The USA Cheese Guild is expanding its training and industry engagement efforts in the Philippines to strengthen local capabilities and grow appreciation for USA Cheeses as the country continues to emerge as a key market for American agricultural products.
The Philippines has become one of the most important growth markets for U.S. agriculture in Asia, ranking 9th globally among U.S. agricultural export destinations. From 2013 to 2023, shipments to the country grew 33%.
At the forefront of this growth is dairy. U.S. cheese exports to the Philippines increased 24% in 2024 compared to the previous year, reflecting a growing demand among Filipino consumers, chefs, and food operators. Fresh cheeses, led primarily by cream cheese, account for a major share of U.S. exports to the Philippines, while other American varieties such as white cheddar, sharp cheddar, and Monterey Jack are steadily gaining traction.
This demand is mirrored in recent consumption behavior. Research from the U.S. Dairy Export Council (USDEC) highlights that among middle- to high-income urban consumers in the Philippines, cheese is consumed almost universally (99%). Additionally, of those who have eaten cheese in the past three months, 82% enjoy it at least once a week or more often. This rising appetite signals a promising opportunity for local food businesses and operators to innovate, expand offerings, and meet the desire of Filipinos for quality cheese experiences, especially as the awareness of cheese varieties continues to evolve.
Driving Culinary Innovation Through Training
In tandem with this growth, the USA Cheese Guild introduced the USA Cheese Specialist™ Certification Program (CSCP) in 2024 to support local industry development. Designed for culinary students, professional chefs, retailers, and distributors, the programme offers in-depth training on cheese varieties, handling, storage, applications, and pairings across 5 different tracks geared towards the customised needs of each professional group.
“Educating chefs and culinary professionals on the proper cheese handling and application doesn’t just improve kitchen efficiency – it sparks innovation,” shared Chef Imran. “Our goal is for more Filipino chefs to discover the versatility of USA Cheeses and use them to create new flavour experiences for local diners.”
Graduates from the USA CSCP program leave with a deeper appreciation for the heritage and craftsmanship behind USA Cheeses, an understanding of the distinct qualities of American Originals and other cheese families, and practical knowledge of merchandising, cheese pairings, and beverage accompaniments. To date, the program has trained over 200 USA Cheese Specialists, ranging from culinary students and importers to retailers and culinary professionals.
The training has been well-received by the Philippines’ culinary community.
“One key learning is that the USA produces many cheeses that can match European ones in taste and quality,” remarked Rowena Santiago, Senior Buyer of S&R Membership Shopping. “They are flavorful and very versatile. I would like to share this with our team and members so they can appreciate and try more USA Cheeses.”
Karen Evangelista, Merchandising Director of The Marketplace, expressed: “We are very excited about the growing interest in quick and easy food options. As we continue to develop our in-store foodservice hubs, we see a great chance to include more USA Cheese in our ready-to-go meals. Cheese adds flavor, quality, and comfort to food, and we believe customers will really enjoy these new offerings.”
Building a Long-Term Ecosystem for Filipino Businesses and Consumers
Beyond education, the USA Cheese Guild supports local retailers, distributors, and other trade partners in the market through market insights, collaborating with chefs to develop product applications, and facilitating connections with U.S. cheese suppliers. These combined efforts help Filipino retailers, distributors, and F&B innovators capture new growth opportunities, while strengthening trade links between the Philippines and the U.S.
Consumers are also getting a taste of USA Cheeses through strategic restaurant partnerships, such as the launch of a limited-edition collaboration with Subway® Philippines, featuring premium Smoked Gouda from Oralife in its seasonal Gouda Pineapple Ham Sub. This is the second collaboration with Subway® Philippines this year, following the well-received Triple Cheese Steak Sub in August, which featured the Shredded Mexican Blend from Joseph Farms. These promotions aim to introduce more Filipinos to the distinctive taste and quality of USA Cheeses and the variety of ways it can be enjoyed.
“Our long-term vision is to build a knowledgeable, well-supported network of culinary and trade professionals who understand the value and potential of USA Cheeses,” said Dali Ghazalay, Regional Director – Southeast Asia, US Dairy Export Council (USDEC). “The Philippines is already one of the top importers of U.S. dairy in Southeast Asia, making it a natural next step to expand our efforts here. By investing in education and direct engagement, we’re paving the way for sustainable growth in the Philippines, as we build deeper appreciation of Cheese from the USA among Filipino professionals and consumers alike.”
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