"Before, we sold our coffee beans for just P30 per kilo. Now, thanks to the support from the Department of Trade and Industry, that price has increased to P300 per kilo.”
A QUIET economic transformation is under way in the upland towns of La Union, led by the province’s Robusta coffee farmers. This change is being powered by collaborative government efforts, particularly the Department of Trade and Industry’s (DTI) support programs.
At the heart of this success story is farmer Lapicto Bugtong, the chairman of the Baguionas Coffee Growers Association (BCGA).
For Bugtong and his co-members, the impact is profound; he recalled how the recognition of La Union’s local varieties has drastically improved their collective livelihood.
“Before, we sold our coffee beans for just P30 per kilo. Now, thanks to the support from the Department of Trade and Industry, that price has increased to P300 per kilo,” Bugtong shared.
This tenfold increase in value has not only improved individual incomes but has inspired others in the community to view coffee farming as a source of pride and a sustainable livelihood.
Legacy revived
La Union’s mountainous terrain, particularly in municipalities of Bagulin, Santol and San Gabriel, offers a unique microclimate perfectly suited for growing the Robusta variety.
For generations, coffee has been a cash crop here, but market volatility and a lack of processing infrastructure often forced farmers to sell their raw beans at low, fluctuating prices, leading to a decline in production.
Today, this legacy is being vigorously revived. The cool elevations and fertile soil provide the ideal environment for the Robusta bean to develop its distinct, strong and highly aromatic profile — a key differentiator that makes La Union’s coffee a premium product in the specialty market. The revival is transforming scattered smallholdings into a cohesive, value-driven industry.
Value chain fortification
The dramatic price increase is a direct result of a “whole-of-government” approach aimed at fortifying the entire coffee value chain. National agencies, local leaders and community associations are working together to equip farmers with the tools and knowledge necessary to shift from selling raw materials to marketing high-value processed goods.
A cornerstone of this transformation is the DTI’s Shared Service Facilities (SSF) Program. In Bagulin, this initiative provided the BCGA with modern postharvest processing equipment. This allows the farmers to roast, grind and package their beans locally in their hometown, eliminating the need for costly transportation to distant facilities and ensuring that the crucial value-adding steps benefit the local economy directly.
The collaborative approach also includes the Department of Agriculture (DA), which assists with seedling distribution, and the Department of Science and Technology (DOST), which offers technical expertise. Farmers now have access to training on modern farming techniques, quality control and postharvest handling.
Victoria Ordoño, DTI-La Union provincial director, emphasized the partnership’s critical role: “The cooperation between local farmers, national agencies and the government has been key in helping La Union’s coffee reach its full potential. It is through these partnerships that farmers like Lapicto can see real improvements in their incomes.”
Market recognition
For Bugtong and the BCGA, the ability to process their beans locally has been transformative, fostering a sense of ownership and pride. “We no longer have to transport our beans far for processing. This Shared Service Facility is a great help to us, providing both income and pride in our work,” Bugtong said.
The quality of La Union’s coffee is now nationally recognized.
The local Robusta varieties have recently won awards in national competitions, demonstrating that the province’s beans can compete with the best in the country. This competitive edge is being leveraged by farmers’ associations, which are unifying their marketing efforts under the collective “La Union Coffee” brand. This standardization is key to connecting directly with high-end cafés and roasters.
Ordoño attributes this success to the growing passion of the farmers and the evolving tastes of consumers. “The younger generation is driving an evolution in the coffee industry, and we’re excited that our local farmers can be part of this shift,” she noted, emphasizing that the expanding market for specialty and innovative coffee blends offers new opportunities for production expansion and diversification.
Looking ahead, Ordoño envisions La Union emerging as a key player in both the national and international coffee markets. “Our dream is for every cup of coffee served across the country to come from beans grown right here in La Union,” Ordoño concluded.
La Union’s coffee journey serves as an inspiring model of rural development: when government programs, particularly the DTI’s focused assistance, are coupled with community effort, they cultivate more than crops — they cultivate prosperous futures. PIA
***Key takeaways– Massive price increase
and livelihood improvement
Farmers, including chairman Lapicto Bugtong of the Baguionas Coffee Growers Association (BCGA), saw the price of their coffee beans jump tenfold — from P30 to P300 per kilo.
This dramatic increase has significantly improved the incomes of local farmers, turning coffee farming into a source of pride and a sustainable, profitable livelihood.
– Strategic government intervention
The DTI’s Shared Service Facilities (SSF) Program was crucial, providing the BCGA with modern, postharvest processing equipment (roasters and grinders).
This equipment allows farmers to process, roast and package their beans locally, keeping the crucial value-adding steps and associated profits within the community, eliminating the need to transport raw beans elsewhere.
The success is attributed to collaboration among multiple agencies: DTI (processing/market access), DA (seedlings/farming techniques) and DOST (technical expertise).
– Geographical advantage and quality recognition
La Union’s cool, mountainous terrain (in Bagulin, Santol and San Gabriel) provides the ideal microclimate for growing the Robusta variety, helping it develop a distinct, strong and highly aromatic profile.
The quality of La Union’s Robusta is now nationally recognized, with varieties winning awards in national competitions, solidifying their status in the specialty coffee market.
– Unified branding and market growth
Farmers are leveraging the provincial identity by promoting their products under the collective “La Union Coffee” brand.
DTI Provincial Director Victoria Ordoño sees La Union becoming a major national and international player, connecting local beans directly to high-end cafés and roasters.