At the Manila Coffee Festival 2026, Alfonso Turismo showcased the highland brews and agricultural bounty of Alfonso, Cavite. Represented by the Alfonso Cavite Coffee Growers Agriculture Cooperative, they set up at Booth R17 in Megatrade Halls 1–3, SM Megamall, offering farm-to-cup coffee experiences and promoting the town as a staycation and wedding destination.
Highland Brews and Farm-to-Cup Authenticity
Alfonso Turismo utilized the Manila Coffee Festival to highlight the town's agricultural bounty, particularly its local coffee varieties. The town is part of Cavite's upland coffee-growing region, which includes nine municipalities known for their coffee production . The Alfonso Cavite Coffee Growers Agriculture Cooperative, which was identified as a participant in the Department of Agriculture's Agri-Entrepreneurship Capability Enhancement Assistance program, represents local farmers who are working to strengthen their capacity in marketing and production .
Visitors to Booth R17 experienced authentic farm-to-cup coffee, with local farmers pouring their Robusta and Excelsa beans directly for attendees. The cooperative has been working to acquire bargaining power for their produced coffee, which they sell in bulk or convert into ground coffee . This direct connection between farmers and consumers is part of a larger movement to showcase Cavite's rich coffee heritage, with the province being home to the National Coffee Research Development and Extension Center at Cavite State University
Agri-Tourism and Destination Marketing
Beyond coffee, Alfonso Turismo used the festival to promote the town's growing reputation as a staycation and wedding destination. The municipality is situated in the upland portion of Cavite, known for its rolling hills and cool mountain air . Experiential spots like Likhasan Camp were highlighted as ideal destinations for outdoor, screen-free family getaways.
The town's agricultural identity was also emphasized, with the municipality being known as the "Agro-Industrial Center of Upland Cavite" . The promotion of Alfonso as a wedding and staycation destination aligns with the town's existing reputation, as it is located 74 kilometers from Manila via Tagaytay and offers a cooler climate compared to lowland areas . By participating in the Manila Coffee Festival, Alfonso Turismo successfully brought the highland experience to an urban audience, inviting festival-goers to explore the town's unique blend of coffee culture, nature, and hospitality.
