National Trade Fair 2026 Showcases Filipino Craftsmanship and Coconut Innovation

Filipino ingenuity boosted the holiday shopping season as the 2026 DTI-Bagong Pilipinas National Trade Fair 2nd Edition, featuring COCONUTPhilippines, wrapped up with PHP 128.85 million in sales and business opportunities.

Held for five days at the Megatrade Halls of SM Megamall, the trade fair attracted 4,388 visitors and provided Filipino micro, small and medium enterprises (MSMEs) with a valuable platform to introduce locally made products to holiday shoppers and potential business partners.

Organized by the Department of Trade and Industry (DTI), in collaboration with the Department of Agriculture–Philippine Coconut Authority (DA-PCA) and supported by the Coconut Farmers and Industry Development Plan (CFIDP), the event highlighted Filipino craftsmanship, entrepreneurship and product innovation.

Reported sales included PHP 44.50 million in direct cash and booked transactions, along with PHP 84.34 million in orders still under negotiation. As buyers finalize their agreements, these potential deals could translate into additional business for participating enterprises.

For visitors, the fair offered an opportunity to discover locally made food and beverages, wellness and beauty products, home accessories and handcrafted items. Many products were ideal for Christmas presents, Noche Buena preparations and traditional pasalubong.

COCONUTPhilippines Highlights Filipino Innovation

One of the major attractions was the COCONUTPhilippines showcase, which continued the momentum of the National Coconut Week celebration held in August.

The feature highlighted the versatility of coconut-based products, from food and beverages to personal care, wellness and home essentials. Filipino entrepreneurs demonstrated how the country’s abundant coconut resources can be transformed into innovative products for both local and international markets.

The showcase also reflected the growing interest in sustainable products and value-added agricultural goods, giving shoppers more opportunities to support local farmers and businesses through their purchases.

Filipino Entrepreneurs Find Opportunities Beyond Metro Manila

Beyond retail sales, the National Trade Fair provided participating entrepreneurs with valuable exposure, customer feedback, and connections with potential distributors and institutional buyers.

Jero Carlo Labajo of Lao Integrated Farms Inc., based in Bansalan, Davao del Sur, showcased organic coconut sugar, syrups and seasonings. He highlighted the importance of DTI’s support in helping businesses from provincial communities reach larger markets.

Labajo said the trade fair let his company introduce its products to more customers, learn from other MSMEs, and find ways to improve its offerings.

For businesses outside Metro Manila, events like this offer a chance to compete on a national stage and understand changing consumer preferences.

Coconut Coffee and Ice Cream Capture Shopper Interest

Antipolo-based Buko Coolers, a coconut concept store founded by Eileen Annersand, attracted visitors with its coconut ice cream and coconut coffee.

Annersand said customers were pleasantly surprised by the distinctive flavors and authentic coconut taste of the products.

The entrepreneur also shared that potential buyers expressed interest in her coconut coffee, prompting discussions about the documentation needed to move forward with business opportunities.

Her experience demonstrated how creative product development can turn familiar Filipino ingredients into distinctive offerings for modern consumers.

Wellness Brands Connect With Institutional Buyers

The trade fair’s wellness pavilion also gave entrepreneurs a chance to connect with potential bulk purchasers and institutional clients.

Kirsten Liamzon-Go of Akasi Essentials said participating in the event helped the company improve its market exposure while refining its business direction.

She credited DTI’s Kapatid Mentor ME (KMME) program for helping her develop a stronger understanding of business systems, sustainability and entrepreneurship.

Liamzon-Go also emphasized that Filipino products continue to improve in quality, making them increasingly competitive with international brands.

For local wellness businesses, trade fairs provide opportunities to introduce products to new customers while building relationships that can support long-term growth.

Sustainable Home Decor Made From Coconut Waste

Gregorio’s Arts and Handicrafts showcased lamps, lampshades and home decor created from repurposed waste materials and coconut parts.

Owners Gloria and Jhun Tolentino said DTI training programs helped them strengthen their business operations through strategic planning, business continuity, and resilience training.

The entrepreneurs are now exploring opportunities to bring their distinctive handcrafted products to international markets.

Their story highlights how sustainable design and Filipino craftsmanship can create business opportunities while reducing waste.

Filipino Coconut Products Take Center Stage

For many participating entrepreneurs, the coconut represents more than an agricultural commodity. It is a valuable resource for livelihood, innovation, and sustainable product development.

Annersand described the coconut as an iconic tropical fruit and said she wants to promote its potential through her business.

With the Philippines producing abundant coconuts, entrepreneurs continue to explore ways to maximize the value of different coconut-derived materials and minimize waste.

The growing range of coconut-based products also demonstrates how traditional agricultural resources can become modern consumer goods with wider market appeal.

Trade Fair Opens Doors to Export Opportunities

The National Trade Fair officially opened on October 22 with a ribbon-cutting and Christmas tree-lighting ceremony led by DTI Secretary Cristina A. Roque.

During the event, Roque encouraged MSMEs to explore export opportunities while capitalizing on strong domestic demand.

Visitors also enjoyed business learning sessions, live craft demonstrations, and cultural performances, adding educational and entertainment elements to the shopping experience.

For participating enterprises, the trade fair served as an important preparation for the upcoming National Exporters Fair in November. Direct feedback from shoppers helped businesses evaluate pricing, packaging, and product positioning ahead of potential international expansion.

As the Christmas shopping season approaches, the National Trade Fair’s success underscores the growing appeal of Filipino-made products.

From coconut-based food and wellness products to sustainable handicrafts, the event showed how supporting local businesses can strengthen communities, create livelihood opportunities, and promote Filipino creativity.

For shoppers looking for meaningful Christmas gifts and locally made essentials, the fair reminded them that choosing Filipino products can make a difference for the country’s entrepreneurs and industries.

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