This study was conducted to determine the acceptability of locally accepted japonica rice varieties among 53 farmers in Bohol and 38 farmers in Nueva Ecija, who were further classified into adopters and non-adopters of the GUVA japonica rice variety. Snowball sampling was made on farmer adopters/cooperators of a high-quality seed multiplication and dissemination project in the said provinces. The farmer respondents were mostly male whose ages ranged from 30 to 80 years and with farm sizes from 0.5 to 16 hectares. The farmers’ rice variety and usage were assessed by comparing the GUVA japonica rice variety with their commonly planted indica rice variety based on its agronomic characteristics, yield and income potential, and seed purity concerns. The barriers/hesitations to adoption of the GUVA japonica rice variety, namely seed availability, varietal information, and market potential, must be complemented with the suggested improvements on the variety together with factors that convince the farmers for committed use of this variety. Researchers together with partner agencies must put a lot of thought on how to integrate and synchronize these concerns so that the farmers can adopt GUVA japonica rice. Interest check on the usage of GUVA japonica rice variety in rice production as well as suggested improvements were solicited as the basis for continuous R&D pursuits that would eventually promote and adopt the GUVA japonica rice variety from these provinces.

To determine the acceptability of Grain Utilization Value Added (GUVA) Japonica rice variety developed by the International Rice Research Institute (IRRI) and South Korea’s Rural Development Authority (RDA), home use tests were conducted in n=69 businesses that were using Japonica rice. In general, they were satisfied with the Japonica brands, because they provided them with the particulars needed in their Japanese and Korean dishes. According to them, the value and quality of the Japonica rice justify the price. However, the GUVA Japonica Rice variety’s positive ratings were significantly lower compared to the brands they were used to. This applied to both their overall and attributespecific evaluations. Among the attributes, size, shape, aroma, and stickiness received significantly lower ratings compared to the other Japonica varieties. For them, it was too small, too round, less aromatic, and less sticky which may lead to challenges in preparation consequently affecting the commercial acceptability of the dishes they offer. Even with this experience and perception, they were still willing to consider the GUVA Japonica Rice when it was available in the market. Using the Van Westendorp pricing model, GUVA Japonica yielded a price of PHP 51.00 (1.01 USD) which was competitive. These findings provide recommendations for measures that should be put in place so that value chain players can preserve and maintain quality until the rice reach the business market.