By Dara Clariza Evangelista
The scent of toasted coconut and the buzz of conversation filled SM Megamall as the Department of Trade and Industry (DTI) and the Philippine Coconut Authority (PCA) wrapped up the 2025 COCONUTPhilippines Trade Fair, a week-long showcase that brought the country’s beloved “tree of life” into the spotlight. From August 28 to September 2, Megatrade Hall became a vibrant marketplace of homegrown talent, gathering 220 exhibitors from Luzon, Visayas, and Mindanao under one roof.
What started as a modest fair just last year has grown into a national celebration of all things coconut — from traditional oils and snacks to inventive skincare, wellness, and lifestyle products that prove just how versatile this local treasure can be. Farmer beneficiaries, micro and small entrepreneurs, and bold innovators stood shoulder to shoulder, eager to show how the humble coconut continues to inspire.
“This fair shows that our coconut industry is more than raw materials. It is about proudly made finished products that compete in international markets and that should have a stronger place in the daily lives of Filipinos,” said DTI Secretary Ma. Cristina A. Roque, highlighting the shift from exporting raw goods to building proudly Filipino brands.
Dexter R. Buted, Administrator of the Philippine Coconut Authority, reminded guests of the people behind the products. “The strength of the coconut sector begins in the fields with our farmers,” he said. “Every product you see here carries the work and dedication of our farming communities, and this trade fair is a meaningful way to give them recognition and support.”
The fair also marked the launch of Coconut Nation, a long-term initiative aiming to keep coconut products not just as global exports, but as staples in Filipino homes. With this year’s fair now wrapped, the call is clear: celebrate local, support our farmers, and make coconuts a daily part of our lives.
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