By Jenrie C. Del Rosario

It began with what seemed like an ordinary dinner. As rice cooked on the stove one evening, 62-year-old Ricardo Del Rosario of Sta. Barbara, Pangasinan, noticed something unusual.

The once white grains had turned brown, and the familiar aroma of freshly cooked rice was gone.  

“Nangyari ito noong Agosto. Nang magluluto na ako ng hapunan, napansin kong nagkulay brown ang dating puting bigas at nawala ang bango nito,” he recalled.

Like many Filipinos, Del Rosario buys a sack of rice from a retail store each month. But this time, he decided not to ignore what he discovered.  

Calmly, he returned to the seller and explained what had happened. The vendor, understanding the concern, replaced the rice without hesitation.

It was a simple exchange—no shouting, no argument—but for Del Rosario, it became a turning point.

Empowered, not entitled

Del Rosario’s experience shows that responsible consumers can assert their rights without conflict.

His story captures the essence of this year’s Consumer Welfare Month theme, “Bida ang Konsyumer sa Bagong Pilipinas,” reminding Filipinos that consumer protection works best when buyers, sellers, and government share accountability.

Natalia Dalaten, officer-in-charge, assistant regional director of DTI Ilocos, and provincial director of DTI Pangasinan, said that consumer empowerment begins with awareness.

“Consumers must know their rights, but they must also practice responsibility. Check labels, keep receipts, and buy only from legitimate sellers,” Dalaten said.  

Consumer rights, responsibilities

To guide consumers, the DTI promotes eight fundamental consumer rights:

• Right to basic needs – Access to essential goods and services;
• Right to safety – Protection from hazardous products and services;
• Right to information – To know product facts for informed decisions;
• Right to choose – Freedom to select from quality goods at fair prices;
• Right to representation – To express consumer interests in policy-making;
• Right to redress – Fair settlement for valid complaints;
• Right to consumer education – Access to learning about rights and duties; and
• Right to a healthy environment – To live and work in safe surroundings.

But with rights come equally important responsibilities:

• Critical awareness – Question product quality and safety;
• Action – Assert rights and report unfair practices;
• Social concern – Consider how buying purchases affect others;
• Environmental awareness – Support eco-friendly products and habits; and
• Solidarity – Work with others to protect all consumer welfare.

In the story above, Del Rosario exercised his right to redress by calmly asking for a fair solution and demonstrated critical awareness by checking the rice’s quality.  

His respectful approach reflected social concern and solidarity, promoting cooperation instead of conflict.  

“When we both know and do what is right, our marketplace becomes more orderly and fair,” Dalaten emphasized.

Strengthening consumer education

DTI continues to enhance consumer education, monitor prices, and hold information drives to ensure fair and transparent business practices.

Dalaten urged the public to report unresolved complaints to the nearest DTI office or through its official hotline.  

In Pangasinan, consumers may visit DTI Pangasinan at Arellano Street, Dagupan City, call (075) 636-3975, or email R01pangasinan@dti.gov.ph.

Simple act, stronger marketplace

Today, Del Rosario checks his purchases more carefully—not out of fear, but because he now understands that every consumer has a role in keeping the marketplace honest.

“Hindi ako nagalit, pero natutunan ko na dapat alam natin ang karapatan natin bilang mamimili at marunong din tayong makipag-usap nang maayos,” he said.

His story may have started with a discolored sack of rice and a lost aroma, but it ended with something more meaningful—a reminder that empowered consumers do not just demand fairness; they practice it.

When respect and awareness guide every transaction, both buyers and sellers help build a marketplace founded on trust and integrity. (CCMT/JCDR, PIA Pangasinan)

Published Date: October 28, 2025