A celebration of growing coffee culture in Pangasinan

More than just a beverage, coffee has become a daily routine for Filipinos.

The coffee culture in Pangasinan is rapidly growing and thriving as the innovation and creativity of baristas and coffee makers expand.

Different brewing methods, unique latte art designs and the rich aroma and taste of freshly brewed coffee attract customers.

Pangasinan Fourth District Representative Christopher ‘Toff’ De Venecia said that coffee culture across the province, with coffee shops emerging in various municipalities, especially in his district, has escalated after the pandemic.

He said the impressive talents and skills of local baristas amazed him and how these coffee shops have been embraced by both tourists and coffee lovers.

To further develop these skills and nurture newly discovered talents, De Venecia has introduced the EXPLOREPD4 annual coffee competition.

Coffee Competition

The EXPLOREPD4 annual coffee competition, organized by the office of Pangasinan Fourth District Representative Christopher “Toff” De Venecia, was held from October 17 to 18 at SM Center Dagupan.

Now in its third year, the competition aims to showcase Pangasinan’s vibrant coffee culture and creativity, while also providing a platform for contestants to learn from one another and exchange best practices, according to De Venecia.

It provides a platform for baristas to discover and develop their signature coffee style and to promote their local coffee shops in Pangasinan.

“You can apply to work for all the coffeepreneurs here today, as they are always looking for good talent. Eventually, as they expand and open their second or third branches, they will need skilled coffee makers, baristas, and coffee artists,” de Venecia said.

He also emphasized the importance of the competition stating that it does not only highlight the growing coffee culture in Pangasinan but also supports the creative industries initiative implemented by the Department of Trade and Industry (DTI) aimed at empowering Filipino creatives.

The two-day annual event, composed of seminars, workshops and competitions in three categories such as Brewer’s Cup, Latte Art and Barista Signature Drink is held to showcase the diverse talents of coffee enthusiasts.

The winners of the annual coffee competition were the following:

Sergio Alberto Mencias for Brewer’s Cup Competition

Ivan Laurence Buan for Winner Latte Art Competition

Dhan Bernal for Barista’s Signature Drink Competition

Prizes included trophies, cash prizes, and two gift bags containing milk, syrup, fruit mixes, and coffee.

The winning coffee entries met the categories needed by the judges to identify the winning coffee drink: taste of the flavor, where a well-balanced blend of bitterness, sweetness, and acidity was presented; techniques used in preparing the coffee; creativity; and presentation.

Local Economy

The Department of Trade and Industry (DTI) supports the growth and competitiveness of the local coffee sector, particularly among micro, small, and medium enterprises (MSMEs), to promote the development of coffee culture and creativity in producing high-quality coffee.

Natalia Dalaten, provincial director of DTI Pangasinan, emphasized that coffee is a key industry cluster prioritized by the department for focused support and development.

“We are really supporting the coffee industry because coffee is one of the priority industry clusters that we are supporting in the Department of Trade and Industry,” Dalaten said.

She added that she always appreciates the people who make coffee, especially when she watches them prepare it. She finds it amazing because the process of making coffee is not just an art or a talent but it’s done out of love for the coffee itself and for the people who enjoy drinking it.

According to the DTI, statistics from the Business Name Registration System (BNRS) for 2023-2024 show a total of 279 registered business names. 272 were new registrations, and seven were renewals.

Local Coffee in Pangasinan

She also promoted and expressed pride in the coffee served at the event, which originated from Sitio Baito in Poblacion, Sual, Pangasinan. The coffee, known as Kape de Baito, is a product of the Baito Indigenous People Agricultural Cooperative. What sets it apart is that the Indigenous Peoples (IPs) cultivate the coffee beans used in their product.

For more information or to try Kape de Baito, contact 0912-130-3143.

Coffee Enthusiast

Rose Ann Vallo, a one-year coffee enthusiast from Calasiao who works in a coffee shop and is a scholar of Congressman De Venecia, shared in an interview how her experiences in the coffee industry have shaped her and boosted her self-esteem.

“Hindi ko siya tinuturing na kompetisyon e, more on reunion ng mga barista. Ang pinakana-ehance sa akin iyong pakikisalamuha ko sa iba at the same time, iyong self confidence ko nag-build up, tapos iyong mga hindi ko akalaing kaya ko, makikita ko pala iyong development sa sarili ko through this event,” she said.

(I don’t see it as competition, more like a reunion of baristas. What enhanced me most was my interaction with others. At the same time, my self-confidence grew, and I discovered abilities I never thought I had. I saw my personal development through this event.)

She also added that people should never stop making coffee, as the coffee industry takes many forms. The more they immerse themselves in it, the better they understand the field of coffee.

As the coffee culture in Pangasinan continues to grow, events like the EXPLORED4 annual coffee competition not only celebrate the art of coffee-making but also foster a sense of community among local baristas and coffee enthusiasts.

Each competition serves as a reminder that coffee is more than just a drink; it’s a shared experience that brings people together, showcases local talent, and promotes the rich flavors of the region.

With ongoing support from local leaders and government agencies, Pangasinan’s coffee culture is poised to thrive, inspiring future generations of coffee lovers and makers to cultivate their passion and creativity in this vibrant industry. (MJTAB/EMSA/JSZ/PIA Pangasinan)

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