Media coverage of the January 2019 oversupply of produce in Benguet led to an alternative way to reach consumers beyond the confines of traditional routes and markets. With the rise of pop-up weekend stores and day and night markets of healthy products around the metro, as well as more vegan stores and restaurants offering specialty diet options in their menus, the idea of farm-to-table service geared towards practicing a healthy lifestyle clearly found its way to the mainstream. In the spirit