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How Philippine ube farming can cash in on ‘purple gold rush’

Esmeraldo Maligsa, a farmer and president of the Bohol Ube Growers Association, harvests 2,000kg (4,400lbs) of ube, the purple tuber native to the Philippines, every…

By Samantha Johnson / June 30, 2026
Esmeraldo Maligsa, a farmer and president of the Bohol Ube Growers Association, harvests 2,000kg (4,400lbs) of ube, the purple tuber native to the Philippines, every seven months.

He and the other farmers in his group manage a collective yield of between 5 tonnes and 8 tonnes, fetching prices of 90 to 100 pesos (US$1.50 to US$1.70) per kg.

Such is the price the ubi kinampay, dubbed the “Queen of Philippine yams”, fetches. It is grown in Bohol province and nearby areas in central Philippines, and is prized for its nutty, vanilla-like flavour and distinct aroma.

However, the supply has much to catch up with the surge in demand, which faces shortfalls even back home. “Our yield … is not enough,” Maligsa said. “People call us and ask for two tonnes per month. How can we supply that?”

Today, the rest of the world has caught up with the craze, with ube showing up on the menus of bakeries, cafes, and restaurants globally.

Starbucks launches the Ube Vanilla Velvet Latte range for summer. Photo: Starbucks
Starbucks launches the Ube Vanilla Velvet Latte range for summer. Photo: Starbucks

In the United States alone, ube menu items had grown by over 200 per cent since 2022, the Philippine Daily Inquirer reported. Even popular coffee chain Starbucks has introduced a line of ube-flavoured drinks in its stores in the US and across Europe.

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