SPECIALTY COFFEE PROGRAM
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Strategy
The Eastern African Fine Coffees Association (EAFCA), the regional body representing nine Eastern African coffee producing countries, is the regional trade association leader for the specialty (may also be referred to as “fine”) coffee program. RATES’ long-term strategy is to position EAFCA as a major actor in the marketing and promotion of Eastern African fine coffees in regional and international coffee markets and to set a course of action that leads to its sustainability.
The two primary member-driven services implemented by the EAFCA secretariat are:
- the promotion and overall expansion of the market for their fine coffee; and
- better understanding on how to deliver a better product to the market.
RATES’ intention for this work plan period is to support EAFCA’s growth and development in the areas of market expansion and product enhancement. This includes an emphasis on capacity development with the long-term target of sustainability.
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RATES Partnerships
The Eastern African Fine Coffees Association, the regional body representing Eastern African coffee producing countries, is the Trade Flow Leader for the fine coffee strategy. RATES has a long-term strategy to support EAFCA's efforts to position itself as the leading authority in the world on Eastern African fine and specialty coffees. Initially, RATES is supporting EAFCA's ability to operate as an effective provider of technical and marketing services to its member chapters through strengthening and furthering initiatives defined by EAFCA in the areas of country and regional fine and specialty coffee strategy development, quality improvement, information-sharing, marketing and promotion.
 EAFCA website
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Stephen Walls, Chief of Party of RATES (first row left) and Fred Kawuma, Executive Director of EAFCA (first row right) and teams at the signing ceremony of the Memorandum of Understanding
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Key Activities
RATES is working to help EAFCA to move to the next level of institituioanl development and sustainability. RATES support during the final 12 months will be limited to providing techncial assitance and a final Partners Fund grant to the EAFCA Secretariat. Below are the two key activities:
Activity 1. Support to EAFCA’s National and Regional Marketing Campaigns
Eastern Africa Fine Coffees Association (EAFCA) will need to further strengthen national and regional programs that include “Taste of Harvest,” national-level barista championships, the Limited Edition Fine Coffee Auction, and “Know Your Cup” road shows.
- RATES will provide short-term technical assistance and limited financial support to assist EAFCA in developing these programs and will emphasize the importance of program delivery through their local chapters and membership while collaborating with ongoing bilateral mission programs as appropriate. RATES will continue to use the services of Kelly Peltier, a coffee marketing specialist who has worked with EAFCA in the past to promote African coffees at international trade shows.
- RATES will provide grant proposal and management services to diversify EAFCA’s donor base and provide services outside the scope of the RATES objectives.
Activity 2. Support EAFCA to Further Develop Linkages with International Coffee Industry
RATES will continue to support EAFCA’s program for market expansion and promotion. RATES and EAFCA are working with the private sector, both in the region and in the primary consuming countries, to build on this theme and monitor trends relating to market needs. RATES will continue to support EAFCA to encourage its membership to participate in all the major international coffee exhibitions and trade shows.
- RATES core staff will provide targeted technical assistance to EAFCA to develop close partnerships and linkages with buyers and roasters, many of whom learned about EAFCA through RATES-supported events. RATES will also depend on the large cadre of coffee industry players who have offered services pro bono, even outside the Coffee Corps volunteer program.
- RATES will continue to support the African Fine Coffee Conference and Exhibition (AFCCE) through the Partners Fund support to assure broad-based participation by the international coffee buying industry.
Deliverables
- Coordinated marketing and promotional campaigns conducted by at least four EAFCA member countries
- At least one additional funding source secured for EAFCA
- At least two new strategic international partnerships identified by EAFCA
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Program Highlights
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Upcoming Events
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Reports & Papers
www.eafca.org/resources.asp (will open in a new window)
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