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Marketing support programme for coffee companies in East Africa - summary session online -



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Project: The International Trade Centre (ITC) is implementing the “Market Access Upgrade Programme” (MARKUP), which aims to contribute to the economic development of 5 East African Community (EAC) Partner countries – Burundi, Kenya, Rwanda, Tanzania and Uganda – by improving their market access to the European Union (EU) and the East African region. Financed by the EU, the project supports Small and Medium Enterprises (SMEs) and organisations in post-harvest and processing operations for various sectors, including coffee. For more information on the MARKUP project, please click the following link: https://www.intracen.org/projects/Market-Access-Upgrade-Programme/

Context: coffee commodity prices remain stubbornly low – even while retail prices for high quality specialty coffees sold in rich countries remain high.  The share of the total global value chain enjoyed by African producers is very low: one of the reasons for this is low levels of investment in branding, marketing, and packaging.  If African producers could be supported to develop and market their own brands in local and international markets, this could be a route to a sustainable increase in profitability.
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