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Letter From Baguio
‘Not slaves of the market’: Why a tiny Philippine convent that popularised ube jam resists expansion
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The Good Shepherd Convent in Baguio city, northern Philippines, is famous for its ube jam, which has been a favourite among Filipinos for decades now.
ST PHOTO: MARA CEPEDA
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- Ube, a purple yam native to the Philippines, is gaining global popularity, leading to increased demand and supply challenges, with the Philippines even importing from Vietnam in 2025.
- Good Shepherd Convent in Baguio produces the popular ube jam, balancing social enterprise supporting indigenous students and small-scale farmers, resisting pressure to scale up production.
- Rising ube demand presents a double-edged sword, increasing prices but prompting farmers to seek better offers and heritage brands to compete with international exporters.
AI generated
BAGUIO, Philippines – When I was growing up in Metro Manila, those glass jars of deep purple ube jam were a constant in the refrigerator, as they were in many other Filipino households.
As a child, I would sneak into the kitchen and eat the sweet treat straight from the jar, the way other children might savour ice cream.
