CamSur OKs program to grow, market ube as export winner

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MANILA, Philippines — The provincial government of CamSur is embarking on a premier value chain program for purple yam (ube), cashing in on the growing domestic and international market for the tuber.

In its most recent session, the Sangguniang Panlalawigan of Camarines Sur approved Ordinance 040 series of 2026 declaring purple yam as the province’s priority crop and establishing the CamSur Ube Development Program as the blueprint for developing “a comprehensive ube value chain from farm to export. ” 

Camarines Sur Gov. LRay Villafuerte said the program aims to “replicate and even surpass” the success of Japan in transforming matcha or green tea powder into a superb export winner by assigning purple yam with preferential consideration in the agricultural support programs, technical assistance, extension services, enterprise development initiatives and value chain investments of the province.  

Exports of ube and ube-based products reached $3.06 million in 2025, driven by the strong demand from the United States, Europe, the Middle East and Asia.  

CamSur already has an existing and operational fruits and vegetables facility in Pili, which can be immediately utilized and upgraded to serve as the anchor processing hub for ube powder production.

Villafuerte said the program would raise the income of ube farmers through guaranteed buyback arrangements and  the provision of stable employment in processing and logistics, and at the same time boost CamSur’s provincial revenues through increased agricultural productivity and export earnings.