Manila's Yormilk Program: Tackling Child Malnutrition Amid Political Branding Concerns

The Philippines faces a growing nutrition crisis that demands urgent attention from local governments. As families struggle with rising costs, children across the archipelago are experiencing both undernourishment and obesity, creating a complex challenge for health officials.

The National Nutrition Council and UNICEF report alarming statistics: between 2019 and 2022, the cost of a healthy diet more than doubled, leaving 67 percent of Filipino households unable to afford even a nutrient-adequate diet. Children find themselves surrounded by food marketing that undermines healthy choices, pushing families toward filling stomachs rather than meeting nutritional needs.

Manila's Response to Malnutrition

Responding to this crisis, Manila City government launched "Yormilk: Kaagapay ng Batang Maynila sa Paglaki," providing free milk to over 21,000 preschoolers in the capital. The initiative emerged after the Manila Department of Social Welfare identified 1,593 "wasted" and "severely wasted" children across 467 Child Development Centers.

"Mahal ang gatas. Mahal, kaya kung minsan mas nauuna nating bilhin ang mga bagay na makabubusog sa tiyan ng ating mga supling dala ng hirap ng buhay," explained Mayor Francisco "Isko Moreno" Domagoso during the program's launch in Barangay 137, Tondo.

The program, developed in partnership with the National Dairy Authority and Department of Health, sources fresh milk directly from local cattle farmers. Through 423 child development workers, the initiative distributes milk to 21,651 beneficiaries three times weekly for 90-day cycles.

Supporting Rural Communities

This approach aligns with broader efforts to support Filipino farming communities while addressing urban malnutrition. By sourcing from local cattle farmers, the program creates a bridge between rural producers and urban children in need, strengthening local food systems across the archipelago.

The initiative follows similar DOH partnerships providing pregnant women in Manila daily milk servings, targeting proper nourishment during a child's crucial first 1,000 days of life.

Political Branding Concerns

While addressing real nutritional needs, the "Yormilk" branding has sparked debate about political self-promotion. The name combines Domagoso's "Yorme" nickname with "milk," raising questions about epal politics in government programs.

Traditional epal politics involves prominently displaying officials' names, faces, or logos on public projects, creating the impression that government services are personal favors rather than civic responsibilities. The Marcos administration is working toward establishing anti-epal guidelines, though Department of Interior and Local Government Secretary Jonvic Remulla notes these haven't yet become enforceable laws.

"Wala pa tayong codified conduct para diyan sa anti-epal campaign. And it will be a great help if the national legislature made steps para talagang mabawal iyan," Remulla explained.

Balancing Substance and Style

The Yormilk program doesn't display typical epal markers like faces, logos, or explicit names, featuring only an anagram that happens to reference the mayor's nickname. However, critics argue that when a simple milk distribution program generates significant attention primarily due to its branding, it achieves the name recognition that epal politics seeks.

For Filipino families struggling with nutrition costs, the program's effectiveness matters more than its name. As communities across the archipelago face similar challenges, Manila's approach offers both lessons in addressing malnutrition and questions about appropriate political branding in public service.

The success of such initiatives will ultimately be measured not by their marketing appeal, but by their impact on Filipino children's health and development across our diverse nation.