Lubi — Where Love Lives

Welcome

Hello! And welcome to Lubi, a company growing from a land 'where love lives': the Philippines.

That's a bold statement to make about any country, but this is my personal experience, and Lubi is my family's story. We feel it and we experience it in so much of what we discover, and we want to share it as widely as possible.

If you're here, it's because something sparked your curiosity, perhaps story-telling, authenticity, sustainability or ethical consumption. We aim to embody all of those things. We also embrace Kapwa, the Filipino philosophy which means "I am, because you are."

Kapwa is rooted deep in tribal culture. It turns the western concept of self, ego and survival-of-the-fittest on its head, placing community and care for others ahead of self as the primary driver of a healthy, successful life. Traditionally, this expressed itself in gestures such as hunters giving away the best parts of their food, because they understood that if they look after their community, their community will look after them.

So let us say at the beginning: we are only here because you are. Without you we don't exist. We will share the best things we find and say thank you for embracing them.

Who we are

Why Lubi?

Lubi is a Visayan word, one of the many languages of the Philippines. It means coconut tree, otherwise known as 'the tree of life', an apt description given the extraordinary range of products it yields and the breadth of their uses. My wife is a coconut farmer and we are surrounded by coconut farms, so it seemed fitting.

What is Lubi?

Lubi is a holding company. We quickly realised that the range of products we wanted to share could not all sit comfortably under a single brand, so we have developed two brands: Terraya for anything edible and Artisina for craft products. Explore them below.

Our values

Everything we do flows from five commitments.

Kapwa

"I am because you are." Filipino interconnectedness at our core, we exist because of the communities who create our products and the communities who buy them.

Authenticity

Transparency and honesty about our operations, our producers, and our products. No greenwashing. No invented heritage.

Environment & sustainability

Working with producers to support organic development, sustainable farming, and the preservation of traditional natural production methods.

Quality

Always preferring quality over quantity, with apologies in advance for the occasional stockout.

Story-led

Sharing the history and cultural traditions behind our products, and the stories of our producers, bringing them closer to you.

The story to date

We've been a family since 2018. This is how we got here.

As I write, it's summer 2026. We built our house in a remote corner of the Philippines in early 2021 and have had two further visits since then. The first was for three months, the perfect way to get through a British winter. Sadly, since then our children have started school, which means the only holiday long enough to warrant the journey is the summer. We did manage six weeks in 2025, but we are now planning to move there for 12–18 months, and we can't wait.

There are two reasons for this. The first is so our children can learn the two Filipino languages they really need to acquire (we've been awful parents in not doing this from day one). We can put them into the local village school - almost next door to our house - and they can become true Filipino members of our family and wider community.

The second reason is so we can travel the Philippines, visiting the farmers and communities who are the source of the amazing produce and products we aim to share. We know that by establishing personal relationships with producers and nurturing their success, we will also be enhancing the experience we can bring to our buying communities, and driving our own success. It's Kapwa at work again.

In the meantime, we are building the infrastructure of the business. Another pillar of our model is to be AI-led, not because it undermines our philosophy, but because it enhances it. It allows us to be human where humanity matters. The website you are visiting is built with AI; almost every word you are reading was written by me. Being AI-led is how we stay small, personal, and producer-focused rather than growing a back-office that would dilute the mission.

Another pillar is to invest in the Philippines as much as we possibly can. Our produce is uniquely Filipino, and so is our talent. There is a wealth of creative skill in the Philippines and we have already benefited from it in our branding and logo design. As we grow, we will make careful judgements about where AI performs tasks and where your Kapwa experience requires a human touch.

Why Lubi?

What is Lubi?

Two brands. One source. One mission.

Hear about product launches first.