Philippines: Farmers Race to Keep Up with Global ‘Ube’ Craze
Philippines – During a recent journey back to Germany, April Schoengen, a cafe owner, stumbled upon a vibrant purple pastry at a gas station bakery. “It was ube, just as I suspected,” she remarked, astonished to find a Filipino dessert in a European convenience store. Schoengen’s café, “Ube de Oro” in Bonn, has long catered to Filipino customers, but its clientele has now expanded to include a diverse array of patrons drawn by the striking lilac-hued treats.
A Culinary Staple with Global Appeal
Ube, or purple yam, is a root crop native to the Philippines, known for its deep purple color and subtle sweetness. This tuber holds cultural significance in the country, often featured in traditional dishes like ube halaya, a sweet jam commonly served during festivals. For indigenous communities, ube is not just a flavor but a vital source of nutrition, providing essential carbohydrates, proteins, and antioxidants, according to Cheryl Marie Natividad-Caballero, the Philippines’ agriculture undersecretary for high-value crops.
However, the crop’s appeal has transcended its cultural roots. In recent years, ube has become a global sensation, appearing in trendy desserts and beverages. From cold foam atop iced macchiatos to vibrant pancakes and waffles, its presence in international cafés has sparked a demand that extends far beyond the Philippines. This worldwide fascination has led to the crop being dubbed a “star export” by the Philippines’ trade department.
Export Growth and Production Concerns
Ube exports from the Philippines have seen a notable rise, with 1.7 metric tons of products—such as extracts and powders—shipped abroad in 2025. The United States accounted for the majority of these exports, valued at $2.9 million (€2.57 million), representing a 20% increase from the previous year. Despite this success, the nation’s production of ube has been steadily declining. The Philippine Statistics Authority reported that the total harvest in 2006 was over 30,000 metric tons, but by 2025, it had dropped to just 12,400 metric tons.
This slowdown in production poses a challenge for farmers. Grace Backian, director of the Northern Philippine Root Crops Research and Training Center, highlights the lack of planting materials as a key obstacle. The research institution in Benguet, located north of Manila, has been focusing on improving farming practices for root crops. With growing international demand, Backian notes that the center has received more requests for seedlings to expand farmland dedicated to ube. “Since the foreign market for ube has surged, we’ve had to accommodate more farmers seeking seedlings,” she explained to DW.
Christopher Gomez, a collaborator of farmers in the processing and distribution of ube, described how the global trend has transformed the industry. Previously, growers could retain a portion of their harvest for replanting, but now, they sell all their produce to meet market demands. “We’ve had to rely on external suppliers and the government for seedlings,” Gomez said, noting that the once expansive farmland in Central Luzon now faces shortages. The farmer group has also received inquiries from Indonesia, underscoring the crop’s growing influence beyond regional borders.
Impact on Local Markets and Prices
Before the ube craze, farmers in the Philippines typically sold their harvest at local markets at a loss of 20 pesos ($0.33/€0.28) per kilogram. Today, however, the market dynamics have shifted. Gomez now purchases ube directly from farmers at a standard farmgate price of 80 pesos per kilogram, with orders increasing from 300 kilograms to 30 tons. This change reflects the heightened commercial value of the crop, as well as the need for more efficient supply chains.
The demand for ube has also altered traditional farming practices. Farmers who once focused on subsistence agriculture are now adapting to meet the needs of global markets. “We’re seeing a shift in how farmers approach cultivation,” said Backian. “They’re prioritizing quality over quantity to satisfy international buyers, which requires new techniques and resources.”
Strategies for Sustainable Growth
To maintain a steady supply of ube, experts emphasize the importance of localized solutions. Backian proposed the establishment of community greenhouses, where farmers can grow high-quality seedlings and ensure a continuous supply without overextending their resources. “These greenhouses would help preserve the crop’s availability within the region,” she said. “Without them, farmers may struggle to meet the rising demand, leading to overharvesting and potential depletion of natural resources.”
Training programs for farmers are also crucial. According to Backian, adopting innovative methods—such as improved irrigation systems and soil management—can enhance productivity while reducing reliance on external inputs. “The government needs to invest in these initiatives to support local growers,” she added. “If farmers don’t have access to the right materials, they’ll be discouraged from continuing their work.”
Meanwhile, Natividad-Caballero stressed the importance of maintaining a balance between raw material exports and processed products. “We aim to export only refined forms of ube, like powders and extracts, to ensure that the tuber remains a staple for local communities,” she said. This strategy not only preserves the crop’s cultural relevance but also aligns with the economic goals of the Philippines.
Looking Ahead: Can Farmers Sustain the Ube Boom?
The question of whether Philippine farmers can sustain the ube boom remains a pressing concern. With global consumers increasingly craving the unique flavor and aesthetic of the purple yam, the pressure on local producers has never been higher. Schoengen’s café exemplifies this trend, as its menu has evolved to reflect the crop’s widespread appeal. “More people are coming in just to try ube,” she said, highlighting its role in bridging cultural and culinary gaps.
As the demand continues to grow, the challenge for farmers lies in scaling production while preserving quality and tradition. The Northern Philippine Root Crops Research and Training Center is working to address these issues, but its efforts are only part of the solution. Industry leaders like Gomez advocate for greater investment in infrastructure and training. “Without these supports, the ube craze might outpace our ability to keep up,” he warned. The future of the crop will depend on how well the Philippines can adapt its agricultural systems to meet the demands of a global market without compromising its heritage.
Ube’s journey from a regional delicacy to an international sensation underscores the power of cultural exchange in shaping global trends. As the Philippines navigates this shift, its farmers are at the heart of a movement that highlights both the opportunities and challenges of modernizing traditional agriculture. Whether they can maintain the balance between supply and demand will determine the crop’s long-term success in the world of food innovation.
