BAGUIO CITY — The nationwide thirst for coffee shows no sign of cooling, but for the farmers tilling the rugged terrain of the Cordilleras, the “coffee boom” hasn’t always trickled down to the highlands.
In Benguet, a young entrepreneur is changing that narrative by blending modern technology with traditional storytelling.
Macaullay Raquel, owner of The Cordilleran Daughter Coffee Roastery, is part of a growing movement of “direct-trade” roasters.
By bypassing traditional middleman networks, Raquel is ensuring that the farmers of Benguet are no longer invisible figures in the global coffee value chain.
At Raquel’s roastery, every coffee pouch serves as a digital gateway. Each bag features a QR code that, when scanned, reveals the specific information regarding the beans and the farmers who harvested them.
“We’re trying to directly get our coffee beans from the farmer himself so that we can label it properly and give credit where it’s due,” Raquel said. “The point is to give them a livelihood where they don’t need to ‘hard sell’ their beans. We go directly to their farms to lessen their costs.”
This approach aligns with the global “third-wave coffee” trend, where consumers prioritize traceability and the ethical treatment of producers.
Beyond purchasing, Raquel provides technical support to his partners, helping them improve crop quality to meet the demands of a more discerning market.
Raquel’s mission is vital for a province that remains a cornerstone of the Philippine coffee industry.
Benguet accounts for a significant portion of the country’s arabica production, thanks to its high elevation and cool climate.
According to data from the Philippine Coffee Board and the Department of Agriculture, the Cordillera Administrative Region (CAR) contributes roughly 80 percent of the country’s specialty arabica. However, despite the high demand — with Filipinos consuming nearly 170,000 metric tons of coffee annually — local production still struggles to keep pace, meeting only about 15 percent to 20 percent of total domestic demand.
By focusing on “specialty” branding, young entrepreneurs like Raquel are helping Benguet coffee command higher prices in a market that is increasingly moving away from instant, commercial-grade coffee toward premium, single-origin brews.
For Raquel, the business is as much about cultural preservation as it is about commerce. The name “The Cordilleran Daughter” is a tribute to the matriarchal roots of highlander culture.
“Cordilleran Daughter is about the passing of culture,” Raquel explained. He noted that mothers in the Cordilleras are traditionally the safeguards of heritage, transmitting values and traditions to their daughters. “I thought if there were a personification of culture, it would be a daughter.”
What started as a passion project for a self-professed coffee lover has evolved into a platform to showcase the stories of the people behind the cup.
Raquel was among the featured entrepreneurs during the Department of Agriculture-CAR’s Young Farmers Challenge (YFC) held in February. The YFC provides competitive financial grants to youth engaging in innovative agri-fishery enterprises.
Raquel encourages his peers to bridge the gap between agriculture and entrepreneurship.
“To the youth who want to start a business, just try,” he said. “You won’t know the problems you’ll encounter until you start. If you can solve a certain problem, that is a very good business opportunity and a very good help for our community.” WITH PIA
***Marketing Cordilleran coffee to Gen Z
To market coffee to the Filipino Gen Z market, especially within the cultural landscape of the Cordillera, brands must move beyond the “caffeine fix” and sell an authentic, ethical experience. For a generation that values social justice and digital aesthetics, coffee is no longer just a beverage; it is a statement of identity.
In the Philippines, Gen Z is characterized by “conscious consumption.”
They are the demographic most likely to ask where their beans come from and if the farmer was paid fairly.
In the Cordillera region, this provides a home-court advantage.
Brands like The Cordilleran Daughter successfully tap into this by using QR codes to bridge the gap between the highland farm and the urban café.
This transparency transforms a simple cup of arabica into a narrative of heritage preservation, which resonates deeply with youth who are protective of their indigenous roots.
Moreover, “Instagrammability” remains a nonnegotiable gateway.
In Baguio City, cafés such as Hot Cat Specialty Coffee or Hatch Coffee succeed by pairing minimalist, rustic aesthetics with high-quality brews.
However, for Gen Z, the visual must be backed by substance.
Marketing should highlight “Third Wave” characteristics — notes of citrus, chocolate or floral undertones — appealing to a generation that views coffee tasting with the same sophistication as wine.
Finally, digital community building is essential.
Gen Z consumers in the Cordilleras are highly connected; they gravitate toward brands that engage in “edutainment.”
Short-form videos on TikTok or Reels showing the roasting process in Itogon, or the mist-covered trees in Atok create an aspirational yet grounded connection.
By marketing coffee as a “local luxury” that supports mountain communities, entrepreneurs can turn Gen Z’s spending power into a powerful engine for Cordilleran pride.
