Prince Edward Island Potato Board is looking for opportunities in Indonesia, Philippines

Farmers from the United Potato Producers of Benguet Mountain Province in the Philippines welcomed the PEI delegation, including Krista Shaw, John Visser, and Greg Donald, at the closing dinner of the mission.

Some of the farmers and members of the United Potato Producers of Benguet Mountain Province in the Phillipines welcome members of the PEI delegation at the closing dinner of the mission. Members of the PEI delegation in photo include Krista Shaw, John Visser and Greg Donald.

januari 27, 2025

Indonesia, with over 275 million people, is poised to become the world’s 4th largest economy within the next decade. 

An early December Canadian trade mission, with strong representation from PEI’s potato industry, explored expanding Asian market opportunities to diversify exports and reduce reliance on shipping into the United States. 

Krista Shaw, director of stakeholder relations for the PEI Potato Board, led the delegation of PEI’s potato industry representatives to Indonesia and the Philippines in early December as part of the Team Canada trade mission. 

The trip marked the largest PEI delegation to ever participate in such a mission, reflecting the province’s strategic push to expand international trade. It underscored the importance of expanding Asian markets, especially considering U.S. President Donald Trump’s 25% tariffs on Canadian potatoes. 

The delegation’s first stop was Jakarta, Indonesia, where they arrived just as Canada concluded a free trade agreement with Indonesia. 

Krista Shaw:

"The timing was significant. The agreement, which includes the gradual elimination of tariffs on Canadian potatoes, represents a major step forward for market access in the region."

Indonesia, home to over 275 million people, is poised to become the world’s 4th largest economy within the next decade. 

The country’s demand for agricultural products is surging, driven by its growing middle class and increasing industrialization. 

Of particular interest to PEI’s potato industry are Indonesia’s two major potato chip manufacturers, including a soon-to-open PepsiCo facility spanning 60,000 square meters. 

Krista Shaw:

"They’re looking for reliable suppliers of chipping potatoes."

The delegation participated in business-to-business (B2B) matchmaking sessions, organized by Canadian trade commissioners. 

Krista Shaw:

"It was like speed dating for business."

Each PEI company met with several to dozens of potential buyers, with 20-minute sessions to establish connections. The goal is to follow up and turn those introductions into long-term partnerships. Shaw emphasized the importance of in-person meetings in Asian business culture.

Mary Ng, Canada’s Minister of Export Promotion, International Trade and Economic Development, is joined by PEI trade mission delegates in Jakarta, Indonesia. From left, Benny Nabuurs, Krista Shaw, Minister Mary Ng, Terry Curley, and Lannia MacAleer.

Mary Ng, Canada’s Minister of Export Promotion, International Trade and Economic Development, is joined by PEI trade mission delegates in Jakarta, Indonesia. From left, Benny Nabuurs, Krista Shaw, Minister Mary Ng, Terry Curley, and Lannia MacAleer.

Krista Shaw:

"Building relationships face-to-face is crucial. You can’t replicate that level of trust and connection over email or video calls. Meeting them in person is key to their business hearts, I guess you would say."

A PEI grower already exports to Indonesia, maintains his relationships by visiting annually and sits down with them, and this approach has proven successful, said Shaw. 

From Indonesia, the delegation traveled to Manila, the Philippines, a country with longstanding ties to PEI potatoes. This leg of the mission was, in many ways, a return visit. In June, a group of Filipino farmers and government officials had visited PEI to learn about the island’s potato industry. During the December mission, Shaw, along with PEI Potato Board general manager Greg Donald and former board chairman John Visser, reconnected with many of those they had hosted. 

Krista Shaw:

"We met with Filipino farmers in both Manila and in the highlands near Baguio City. They shared how PEI seed potatoes have transformed their farming operations. Their yields have increased tenfold, and the quality of their crops has vastly improved. Some farmers were even able to afford to send their children to school or buy trucks to transport their produce to market."

The delegation’s visit to Baguio City was particularly memorable. 

Krista Shaw:

"It was a six-hour drive up and down mountains. Despite the rain, the farmers welcomed us with a traditional meal and shared stories about how PEI seed potatoes have changed their lives. It was humbling and inspiring."

In the Philippines, farmers typically grow multiple crops, including cabbage and carrots, in rotation with potatoes. They maximize their limited land resources to ensure continuous production, often cultivating steep mountain slopes. 

Krista Shaw:

"Their determination to farm every square inch of available land is remarkable. It’s similar to PEI in that respect, but their challenges—from typhoons to soil conservation—are on a different scale."

Most of the crops in the Phillipines are growing in small square meter plots. All available land is used and respect for the land is well observed. Everything is done by hand, while some very lucky farms have access to a tram that can move produce from the fields to a truck.

Most of the crops in the Phillipines are growing in small square meter plots. All available land is used and respect for the land is well observed. Everything is done by hand, while some very lucky farms have access to a tram that can move produce from the fields to a truck.

While no formal agreements were signed during the mission, significant groundwork was laid for future collaboration. Discussions are underway to conduct variety trials in the Philippines, exploring which PEI potato varieties could thrive in the country’s hot, humid, and mountainous climate. 

We’ve been working with the Philippines’ Bureau of Plant Health to secure an import permit for these trials. The results could pave the way for expanded exports."

One key challenge is adapting PEI potato varieties to the Philippines’ unique growing conditions. 

Krista Shaw:

"Varieties that perform well here won’t necessarily succeed there. We need to test and identify the best fits for their needs."

The trip also highlighted the Philippines’ reliance on imported seed potatoes. Introducing new PEI varieties could help diversify their options and enhance productivity. 

The trade mission underscored the importance of diversifying PEI’s potato export markets, especially given the uncertainty surrounding U.S. trade policies. Indonesia and the Philippines represent significant opportunities, not only due to their large populations but also their growing demand for high-quality potatoes. 

Krista Shaw:

"With Indonesia’s economy projected to grow at a rapid pace and the Philippines’ strong agricultural ties to Canada, these markets are essential for PEI."

The mission also highlighted the benefits of collaboration through Team Canada trade initiatives. By working alongside other Canadian exporters, PEI businesses gained access to valuable resources, insights, and networks. 

Krista Shaw:

"The free trade agreement with Indonesia is a prime example of how national efforts can open doors for regional industried. Every new market we explore strengthens our resilience. This mission was a significant step forward, and we’re optimistic about the opportunities ahead."

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