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EAFCA Looks to Capture South African Specialty Market

With support from RATES and a grant provided by the DFID funded RTFP program, the East African Fine Coffees Association (EAFCA) launched a 3 city tour in South Africa in early August with an aim of expanding specialty coffee sales to the emerging South African specialty coffee market. The coffee road show included stops in Johannesburg, Durban and Cape Town and centered on media events, coffee breakfast meetings, and “Meet the Industry” promotional experiences. Over 30 East African producers and traders participated in this event through a special cost-sharing arrangement with EAFCA. Each had a great opportunity to show case their coffees at every location.

The response from the South African industry has been quite enthusiastic. As a result of the EAFCA event, a group of South African roasters, importers and brokers resolved to form a South Africa chapter of EAFCA and have already surpassed the minimum member registrations to form a country chapter. The newly created South African Specialty Coffee Association will become a key link to increasing sales from East Africa as consumers increase demand for better coffees. It should be noted that a number of the EAFCA members visited local coffee factories, roasting plants and coffee shops. Many also took the opportunity to hold private meetings. As part of the RTFP grant to EAFCA, South African buyers will also travel to EAFCA countries to meet with local producers and exporters. This first group of buyers will visit the region in September.

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