PCIA eyeing to reclaim Philippines position as top cacao producer

CEBU, Philippines — The Philippine Cacao Industry Association (PCIA) has urged farmers and stakeholders to collaborate with the organization and the government to reclaim the country’s position as a leading producer of the highest quality cacao globally, capitalizing on consumers’ growing awareness of healthy products.

“The Philippine cacao sector must unite with a single vision: to build a strong, cohesive, and powerful Philippine cacao brand,” PCIA president Armi Lopez-Garcia told delegates of the recently concluded National Cacao Congress 2024 held at the Waterfront Cebu City Hotel and Casinos.

The National Cacao Congress 2024 offers a unique platform for collaboration, where stakeholders can come together to share knowledge, best practices, and innovative solutions.

Themed “Marketing Philippine Cacao and Chocolates,” Garcia said this year’s Cacao Congress focuses on increasing the production of quality fermented cacao beans to elevate the Philippine cacao industry on the international stage.

“With the growing demand for high-quality cacao, we aim to showcase our unique flavors locally and globally,” said Garcia.

“By working together, we can elevate the Philippine cacao industry to new heights, ensuring its place on the global stage,” Garcia added.

In her speech, Garcia reminded Cacao stakeholders, that the Philippine Cacao industry is on the cusp of significant growth and global recognition.

Garcia believes that by adhering to the strategies outlined in the Philippine Cacao Industry Roadmap 2021-2025 “and continuously striving for excellence,” Filipino cacao farmers and experts can continue to achieve international acclaim.

“Together, we can build a strong, sustainable, and competitive cacao industry that will benefit generations to come,” she said.

One of the strategies, she mentioned is for cacao farmers to work on traceability—establishing a story of the origin of the cacao beans, from farm to the factory.

She emphasized the changing preferences of consumers nowadays regardless of age bracket in buying goods that have good stories behind them, promote sustainability, especially social enterprise, and others.

What is good with cacao, she stressed is its health benefits. This can also be highlighted in the local and global branding, as people are now conscious of consuming anything healthy.

“The demand of the market is traceability-from farm to factory- especially since cacao is supposed to be healthy,” Garcia said adding that this approach would aid the Philippine brand of cacao and chocolates to be known globally as foreign guests explore the Philippines and learn from its culture.

She also encouraged tourism stakeholders, including hotels, resorts, and restaurants, to support locally produced chocolates, or "Tableya," by sharing their stories and offering them to tourists. This approach will help both foreign and local tourists develop a greater appreciation for Philippine-made chocolate products.

“As we explore effective strategies, we aspire for our cacao products to become the centerpiece of the global cacao industry and to establish a distinct Philippine brand,” she said.

Garcia, who is also the chairperson of the multi-sectoral Philippine Cacao Industry Council (PCIC), said that the global chocolate industry thrives on the quality of one key ingredient: cacao.

While countries like Ghana, Ivory Coast, and Ecuador are traditionally known as cacao powerhouses, the Philippines has steadily emerged as a formidable player on the world stage.

She mentioned the Cacao of Excellence, a prestigious global initiative based in Paris, France, dedicated to recognizing and rewarding the world’s finest cacao beans. Since 2017, the Philippines has earned a distinguished place in this arena, with six Filipino cacao experts receiving the coveted Cacao of Excellence award.

This recognition, Garcia explained is not just an honor for the individuals involved but also a testament to the growing global recognition of the Philippines as a producer of superior cacao.

These awards highlight the potential of the Philippine cacao sector to compete with the best in the world, underscoring the dedication and skill of Filipino farmers and industry experts, she said.

From April to June 2023, Cacao (dried beans with pulp) production improved to 2.35 thousand metric tons or 4.1 percent from 2.26 thousand metric tons recorded output in the same quarter of 2022, based on the latest record released by the Philippine Statistics Authority (PSA).

Davao Region remained the top producer of cacao with 1.67 thousand metric tons or 71.2 percent share of the country’s total cacao production during the period.

From January to June 2023, the area planted with cacao was estimated at 32.24 thousand hectares. This registers an increase of 1.5 percent from 31.75 thousand hectares of area planted in the same period of 2022.

The Cacao Congress gathered key stakeholders including government officials, state universities and colleges, cacao farmers and industry experts to deliberate and address crucial challenges and opportunities in marketing facing the Philippine cacao sector.

The event featured 65 exhibitors displaying the latest and most delicious chocolate products from across the Philippines. — (FREEMAN)