Milkfish, a staple in many Filipino homes, has become harder to find in Dagupan City’s Magsaysay Fish Market this holiday season.

The supply has been low, driving up prices by P5 to P10 per kilo.

As of December 4, 2024, the price of smaller milkfish is around P115 to P120 per kilo, while larger sizes range from P140 to P160 per kilo.

"Kakaunti ang supply talaga ngayon kaya ang taas din ng presyo," Raquel Quinto, a fish vendor, said.

Quinto said typically, milkfish only arrives in the market late in the evening.

A few weeks ago, two motorboats filled with milkfish would be delivered to Quinto, but now, it’s a rare sight if even one boat fills her stock.

Due to the shortage, milkfish prices are expected to rise even more as Christmas and New Year approach.

"Ito ang sabi ng nagtinda sa akin, tataas pa raw talaga ang presyo sa Pasko," Gerry Baniqued, a shopper, said.

Despite these concerns, the Samahang Industriya ng Agrikultura (SINAG) reassured consumers, claiming there is enough milkfish supply this holiday season.

"Mayroon naman [na suplay ng bangus], from South na dumarating pero siyempre ang mga consumer natin gusto ang galing sa lalawigan [ng Pangasinan]... pero sa ibang area may dumarating naman," Engr. Rosendo So, SINAG chairman, said.