Coconut is a major industry of the Philippines: it could be claimed that the coconut tree is the most useful plant on earth because it has more uses than any other trees in the world. The coconut tree is considered a “three-generation-tree”: supporting a farmer, his children and his grandchildren. That is why the coconut tree is often referred to as the "tree of life".

However, coconut farmers are regarded among the poorest in the country due the coconut trade monopoly where traders control prices leaving farmers with very little profit. Since the introduction of Fairtrade, this has proved to be an effective way to support farmers by providing them with a better deal by excluding traders from the supply chain.

Started at the end of 2009 when multiple typhoons badly hit the Philippines and coconut farmers lost their homes and almost all their income, TIANA® Fairtrade Project guarantees a fair price for coconuts and fair wage for coconut farmers. It has already helped thousands of communities with improvements in healthcare, education and infrastructure.

TIANA® is also engaged in a program to protect the environment by purchase seedlings and replant coconut trees in Southern Luzon, which will also secure a permanent source of income for coconut farmers.