Is Ube Being Stolen from the Philippines?

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Published 2022-11-29
Ube or purple yam is a quintessential part of being Filipino. This popular tuber is grown in different parts of the Philippines and has made headlines and appearances in mainstream media because of its subtle earthy taste. Ube renders its iconic deep violet hues unto almost anything: from breads, pastries, and other savory dishes that remind Filipinos of home no matter where they may be in the world.

Erwan Heussaff and the FEATR team wanted to learn more about how ube is being cultivated by the Aeta farmers in Pampanga and the third generation farmers of the Bohol Ubi Growers Association (BUGA) in search of answers to the problems that the ube industry is facing. Join us on this adventure as we taste the different varieties of freshly harvested ube straight from the source and listen to the stories of how it has touched the lives of households and restaurants around the globe.

Jump to:
(0:00) Intro
(1:28) Rize Up Bakery
(3:38) La Kalidad
(4:45) The Dilemma
(6:33) Traditional Ube Halaya Maker Nanay Ipang
(9:07) Where Does Ube Come From?
(9:55) Finding Real Ube
(11:15) Meeting the Aeta Farmers in Pampanga
(18:04) Ube According to History and Science
(19:50) Ube in Baguio City Markets
(21:44) Taste Test
(23:38) Conservation Practices
(30:19) What Can We Do?
(32:16) Ube in Bohol
(39:42) Jojie's Bakeshop
(41:09) Half Saints
(43:31) The Conclusion/Outro

The team would like to thank everyone who made this documentary possible:

USA BAKERIES
Azikiwee Anderson, Rize Up Bakery
Angelica Nulud & Paul Faraon, La Kalidad
Melody Lorenzo, Sweet Condesa

TRADITIONAL HALAYA MAKER
Rose Marie Legaspi
Felipa “Nanay Ipang” Legaspi

EXPERTS
Ige Ramos - Food Historian, Writer & Artist
Chef Jam Melchor - Founder, Philippine Culinary Heritage Movement
Cynthia G. Kiswa - Director, Northern Philippines Research and Training Center (NPRCTRTC)
Benguet State University
Dr. Carolyn Mae Daquio - Former Regional Director & Training Center Superintendent, Agricultural Training Institute ATI-7
Gracia F. Arado - OIC Training Center Superintendent, Agricultural Training Institute ATI-7

AETA FARMER
Aiza Lansang - Aeta Ube Farmer

BOHOL FARMER
Esmeraldo Maligsa - President, Bohol Ubi Growers Association (BUGA)
Celencio Maligsa - Vice President, Bohol Ubi Growers Association (BUGA)

BOHOL SNACKS MAKER (JOJIE’S)
Ella Adano - Jojie’s Bakeshop

HALF SAINTS
Chef Joanna Arciaga - Half Saints

USA TEAM
Chad Santo Tomas - Producer

BOHOL TEAM:
EJ De Guzman - PM/Researcher
Chester Impang - Director of Photography
Mon Peter De Pedro - Camera Operator
Riche Ceasar Balijon - Camera Operator
Jesse Alfie Estaca - Camera Operator, Drone Operation
Christian Paul Naparota - Gaffer

Special thanks to:
Northern Philippines Research and Training Center (NPRCTRTC)
Benguet State University
Rose Anne Mananghaya-Aya of DOST-PCAARRD
Operation Share-A-Blessing - Chef Christopher Gomez, Cheme Gomez
Original Musical Score: Leo Saballe
-------------------------------
We are looking for collaborators, content producers, brands, and anyone who has a story to tell. Email us at [email protected]

The Fat Kid Inside Studios

Erwan Heussaff - Founder
Kashka Gaddi - Content Producer
Eamonn Quizon - Cinematographer
Edel Cayetano - Story Producer
Harold Singzon - Story Producer
Kleo Balares - Editorial Producer
Julius Rivera - Videographer
Steven Sune - Editor
Lorraine Santos - Editor
Dana Blaze - Editor
Ivan Christian Cocjin - Editor
Martin Narisma - Food Editor
Kathryna de Bustos - Content Manager
Chester Velasco - Production Assistant
Kevin Amponin - Production Assistant
Dustin Dagamac - Colorist
Sofia Paderes - Graphic Designer
Kim Manuel - Graphic Designer
Roanne Salvacion - Accountant
Donalyn Aranda - Accounting Assistant
Interns:
Mary Lournette Baligod
Patricia Beatrice Te Seng
Hans Rivera
Mary Zarrahmaiden Cabrera
Alyssa Gwyneth King
Christine Crisostomo

Social Media:
www.instagram.com/featrmedia
www.twitter.com/featrmedia
www.facebook.com/featrmedia

www.instagram.com/erwan
www.twitter.com/erwanheussaff

All Comments (21)
  • @featrmedia
    please make sure to turn on the CC's for translations!
  • I'ved been reading some of the comments here and I don't know if I just missed it but nobody seems to appreciate the value of the Aeta farmers in keeping some of the Philippines traditional food plants organic and pesticide free. And despite this they are always looked down upon as a sub class Filipinos and often cheated or taken advantage of. I'm glad to see some organizations stepping in and helping these people sell their products at a higher price in the food market.
  • As someone who is exposed to agricultural research, our country has so much potential with our local crop varieties. The Philippine government should really focus more on the agricultural sector and its research endeavors. Farmers should be encouraged and supported so they will be motivated to propagate quality products.
  • I always consider Erwan As a Documentaries/journalist and not a Vlogger / YouTuber he's the best Filipino in the Internet..
  • Since, coming to the USA 🇺🇸 I try to buy what's "Made in the Philippines" 🇵🇭 That's my way of helping our export/import business. Thanks Erwan, for bringing this info into our consciousness. P.S. It's a good thing, I understand Bisaya. But, for those who don't, subtitling in English is a good thing👍
  • @amanojaku7236
    Protect our Ube and Calamansi. Mabuhay mga Kabayan.🇵🇭 Very eye opening and great subject
  • @Carnage0583
    The Philippine Agriculture really need's a boost. Fewer and fewer people are interested in raising crops like this since it's so cheap and take's time before it can be harvested. Government should give this little farmer's some incentives.
  • I'm amazed how dedicated Erwan is in creating contents like this. Immersing himself with our culture and traditions are remarkable. Truly a Filipino by blood and by heart ❣ Educating us the great potentials of our agriculture resources, it's promising and motivating.
  • Kaya ako pagmeron nagtitinda sa Amin galing bundok kung anong presto Yun na Yun nagagalit ako sa Nanay ko pa humihingi ng tawad. sinasabihan ko Yung Nanay ko "isipin mo nalng Yung pagod Nila, ilang ilog or bundok dindaanan Nila para makababa lang para itinda Yung pananim nila!,tapos tawaran mo pa.?" Kaya guys please support farmers at huwag na Po tumawad..
  • @BennLuvsYou24
    Ube is becoming very popular nowadays in the West. The Philippine government through it's agriculture department should pay attnetion. This is very well done, Erwan and team. I grew up in Palawan in the 90s and I remember growing some ube in our backyard. There'd always be an inadequate yield and my sisters would always have to buy more from the wet market. I remember the ones I planted to have that deep purple hue so they were probably the kinampay variety. Whenever we'd make halaya, I'd always sample the freshly boiled ube and to this day I still remember its unique aroma and its wonderful texture which then turns delightfully creamy when cooked in coconut milk.
  • yeh its kinda sad when our agricultural resources are not fully capitalized. other neighbouring countries saw the potentials of these and started investing/making it their own, just like the rice and calamansi. Philippines has so much to offer in terms of agriculture and i can say with confidence that we have some of the best products to offer to the world, however sadly its not well looked after.
  • @_ycats
    Erwan and Featr team not just making documentary but a LEGACY. Praise God also for the life of our local farmers and researchers. 🥹🖤 Blessings!
  • @EZsWaterBoy
    Thank you Erwan for educating us, teaching us how important the culture of Filipinos truly are. Even though you don't work for Agriculture or the Government. I can see the Passion and the Concern you put in in your works. You are a truly Filipino hero and it shows how much you love our culture. I was a bit skeptical at you at first when you started vlogging because most Artistas just wanted to be famous on tv and make money, But you used your Popularity for a Good reason and Good cause. Thank you for showing true love and concern. I hope more Influencial people can be like you. You have my respect and support brother.
  • @featrmedia
    We want to thank everyone who has been sharing their thoughts below! We made this documentary as our way to spark a discussion about ube and how it affects the livelihood of Filipinos here at home and abroad. Keep your comments coming, we are reading each one! 💜
  • @palespectre
    FEATR is really a treasure at this point. The amount of research in each episode is really impressive. One learns to appreciate our culture more. So, thank you Erwan and team. This is one of my favourite episodes. I wish someone from the government would see FEATR’s episodes like this.
  • I remember when I was a kid, the Aetas from the mountain sells their products in the market in my area, one is Ube, taro, and many kinds of vegetables. They pass in front of our house every market day, and that is Wednesday and Sunday. My Mom buys before they bring the veges to the market. Believe it or not, it's the best vegetables we ever ate. Ube is so fresh. I still remember the succulent taste of their ube. P.S. I didn't know Aetas still existed in the Philippines. I'm so surprised to see them in this vlog. I'm happy to see our indigenous people still around. In the old days, there were a lot of them in the Kalinga Province in Luzon. Thank you for featuring them in your vlog.
  • @cynthialoza6295
    This is a serious eye opener for all Filipinos. Thank you FEATR for the mature and much needed discussion on how to value and protect one among many of our important resources. Mabuhay po kayo.
  • This is the content that Filipinos should watch. Kudos to you sir for showing awareness that we still need to cultivate, protect and understand our own heritage not just our beaches but most especially our farmers and the root crops and rice that we are abundant with.
  • @bitwise-3697
    If ube is a Japanese product, you bet it would have all sorts of grades and standards and certifications. This will come with regulations on how it will be marketed and sold. It would foster the development of this produce and keep it as a "pride" product of all the regions that grow it. But alas, Philippines.
  • @jgenerao5563
    Please continue to make videos like this from the perspective of Filipinos and the Philippine agricultural industry. UBE is from the Philippines and UBE will continue to grow in popularity and we really need to cement the origins and the traditions of UBE GROWING, distribution, consumption and respect. Sounds dramatic I know but it’s true! ❤