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Press Release - strengthens Luzon coffee industry. Following President Rodrigo Duterte’s directive to bridge various gaps in the supply chain to make the local coffee industry more competitive, the Department of Trade and Industry recently gathered coffee farmers, processors, manufacturers, Regional Council Chairs, national government agencies, and members of the academe from the Island of Luzon for the Luzon Island Coffee Cluster Assembly. The assembly aimed to present the national and localized version roadmap of each region, establish an institutional mechanism of roadmap localization and implementation, and learn about coffee quality standards and market opportunities. National Coffee Coordinator and DTI Cordillera Administrative Region Regional Director Myrna Pablo explained the current situation of the industry, especially the gap between demand and production. “The Philippine coffee production is far from serving coffee consumption of the country. Currently, 90 percent of the demand is imported for about Php 12 billion. The demand is still increasing with expanding consumption based among younger generation and night shift workers. Likewise, coffee shops are increasing, and specialty coffee market is expanding,” Pablo said, adding that while coffee production is almost all over the country, the country’s production is very far from sufficiency.