Think You Know Coconut? 5 Filipino Ideas That Might Surprise You

 

From Gen Z innovation to zero-waste businesses, Filipino coco-preneurs are taking coconut somewhere new

Around 300 Filipino coco-preneurs are transforming the country's "tree of life" into fresh ideas, innovative products, and businesses ready to grow.

A coconut might feel like the most familiar thing in a Filipino kitchen, but what local entrepreneurs are actually doing with it these days is anything but ordinary. A college feasibility study has turned into a Gen Z-run coconut milk business. Surplus shells that used to get thrown away are now handcrafted bags supporting more than 100 workers. And one entrepreneur alone has built around 40 different products by finding new uses for practically every part of the coconut.

These are just a few of the ideas and founder stories on display at the DTI-Bagong Pilipinas COCONUTPhilippines Trade Fair 2026, running now 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) with the Department of Agriculture–Philippine Coconut Authority (DA-PCA) and the Coconut Farmers and Industry Development Plan (CFIDP), the fair brings together roughly 300 coconut MSMEs nationwide. SM Supermalls, through SM for MSMEs, is providing the marketplace, giving entrepreneurs greater visibility and a shot at reaching more customers — which means visitors get an early look at some genuinely fresh ideas, and maybe the next great Filipino brand before anyone else has heard of it.

Coconut, reimagined. From food and beverages to fashion, home, and lifestyle finds, Filipino entrepreneurs transform the "tree of life" into innovative, market-ready products — showing there's still so much more to discover from one coconut.

Here are five discoveries worth making before the fair wraps up.

1. One Coconut, Way More Possibilities Than You'd Expect

For Elmer Marbello, General Manager of Marbello's Processed Foods Manufacturing, nearly every part of the coconut can inspire another product. He's developed around 40 so far, including coconut liniment and coconut bagoong made from what's left over after processing.

“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,” he said.

Adrian Ramilo of Ayanas is pushing coconut in a different direction entirely — coconut wine. “Hindi po siya tuba — and masarap po siya,” he shared. More than the novelty, though, it's the demand from trade fairs that's been keeping his community employed: “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 still finding new ones.

2. A Gen Z School Project Becomes an Actual Business

Dehusk's origin story starts in a classroom — a college feasibility study built around a very personal problem. One of the founders is lactose intolerant, and around the same time, the group noticed just how much surplus coconut the country actually produces. Their answer was drinkable coconut milk as an actual milk alternative, rather than the cooking-oriented coconut milk most people already know. The school project eventually became a real, 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 company is also proudly run by Generation Z!” said Chloe De Ocampo, Marketing Lead of Dehusk.

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 Turns Into Someone's Livelihood

Virna Morales of Venice Rose Integrated Farms and Johnalyn Lamprea of Lampre's Integrated Farm looked at surplus coconut shells and saw raw material instead of trash. The two partners now turn those shells into handcrafted bags, alkansya, and other everyday products.

“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,” they shared.

Morales, a nurse by profession, came back to help run her family's farming business. Their coconut-shell venture is only in its first year, and with DTI Iloilo helping expand their market linkages, this first showcase at SMX opens up another shot at reaching new buyers. Less waste, more value, and more than 100 livelihoods to show for it.

4. The Right Opportunity Turns a Skill Into a Growing Business

Juvy Crusina of Crusina's Handicrafts in Pagudpud, Ilocos Norte started out learning her craft through DTI's Kapatid Mentor ME Program. She eventually moved from being part of a cooperative to running her own business as a sole proprietor in 2024 — and got another push forward when she joined DTI's National Trade Fair at SM Megamall.

“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,” she said.

Her path traces a pretty clear arc: learn a skill, build a business, find a bigger market. Learn, build, get discovered, grow.

5. Big Ideas Go Further When the Right Partners Open Doors

Behind these individual success stories sits a bigger ambition: turning promising Filipino ideas into sustainable businesses that create jobs and reach wider markets. DTI and DA-PCA work on developing coconut farmers and enterprises, while SM and SMX provide the highly visible marketplace where entrepreneurs actually get to show their products to shoppers and buyers.

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.

As DTI Secretary Ma. Cristina A. Roque put it 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 closer collaboration between government and business: “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.”

For Joaquin L. San Agustin, Executive Vice President for Marketing of SM Supermalls, the partnership with DTI is ultimately about getting good ideas to 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.”

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.

A school project turned into a Gen Z business. Surplus shells turned into livelihoods. A mentored craft turned into an enterprise. Around 300 coconut MSMEs are proving just how many possibilities can grow from one of the country's most familiar resources.

The coco-preneurs are here, and their ideas are ready to be discovered. Come meet the founders, try something you didn't expect, and support Filipino businesses while you're at it — somewhere on that 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.

About SM Supermalls – SM for MSMEs

SM Supermalls — one of Southeast Asia's largest mall developers and operators with 90 malls nationwide — continues to champion Filipino entrepreneurship through SM for MSMEs, creating opportunities that are relevant, inclusive, and designed around what entrepreneurs need most. As the country's most loved retail destination, SM supports MSMEs across different stages of growth by providing market access, greater visibility, strategic partnerships, and platforms that help local businesses thrive. By connecting communities with proudly Filipino brands, SM continues to empower entrepreneurs while building stronger, more resilient local economies.