From Gen Z innovation to zero-waste businesses, Filipino coco-preneurs are taking coconut somewhere new.
A coconut may be familiar, but what Filipino entrepreneurs are doing with it is anything but. A college feasibility study has become a Gen Z-run coconut milk business. Surplus coconut shells are being transformed into handcrafted bags while helping provide livelihood to more than 100 workers. And one entrepreneur has developed around 40 products by finding new uses for virtually every part of the 
Around 300 Filipino coco-preneurs are transforming the country’s “tree of life” into fresh ideas, innovative products, and businesses ready to grow.
These are among the ideas and founder stories waiting to be discovered at the DTI-Bagong Pilipinas COCONUTPhilippines Trade Fair 2026, now underway at SMX Convention Center Manila until August 30.
“Over the next five days, we bring our coco-preneurs, our buyers, shoppers and partners together under one roof here in SMX as we celebrate National Coconut Week,” said DTI Assistant Secretary Nylah Rizza Bautista during the opening ceremony.
Mounted by the Department of Trade and Industry (DTI) in partnership with the Department of Agriculture–Philippine Coconut Authority (DA-PCA) and supported by the Coconut Farmers and Industry Development Plan (CFIDP), the fair brings together around 300 coconut MSMEs nationwide. With SM Supermalls, through SM for MSMEs, providing a marketplace that gives entrepreneurs greater visibility and access to more customers, visitors get an early look at fresh ideas—and perhaps the next great Filipino brands waiting to be discovered.
Here are five discoveries worth making before the fair ends.
For Elmer Marbello, General Manager of Marbello’s Processed Foods Manufacturing, virtually every part of the coconut can inspire another product. He has developed around 40, including coconut liniment and coconut bagoong made from coconut remnants.
“Mahilig po talaga akong mag-develop ng products. I have about 40 that I have developed. Lahat po ng parte ng coconut, ginamit ko na… Tree of life po talaga ang coconut.”
Adrian Ramilo of Ayanas is also pushing coconut in unexpected directions with coconut wine. “Hindi po siya tuba—and masarap po siya,” he shared. More importantly, demand generated through trade fairs is helping create jobs in their community: “Marami po kaming produkto na nabebenta sa trade fair kaya may mga trabaho na sa amin.”
One crop. Dozens of possibilities. And hundreds of entrepreneurs finding new ones.
2. A Gen Z school project can become a real business.
For Dehusk, the business began with a college feasibility study—and a very personal problem. One of its founders is lactose intolerant. At the same time, the young entrepreneurs saw an opportunity in the country’s surplus of coconuts. Their solution was to develop drinkable coconut milk as a milk alternative, rather than coconut milk traditionally used for cooking. That school project eventually became a Gen Z-run business.
“We are very proud to have come up with this product, being the only one in the market locally producing drinkable milk from coconut—not for cooking. It’s a great alternative to other milk alternatives. Our 
From feasibility study to trade fair floor, Dehusk shows how a personal need, a local resource, and a fresh idea can become a promising Filipino business.
3. What looks like waste can create livelihoods.
“We believe nothing from the coconut should go to waste. We transform surplus shells into handcrafted products—creating new value from what could have been discarded. Today, this innovation helps provide livelihood to more than 100 workers.”
Morales, a nurse by profession, returned to help with her family’s farming business. Their coconut-shell bag venture is only in its first year, and with DTI Iloilo helping expand their market linkages, their first showcase at SMX opens another opportunity to connect with potential buyers. Less waste. More value. More than 100 livelihoods.
4. The right opportunity can turn a skill into a growing business.
“I learned the craft through DTI’s Kapatid Mentor ME Program, and today I have my own business. Joining the National Trade Fair at SM gave us so much exposure that orders became overwhelming. Now at my first COCONUTPhilippines Trade Fair here at SMX, I’m excited to be discovered by even more customers.”
Her story shows how opportunities can build on one another—from learning a skill, to starting a business, to finding a bigger market. Learn. Build. Be discovered. Grow.
5. Big ideas go further when the right partners open doors.
Behind these individual success stories is a bigger ambition: helping promising Filipino ideas become sustainable businesses that create jobs and reach wider markets. DTI and DA-PCA help develop coconut farmers and enterprises, while SM and SMX provide a highly visible marketplace where entrepreneurs can showcase their products, meet shoppers and buyers, and explore new opportunities.
As DTI Secretary Ma. Cristina A. Roque emphasized during the opening, “Our challenge is turning good products into lasting and sustainable businesses that can provide income for our country and provide jobs for our people.” She also called for stronger collaboration between government and business to create more Filipino success stories: “Let us now continue to create more Filipino products and more superstars through stronger coordination between private sector and government as we continue to build better lives for our farmers and for our communities.”
Where style meets purpose. SM Supermalls President Steven Tan and DTI Secretary Cristina Roque celebrate Filipino creativity and enterprise at the COCONUTPhilippines Trade Fair 2026—championing the coco-preneurs turning local ideas into Filipino brands.
For Joaquin L. San Agustin, Executive Vice President for Marketing of SM Supermalls, SM’s long-standing partnership with DTI is about helping those ideas reach the market. “Some of the most exciting Filipino brands begin with a simple idea and an entrepreneur willing to pursue it. Through our long-standing partnership with DTI, we help bring these ideas closer to the market—giving MSMEs opportunities to be discovered, connect with customers, and grow.” There’s still more to discover.
A school project turned into a Gen Z business. Surplus coconut shells turned into livelihoods. A craft learned through mentoring became an enterprise. And around 300 coconut MSMEs are showing just how many possibilities can grow from one of the Philippines’ most familiar resources.
A marketplace for Filipino ingenuity. COCONUTPhilippines brings hundreds of coconut MSMEs under one roof, giving homegrown businesses greater visibility and opportunities to connect with shoppers, buyers, and new markets.
The coco-preneurs are here. Their ideas are ready to be discovered. Come meet the founders, try something unexpected, and proudly support Filipino businesses. Somewhere on the trade fair floor could be the next great Filipino brand waiting for its big break. The DTI-Bagong Pilipinas COCONUTPhilippines Trade Fair 2026 runs until August 30 at SMX Convention Center Manila, Pasay City. FREE ADMISSION.
See it. Discover it. Experience it.
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