FROM premium meat cuts and dairy products to potatoes, wheat, poultry, and other agricultural goods, a wide selection of American-made products is taking center stage in Iloilo as the Embassy of the United States and Iloilo Supermart Inc. officially launched the “Made in USA” campaign on Wednesday, July 1, at The Atrium.
Part of the Freedom 250 campaign and the celebration of the 80th anniversary of U.S.-Philippine diplomatic relations, the event showcases not only American food products but also the enduring trade and cultural ties between the two countries.
The two-week campaign gives Ilonggo shoppers an opportunity to discover a diverse range of products from various U.S. states while learning how these ingredients can be incorporated into everyday Filipino dishes through live culinary demonstrations.
Attending the opening ceremony were Iloilo City’s Mayor Raisa Treñas, Iloilo Supermart Inc. representative John Alexander Que, U.S. Embassy Agricultural Counselor Michael Ward, U.S. Wheat Associates Assistant Regional Director for South and Southeast Asia Tyllor Ledford, Liga ng mga Barangay–Iloilo Province’s President Amalia Debuque, and Aulynn Yue Sin, officer-in-charge of the Office of the Local Economic Development and Provincial Tourism Office.
For Ward, the campaign is more than a showcase of imported products—it reflects decades of collaboration among American agricultural organizations, Philippine importers, distributors, and local retailers in making high-quality U.S. products more accessible to Filipino consumers.
“The collaboration with industry partners such as the California Milk Advisory Board, Potatoes USA, the USA Poultry and Egg Export Council, the U.S. Meat Export Federation, U.S. Wheat Associates, and the Washington State Department of Agriculture plays a vital role in bringing these products to the Philippines,” Ward said during the launch.
“Their dedication, alongside the participation of local importers and distributors, allows Filipino consumers to explore the exciting range of American flavors right here in Iloilo,” he added.
The featured products are recognized globally for their quality, innovation, and consistency, making them among the most sought-after agricultural exports in international markets, including the Philippines.
One of the event’s highlights was a live cooking demonstration organized by Iloilo Supermart, where Chef Maeo Joe Davis prepared dishes using featured American ingredients. The interactive sessions showed shoppers how imported products can be transformed into meals that suit Filipino tastes and cooking traditions.
Beyond promoting food products, organizers said the campaign celebrates the longstanding partnership between the United States and the Philippines, which has grown through cooperation in trade, agriculture, education, and people-to-people exchanges.
This year marks the 80th anniversary of formal diplomatic relations between the two countries, while the Freedom 250 campaign commemorates the upcoming 250th anniversary of American independence.
As shoppers sampled dishes and browsed displays of American products, the event offered more than a retail promotion. It served as a celebration of friendship, cultural exchange, and the growing appreciation of Ilonggos for international flavors.
The “Made in USA” campaign runs until July 14 at The Atrium, where visitors can continue exploring a variety of American food products while learning about the quality, craftsmanship, and agricultural heritage behind them./PN
