Originally named Coffee Break, it is the brainchild of the Philippine Coffee Board Inc. (PCBI) led by founding trustee and current director Guillermo “Bill” Luz.

He explains the impetus behind this event, “The first objective was to build up some brand awareness about Philippine coffee. Our other objective was to nudge consumer behavior towards specifying ‘Philippine coffee’ as opposed to just ordering ‘coffee.’  The concept was simple: offer free coffee in the mall, add entertainers to regale the crowd, and raise awareness for Philippine coffee.”

In 2008, Coffee Break evolved into Coffee Origins, with greater emphasis on where the coffee beans come from. Luz elaborates, “We moved into ‘Origins’ to show that Philippine coffee was being grown in different parts and elevations of the country, and each region had their specialties.” He adds, “The more that origin is in demand, the better it is for the farmers in that community. Increased demand can mean more jobs, more income, for a community. And if the farmers process the beans properly to maintain their quality, that means higher values for the community.”

Our intention was to build up demand in Philippine coffee so more people would go into coffee production.

Indeed, Coffee Origins has succeeded in raising awareness about Philippine coffee and its origins for the past 15 years. Luz shares, “the concept of Origins is now being better appreciated. More coffee retailers and cafés now indicate where their coffee is grown (e.g., Kitanglad, Matutum, Cordillera, Apo, etc.).

To better appreciate the Coffee Origins, Philippine Coffee Board was also the trailblazer in farm tours in cooperation with its Philippine Coffee Network

Today PCBI works tirelessly to build the Philippine coffee brand. But it has moved to a more “Seed to Shelf” or “Farm to Table” approach according to Luz. We are closely working at how to create nurseries for seed and seedling production because that is the starting point of coffee. Moreover, as production increases, people will need to learn more about how to process and mill their beans so they can get the best flavor and value of their beans.”

Written by Anne Marie “Nana” Ozaeta
This article was first published in The Ultimate Coffee Guide, 2017

For roast and ground coffee, however, coffee beans are packed after roasting, or are ground and packed after roasting, and have not yet been brewed or “cooked.” Brewing entails making hot water pass through coffee grounds, and the grind is dependent on the coffee maker to be used. Brewing can also be done through immersion, as with the French press Aeropress, or through the teabag style of serving coffee.

In any case, most of the coffee sold in the market as “roast and ground” need not be brewed using different types of coffee makers.

What are the other information that should be included in your packaging?

VARIETY
Some coffee packaging labels state the coffee variety―Arabica or Robusta or Liberica or a blend.

ORIGIN
Today’s coffee roasters also put origins like Benguet, Sulu, Batangas, or Sagada, among other coffee-growing areas. If you like the origin you chose, chances are you will go back to that origin regardless of the roaster or processor, or the brand.

WHOLE BEANS OR GROUND
We recommend buying whole beans and grinding them only before brewing.

GRIND SIZE
Some processors pre-grind the coffee and put the grind size on the label. Most will put “good for all coffee makers,” so it’s hit or miss with regard to the brewed-coffee quality.

Whether you’re the roaster who puts the label or you’re the consumer, take note of what the label tells you. It’s usually a fair description of what to expect. The best test, though, is to finally taste what’s inside.

written by Pacita Juan for The Ultimate Coffee Guide, Vol. XII Iss. 2, 2019

Having a strong corporate culture and work-life balance have become higher priorities than salary for the younger workforce. Employee care now transcends lucrative pay. An Inc.com article wrote, “Happy employees are productive employees. An experiment with 700 employees confirmed that happiness can increase productivity by as much as 12%. Therefore, designing the workspaces and environmental factors in the office with your team’s happiness in mind will directly increase their overall productivity.”

Alongside the rise of this new corporate culture is the rise of the coffee culture. Coffee in sachets will not make the cut. With employees more than willing to shell out a hundred pesos or more for a cup of good java, the first question they most often ask is, “How’s the coffee?” The perfect solution to convenience and on-the-job craft brew is the Breville Precision Brewer Thermal. It also helps that the sleek and elegant design and brushed stainless steel look will surely match any office space.

The office coffee connoisseur will rave about the automatic and customizable craft filter with six brew settings―from “fast” to “gold” to “strong” to “over ice” and “cold brew”, and the personalized “my brew.”

The pour-over adapter is compatible with the pour-over dripper is compatible with the pour-over dripper crowd favorites Hario V6 and Kalita Wave. This millennial feature will definitely enhance and encourage office creativity and increase satisfaction, not to mention the money and time saved on coffee runs.

With its one-touch, easy, 8- to 10-minute very fast brew, it’s also sure to satisfy the coffee-curious. The convenient 12-cup capacity is perfect for sharing coffee during breaks or meetings. For the cost of PhP25,000, anyone can be the office barista. With this choice handy equipment, experience a rise in work happiness level. “Coffee is a lot more than just a drink; it’s something happening. Not as hip but like an event, a place to be, but not like a location but like somewhere within yourself. It gives you time, but not actual hours or minutes but a chance to be, like be yourself, and have a second cup.”

The beautiful and brew-worthy Breville Precision Brewer Thermal―your office’s perfect staff care tool with more precision, more craft.

The Breville Precision Brewer Thermal is available at SM Home, SM Appliance, Rustan’s, True Value, Anson’s, Abenson, Landmark, The WOW Group Showroom, The WOW Store, Lazada and Shopee. 

written by Ann Kuy for The Ultimate Coffee Guide Vol. XII, Iss. 2

With a little help from Kumala S. Elardo, a Sulu princess and chair of the Gender and Development Program of the PCBI, Basilan is hoping to establish itself as a major coffee producer and to finally reclaim as its own coffee beans that are now being marketed as coming from places other than their real place of origin.

Elardo, founder and head of Sulu’s People’s Alliance for Multi-purpose Progress Cooperative established in 2012, is bringing to Basilan the strategies and techniques for profitable coffee production that are promoting peace and progress in her own province as her provincemates have found that producing one of the world’s most popular beverages is a highly sustainable and lucrative livelihood.

Sulu’s “coffee project” is credited with helping families raise their incomes and achieve financial stability. The princess worked initially and primarily with women, but the success of her initiative has also encouraged men who have left their homes for more gainful pursuits―often not above board―to just stay home and help tend and manage the coffee plantations, helping promote peace and stability in a province that has been racked by frequent outbreaks of violence.

Elardo is optimistic that what is working so well for Sulu will also work well for the other island province. “There have always been coffee plantations in Basilan,” Elardo says, although rubber production is the province’s main money-earner. The coffee plantations in the province have been producing the excelsa and arabica varieties.

Years of unrest and other problems, however, have lowered the coffee farmers’ morale, apparently to the extent that they have not been possessive of their own produce. Elardo says that while Basilan’s coffee production has not completely stopped and the coffee is sold in Mindanao’s major commercial hubs, like the cities of Zamboanga and Cagayan de Oro (CDO), the bean is not identified with its true place of origin but rather where it is sold. As such, the Basilan coffee that people buy in Zamboanga becomes Zamboanga’s coffee, and the same goes for the Basilan coffee bought in CDO.

Elardo hopes not only to help revitalize Basilan’s coffee industry but also to expand it and restore the province’s pride in its produce. The princess plans to start in Isabela, the former provincial capital, where the current mayor is her niece. Her expansion strategy involves the conversion of coconut plantations to coffee farms. Many farmers had to abandon coconut production following a disease outbreak that destroyed their plants.

Andy Mojica, Elardo’s fellow PCBI Director, also gave a workshop for the Basilan farmers.

About 74 farmers have already signified their interest in going into coffee production, but Elardo wants to work in phases. “The manageable number is 15,” she says, for training and technology transfer, but she is actually starting with only 10 farmer-leaders. The smallest farm lot size is 10 hectares.

The enterpise also involves the provision of better planting materials as well as the addition of the liberica coffee variety, which the Basilan farmers are interested in growing.

Elardo also realizes that Basilan’s coffee producers need to develop good managerial and marketing skills for their enterprise to succeed. For this, she hopes to organize a new cooperative to replace the old one that is no longer very active. She may also bring up the idea of the whole province giving its produce a single brand to establish a unique and distinctive identity for it. “Basilan Coffee” perhaps?

Just as she relied on the support and assistance of the local governments and the field workers of government agencies for her work in her native Sulu, Elardo is confident that the same partners can be counted on to help make this initiative a success for the advancement of the Basilan and for the achievement of lasting peace in the province.

“We will mobilize all agencies that can be of help,” she says. She is already assured of the full support of the province’s local governments.

The princess is hopeful that the Basilan project will bear fruit and will help improve the lives of the locals even faster than the similar project in Sulu did, because of Basilan’s proximity to an already established and reliable market: Zamboanga City and the rest of the Zamboanga peninsula. Travelling from Basilann to Zamboanga by boat takes only less than an hour, making it easy for the farmers to bring their produce to the Mindanao mainland.

Elardo has the right credentials to make this enterprise for the transformation of Basilan a reality. Her success in Sulu has so far won her Go Negosyo’s Outstanding Social Entrepreneur award. She was also named one of the Outstanding Women Entrepreneurs of the ASEAN Women Entrepreneur Network. A director of PCBI, she currently travels around the country as one of PCBI’s instructors on “Women in Coffee.”

written by Linda Bolido for The Ultimate Coffee Guide, Vol. XII Iss. 2

• 3 ounces dark chocolate
• 1/4 cup water
• 1/2 cup strong coffee (hot)
• 4 tbsp sugar
• a pinch of salt
• 3 1/2 cups milk
• 1/2 cup cream
• a dash of cinnamon powder
• 1 cinnamon stick

Procedure:

1. Melt dark chocolate in a double boiler.
2. Add water and blend well.
3. Add coffee, sugar, and salt.
4. Heat milk and cream to the boiling point, then turn off the heat.
5. Combine with the coffee mixture and beat with the rotary blender until frothy.
6. Add sugar to taste.
7. Serve with cinnamon powder or with a cinnamon stick for stirring.

Recipe by Reena Francisco

According to Andrew Defrancesco, the pages pull you in until it’s impossible to tear yourself away from them. The black-and-white photography form an imagery of the world of Philippine coffee – its people, traditions and cultures, the wisdom and hard work needed to bring forth magic from the bean to your cup.

Annotated by Francisco’s caption essays, you will go on a journey. It’s not an easy one. There are the roadside sari-sari stores that mark the highway en route to the highland farms in Benguet, welcome pit stops amidst the high-altitude chill. The coffee trees dotting the foothills of Mount Halcon, still tended today by the Angan, an indigenous people residing near Paitan in Oriental Mindoro. The picturesque robusta trees growing on the Maranao farms near lake Lanao―a heartrending sight after the violent destruction of  Marawi City.

“Here then is my very personal experience of Philippine coffee―from the north to south, from the farm to the cup, from me to you,” writes Francisco. And indeed, A Coffee Journal is his personal journey through nearly 25 years in the coffee business.

Beginning operations in his mother’s garage in 1994, Francisco set out to learn the coffee business from seedling to drink. Armed with a notebook and a camera, he documented and compiled as much as he could, actively seeking out, as he writes, “living persons, as elderly as possible, to recount the world of coffee as it was in their earlier years.” His research took him all over the country, from lowlands to remote high altitudes, enduring unforgiving roads and rough weather. Wherever he went, he sought out stories and vignettes. What he presents to us in this book is a disappearing world that few of us will ever know. A Coffee Journal is a valuable visual narrative of coffee life in the Philippines at a particular period of history.

It is a vivid and romantic world, full of sensory adventure. Think of the white blooms of the coffee trees unfurling with the scent of jasmine. He shows us the coffee seeds, dropped on leaves of calla lilies, the remains of coffee cherries eaten by nocturnal rats and fruit bats in Miarayon, Bukidnon. In time, these will fall to the ground and germinate into seedlings. He gives us vignettes of the life of the small-cafe farmers who must intercrop coffee with sayote, peppercorn, bananas, calamansi, and other crops to augment their income till the next coffee harvest. He shows us how the story of coffee is the story of the farmers, harvesters, roasters, traders, retailers, and drinkers. Francisco reveals a rich tapestry of the individuals, subcultures, and traditions comprising the world of Filipino coffee.

A Coffee Journal is a tribute to the people whose hard work brings coffee to our tables. It is a good, solid documentation of the Philippine coffee history. But most of all, it is a love letter expressing Francisco’s enduring passion for coffee, a romance that has consumed him for a quarter of a decade, and possibly for an entire lifetime, Reading this book will also make you fail in love with coffee.

written by Troy Barrios / The Ultimate Coffee Guide Vol. XII Iss. 2

The Tausug coffee culture was known to have started as early as the mid-1800s, when robusta coffee beans were brought to Sulu by a Prussian seafarer named Herman Leopold Schuck. He became a blood brother of Sultan Jamalul Alam, then the ruler of the Sulu Sultanate. Deciding to stay in the Philippines, Schuck built a robusta coffee plantation with 20,000 plants. Soon after, many other locals cultivated the beans until the coffee was given the name “Kahawa Sug,” Tausug for “coffee of Sulu.”

Many ethnic groups in Southeast Asia consume coffee as a custom or even as part of a religious ritual. As for the Tausugs of Sulu, they traditionally partner their coffee with bangbang (snacks) or latal (a platter of native dishes). Hot coffee is usually served with an extra empty cup, allowing the person to pour the coffee back and forth from cup to cup. Although this is done to cool down the coffee, is also brings out the flavor.

Traditional dishes of Sulu

Dennis Coffee Garden in Zamboanga City, known for its Kahawa Sug, also serves a wide variety of local snacks for the locals and the gastronomically curious travelers. Their famous bangbang are the wadjit (purple glutinous rice), daral (crepe with coconut filling), pastil (hand pipes with spicy sauce), and jualan saing (fried bananas with haleya dip. Meanwhile, the dishes in their latal servings are the tiulah itum (beef in roasted coconut broth), utak-utak (fried fish cakes), beef kulma (beef in curry paste), and chicken pianggang (chicken marinated in coconut milk and spices).

Due to concerns of efficient operations and fast service, though, the traditional practice of pouring coffee back and forth from cup to cup is now being practiced at the cafe only upon request and during special occasions. But the practice is here to stay as it is proudly Tausug.

written by Ellen Denise Tutoy / The Ultimate Coffee Guide Vol. XII Iss. 2

Jennifer Rimando (third from left)

Another woman grader for Robusta bean, Bea Belardo, echoes Jennifer’s remarks. “We were invited to attend the classes, and I am thankful that PCBI recommended us to be included even if the program was initially just for Mindanao,” she recalls. Bea hails from Amadeo, Cavite, which is known for Robusta coffee.

Bea Belardo

While Jennifer took the 2016 Arabica exams and passed, Bea took the Robusta exams in 2017 and passed as well. The certification is good for three years and can be renewed upon passing the calibration exams.

“Now, we give back to our community by sharing what we know with the farmers,” Bea says. The two women recently shared their knowledge on the Q grading of specialty coffee (Arabica) and Fine Robusta at the Ilocos leg of the Women in Coffee training sessions—the fifth in PCBI’s project series with IWCA, DA-GAD Office, ACDI/VOCA, Peace and Equity Foundation, and ECHOsi Foundation.

“We have done five trainings so far, says Chit Juan of PCBI, “and a few more are coming up especially in places without access to trainings because of their low-quantity coffee produce (based on government records) or because they are not known as major coffee areas.” Some areas, like Autonomous Region in Muslim Mindanao (ARMM, also do not get trainings because international agencies are advised not to go there. “We go to these areas which have coffee but are excluded from the normal planning exercises,” Chit continues.

For the CQI trainings made possible ACDI/VOCA and PCBI, there are women like Jennifer and Bea who chose to give back by sharing with the farmers what they have learned about coffee growing. The trainings were meant to cater to all those who have no knowledge about coffee quality coffee.

“My parents owned rural banks in Silang at the time, and I saw that many farmers were borrowing money for fertilizer, so there was quite a large number of coffee farmers whose livelihoods and growth we were financing. The farmers asked for my help to market their product and sell it at a better price,” Evelyn says. “At the time, we were exporting handicrafts, so my husband and I were well versed in the export business. Fortunately, we were able to find a market abroad for Philippine coffee.”

About 44 years later, Evelyn is still very much involved in the company, now headed by son Michael. Her daughter Carolyn, meanwhile, has ventured into bag making, something that seems unrelated to the family business, until one realizes that the bags from her brands Evrile (after their business Evrile Enterprises) and Sako Store are made from coffee sacks.

“I saw a coffee sack in our factory that was placed on the floor in such a way that sort of looked like a bag and thought, ‘What if I put handles in that?’ It would make a nice bag.” Carol says. “I brought a few sacks home and started drafting, cutting, and sewing. The jute material, when treated properly, makes an excellent bag because of its strength, durability, and neutral tone.”

EVRILE AND SAKO STORE
Evrile was conceptualized to cater to the US market and has been well received because many Americans are environmentally conscious and love good design.

Sako Store, meanwhile, was created to appeal to the Philippine market. It “focuses on using local materials and designs for use in specific areas in the Philippines—like the Baon Bag and Beach/Market Tote,” Carol says. “Our bestseller is the Baon Bag. Filipinos love their baon. I personally bring the Baon Bag to the office every day.

MERGING PASSION AND COMMERCE
Carol has always been creative and interested in fashion, design, branding, and product development. “I am happy that I was able to find a way to bridge coffee with design with Evrile and Sako Store,” she says. “I started out with a basic tote and made different designs, mostly out of experimentation and suggestions from friends. I continued to refine the designs until I reached a point where people who saw them wanted to buy them, and it was then I knew I was ready to launch.”

All of the coffee sacks used are from the Silca roastery. “We source coffee from all over the Philippines and various parts of the world—Vietnam, Laos, Indonesia, Brazil, and more—so I am able to use a wide variety of authentic sack designs,” Carol says.

The inaugural collection is named after the Asuncion children—Jaclyn, Michael, Carolyn and Angelica. “They all reflected our personality to some degree,” she adds.

Evelyn is very supportive of this venture. “I was absolutely on board from the beginning because I’m very much into nature and support products that are made from recycled materials. I really like Evrile for its innovative designs. Plus, I really don’t like using plastic,” she says.

“I am lucky to have a family that is so supportive of my pursuits. I believe the root of this is that was my mom was so adamant about us receiving the best education, so as a result, all her children are independent thinkers. When one of us decides we will do something, the others support because we all respect each other. From the beginning of this venture, I announced what projects I would like to work on with the family business, and that I was going to focus on my bags. The trick with tasks that require you to divide your time is prioritization and communication,” Carol says.

AN INHERITED SENSE OF BUSINESS
For Carol, running Evrile and Sako Store isn’t just about running a fashion brand. “I’ve been grateful that Evrile has been a wonderful vehicle for me to learn more about coffee origins and the nature of the coffee trade. In general, Evrile has given me the opportunity to learn about the process of design and all the wonderful and challenging things that go into starting and running a business,” she says.

She also learned about handling a business from the best teacher—her mom. “My mom started and successfully ran a busines in a very different time, most notably before the Internet, so her business principles are grounded in reality. The best lesson I’ve learned from her is how to manage your cash well,” Carol says.

Carol and Evelyn Asuncion

When asked about the secret to her business success, Evelyn says, “I advise people to just go with the flow. Just go with what is in demand. Don’t get attached to things or ways if it no longer is what the market wants or can handle.”

LOOKING TO THE FUTURE
The Philippine coffee industry is on an upward trajectory, thanks to the thirs wave movement and the efforts of local coffee advocates. “Philippine coffee as an industry will be very lucrative once again, and I can see it flourishing given the proper care by the next generation. I say lucrative once again, both because the local market is growing more sophisticated in its tastes and Filipino food in general is becoming a trend globally as well,” Evelyn says. “Given these two factors, especially the growing local market, I really think Philippine coffee has a bright future.”

Both mother and daughter are optimistic about their endeavors. Carol aims to add more products to spur global growth. I just wrapped up the photoshoot for the next collection—desigs that were largely based on consumer feedbackst wrapped up the photoshoot for the next collection—so I’m excited for that to come out. I’m constantly experimenting with what can be done with the sacks, so just as the sack evolves into a bag, our brand is constantly evolving,” she says.

Evelyn, meanwhile, is excited to see Silca grow and flourish some more within the current local coffee industry. “The local market for coffee is stronger than ever, and we are so thrilled to be able to serve Filipinos quality coffee they deserve that is Philippine-made. By the time most imported products get here they are no longer fresh, so we are happy to lead the way in the brewed coffee movement,” she says.

Through Silca Roasting Company, Evrile, and Sako Store, Evelyn and Carol Asuncion show that there are many ways for a family business—and the family members themselves—to not only thrive long term, but also to find new, tangential markets to serve.

written by Yvette Tan / photos from Evrile and Sako Store 

The kismet meeting of Pacita Juan, President of the International Women’s Coffee Alliance (IWCA) in the Philippines, with then IWCA President Phyllis Johnson started the cause of IWCA Philippines “to get more women to access markets and to let women get the full value of their work in coffee.” Juan said, “It has been a good seven years.”

Chapter heads of IWCA

Another fateful meeting right after was with Princess Kumala Sug-Elardo, the chair of a women-led multipurpose cooperative in Panamao, Sulu. Then there was a gathering of several women leaders passionate about coffee—including café owners Lot Manalo-Tan and Reena Francisco, research professional Josephine Ramos, and coffee processor Christine Abellon—that united and formed the IWCA Philippines chapter.

As beautiful as the coffee process is—from sourcing beans to planting to harvesting to roasting—the IWCA story unfolded beautifully to reveal how a single coffee bean can bring women to work together towards one purpose. Women are at their best when they come together. As a team, like clockwork, exhibited their coffee expertise, the “Women in Coffee” (WIC) brand came into fruition. Imagine each woman as a color in an exquisite tapestry, weaving across one another, either supporting or taking the lead. What a vivid and creative picture it brings!

IWCA-Philippines founders

Juan recalled how each one beautifully wove in together: “We met Ross Alonso, a Robusta farmer from Batangas; Noemi Dado and her daughter Marielle, who wanted to plant coffee in Benguet; Imelda Ahalul-Dagus, who started Dennis Coffee Garden in Zamboanga; Gold Quetulio, who would take care of our membership campaign; and many others who signed up because they believed in our advocacy.”

Imelda Ahalul-Dagus

Every year since 2012, Sug-Elardo has promoted during the harvest season the “Pick Red” campaign in Sulu as Juan and Nicky Matti would do the same in Benguet. The years 2014 to 2016 saw the purchase and transport of jute sacks to the Cordilleras. The coffee beans, in all forms such as parchment, green or roasted, were also purchased for the WIC brand. The brands Sulu Royal Coffee of Sug-Elardo and the Commune of Ros Juan were also launched.

The best part was providing jobs for women and encouraging them to participate in the advocacy with their coffee skills and talents. To continue building the women and the coffee culture, IWCA partnered with other agencies and NGOs; ACDI/VOCA, ECHOsi Foundation, and the DA’s Gender and Development (GAD) Office. Together, IWCA and its partners developed trainings under the “Women in Coffee” banner.

IWCA traveled to Davao, Butuan City, Sagada, Sultan Kudarat, Ilocos Sur, Nueva Vizcaya, Cavite, Ifugao, and Kalinga to communicate coffee about, with and through women. There were quality coffee talks from all sectors, from women farmer groups to women cuppers to women tasters.

With the involvement of USAID’s Green Invest in 2018, IWCA has now gained momentum after a decade’s work. IWCA conducted studies for women in the coffee sector in the country and internationally through the International Institute for Environment and Development’s (IIED) commissioning to research and write case studies for journals. IWCA Philippines has grown and extended its reach with esteemed international partners such as the ASEAN Coffee Federation, who opened its conference and exhibition doors for IWCA in Cafe Asia in Singapore (March) and in the THAIFEX in Bankok (May).

Truly, the role that women and coffee continue to play together is this: “The mission is not just to upgrade the quality of coffee, but to use it to uplift the lives of the people in the community.”

written by Ann Kuy