This SEARCA policy brief examines how participatory varietal selection can support the wider adoption of farmer-preferred maize varieties in the Philippines. Drawing on research in Victoria, Laguna, Philippines, the brief shows that farmers consider taste, culinary use, familiarity, climate resilience, nutritional value, and market potential alongside yield. The brief recommends localized varietal testing, farmer participation, capacity building, and demonstration farms to guide seed-system investments and climate-resilient crop diversification.