PH stakes claim in ‘purple gold rush’

MANILA, Philippines – As Philippine ube (purple yam) continues to captivate global taste buds, the local government of Bohol is safeguarding Ubi Kinampay, an iconic ube variety of the province and one of the country’s heritage crops.

The provincial government, through the Bohol Economic Development and Investment Promotion Office, filed its application for geographical indication (GI) registration of the Bohol Ubi Kinampay with the Intellectual Property Office of the Philippines (IPOPHL).

READ: Ube’s global appeal takes root

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Renowned as the “queen of Philippine yams,” Ubi Kinampay has become a sought-after ingredient in both local and international culinary markets. It is known for its naturally vibrant violet flesh, earthy aroma and rich flavor, which are connected to Bohol’s geography, soil, climate and traditional farming practices.

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Ube-flavored products range from ice cream and pastries to beverages, gaining traction in North America, Europe and parts of Asia.

“The world is now in the middle of a ‘purple gold rush’ and GI protection can help the Philippines stake its claim in the growing global demand by strengthening its market identity and position,” IPOPHL Director General Teodoro Pascua says.

Securing GI protection for Bohol’s Ubi Kinampay is seen to help protect this indigenous variety from false origin claims and unauthorized use of the name.

GI registration protects goods with unique quality, characteristics and reputation linked to their geographical origin or human factors.

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Such registration provides protection for an unlimited term, unless revoked, preventing third parties from misleading the public with false origin claims.

“As ube becomes more global, we must make sure the roots of varieties from the country are not lost. GI protection helps ensure that the true heart of the Bohol Ubi Kinampay—its soil, story and people—remain Boholano and Filipino,” Pascua adds.

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To date, the Philippines has four registered GIs: Guimaras Mangoes, Aklan Piña, Alburquerque Asin Tibuok and Tau Sebu T’nalak.

Once approved, Ubi Kinampay will be the second locally protected GI from Bohol province after Asin Tibuok, an artisanal heritage sea salt from the town of Alburquerque.

Mind the gaps

Beyond Bohol, the Department of Agriculture (DA) aims to institutionalize the Philippine ube industry in its long-term strategy. It aims to ride the global purple gold rush.

The DA plans to create a steering committee and technical working group to define the official scope of ube, standardize raw and processed products, as well as harmonize quality requirements across agencies and exporters.

The agency says the proposed body, which will be represented by various DA agencies, attached agencies and the private sector, is expected to align phytosanitary and technical standards across agencies. This is seen to address long-standing regulatory fragmentation that has constrained agricultural exports.

READ: DA distributes 60,000 ube planting materials in Leyte, Bohol

“The urgency is underscored by industry data showing that current production levels of around 50 to 60 metric tons (MT) per operator could scale up to as much as 500 MT with improved supply coordination and expanded raw material access,” the DA says.

But development of the ube industry is hindered by value chain gaps.

“Production remains modest, constrained by limited planting material, fragmented smallholder production and insufficient processing capacity,” the US Department of Agriculture’s Foreign Agricultural Service says in a market brief.

Some of the identified gaps include: limited access to quality planting materials; scarcity of certified setts, or pieces of ube tubers cut specifically for planting and propagation; and the absence of research infrastructure and laboratory testing capacity.

The report likewise cites fragmented ube production, with small holder farmers operating largely in isolation. It also notes significant post-harvest losses due to insufficient facilities and regulatory inconsistencies in enforcing various standards.

The lack of a formal and universally recognized definition of ube as a commodity is also a stumbling block.

Another bottleneck is the dependence of producers on intermediaries, which limits pricing transparency and reduces farm-gate returns. Farmers also grapple with lack of access to formal lending institutions.

Planting support

Wanting to give the ube sector a boost, the Bureau of Plant Industry (BPI) and the Philippine Root Crop Research and Training Center distributed almost P2.6 million worth of ube planting materials to around 900 farmers in Leyte and Bohol.

More than 60,000 purple yam planting materials were distributed to 60 farmer groups across key ube-producing areas in the Visayas.

Beneficiaries come from the towns of Dagohoy, San Isidro, Lila, Cortes and Alburquerque and Abuyog in Tacloban. In Leyte, planting materials reached the cities of Baybay, Maasin and Ormoc, as well as the towns of Carigara, Mayorga, Palompon, Naval, Mahaplag, Kananga, Burauen, Calubian and Inopacan.

BPI vows to continue providing technical support and capacity-building activities to bolster farmers’ yields and tap emerging market opportunities.

“As ube gains worldwide recognition, we must ensure Filipino farmers are positioned to take advantage of the opportunities it creates,” BPI Director Gerald Glenn Panganiban says.

“This initiative helps provide the foundation for increased production, higher incomes and a stronger domestic ube industry,” he adds.

Export bet

Agriculture Secretary Francisco Tiu Laurel Jr. says the Philippine government is exploring other agricultural products with strong export potential to boost farmers’ income and help narrow the agricultural trade gap.

“President Ferdinand Marcos Jr. has tasked us to develop more export winners that can raise farmers’ incomes and create greater value for the economy,” Laurel says.

“With ube now enjoying global recognition, we see an opportunity to expand production, increase exports and help reduce the country’s more than $10-billion annual agricultural trade deficit,” the agriculture chief adds.

Ube exports amounted to $3.06 million in 2025, doubling from $1.4 million recorded by the

Philippine Statistics Authority (PSA) in 2024, data from the Department of Trade and Industry showed.

According to the DA, key export markets include Canada, the Middle East and parts of Asia. Meanwhile, the United States, South Korea and Europe are emerging as next-wave growth destinations.

READ: Global ube boom highlights problems for Filipino farmers

But despite the growing global appetite for ube, local output of this root crop dropped by 6.7 percent to 12,483.31 MT in 2025, based on PSA data.

Key producing regions are Central Visayas (33 percent), Calabarzon (13 percent) and Cagayan Valley (12 percent).

The Philippines does not import fresh purple yam from any other country, the BPI reminds the public.

“Any fresh ube being sold, transported, or claimed as ‘imported’ should be verified with the appropriate authorities,” BPI National Plant Quarantine Services Division says.

The importation of fresh agricultural commodities, according to BPI, is subject to strict phytosanitary regulations to prevent the introduction and spread of harmful plant pests and diseases that may threaten Philippine agriculture and food security.

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To mitigate these risks, the agency reiterates its commitment to protecting the country’s plant resources through effective border control measures while facilitating safe and compliant agricultural trade. INQ