Konjac: From ancient staple to modern superfood

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December 16, 2025 | 12:00am

Rice is the star of the Filipino dining table. And as the Philippines confronts surging lifestyle diseases like diabetes, a powerful shift is happening. Filipinos are seeking options that do not compromise their health.

The star of the shift is shirataki rice which is derived from the konjac plant’s root. This “miracle” food, virtually calorie-free and carbohydrate-free, has exploded in popularity in the last two years. This aligns with global low-carb and keto trends. Locally, Nutrifam helped fuel the shift.

The company founders, who began their own wellness journey 10 years ago, realized that the “superfoods” that changed their lives were too expensive and hard to find. They went on a clear mission: to make healthy living attainable for every Filipino household.

Here is an exclusive interview with Gilbert Matthew C. Go, president of Nutrifam, to discuss the challenges they overcame in the early days and the inspiring vision that continues to fuel their quest to redefine what’s on the Filipino plate.

THE PHILIPPINE STAR: Nutrifam is considered a go-to brand for healthier ingredients or food substitutions. How early did you start, and what were the hurdles in terms of market acceptance?

GILBERT MATTHEW: Nutrifam began in 2015, back when healthy food ingredients were still rare on grocery shelves. At the time, “superfoods” were almost unheard of. The biggest hurdle wasn’t just introducing new products, it was changing mindsets. We had to help Filipinos understand that healthy eating didn’t have to be complicated or intimidating. It was a slow process, but one we believed in from the very beginning.

Was there a specific family story or inspiration behind the formation of Nutrifam?

About a decade ago, we wanted to live healthier. We learned that good health starts with what you eat, and we came across chia seeds. We tried them and felt the difference almost immediately — more energy, feeling lighter. But at that time, chia seeds were hard to find and quite expensive. That’s when it clicked: Why should something so good for you be so difficult to get? We saw a clear opportunity to make superfoods affordable and available to every Filipino household. That’s how Nutrifam was born — not just as a business, but as a mission to help people live better, starting with what’s on their plate.

As one of the key players in introducing and popularizing shirataki (konjac) rice and noodles to the mainstream Filipino market, when did you start selling shirataki, and why?

We discovered konjac because of its almost unbelievable properties: It’s a plant made almost entirely of dietary fiber. When processed into noodles or rice, it becomes virtually zero-calorie and zero-carb. We started selling shirataki because we wanted to offer a real solution to people who were trying to eat better but struggled to give up the meals they love. With konjac, you can still enjoy a bowl of rice or noodles without the guilt.

Is shirataki your key product? If not, which one is, and why do you think that is the case?

It’s not. The product that truly defines Nutrifam is the Nutrifam Chia Seeds. We were lucky to be one of the first to make it accessible in major supermarkets. Chia seeds perfectly fit the lifestyle of today’s generation — health-conscious, busy, and always on the move. We wanted to make sure anyone could easily grab a pack from their nearest grocery store. It’s accessible, affordable, and reliable, qualities that reflect what Nutrifam stands for.

There’s a common perception that healthy food can be bland. How did you develop your shirataki products to be both nutritious and delicious?

We believe healthy eating should never feel like a punishment. Our shirataki products are designed as versatile ingredients; you can cook them any way you like. We focus on showing people how easy it is to make them taste amazing. We’ve collaborated with professional chefs to create simple but flavorful recipes that families can recreate at home. Because if healthy food doesn’t taste good, it won’t become a habit. Our goal is to make nutritious meals something you look forward to.

What are your thoughts on the future of food in the Philippines? Do you see a growing trend toward healthier, more mindful eating?

Absolutely. When we started Nutrifam, healthy living felt like a niche. Today, it’s becoming a movement. More Filipinos are becoming mindful of what they eat, more conscious of how food affects their mood, energy, and longevity. We see people taking charge of their health in ways they never did before — reading labels, cooking at home, sharing tips online. This wave of awareness will continue to grow, and we’re excited to be part of that story.

What advice would you give to someone who wants to start eating healthier but doesn’t know where to begin?

Start small. You don’t have to overhaul your entire lifestyle overnight. Try making healthier versions of the food you already love. Swap your sugar for coconut sugar, or your regular rice for shirataki. The most important thing is to enjoy the process. If your diet feels like a chore, it won’t last. Healthy living isn’t about perfection, it’s about progress. The key is to just start and stay consistent.
From championing the simple power of chia seeds to successfully navigating the massive recent surge in shirataki rice demand, Nutrifam is a vital partner in the Filipino wellness journey. They have successfully shifted the narrative from “giving up” favorite foods to “making healthier choices.”

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