If you’ve been scrolling through your food-focused social media feeds lately, you’ve probably noticed a vibrant purple color popping up everywhere. This isn’t just a random hue; it’s a full-blown culinary trend, painting everything from burgers and lattes to donuts and pasta in shades of lavender and violet. The secret ingredient behind this eye-catching phenomenon? Ube, also known as purple yam.
Ube, a staple crop from the Philippines, has witnessed a remarkable surge in popularity in the American food scene over the past few years. It seems like every eatery, from cozy coffee shops to trendy bakeries, is eager to incorporate this naturally vibrant purple ingredient into their menus. This fascination isn’t just about novelty; it’s about a unique flavor and stunning color that’s captivating food lovers across the nation.
A vibrant Halo-halo dessert from Maricel’s Kitchen, showcasing the authentic purple color and flavor of ube.
However, for those who have grown up with ube, like many Filipino-Americans, this trend is a bit of a mixed bag. While it’s exciting to see a beloved ingredient gain recognition, there’s a growing concern that much of the “ube” being popularized isn’t the real deal. Authentic ube boasts a subtly nutty and mildly vanilla-like flavor, derived from the actual purple yam itself. Disappointingly, many commercial applications seem to rely heavily on ube extract, a readily available but often artificial-tasting substitute.
When you bite into something made with imitation ube, the difference is immediately noticeable. It lacks the nuanced, earthy sweetness that defines genuine ube. It’s a far cry from the cherished flavors of halo-halo, the iconic Filipino shaved ice dessert, or the ube-filled ensaymadas, those delightful sweet cheese pastries. And it certainly pales in comparison to ube biko, the sticky rice cake that graces Filipino family tables during special occasions. For many, inauthenticity in ube products feels like a cultural misrepresentation, similar to how Italian food lovers might perceive inauthentic Italian-American cuisine.
Ube tea cookies from Trader Joe’s, part of their popular purple food product line, illustrating the widespread availability of ube-flavored items.
Trader Joe’s ube product line is a prime example of this widespread phenomenon. From ube spread to tea cookies, and even pancake mixes, they offer a variety of purple-hued items. While initially exciting for those seeking Filipino flavors in mainstream stores, these products often disappoint in terms of authentic ube taste. Despite claiming to use ube powder and puree, the flavor is often faint and overshadowed by excessive sweetness. It raises questions about whether the focus is truly on celebrating ube or simply capitalizing on its trendy purple color.
Many coffee shops, bakeries, and restaurants across the country are also jumping on the purple food bandwagon, incorporating ube into their offerings. While these efforts to embrace diverse flavors are appreciated, the authenticity often falls short, leaving those familiar with real ube wanting more.
Using ube extract isn’t inherently wrong, but the key to truly capturing the essence of ube lies in using real ube alongside it. Even a small amount of genuine purple yam can make a significant difference in achieving an authentic and satisfying flavor profile.
Fortunately, there are businesses committed to providing genuine ube experiences. In New Jersey, Kafe de Manila stands out with its extensive ube menu, featuring over two dozen creations. Their iced ube float latte, a creative twist on the root beer float, is a crowd favorite, built upon a foundation of homemade ube halaya. Ube halaya, a traditional Filipino ube jam made with ube, coconut milk, and condensed milk, is the heart of their authentic ube offerings.
The popular Ube float latte and Ube cold brew from Kafe de Manila in Raritan, NJ, showcasing authentic ube flavor in beverages.
Ron and Kathy Arbiol, the owners of Kafe de Manila, emphasize their dedication to creating “the real ube experience.” They craft their ube base from scratch using homemade ube halaya, ensuring authentic flavor in every item. Ron Arbiol draws an analogy to vanilla, highlighting the difference between artificial vanilla extract and the richness of real vanilla bean. He advocates for using actual ube to truly represent its unique taste.
Maricel Gentile of Maricel’s Kitchen in Old Bridge, NJ, also champions authentic ube. She offers Filipino cooking classes, including one dedicated to ube, teaching participants how to use this ingredient authentically. Gentile emphasizes the distinct texture and nutty flavor of real ube, comparing its texture to roasted chestnut. She stresses that true ube flavor is enhanced, not defined, by added sweetness.
While fresh ube can be challenging to find in the United States, frozen ube offers a more accessible alternative that still delivers the signature flavor. If you spot frozen ube in Asian grocery stores, it’s worth stocking up to experience the real taste of purple yam.
Maricel Gentile of Maricel’s Kitchen demonstrating the preparation of ube pandesal, emphasizing the importance of authentic ube in Filipino cuisine.
For Filipinos and Filipino-Americans, ube is more than just a food trend; it’s a deeply rooted part of their cultural heritage. The purple food craze presents an opportunity to share this rich culinary tradition, but it’s crucial to prioritize authenticity over fleeting trends. Just as using imitation ingredients would disappoint fans of regional American foods, inauthentic ube does a disservice to Filipino cuisine.
The purple food trend, spearheaded by ube, is undeniably captivating. However, to truly appreciate and celebrate this ingredient, it’s essential to seek out and support businesses that prioritize authentic ube experiences. Let’s move beyond the superficial appeal of purple color and delve into the genuine flavors of this remarkable purple yam.
A plate of freshly baked ube pandesal from Maricel’s Kitchen, showcasing the delightful purple hue and authentic ube flavor in Filipino bread.
