PICKUP COFFEE and Dehusk Brew a Proudly Filipino Partnership
Two homegrown brands leverage each other’s strengths to create greater value for customers.
Strategic collaboration has become an effective way for companies to drive innovation and market relevance. This is precisely what PICKUP COFFEE and Dehusk, two proudly Filipino brands, have achieved through a partnership that blends shared purpose, local pride, and product innovation.
Their collaboration, PICKUP x Dehusk, introduces a new line of beverages that combine PICKUP COFFEE’s bold and trendy flavors with Dehusk’s smooth, plant-based coconut milk—a move that speaks to evolving consumer preferences for sustainable, dairy-free alternatives.
“We’re always looking for new innovations to surprise and delight our customers,” said Bien Lee, Chief Brand Officer of PICKUP COFFEE. “This collaboration with Dehusk is special because, like us, they’re a Filipino brand driven by a clear mission—to elevate everyday experiences through thoughtful products. Together, we’ve developed a product line that’s refreshing, delicious, and, most importantly, uplifting.”
The collection features four offerings: Nadine’s Coco Mango Matcha, a creation inspired by Dehusk Co-Founder, actress, and social media star Nadine Lustre herself; Ube Coconut Milk; PICKUP Coco Latte; and Strawberry Coconut Milk.
Each drink highlights the complementary strengths of the two brands: PICKUP COFFEE’s expertise in crafting accessible, high-quality beverages, and Dehusk’s commitment to creating innovative plant-based products sourced from local coconuts.
The partnership represents more than a product expansion. Rather, it demonstrates how two local brands can leverage each other’s strengths to create greater value. For PICKUP COFFEE, it’s an opportunity to enrich its beverage portfolio and engage a growing market of health-conscious, plant-based consumers. For Dehusk, the collaboration provides nationwide exposure and a powerful retail platform through PICKUP’s extensive presence across the country.
“It means so much to Dehusk–one of our goals is to reach all the islands from North to South, West to East. We want them to try our coconut milk, and I think PICKUP COFFEE is amazing because they are available everywhere, nationwide,” said Dehusk Co-Founder Christopher Bariou.
“Dehusk is very easy to mix with everything and obviously, PICKUP COFFEE has the best drinks ever,” added Lustre, who stepped behind the bar as a guest barista to personally serve the new PICKUP x Dehusk drinks to select guests during the partnership launch held on September 29 at PICKUP PRIME Ayala Vertis North.
Partnerships between homegrown businesses such as Dehusk and PICKUP COFFEE can strengthen brand equity, expand consumer reach, and promote shared advocacy. Both brands are aligned in their forward-thinking approach: PICKUP continues to democratize great coffee, while Dehusk champions sustainable, plant-based innovation using one of the country’s most abundant natural resources.
The new PICKUP x Dehusk beverage line is available in all PICKUP COFFEE stores, through the PICKUP app, and via major delivery platforms.
