Philippine farmers race to keep up with global 'ube' craze
As global demand for the Philippine purple yam 'ube' surges, farmers face challenges including a shortage of planting materials and declining production.
On a recent trip to Germany, April Schoengen, owner of the Filipino-themed café 'Ube de Oro' in Bonn, was surprised to find a purple pastry at a gas station bakery—it was ube. Her café, which initially catered mostly to Filipino clients, now attracts a diverse crowd intrigued by the lilac treats.
Ube, or purple yam, is a naturally vibrant root crop from the Philippines, subtly sweet and nutty. In the Philippines, it is often served as jam, ice cream, or dessert during festivities. For many indigenous communities, it is a staple food and a major source of protein, carbohydrates, and antioxidants, according to Philippine Agriculture Undersecretary Cheryl Marie Natividad-Caballero.
The crop has been so popular that the Philippines' trade department dubbed it a 'star export.' In 2025, the Philippines shipped 1.7 metric tons worth $2.9 million of ube products (extracts, powders) abroad, mostly to the United States—20% higher than the previous year. Despite this, domestic production has steadily slowed, from over 30,000 metric tons in 2006 to just 12,400 metric tons in 2025.
One major hurdle is the lack of planting materials, says Grace Backian, director of the Northern Philippine Root Crops Research and Training Center. The center has received more requests for seedlings to expand ube farmlands. Christopher Gomez, who works with farmers on ube processing and distribution, notes that growers used to keep part of their harvest for replanting. Now, global craving drives them to sell everything and seek seedlings from suppliers or the government. 'We don't want to export raw materials, only processed ube like powder and extracts, because we want to maintain farming here,' Gomez says.
To keep up with demand while ensuring sustainability, Backian emphasizes the need for local greenhouses to nurture quality seedlings and training for innovative farming practices. 'The government should provide funding for these greenhouses and training,' she says. Undersecretary Natividad-Caballero says the department is working to distribute planting materials from regional research stations to local governments.
Ube thrives on well-drained rolling areas but requires labor-intensive manual tilling and patience, taking about nine months to yield, provided typhoons don't hit. Backian observes that ube remains a secondary crop, as farmers prefer cash crops like corn that mature in three months. However, she adds, 'Farmers are very resilient. As long as they see the benefit, they will continue planting.'
