HOW COULD FILIPINO FARMERS BECOME RICH FROM NEW GLOBAL DEMAND FOR PURPLE YAM?
HOW COULD FILIPINO FARMERS BECOME RICH FROM NEW GLOBAL DEMAND FOR PURPLE YAM? Let me say this clearly: ube is no longer just a Filipino dessert ingredient—it is now a global commodity. From being served as ube halaya in our homes, purple yam has now entered mainstream markets abroad. In fact, in 2026, major global brands like Starbucks have started offering ube -based drinks, while retailers in the United States are selling ube products year-round. What used to be a niche has now become what many call “purple gold.” So here is the big question: if global demand is booming, why are Filipino farmers still poor? The painful truth is this: we are once again exporting opportunity instead of capturing value. According to economists like Cielito F. Habito, our ube exports are rising—but our production is declining. From more than 30,000 metric tons two decades ago, we are now producing barely a third of that. Worse, countries like Vietnam and China are starting to dominate a crop th...