Wazzup Pilipinas!?
The purple tuber that launched a thousand viral desserts is currently a global superstar—but back in the fields of Bohol, the soil is telling a far more fragile story.
Eight years ago, the outlook for Philippine ube was described as stark. The industry was a tinderbox of systemic neglect, fueled by three primary threats: a lack of young successors willing to take up the spade, the volatile unpredictability of climate change, and a pervasive apathy toward agriculture. Today, despite ube appearing on menus from New York to Tokyo, those same shadows loom over the Philippine landscape.
The irony is as rich as the jam itself. While the world’s appetite for the vibrant purple yam reaches a fever pitch, the very foundation of the crop is fracturing. But it isn't just a supply crisis—it is an identity crisis.
The Stolen Heritage
In a compelling cover story for the newly revived F&B Report, James Zarsadiaz, a Filipino American history professor, sounds a chilling alarm: we are losing ube’s Filipino identity on the global stage.
"Many in the US have heard about ube, they know the ingredient, but they don’t make the connection that it is part of Filipino culture," Zarsadiaz warns. As ube is assimilated into the "aesthetic" food trend machine, it is being stripped of its roots. It risks becoming a nameless commodity, a "pretty purple flavor" detached from the hands of the Filipino farmers who nurtured it long before it was a hashtag.
This is why, during Filipino Food Month, the mission has become urgent. Putting the spotlight back on this iconic crop isn't just about nostalgia; it is a desperate bid to save an industry and support the farmers who are its last line of defense. As writer Sam Beltran notes, "It’s not too late for the Philippines to turn the tides on ube."
A Return to the Tangible
This battle for cultural preservation mirrors F&B Report’s own bold pivot: a return to print. In an era defined by digital fatigue and the fleeting nature of a scroll, the magazine is betting on the "magic of the tangible." Returning in a concise, limited-run, and free format, the publication seeks to engage an audience that is increasingly hungry for intentional consumption.
Just as a farmer tends to the soil, this issue tends to the stories of Filipino grit and innovation. Beyond the ube fields, the pages profile the culinary evolution of Valery Anthony of Lusso, and the expansion journey of Neven and Nicole Charpentier behind Crepe Glazik. It even makes a case for the future of the local spirits industry through the eyes of King and Vanessa del Rosario, the siblings pioneering Filipino mead at La Mesa Mead.
More Than a Trend
Whether you are traveling vicariously through a Disney Cruise Line voyage with managing editor Pauline Miranda or diving into the technical struggles of agricultural sustainability, the message is clear: some things are too precious to let fade away.
The "signature touch" of Filipino gastronomy—and the ink on a physical page—requires more than just passive interest. It requires advocacy. From the volcanic soils of our provinces to the high-end patisseries of Manhattan, the story of ube is the story of the Philippines itself: vibrant, resilient, but in need of its people to claim it.
The tide can be turned, but only if we recognize that ube is more than a color—it is a legacy.
Experience the return of print. Sign up here to secure your copy of the latest issue: https://bit.ly/4sOKBTs
Story by Sam Beltran | Photos by Jar Concengco | Styling by Chichi Tullao | Art Direction by Ella Lambio | Editor: Eric Nicole Salta
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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