A Filipino entrepreneur has raised concerns over the lack of protection and standardization in the global “ube” supply chain, warning that the popular purple yam is often mislabelled and commercially fragmented.
New Zealand-based exporter Alonzo Nieves said the industry suffers from informal sourcing, inconsistent grading, and weak branding, with much of the global supply reportedly processed abroad and sold as “Filipino ube.”
He added that the Philippines risks losing its identity in the global market as other countries also begin producing ube varieties.
Agriculture officials said they are working to expand production support, research funding, and partnerships, while also attracting private investment in the sector.
Experts emphasized that stronger branding, possible geographical indication protection, and better public-private coordination are needed to boost the Philippine ube’s global competitiveness.
Source: PhilNews24 | May 21, 2026
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