The Philippines has indefinitely banned exports of fresh ube, the vibrant purple yam that has become a global sensation in coffee chains and social media. The country, the world's largest producer, aims to control supply amid soaring demand and planting material scarcity, according to Agriculture Secretary Francisco P Tiu Laurel Jr. Ube production surged 17% in the first half of 2024 to 5,660 tonnes, but the industry is growing faster than output capacity. Prices have more than doubled, with farmers receiving 100-150 pesos ($1.59-$2.38) per kg.

The ban seeks to expand domestic production first before boosting exports, as the crop has expanded from Filipino diaspora communities to mainstream adoption by Starbucks, Costa Coffee, and Michelin-starred restaurants globally.