Arab Today, arab today philippine farmers hope for coconutcraze windfall
Last Updated : GMT 23:38:10
Arab Today, arab today
Arab Today, arab today

Philippine farmers hope for coconut-craze windfall

Arab Today, arab today

Arab Today, arab today Philippine farmers hope for coconut-craze windfall

Manila - AFP

Philippine farmer Liezl Balmaceda has never heard of Madonna, but the US pop star\'s endorsement of coconut water may help change her impoverished life for the better. After centuries of replenishing Filipinos, the mineral-rich liquid has become a must-have health drink thanks to aggressive marketing by a beverage industry looking to offset soda sales that have lost their fizz. Balmaceda, 33, and her husband process truckloads of coconuts at their backyard each week to get the meat that is turned into vegetable oil. The arduous labour earns the family of five about $9 a day, barely enough get by. \"We just throw the water away when we extract the copra (coconut meat). But if you tell me people actually pay money to drink it, we could use the extra cash,\" she told AFP in rural Mulanay town, four hours\' drive south of Manila. In his most recent state of the nation address, President Benigno Aquino hailed coconut water as one of the country\'s most promising new export opportunities. He cited industry figures showing exports jumping more than nine-fold to 16.76 million litres (4.4 million gallons) in 2011. Manila-based Fruits of Life is one local business to have started profiting from the growing appreciation in the West for coconut water as an alternative to sugar-laden carbonated drinks. \"People have become more health-conscious in general,\" said Phoebe de la Cruz, sales manager for Fruits of Life. \"Athletic types have taken to coco water for its natural electrolytes.\" Fruits of Life, which began exporting its own branded product in 2006, now exports about 240 tonnes in cans and tetra packs a year directly to supermarket chains in the United States and Canada. The biggest players in the global beverage industry, including Coca-Cola and Pepsi, have also jumped into the coconut water health drink craze in recent years. ZICO, a US coco water brand majority owned by Coca-Cola, has supermodel Gisele Bundchen and basketball star Kevin Garnett as its endorsers. Meanwhile, pop stars such as Madonna and Rihanna, as well as baseball player Alex Rodriguez, are among celebrity shareholders in Vita Coco, one of the other major brands. Its 0.33-litre (11-ounce), $3 drink is touted as a healthier alternative to energy drinks for athletes and the company boasts an office in New York\'s Flatiron District. The Philippines is already the world\'s biggest exporter of coconut products. The biggest players in the global beverage industry, including Coca-Cola and Pepsi, have also jumped into the coconut water health drink craze in recent years. ZICO, a US coco water brand majority owned by Coca-Cola, has supermodel Gisele Bundchen and basketball star Kevin Garnett as its endorsers. Meanwhile, pop stars such as Madonna and Rihanna, as well as baseball player Alex Rodriguez, are among celebrity shareholders in Vita Coco, one of the other major brands. Its 0.33-litre (11-ounce), $3 drink is touted as a healthier alternative to energy drinks for athletes and the company boasts an office in New York\'s Flatiron District. The Philippines is already the world\'s biggest exporter of coconut products. Nevertheless, Agriculture Secretary Proceso Alcala said that while coconut water holds the potential of improving the lot of impoverished Filipino coconut farmers, logistical issues held the industry back. \"The demand is huge. The only problem is how to bring the liquid to the processing centres before it spoils, since most coconut farms are in hilly areas without good roads,\" Alcala said. Meanwhile, some farmers remain sceptical that they will cash in on the Western craze, citing the fact they have remained poor for decades while big business has profited from other coconut exports. Among them is Rodolfo Aquino, 68, who is paid by traders to haul coconuts by ox-drawn cart about two hours\' drive from Manila. \"Whether they want the meat and water or just the meat, we get paid the same,\" Aquino told AFP.

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today philippine farmers hope for coconutcraze windfall Arab Today, arab today philippine farmers hope for coconutcraze windfall

 



Arab Today, arab today
Arab Today, arab today Ideen Belmahdy happy to be part of “ Fashion Star”

GMT 17:00 2017 Sunday ,26 February

Ideen Belmahdy happy to be part of “ Fashion Star”
Arab Today, arab today Tourist guide explains types of tourism

GMT 18:28 2017 Saturday ,25 February

Tourist guide explains types of tourism
Arab Today, arab today Expresses Algerian history by woody figures

GMT 13:26 2017 Friday ,24 February

Expresses Algerian history by woody figures
Arab Today, arab today Iran complying with nuclear deal

GMT 07:14 2017 Saturday ,25 February

Iran complying with nuclear deal
Arab Today, arab today Ayat Abaza says state TV presented major stars

GMT 03:52 2017 Sunday ,26 February

Ayat Abaza says state TV presented major stars

GMT 14:44 2017 Saturday ,25 February

China overtakes US as Germany’s top trade partner

GMT 05:53 2017 Saturday ,25 February

Global sovereign debt to hit new all-time high

GMT 05:17 2017 Saturday ,25 February

Oil world cautious on Trump’s next move

GMT 09:59 2017 Friday ,24 February

Baidu revenue slips anew amid ad clampdown

GMT 05:20 2017 Thursday ,23 February

WTO ratifies first multilateral trade deal
View News in Arabic - Business: نفط وبتروكيماويات
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Reading therapy relieves mental disorders

GMT 15:39 2017 Friday ,24 February

Reading therapy relieves mental disorders
Arab Today, arab today UK appoints 1st Scotland Yard chief in 188 years

GMT 05:14 2017 Thursday ,23 February

UK appoints 1st Scotland Yard chief in 188 years
Arab Today, arab today Penguins in the age of dinos

GMT 11:44 2017 Saturday ,25 February

Penguins in the age of dinos
Arab Today, arab today Pluto's unruly moons

GMT 06:31 2015 Thursday ,04 June

Pluto's unruly moons
Arab Today, arab today 'Constructive' Vauxhall talk with union

GMT 08:54 2017 Saturday ,25 February

'Constructive' Vauxhall talk with union
Arab Today, arab today Tesla back into red but revenue grows

GMT 07:27 2017 Thursday ,23 February

Tesla back into red but revenue grows
Arab Today, arab today Ola Ghanem hopes to work with M.Ramadan

GMT 07:23 2017 Friday ,24 February

Ola Ghanem hopes to work with M.Ramadan
Arab Today, arab today Ex-yoga missionary unleashes rage

GMT 12:16 2017 Thursday ,23 February

Ex-yoga missionary unleashes rage

GMT 06:08 2017 Thursday ,23 February

Actress Lobna Abdel Aziz proud of her career

GMT 12:35 2017 Tuesday ,21 February

63-Year-Old Woman Delivers Baby

GMT 13:47 2017 Friday ,24 February

Rabia Fatima reveals role of "Facebook" in her career

GMT 10:28 2017 Wednesday ,22 February

Milan laughs while Rome cries

GMT 20:33 2017 Friday ,17 February

To release new antiques collection

GMT 10:20 2017 Thursday ,23 February

Brazil's top diplomat resigns

GMT 11:54 2017 Thursday ,23 February

Saudis await visitors but will they come?

GMT 13:12 2015 Saturday ,09 May

Sheikh Sultan opens Sharjah Centre
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday