The government is positioning ube as the Philippines’ next major agricultural export, rolling out an industry-led roadmap to boost production, improve quality, and establish a unified global identity for the country’s signature purple yam.

The Department of Agriculture (DA) is working with growers, processors, exporters, researchers, and other industry stakeholders to develop a long-term strategy aimed at strengthening the country’s competitiveness in the expanding global market for natural food ingredients and premium processed products.

Rather than imposing government-designed programs, Agriculture Secretary Francisco P. Tiu Laurel Jr. said the DA wants the industry to identify its priorities while the government provides funding, research, and policy support.

“We want to identify the actual needs of the industry. I don’t want the Department of Agriculture deciding for stakeholders what the industry needs,” Tiu Laurel said.

The initiative is part of the government’s broader push to diversify agricultural exports beyond traditional commodities such as coconut, bananas, mangoes, pineapples, and durian. Officials see strong growth potential for ube as global demand rises for premium, naturally sourced food products.

Industry representatives, however, pointed to several constraints on expansion, including fragmented supply chains, inconsistent product quality, limited access to quality planting materials, and the absence of a unified national branding strategy.

To address these challenges, the DA plans to support the creation of a national ube federation that will unite producers, processors, and exporters under a common industry agenda. The department also intends to expand the supply of quality planting materials through tissue culture, community nurseries, and mini-sett propagation to increase commercial production.

Researchers are also developing higher-yielding purple ube varieties that could significantly boost domestic output. The DA has instructed research institutions to accelerate the evaluation and naming of these varieties while coordinating with the private sector to ensure they meet commercial requirements.

Developing a single Philippine brand for locally produced ube also emerged as a key priority during consultations, with stakeholders seeking to distinguish the country’s products from competing suppliers in Southeast Asia.

“The real competition is not among Filipino ube growers but with our ASEAN neighbors,” Tiu Laurel said.

The DA also plans to establish standardized color classifications for Philippine ube, strengthen international marketing, pursue legal protection for the product, and prioritize investments in the country’s most competitive production areas.

Funding for the industry’s development has already been included in the department’s proposed 2027 budget. Another round of consultations scheduled for July 23 will finalize priority programs, financing requirements, and the governance structure for what officials hope will become one of the country’s next high-value agricultural export industries.

Rather than imposing government-designed programs, Agriculture Secretary Francisco P. Tiu Laurel Jr. said the DA wants the industry to identify its priorities while the government provides funding, research, and policy support.

“We want to identify the actual needs of the industry. I don’t want the Department of Agriculture deciding for stakeholders what the industry needs,” Tiu Laurel said.

The initiative is part of the government’s broader push to diversify agricultural exports beyond traditional commodities such as coconut, bananas, mangoes, pineapples, and durian. Officials see strong growth potential for ube as global demand rises for premium, naturally sourced food products.

Industry representatives, however, pointed to several constraints on expansion, including fragmented supply chains, inconsistent product quality, limited access to quality planting materials, and the absence of a unified national branding strategy.

To address these challenges, the DA plans to support the creation of a national ube federation that will unite producers, processors, and exporters under a common industry agenda. The department also intends to expand the supply of quality planting materials through tissue culture, community nurseries, and mini-sett propagation to increase commercial production.

Researchers are also developing higher-yielding purple ube varieties that could significantly boost domestic output. The DA has instructed research institutions to accelerate the evaluation and naming of these varieties while coordinating with the private sector to ensure they meet commercial requirements.

Developing a single Philippine brand for locally produced ube also emerged as a key priority during consultations, with stakeholders seeking to distinguish the country’s products from competing suppliers in Southeast Asia.

“The real competition is not among Filipino ube growers but with our ASEAN neighbors,” Tiu Laurel said.

The DA also plans to establish standardized color classifications for Philippine ube, strengthen international marketing, pursue legal protection for the product, and prioritize investments in the country’s most competitive production areas.

Funding for the industry’s development has already been included in the department’s proposed 2027 budget. Another round of consultations scheduled for July 23 will finalize priority programs, financing requirements, and the governance structure for what officials hope will become one of the country’s next high-value agricultural export industries.