monthly planning of activities where issues are discussed and
resolved, members are updated on the status of their different projects, and financial status of the
project is reported. PhilRice provides the seeds and technical assistance.

h. Partnership in Agricultural and Rural Transformation (PART) – This model is based on

the premise that financial difficulties often prevent farmers from adopting modern and proper
production technologies. Thus, the model involves community organizing, farmer empowerment,
and capital build up. It starts by organizing a few farmers in a barangay whose farms are located
near a grain drying facility. These farmers commit their farms to showcase PhilRice technologies.
PhilRice, on the other hand, provides them with their initial seed stock and fertilizers, which are
paid back with 10% interest after harvest and rolled over as capital of the project. Thus the
following season, farmers have enough funds to buy their inputs and are able to get discounts
because they buy as a group. This entices other farmers to join. PhilRice visits and/or meets the
group monthly to discuss their problems in the farm. This model was first applied in the CARAGA
region and is now being applied in Nueva Ecija and the Visayas region.

i. Rice Seed Production Network (SeedNet) – This was formed to facilitate the
dissemination of newly released varieties and to ensure the availability of high quality seeds to
seed growers and farmers. PhilRice provides the required breeder and foundation seeds every
season to SeedNet members, which include the DA-Research Outreach Stations, LGUs, SCUs,
cooperatives, and NGOs. Once seeds are sent to members, a consolidated list of varieties sent
per region is given to the regional coordinator and Seed Quality Control Services (SQCS) to know
what varieties to promote and to inspect. Now, the SeedNet members per region are also
networking to better provide for the seed requirement of the entire region.

j. Barangay and Municipal Rice Seed Production – This was designed for local
governments to take initiative in maintaining adequate seed supply for their constituents. PhilRice
supports the LGU set up seed farms by training (8-10 sessions throughout the season during
critical crop growth stages) their technicians and farmers, providing the initial seed stocks, and
monitoring their production. In areas where there are few seed growers, the municipal or
barangay office plays a crucial role in ensuring the availability of high quality seeds to farmers. In
areas where there are enough seed growers, the municipal government supplies them with
registered seeds. With this program, PhilRice enables LGUs take active role in providing
adequate supply of rice at the local level.

Challenges in Technology Promotion

and How These are Being Addressed

Capacity enhancement. Staff competency and motivation are a key to change. Techno
promo staffers need retooling and exposure to other modalities and tools for information
dissemination and techno promo. Modalities cannot be forever confined to training, info campaign,
and techno demo. These must be improved or new ones must be tested that will achieve program
objectives faster and will suit changing needs of clienteles. Techno promo staffers also need to
learn more participatory techniques in problem identification and planning to enable them to come
up with more appropriate promotion strategies. Having an appreciation of the basic principles of

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marketing and adult education may also help given that a great majority of the staff are graduates
of technical courses. In fact, there is currently no education specialist among the staffers handling
the training courses.

In the same manner, capacity enhancement activities for all potential techno promo
partners must be strengthened and improved. The provincial and municipal agricultural officers
are only one group. There are development facilitators, community organizers, information
officers, and farmer-extensionists who are not yet given much attention as partners in promotion.
There is no training course to cater to them as well as to supervisors of field extension personnel
that will update them of latest technologies and tools in extension, so they can better support the
rice techno promo activities. Many are ill equipped to make rice production programs for their
areas or to link with research organizations and the industry. The devolution of extension to LGUs
who do not have the capacity to handle a rice production program has worsened the situation.

Currently, too, techno promo or extension workers have very limited avenues for
professional growth and recognition unlike researchers who have professional societies, a
scientific career system, and several scholarship opportunities and award giving bodies to
recognize their accomplishments. A competent and highly motivated research group must be
matched with an equally competent and highly motivated techno promo group.

To address these issues and constraints on capacity enhancement, quarterly program

meetings now include seminars on techno promo strategies and on technologies ready for
promotion. Use of innovative strategies is also given premium in terms of funding. Training
courses for regular offering next year will also cater to extension supervisors and other techno
promo partners. Training curriculum for extensionists will aim to improve not only their technical
but also their managerial capability. The Program is also in the process of putting up a Rice
Techno Promo Network and has, recently, strongly advocated in a policy forum the establishment
of an organization for agricultural extension practitioners. Within PhilRice, the Program tries to
develop its system for merit and promotion that will distinguish it from research ( i.e., less of the
scientific publications), and lobbies for a better staff development program.

Integration and linkages. Current extension modalities such as training, info campaign,
and techno demo are often carried out independently, not in complementation with each other.
There is also limited integration or coordination among on-going government interventions, which,
if pooled, would have greater impact at less cost. For instance, the promotion of small farm
reservoir by one agency and of drought-tolerant varieties by PhilRice may go together in areas
where water is a problem. Sometimes, however, the integration that is supposed to result in
partnership ends up with PhilRice serving as a funding agency. To avoid this, cost sharing and
definition of roles are emphasized right from the start. PhilRice avoids working with LGUs and
agencies with no clear rice production program and tries to partner with other groups such as
NGOs and people’s organizations.

Another is the limited linkage with the industry/private sector, thus many technologies end
up not being commercialized. To address this, PhilRice recently hired a marketing officer. It is
also important to note that its new chair and some members of its board are representatives from
the private sector/industry.

Lastly, linkage with research needs further improvement. The nature of involvement of
researchers in techno promo, particularly in training and information dissemination is “on-call”
basis such as serving as resource persons in training courses and field days, and as subject

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matter specialists in publications. There may be a need to give researchers greater incentive to
involve themselves in technology promotion or extension. Currently, it is not a part of or given low
emphasis in their scientific career and performance evaluation systems. As an initial step, the
Program will recognize researchers who perform effectively as resource persons in trainings
starting next year.

Research-promotion-extension linkage is more applied in the branch stations where, partly

owing to limited staff, researchers themselves promote the technologies. The same can be said in
the promotion of machinery, where engineers take an active role.

Recently, however, with the implementation of village-level projects in the research

programs, the researchers get to fine-tune their technologies in actual farmers’ fields with the
farmers themselves. This serves as the stage before the technology is promoted in wider scale. A
techno promo staff is involved as member of the project to facilitate future promotion activities,
where researchers, on the other hand, are also tapped to provide technical assistance.

Documentation, evaluation, and impact assessment. There is limited systematic

documentation on the innovations and improvements that farmers have done to the technology
and the problems they have encountered in using the technology. Also, there is lack of process
documentation of the models and strategies adopted to promote technologies. These could be
very rich sources of lessons, thus these activities are now given premium in funding. A publication
that documents all the techno promo models and strategies adopted by PhilRice is being targeted
for next year.

Lastly, with the challenge to achieve more with less budget, the need to evaluate and
assess impact of promotion and extension activities have become more pronounced. Thus, it is
now identified as a priority area in R&D.

Despite all the efforts, if these are not documented and measured, then there can be no
solid demonstration of impact to funding agencies and the Filipino taxpayers. It is true that much
has been done, but much remains to be done also to further improve the performance of the
Technology Promotion Program and rice extension, in general, to accelerate the spread of
information and technologies as well as improve adoption rate.

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