How Philippine ube farming can cash in on ‘purple gold rush’
Philippine ube exports reached over US$3 million in 2025, more than double the US$1.4 million figure recorded in 2024
He and the other farmers in his group manage a collective yield of between five and eight tonnes, fetching prices of 90 pesos to 100 pesos (US$1.50 to US$1.60) per kilogram.
Such is the going price for ubi kinampay, dubbed the “Queen of Philippine yams”. Grown in Bohol province and nearby areas in central Philippines, the variety is prized for its nutty, vanilla-like flavour and distinctive aroma.
But supply is struggling to keep pace with surging demand, a shortfall felt 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?”
The rest of the world has now caught up with the craze, with ube showing up on the menus of bakeries, cafes, and restaurants globally.
In the United States alone, ube menu items grew by more than 200 per cent between 2022 and the present, the Philippine Daily Inquirer reported. Even coffee chain Starbucks has introduced a line of ube-flavoured drinks across its US and European stores.