MANILA, Philippines — The government is moving to institutionalize the Philippine ube industry to capitalize on a surging global “purple gold rush.”
To shape its long-term strategy, government officials tackled in a recent meeting the creation of a Steering Committee and Technical Working Group that will serve as the sector’s coordinating backbone.
Among others, the proposed body would define the official scope of ube (scientific name: Dioscorea alata), standardize raw and processed products, and harmonize quality requirements across agencies and exporters.
The body is expected to align phytosanitary and technical standards across agencies, addressing long-standing regulatory fragmentation that has impacted agricultural exports.
READ: Global ube boom highlights problems for Filipino farmers
The working group will be composed of various Department of Agriculture (DA) agencies and attached agencies, other non-DA offices, and representatives from the private sector.
The DA announced plans to establish a structure within the local ube industry following a consultative meeting between the DA, the Department of Trade and Industry (DTI) Export Marketing Bureau, and 249 stakeholders, including farmers, processors, exporters, traders and cooperatives.
“The urgency is underscored by industry data showing that current production levels of around 50 to 60 metric tons per operator could scale up to as much as 500 metric tons with improved supply coordination and expanded raw material access,” the DA said.
READ: Bohol, Leyte farmers get ‘ube’ planting materials
Shortage
Exporters pointed out the persistent shortages of raw ube despite the growing global demand for ube products, including powder, “halaya,” jam and paste.
Ube exports totaled $3.06 million in 2025, according to data from the DTI, surpassing the $1.4 million recorded by the Philippine Statistics Authority in 2024.
The DA said key markets include Canada, the Middle East, and parts of Asia, while the United States, South Korea and Europe are emerging as next-wave growth destinations.
“Demand is booming, but supply and structure are struggling to keep up,” Agriculture Undersecretary Philip Young said.
Agriculture Secretary Francisco Tiu Laurel Jr. stressed the broader economic stakes of the initiative, saying the ube industry’s development will boost the wider export strategy.
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“We need to develop more agricultural export winners that can raise farmers’ incomes and help reduce our farm trade deficit, which exceeds $10 billion annually,” Tiu Laurel said. /cb
