BUSINESS

Phl products gain global branding push

Mico Virata · Jul 29, 2026, 3:29 PM

THE Department of Agriculture is leading a massive push to expand global market access for Philippine fruits, establishing a High-Value Exports Crops Office which promotes 15 priority produce, including mangoes, bananas, pineapples, durian and ube which will be among the premium farm products exposed to the world via two major trade exhibitions, Seoul Food 2026 in Seoul, Korea this month and Asia Fruit Logistica in Hong Kong in September. — PHOTOGRAPH courtesy of Facebook

The Department of Agriculture (DA) and the Intellectual Property Office of the Philippines (IPOPHL) have renewed a partnership to transform locally grown agricultural and fishery products into premium export brands with higher market value.

The agencies on Wednesday signed a new Memorandum of Understanding updating their 2018 agreement to strengthen the use of geographical indications (GIs), allowing products linked to specific places of origin to gain greater recognition, command premium prices and expand their reach in domestic and international markets.

The initiative forms part of the Marcos administration's push to build a more competitive, value-added and export-oriented agri-fishery sector while creating better income opportunities for farmers and fisherfolk.

Among the products identified for GI protection are Cordillera Heirloom Rice, Davao Pomelo, Zambales Mangoes, Davao Cacao, Davao Durian, Bonuan Bangus, Quezon Lambanog, Camarines Norte Queen Pineapple and Oriental Mindoro Calamansi. The application to register Bohol Ubi Kinampay has already been filed with IPOPHL.

Agriculture Secretary Francisco P. Tiu Laurel Jr. said protecting products tied to their place of origin creates opportunities that extend beyond intellectual property rights.

"For generations, our farmers, fisherfolk and indigenous communities have cultivated products whose quality and identity are deeply rooted in their places of origin. Through geographical indications, we can protect these unique products, preserve their authenticity, enhance consumer confidence, and create greater opportunities for our farming and fishing communities," Tiu Laurel said.

The agreement creates a joint technical working group that will prepare a national geographical indications roadmap, strengthen producer organizations, improve certification and traceability systems, and help local products access higher-value domestic and export markets.

The renewed partnership also supports President Ferdinand Marcos Jr.'s call in his State of the Nation Address to increase value addition in Philippine agriculture, where he cited ube as a product with strong export potential.

Unlike trademarks that distinguish companies, geographical indications identify products whose quality and reputation are closely linked to a specific place of origin. Well-known examples include Champagne from France, Scotch Whisky from Scotland, Parmigiano Reggiano from Italy and Kobe Beef from Japan.