Ube has become a new trend in drinks and desserts worldwide. It is added to ice cream, milkshakes, and other sweets, and dishes are instantly recognizable by the bright purple color that this yam gives.

Supplies are already strained. Ube is almost entirely grown in the Philippines and harvested by hand, so farmers cannot keep up with demand. Brands are trying to expand plantations in Vietnam and Indonesia, but for now, the fruit is becoming more expensive. Currently, a kilogram costs $11, which is about 1000 rubles.

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