Hannah Mananguit

WEBSITE DESIGN • MARKETPLACE DESIGN

Kadiwa — Food Marketplace

KADIWA grocery website mockup showing fresh produce hero section with farmer, delivery messaging, and product category navigation.

OVERVIEW

Kadiwa was developed for Protothon 2025, an online UX hackathon, where it won 2nd place in the food track. The project addresses food insecurity in Metro Manila by building on the government's Kadiwa on Wheels program (mobile market trucks bringing farm-fresh produce to communities). This digital marketplace creates a hybrid platform connecting urban neighborhoods with mobile markets and verified local vendors, ensuring consistent access to affordable fresh produce while supporting Filipino farmers.

CONTEXT

The Philippines faces food insecurity despite its agricultural wealth. In Metro Manila, food prices are among the highest in the region, making nutritious food like fruits and vegetables particularly expensive for urban dwellers.

One program addressing this is the government's "Kadiwa on Wheels" — mobile market trucks that bring affordable farm-fresh produce directly to urban communities, eliminating middlemen to offer lower prices while supporting local farmers.

THE PROBLEM

Urban residents struggle to access fresh and affordable produce from Kadiwa on Wheels due to limited truck coverage, unpredictable schedules, and the absence of a reliable alternative when the truck isn’t available.

HOW MIGHT WE

…create a hybrid physical-digital marketplace that ensures continuous access to affordable fresh produce for urban residents regardless of Kadiwa truck availability?

ADDRESSING THE CHALLENGES

Inconsistent truck access

When delivery trucks do not service an area, access to fresh produce is inconsistent. A proposed approach is a marketplace connecting users with verified partner sellers and local farmers or vendors who deliver locally.

Kadiwa online marketplace homepage displaying seasonal produce and verified vendor sections with annotations highlighting the ability to browse goods and shop through verified vendors.

Kadiwa marketplace interface showing seasonal produce with add-to-cart functionality and annotations highlighting the ability to view product sources and purchase goods for delivery at Kadiwa pricing.

Unpredictable schedules

Visibility into when and where Kadiwa trucks will visit is limited. A proposed approach is a location-based schedule feature for viewing upcoming truck stops.

Kadiwa Truck locator interface displaying a searchable list of mobile market locations with add-to-waitlist functionality and an interactive map showing truck positions in Metro Manila.

No request mechanism

There is no way for users to request a Kadiwa truck in their area. A proposed approach is a community-powered “Request a Visit” feature to gauge interest in specific locations.

Kadiwa Truck locator with an open "Request a Kadiwa Visit" modal form allowing users to submit their information to schedule a mobile market visit in their area.

WHY IT MATTERS

This platform goes beyond a marketplace, connecting communities with farmers to make fresh local goods more accessible and actively combat food insecurity. It was recognized with 2nd place in the Food Track at the hackathon