Knowledge as differentiator: US dairy invests in Filipino chefs to battle competition

As the Philippines secures its position as a top-nine global market for United States (US) agricultural exports, American dairy organizations are now financing professional certification programs to build the sustainable trade links required to support recent double-digit growth in cheese shipments.

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This pivot is being driven by the USA Cheese Guild, which is shifting its focus from simple product distribution to educational and industry engagement to deepen local capabilities and solidify appreciation for American dairy exports.

The Philippines has already cemented its role as one of the fastest-growing markets for Washington's agricultural products in Asia, ranking ninth globally among all US agricultural export destinations. Shipments to Manila swelled by 33 percent over the decade leading up to 2023. At the vanguard of this growth is the dairy sector.

US cheese exports to the Philippines jumped 24 percent in 2024 compared to the previous year, a trajectory that analysts attributed to both competitive sourcing and a maturing consumer palate. While fresh cheeses, led predominantly by cream cheese, still account for a major share of exports, a shift is underway.

American Original varieties and other staples, including white cheddar, sharp cheddar, and Monterey Jack, are now steadily gaining traction in both retail and burgeoning foodservice channels.

A market ripe for variety

The surging demand is underpinned by favorable consumption metrics among the urban, middleto high-income demographic. Research from the US Dairy Export Council (USDEC) showed near-universal consumption, with 99 percent of this target group eating cheese.

Crucially, a striking 82 percent consume cheese at least weekly or more often, signaling that cheese is shifting from a specialty or occasional ingredient to a dietary staple.