(International Coffee Organisation (ICO) – 42 exporting countries)
The Project Development Objective (PDO):
Expand domestic consumption in coffee-producing countries within the context of the global demand for
Project Goals Purpose of the Consultancy
The purpose of this consultancy is to meet the specific objectives for the Coffee Market Development Toolkit:
- Develop a methodology & set of action-oriented interventions & approaches that can be used to expand domestic consumption in 42 coffee-producing countries & global demand for coffee, accounting for changes in technology & methods of communication. A gender equity lens should be applied throughout.
- Present interventions, facilitate knowledge sharing & train countries in best practices
- Develop an easily accessible portal in order to promote the creation of programmes
coffee.
Impact:
- Expanding sustainable global consumption – increasing domestic demand, especially in non-traditional markets.
- Higher domestic consumption in producing countries- increasing consumption of coffee in producing countries can contribute to a more balanced global market, thereby stabilizing prices
- Increase in value-added processing – increasing value added processing in the domestic coffee industry can serve to reduced exchange rate risks
- Improved sustainability – positive economic impact
Results of the project
This project implementation required the coordination of a global team of developers, content writers, agronomists & agribusiness specialists.
Participating audiences: farmers, small & medium entities, large processors, global producers, global coffee brand, global investors, bankers & government considerations.
Specific Output:
- Some 150 consultative virtual sessions / meetings with representatives of both the target audience across the identified countries & the of ICO stakeholders representing member countries. In order to understand market expectations, requirements & region- & context-specific considerations other interested stakeholders in the coffee sector were also engaged.
- Gap analysis of 40 participating countries
- Review & critical analysis of the existing Step-by-Step Guide was executed.
- Strategies to expand responsible coffee consumption in the digital world, accounting for new habits & technologies, improved connectivity & mobility, & aspects like changing buying patterns, e-commerce, digital branding & e-marketing were designed & delivered
- Execution of a (platform) e available in English, French & Spanish. The portal featured online translation facilities & was designed to potentially cover other languages important to coffee export countries.
- Global step-by-Step Guide updated
- Competency development was executed – online training material for the dissemination of the Coffee Market Development Toolkit developed
- Execution of 7 global training sessions / workshops executed in English, Spanish & French.
Impact
Client feedback & check-ins reported significant adaptation of insights shared re global practices. “The Consultants mannerism allowed for open discussion & unusual buy-in to very innovative strategies & new ways of thinking about the market. Implementation & adaption in all markets were reported with improvements in domestic strategy implementation & an increase in global demand”. Denis Seudie