Coinciding with this celebration is the 22nd anniversary of the Philippine Coffee Board Inc. (PCBI). Established in 2002, PCBI is a private sector-led NGO that was initially formed as the National Coffee Development Board (NCDB) and later incorporated by its founding trustees for sustainability despite changes in the administration of the national government agencies. For the past 22 years, PCBI has been dedicated to promoting the growth and sustainability of the Philippine coffee sector, from bean to cup.

The shift from consumption to production

In its early years, PCBI’s primary mission was to educate Filipinos about the benefits of coffee and encourage domestic consumption. Through various campaigns and initiatives, PCBI successfully raised awareness of Philippine coffee and fostered a growing appreciation for the local beverage. However, as the demand for Philippine coffee increased, PCBI realized the need to shift its focus to production.

“From promoting Philippine coffee over the last two decades PCBI has made great strides in spreading awareness about coffee origins. Now, it’s time to plant more coffee to satisfy the increasing domestic demand,” says Chit Juan, PCBI President and Co-Chair.
To address the growing domestic demand, PCBI has launched initiatives to encourage coffee planting and cultivation. By providing farmers with technical assistance, training, and access to resources, the organization aims to increase coffee production in the country. This strategic shift reflects PCBI’s commitment to not only promoting Philippine coffee but also ensuring a sustainable supply of high-quality beans for both domestic and international markets.

Current state, challenges and solutions

The Philippine coffee industry is experiencing a remarkable surge in popularity and growth. Coffee shops are popping up in cities and towns across the country, catering to a growing number of coffee enthusiasts. This increased demand has spurred greater awareness about coffee origins, with consumers seeking traceable and high-quality beans. “Traceability is a feature many consumers now look for. Farmers now have leveled up their skills in processing better coffee because of increased opportunities to showcase their products at trade fairs, expos and competitions — both local and regional,” Juan adds.

And yet, despite the industry’s vibrancy, Filipino coffee farmers continue to face significant challenges. One of the primary areas for improvement is coffee quality. By adopting better processing techniques, farmers can enhance the flavor profile of their beans, making them more appealing to discerning buyers. PCBI plays a crucial role in addressing these challenges through training programs that focus on nursery establishment, farm maintenance, proper harvesting, and processing methods.

Future growth and PCBI’s goals

The country currently consumes more coffee than it produces, creating a gap that needs to be filled. To meet this increasing demand, it is crucial to expand coffee production. PCBI’s plans include training more farmers in sustainable coffee cultivation practices and inspiring the next generation to embrace agriculture, particularly coffee planting. By investing in human capital and promoting sustainable farming methods, PCBI aims to ensure the long-term growth and prosperity of the Philippine coffee industry.

Philippine Coffee Month Celebration

As part of its commitment to promoting the industry, PCBI has organized “Coffee Goes Full Circle” in partnership with SM Makati, Side B Upcycling, Primal Brew Coffee Roastery, Common Folk, and Commune. This event will take place from October 4-6 and aims to bring coffee shops closer to the Makati community while showcasing circular economy initiatives such as using coffee hulls and spent coffee grounds to create charcoal briquettes. Free learning sessions will also be offered during the weekend.
Additionally, PCBI will be offering free coffee to foreign delegates attending the Asia Pacific Ministerial Conference on Disaster Risk Reduction (APMCDRR) at the Philippines International Convention Center (PICC) from October 14 to 18. This initiative provides an opportunity introduce international visitors to the unique flavors of Philippine coffee.

Coffee processing, the transformation of cherry into bean, is a critical step in determining a coffee’s final flavor. From the sun-dried simplicity of natural processing to the meticulous washing and fermentation of wet processing, each method imparts unique characteristics.

What are the different coffee processing methods?

Coffee is processed in many ways but we’re focusing on the three traditional methods: natural, washed, and honey. Let’s explore how these methods shape the complex and nuanced world of coffee flavor.

Natural processing

The natural, or dry, processing method is one of the oldest and simplest ways to prepare coffee beans.

After harvesting, ripe coffee cherries are laid out on drying patios or raised beds to dry in the sun. This process can take several weeks, depending on climate conditions. As the cherries dry, a natural fermentation occurs within the fruit, influencing the flavor profile of the beans.   

Because of the extended contact between the bean and the fruit during drying, natural process coffees are often characterized by full-bodied, complex flavors with notes of fruit, sweetness, and sometimes even wine-like characteristics. However, the process is susceptible to defects if not carefully monitored, as rain or humidity can ruin the entire crop.   

Washed (wet) processing

Unlike natural processing, washed coffee undergoes a more intricate process. 

Upon harvest, the outer skin and pulp of the coffee cherries are removed. The remaining coffee beans, covered in a sticky mucilage, are then fermented in water to remove this substance. This fermentation process is crucial for developing the coffee’s flavor profile. Following fermentation, the beans are washed to remove any remaining impurities and then dried, either in the sun or mechanically.

Washed coffees are generally characterized by their clean and bright cup profile. They often exhibit pronounced acidity, floral or citrus notes, and a crisp, clear taste. 

This processing method is commonly used to produce high-quality Arabica coffees, as it helps to highlight the bean’s inherent characteristics.

Honey processing

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Honey processing is a hybrid method that falls between natural and washed processing.

After harvesting, the coffee cherries are pulped to remove the outer skin, but a portion of the sweet, sticky mucilage is left intact. The beans are then dried with the remaining mucilage adhering to them. This process lends its name to the method, as the coffee beans resemble honey-coated seeds.

Honey processed coffees offer a balance between the sweetness and complexity of natural coffees and the clarity of washed coffees. The flavor profile often showcases intense fruit notes, with varying levels of sweetness depending on the amount of mucilage left on the bean. This processing method allows for a wider range of flavor possibilities, making for a more complex cup.

In Brazil, the term “pulped naturals” is more common for honey processed coffees.

Other types of coffee processing methods

Coffee is always evolving and these days, it’s not hard to come across newer and experimental types of coffee processing methods. These include anaerobic process and carbonic maceration.

Anaerobic processing is a technique where coffee cherries or pulped coffee is fermented in airtight containers without oxygen. The absence of oxygen creates unique fermentation conditions, producing distinctive acids like lactic acid. These acids contribute to intense, complex flavors often described as juicy, fruit-like, or even funky. 

Carbonic maceration, a method inspired by winemaking, involves placing whole, unripe coffee cherries in an airtight container pumped with carbon dioxide. This creates a controlled fermentation process where the fruit ferments from the inside out. The resulting coffee often exhibits complex “boozy” flavors, similar to red wine. 

Wrapping up

Coffee flavor is a complex interplay of factors, including bean variety, terroir, roasting, brewing methods, and as you’ve learned, coffee processing. From the classic natural and washed processes to innovative techniques like carbonic maceration, each technique unveils a distinct spectrum of taste. So, the next time you savor a cup, consider the fascinating process that transformed the bean from cherry to brew.

The Philippine Chamber of Agriculture and Food Inc. (PCAFI) said the country would become self-sufficient in coffee if the government would plant the commodity alongside coconuts in at least 144,000 hectares in the region alone.

At least 480,000 hectares in CALABARZON are planted with coconuts today, according to the Philippine Statistics Authority (PSA).

PCAFI president Danilo Fausto said achieving such intercropping goal would yield 144,000 metric tons in additional coffee output that would significantly reduce the country’s dependence on importation.

The country currently imports at least 60 percent of its coffee bean requirements as local production cannot keep up with the growing demand for the commodity.

Fausto proposed that the government, particularly the Philippine Coconut Authority (PCA), prioritize its coffee-coconut intercropping program to expand coconut and coffee production at the same time.

There are about 17,700 hectares of farm areas nationwide that are intercropped with coffee and coconut, based on the government’s coconut industry roadmap.

Intercropping in coconut farms has been one of the flagship programs of the government in boosting coconut farmers’ income and improving their welfare.

The PCA targets to spend P3.3 billion for the intercropping of coconut farms, which includes coffee, cacao, livestock and poultry, across five years of implementing the Coconut Farmers Industry and Development Plan (CFIDP) which is being financed by the coconut levy trust fund.

The PCA and the Philippine Coffee Board Inc. (PCBI) established the country’s first coconut-coffee model farm in Amadeo, Cavite recently to showcase the income opportunity of such farm practice.

A one-hectare of farm with 100 coconut trees intercropped with coffee could generate an income of at least P1 million a year, based on PCA and PCBI’s estimates.

This article first appeared on Philippine Star, by Jasper Emmanuel Arcalas on August 6, 2024.

The acquisition of a 10% stake in Botrista, known for its sophisticated beverage-dispensing technologies, aligns with Jollibee’s ambitions to enhance its offerings through convenient coffee and automation, and expand into the coffee market.

Similarly, the purchase of a 70% stake in the fast-growing Compose Coffee chain in South Korea demonstrates Jollibee’s strategic approach to tapping into key coffee markets in Asia.

These acquisitions highlight the group’s proactive stance in diversifying its portfolio and capitalising on the growing demand for coffee and tea products, both domestically and internationally.

By leveraging innovative technologies and entering new markets, Jollibee aims to strengthen its position as a leading player in the coffee and beverage sector.

“⁠It’s not the first time Jollibee is entering into the coffee space – they also acquired Coffee Bean & Tea Leaf, and more recently Common Man Coffee Roasters out of Singapore,” says Andre Chanco, Co-founder of Yardstick Coffee.

“I don’t think these brands necessarily have to synergize with the Jollibee core brand, but there are some backend processes that can help these brands scale, either locally or globally.”

JFC isn’t the first multinational to invest in coffee brands – it’s a way to push them into new markets, and there’s also something in it for them. Asia – and Southeast Asia – traditionally more tea-drinking cultures, are increasingly embracing coffee, and multinationals want a piece of the pie.

“Jollibee is awash with cash and is riding the global coffee trend. They have a growing history of acquiring coffee brands. They know the numbers, and how Asians have taken to coffee versus tea,” says Pacita Juan, President of the NextGen Organization of Women Corporate Directors.

South East Asia has a rising and diverse coffee consumption that attracts investors

The coffee market in South East Asia is experiencing rapid growth and evolution, driven by changing consumer preferences, urbanisation, and a rising café culture across the region.

Countries like Indonesia, Vietnam, Thailand, and the Philippines have emerged as key markets for coffee chains and specialty coffee shops, with a growing emphasis on quality, variety, and experiential consumption.

Consumption trends in South East Asia reflect a shift towards premium and specialty coffee offerings, as consumers seek diverse flavours, ethical sourcing practices, and unique brewing methods. What is most interesting is that the region has a wide diversity of consumer preferences.

“What is unique with the Southeast Asia region is that each market has a ‘default’ coffee,” says Andre. “While sweet coffee drinks dominate across the region, Singapore remains an anomaly with a very simple coffee menu offering. The Philippines has a more utilitarian consumption of coffee, with some coffee shops open 24/7.”

The region’s market strengths lie in its vibrant coffee culture, rich coffee-growing heritage, and increasing disposable incomes, making it an attractive destination for coffee chains and international brands looking to expand their footprint.

“What we’re seeing recently is the venture capital-backed coffee chains, from Kopi Kenangan in Indonesia, Zeus from Malaysia and Pickup Coffee from the Philippines,” says Andre. “These target a different segment of the market with their price positioning, but I think it helps the overall industry in terms of funnelling more coffee drinkers into the habit.”

The acquisition of Compose Coffee chain in South Korea by Jollibee Food Group serves as a strategic entry point into the broader South East Asian coffee market, indicative of the region’s potential for robust growth and investment opportunities.

Over the last three decades, the market has been emerging, which has brought a spectacular rise in coffee consumption to the region’s fast-growing economies. The Philippines was one of the biggest players in the traditional market, followed by emerging markets Indonesia, Vietnam, and South Korea.

“We have always been coffee drinkers in the Philippines, but this has picked up all over Southeast Asia, partly because of the easy access to coffee – from Indonesia to Vietnam, and many imports coming through Singapore,” says Pacita.

South East Asia’s rising influence in the global coffee market

The consolidation of coffee chains and acquisitions by key players like Jollibee Food Group underscore South East Asia’s emergence as a competitive coffee market hub.

Coffee chains from Southeast Asia have been expanding beyond their local markets, with specialist coffee and tea shops in the region posting sales soaring to $4.4b in 2023, with an expected 8% annual growth rate through 2028.

The coffee chain landscape in Southeast Asia is poised for further consolidation, with profitable players expanding their footprint and wiping out less profitable ones. Investor funding will play a key role in this development.

The region is also unique in that it counts coffee producing countries, which enters the equation when it comes to market power.

“That, plus a growing middle-class and expanding cafe lifestyle are positive signs that encourage growth in the broader coffee industry,” says Andre. “There are challenges with the higher end of specialty coffee, as some markets have more limited spending power, but we do see some concepts pushing that price point up.”

Diversifying service options to include dine-in experiences and exploring alternative channels such as vending machines, drive-throughs, and subscription services help enhance convenience and accessibility for consumers in the region – a major reason behind JFC’s partial acquisition of Botrusta.

Regional trade agreements are also a boosting factor for the regional coffee market, creating an enabling trade environment that encourages business and boosts consumption.

“Regional trade makes it easier, compared to coffees from other origins that are heavily taxed in countries like Thailand, the Philippines and Indonesia,” says Andre.

Pacita explains  that groups like the ASEAN Coffee Federation, have been conducting regional events to build networking between Southeast Asian states.

“We have also established the ASEAN Coffee Institute, where we teach in our own languages like Bahasa, Filipino, and English, making it easier for our farmers and baristas to learn about coffee,” she says.

Jollibee’s strategic moves in strengthening its coffee and tea business reflect the broader trend of South East Asia’s growing prominence in the coffee industry.

With a thriving market landscape, increasing consumer demand, and strategic acquisitions driving expansion, the region stands poised to shape the future of coffee consumption and trade on a global scale.

This article first appeared on Coffee Intelligence, by Sarah Charles on July 12, 2024

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Gab Cruz drinks coffee daily, and at times, twice, depending on the workload that needs to be done.

Coffee has been her go-to “caffeine” drink in juggling her work as a support staff in a research center at the University of Santo Tomas and her graduate studies.

She budgets around P65 to P200 for her daily coffee fix, spending more during a pay day.

“The second cup must be more than the first cup, and it is usually iced. My classes are until 9 p.m. and sometimes I feel sleepy in the afternoon,” Cruz, 26, said. “I like my coffee somehow sweet, but not too sweet like mocha.”

The likes of Cruz are driving the domestic demand for coffee, thus encouraging local Filipino farmers to produce more beans.

In 2023, the Philippines produced 30,000 metric tons of green coffee beans, a slight recovery from the 29,957 MT output in 2022.

Philippine Coffee Board Inc. president Chit Juan said farmers produced more Excelsa and Liberica beans since consumers demand more of these coffee varieties.

Juan said Liberica and Excelsa offer the sweet and fruity flavor profile that consumers like Cruz are looking for.

“(Farmers) are interested now with Excelsa and Liberica as they can get better prices than Robusta. Liberica and Excelsa are now fetching about P500 (per kilogram) while Robusta is between P160 and P180,” Juan told The STAR.

Coffee Liberica production inched up by 7.8 percent last year to 238.18 MT while Coffee Excelsa output expanded by almost three percent on an annual basis to 1,826 MT, Philippine Statistics Authority (PSA) data showed.

Filipino coffee drinkers are becoming “more sophisticated” with their demand, creating a “hierarchy of preferences” in the market today, Juan pointed out.

Nonetheless, Juan noted that demand for instant coffee, which are usually made from robusta, continues to grow since it is the cheapest product accessible and available in the market.

“Demand is coming from young Filipinos. It is still that sweet demographic profile of the country,” she said.

Coffee demand is also driven by sectors like the business process outsourcing wherein employees seek caffeine to stay late at night, Juan added.

Juan said the advent of e-commerce has made coffee more accessible and cheaper for local consumers and for entrepreneurs interested in setting up shop.

According to Juan, Filipinos became more interested with coffee during the COVID-19 pandemic since they had a lot of time available at home, citing the case of the Dalgona coffee craze.

“It’s easy to open a coffee shop today. You can just buy a coffee machine online,” she said.

“The COVID-19 pandemic and the internet caused that. A lot of people now have knowledge about coffee beans,” she added.

The country’s production of other coffee varieties like robusta grew by nearly three percent to 22,000 MT while arabica output declined by 9.4 percent to 5,955 MT, PSA data showed.

In recent years, the country saw the rise of homegrown community coffee brands that were thrown into the mainstream spotlight like Pickup Coffee and TOMO Coffee.
“They are opening left and right,” Juan said.

Juan added that the internet, particularly “YouTube University” has also turned ordinary Filipinos into baristas who are capable of serving and competing at a professional level. “Recently we judged a competition and the barista learned everything through YouTube and she was good,” she said.

This post first appeared on Philippine Star by Jasper Emmanuel Arcalas.

The best way to get an overview of the Philippine coffee industry is to join coffee farm tours, thanks to the Philippine Coffee board . Before I started this tour last February 2018, my limited knowledge on coffee beans rested on the difference between Arabica and Barako beans. All I know was I bought Philippine coffee either from the Cordillera region or Cavite.

I certainly learned a lot during the tour with additional inputs from “Philippine Coffee Industry Roadmap 2017-2022.”. Let me give you some of the highlights:

1. The Philippine Coffee’s current production volumes is only 37,000 metric tons (MT), with an area of 117,454 hectares (ha), and an average yield of 300 kilograms (kg) per hectare.

2. Philippine climate and land are suitable to growing four coffee varieties – Robusta, Arabica, Excelsa and Liberica. The most common variety grown in the country is Robusta, which accounted for 69 percent of total production in 2015. Robusta is mainly used for instant coffee. Next is Arabica, which contributes 24 percent (%). Arabica is mostly cultivated in high elevation areas (1000 meters above sea level) and sells at a premium price. It is primarily used for brewing or blending. Thevother varieties are Excelsa and Liberica (kapeng barako).

3. Brazil is the top coffee global producer in 2014 with a volume of 2,804,070 MT of Green Coffee Beans (GCB). It is followed by Vietnam, Colombia, Indonesia and Ethiopia. However, the Philippines ranked 25th with a volume of
37,727 MT of GCB. Our country used to be the 4th global producers many years ago.

4. Coffee consumption is dominated by soluble coffee, which is a shift from local ‘nilaga’ brewed coffee. Recent resurgence of the roast, ground and brew sector of the market is changing the coffee market.

5. Majority of coffee farmers have an average farm size of one to two ha, with most farms owned by the farmers themselves. Most farms are intercropped with vegetables, coconut, fruit trees and forest trees (especially in the case of Arabica coffee). There are very few commercial scale plantations in the country.

6. The continuous drop in coffee production was caused by various factors such as: increase number of coffee growers shifting to other crops, old age of trees with limited or no rejuvenation; poor farm practices – limited knowledge on appropriate coffee technology of farmers, aged farmers; limited access to certified planting materials and limited access to credit.

7. Locally-made ground coffee brands available in the market include Aguinaldo blend, Altura coffee, Café Amadeo, Café de Lipa, Café Chico, Coffee Alamid (civet coffee), Davao coffee (variants Robusta, Arabica, Excelsa), Gourmet café, Kalinga blend, Kalinga Robusta premium coffee, Kalinga brew, Kalinga Musang coffee, Kape Isla, Magallaya brew premium coffee (Excelsa), Monk’s blend, Mt. Apo Civet coffee, Musang coffee roasted beans, Negros Rainforest, Rocky Mountain (variants Mountain Blend and Classic Blend) and Sagada coffee, among others. The products are manufactured by entrepreneurs, mostly operating on a small scale. Most derived their brand names from the place where they are being produced

8. Coffee growers and farm-based roasters concerns include quality of production, lack of quality beans, poor post-harvest management, inadequate knowledge on modern technologies and minimal information on market access, trends and opportunities. To address these issues, National Government Agencies (NGAs) are collaborating to implement programs that develop the coffee industry

9. I also learned the differences among the green coffee beans.

This is arabica. It has an “s” shape in the center.

Excelsa has a pointy tip.

This is robusta. Straight in the center.

Liberica beans are larger than other than the others, often asymmetrical, and is the only coffee bean in the world that has such an irregular shape.

There is more to learn about the Coffee industry but the lack of coffee production inspired our family to continue on and become a coffee producers ourselves and in the process help our farmers in the neighborhood.

Source: Philippine Coffee Industry Roadmap 2017-2022

The local coffee industry has been facing many challenges, with only 33 percent of coffee beans in the market produced locally due to various reasons such as lack of capital, limited knowledge on tree cultivation, and pest control among small and backyard farmers.

Even after the coffee beans are harvested, farmers must also face competitive pricing from international exporters.

GCash and PCBI aim to educate and encourage Filipinos to support local products and at the same time, provide opportunities for women, which compose 50 percent of the farmers.

The Philippine Coffee Board is a private sector-led group, established in 2002 by coffee experts to develop and promote quality Filipino coffee through technical assistance and credit programs to farmers and help them market and promote local coffee for domestic and export markets.

This project will provide much-needed long-term support to local farmers in Cavite, Benguet, Iloilo, Davao and Basilan, enabling them to start their own backyard farms.

This program will also educate them on how to plant local coffee seedlings, learn the science of natural coffee farming and experience local brewing.

By the end of 2023, PCBI, on behalf of GCash, will begin planting 50,000 seedlings in identified areas such as Cavite and Benguet.

GCash CEO and President Martha Sazon and Philippine Coffee Board Inc. President Chit Juan

MANILA, Philippines — A groundbreaking collaboration between GCash, through GForest, and the Philippine Coffee Board is poised to reshape the local coffee scene—offering a unique opportunity for individuals to actively contribute to sustainable coffee farming, as well as to support community livelihood while protecting the environment.

The joint agroforestry initiative aims to revitalize the local coffee sector through tree plantings and to assist local farmers and their families by providing the necessary capital to start planting coffee seedlings.

Last August 17 at the Philippine Coffee Board (PCBI) Technology Hub, GCash announced that the partnership will commence with the planting of 50,000 seedlings in identified areas in Benguet, Cavite, Iloilo, Davao and Basilan.

Over the next two years, the project will expand, adding 50,000 trees annually, resulting in over 200,000 coffee trees planted.

GCash and PCBI during the partnership launch last August 17 at the PCBI Technology Hub.

With a user base exceeding 14 million nationwide, GForest strategically taps into its vast network to seamlessly engage and enable its users to help via its digital platform.

According to Winsley Bangit, GCash head of New Businesses, for every tree planted by a user on the GForest feature on GCash, GForest will plant one actual coffee tree for free.

“GForest is the biggest reforestation platform in the Philippines, and we want to work with many partners so we don’t just provide a digital solution for cashless payments, but also help them build and protect their communities from different risks, and even bring potential improvement in their livelihoods,” Bangit told Philstar.com. 

Bitter struggles in local coffee landscape

Coffee has been part of Filipinos’ everyday routine, so much so that coffee is now no longer just a morning drink, but a beverage for any time of the day.

Per the data cited by GForest, Philippines’ coffee consumption is one the highest in the world and the highest in ASEAN. However, local coffee harvests account for only 30% of the national consumption, and the majority is imported from neighboring countries.

Women coffee farmers of GForest and PCBI.

PCBI president Chit Juan emphasized that there’s really a challenge on supply and a need for more trees to cater to the local demand.

“Kulang na kulang ang supply for our local demand. Ang challenge is kailangan natin ireplace ang old trees and plant new ones. Hindi madali na pagtanimin ang mga tao, that’s what we are addressing.”

Moreover, GForest and PCBI identified the lack of capital among small and backyard farmers as one of the key factors contributing to the low coffee production.

Farmers are often discouraged from cultivating coffee due to limited knowledge of tree cultivation and pest protection, as well as the challenging pricing from international exporters.

Brewing opportunities for farmers, coffee industry

Through the consumer-driven effort, GForest and PCBI aim to enable farmers and provide them capital to initiate their farms and create a new and sustainable source of livelihood,

The influence of the GForest movement reaches far beyond reforestation; it is also dedicated to improving the livelihoods of local communities through socio-economic empowerment.

GCash President and CEO Martha Sazon plants a coffee tree

In diverse GForest locations, local farmers are not only engaged and educated, but also compensated for their committed involvement in planting and nurturing trees over a period ranging from two to five years. Furthermore, these farmers are incentivized for their contribution to maintaining a robust tree survival rate.

With PCBI’s expertise, farmers will be equipped with a science-based approach which will then improve their productivity, leading to more produce, a bigger impact and income to the downstream value chain.

“There’s an end-to-end value chain as there are so many things that go into coffee consumption, from the farm to your cup,” Bangit shared. “As we support farmers, we make an even bigger impact because we support the entire value chain. The trees in turn become livelihood sources, it multiplies.”

Enabling consumer-driven impact with tech

Say you’re a heavy coffee drink, how many trees do you need to plant? PCBI president Chit Juan gave a rough estimate of around 12 trees a year.

“12 trees a year is around 24 kilos of coffee. Two kilos a month is about 200 cups of coffee, or around six cups a day.” she shared with Philstar.com. “‘Yong itatanim mo, ‘yon din ang iinumin mo.”

The joint agroforestry initiative between GCash and PCBI aims to revitalize the local coffee sector through tree plantings and to assist local farmers and their families by providing the necessary capital to start planting coffee seedlings.

With GForest’s technology in the picture, planting coffee trees is within your thumb’s reach. Every time GCash users pay bills, send money, buy load and save digitally in-app, they earn green energy points that can be used to virtually plant trees on GForest—such as mangroves, narra, yakal, molave, coconut and now, coffee.

As of June 2023, GCash through GForest, has already planted 2.5 million actual trees, surpassing its initial target of planting 2.3 million trees by the end of 2023.

“With GForest, we’re brewing change, one coffee tree at a time. Join us in planting coffee trees and helping our coffee farmers—it’s more than just coffee, it’s a catalyst for positive change,” Bangit ended.