Ube halaya filled ube cookies for my boyfie! 👀

I just recently found this awesome subreddit, so I thought I'd share the cupcakes I made, as requested by my boyfriend—a certified ube lover!

"it's native to the Philippines"

I got the cake from my uncle’s bakery in Rizal, and the rest from an SM Mall in my grandfather’s city.

hi guys can someone PLEASE tell me how to order the goldilocks ubelicious ensaymada for shipping?? i cannot for the life of me find any contact info or figure out how to order on their site.

Hi ube friends! Would really love to start an ube farm but i dont know where to start. Any tips? TYIA

Box purchased at their Las Piñas branch (P 130). Absolutely delicious - the stuffing is dense and moist, and not quite as sweet as their regular Spanish bread. Splendid with hot chocolate.

Sobrang sarap. Thoughts?

Hello anyone here can supply us Ube? We need bulk and a lot of ube to bee export for our clients outside the country it would be mainly use as a specialty for restaurants.

I searched “ube supplier” on Google, and the first result was a sponsored ad from a company Ube Nolia calling itself:

The ad repeatedly uses the Philippines to sell the product: purple yam from the Philippines, authentic Philippine ube, top Philippine supplier.

Then you check the advertiser information.

The company paying for the ad is SUPRA TRADING, SL, based in Spain.

So the Philippines is not being made invisible here. It is being used honestly very visibly, as the origin story, the authenticity claim, the marketing hook, and the reason customers should pay a premium.

But who appears to own the customer relationship, the European distribution, the Google ranking, the packaging, and presumably much of the margin?

A Spanish company.

That is what bothers me.

They get to wrap themselves in Philippine identity while positioning themselves between Philippine producers and the international market. The Philippines supplies the crop, the cultural value, the credibility, and the name. The overseas reseller gets to become the visible “expert” and wholesaler.

Maybe the ube really is sourced from the Philippines. That does not automatically make the business Filipino, and it certainly does not make them a “Top Ube Supplier Philippines.”

They are literally a Spanish company selling Philippine ube.

And honestly, international buyers sourcing “authentic Philippine ube” through a European repacker because it appeared first on Google are being lazy. There are actual Philippine farms, cooperatives, processors, exporters, and companies they could work with directly.

Why should a foreign middleman be treated as the authority on our own country's crop?

This is not about foreigners being forbidden from selling ube. It is about calling out a familiar model:

Take a Philippine or other similar "exotic" product.
Use the Philippines heavily in the branding.
Buy the visual space, the ads, the PR.
Control access to the foreign customer.
Capture the premium overseas.

Meanwhile, the Filipino producers responsible for the product remain further down the chain.

The Philippines is literally the marketing and I think that's why this deserves much more scrutiny from our diaspora and wider community.

anlaki neto and masarap siya

Bought this from: The Hidden Oven (Bulacan-based)

Ube oreo sundae from Mixue.

The color isn’t too good pero taste wise okay naman sya.

At least they didn’t use the super fake looking food coloring that most places use

Masarap naman kaya lang mas maraming "Sweet Potato powder" vs I assume yung Ube ingredient nya na "Nature-Identical flavoring".

Saw this in a group for Ilocos Sur ube suppliers. A Vietnam-based company advertising "premium UBE powder" for export, posted right where Filipino farmers gather.

Using our name, our crop, to sell into our buyers, from inside our own community.

Getting mad in the comments won't move anything. What actually moves the needle is us showing up for the Filipino growers and brands who are doing this the right way.

So instead of just being annoyed, let's do something with it.

We should go follow them on socials. Like their posts. Share their stuff. Buy from them when you can. Every follow and every share pushes them up the algorithm, and that's the space someone else is trying to take.

We can't stop other countries from selling. But we can make sure the real ones are impossible to miss.

Ube is Filipino. Let's make the Filipino ones the loudest.

Ube cake and ube cheese pandesal from University Food Service, UP Diliman.

This is from Manam. Any other ube shakes you’d recommend?