Fairtrade Network of Asia and Pacific Producers, in collaboration with Fairtrade Denmark, Germany, Switzerland, Belgium, UK, Fairtrade International Global Coffee team, and Producer Networks of Latin America and Africa participated at the World of Coffee 2024, a prestigious coffee industry event that took place from June 26th to 29th 2024. This collaboration helped strengthen the visibility and impact of Fairtrade-certified coffee, and fostered greater awareness and appreciation for sustainable and ethical coffee production practices.
As the World of Coffee gathers coffee enthusiasts, industry professionals, and consumers interested in learning about different coffee brands and products, Fairtrade NAPP provided an opportunity for 02 coffee producers from India and Laos to showcase their products to a wider audience by facilitating their participation.
By having a presence at the event, Fairtrade producers were able to raise awareness about their high-quality arabica and robusta and the benefit of the Fairtrade certification, which can help them reach new customers and expand their market reach in the long run.
Social Networking: The Social Networking on 26th June was a perfect occasion for local policymakers and commercial partners to directly connect with producers who produce their coffee. The event provided a unique opportunity for coffee producers to share their experiences with growing coffee in a world full of price wars and climate changes – both of which significantly affect their livelihoods and threaten the future survival of coffee. The producers had engaging conversations with several coffee businesses who were present at the event. These interactions helped strengthen professional relationships by highlighting the challenges faced by coffee producers in a rapidly changing industry and fostering greater understanding and support for their crucial role in the coffee supply chain. The producers had the opportunity to interact with key NFOs from Europe, along with other commercial partners from worldwide such as Era of We, Arvid Nordquist HAB, Sackeus AB from Sweden, Lidl International from Germany, Peter Larsen Kaffe, Stellini Kaffe ApS, Freehand Coffee Company from Denmark, Anders Kroman Liin, Political Consultant of Dansk Erhverv among others.
Pic: The Social Networking was hosted by Judith Kyst, Chairman of the Board, and Camilla Erika Lerberg; Director and Board Chair of Fairtrade Denmark who spoke about the various challenges faced by the coffee producers and the overall industry such as climate change, new EU regulation and the importance of the networking between the key stakeholders to jointly address the same.
Mr Phouvong Chittanavanh ( 2nd from the left) – a member of Cooperative of Sustainable Eco Coffee, Laos spoke about the current market challenges and how the cooperative plays an important part in making the farmers understand the benefit of Fairtrade and motivating them to stay committed to the system.
Mr. Raghavendra Shastry- a member of Malenadu Savayava Krishi Parivar, India led important dialogues with several decision makers from the coffee industry in Denmark.
ings from 27th to 29th June : During the event Fairtrade had a strong presence with a dedicated booth showcasing the diverse range of Fairtrade-certified coffee products from the region. The booth attracted a steady stream of visitors, including industry professionals, buyers, and coffee enthusiasts, who were eager to learn more about the organization’s initiatives and the impact of Fairtrade certification on coffee producers in the region.
The network also has several engaging activities and interactive sessions at the booth, such as cupping sessions, coffee tasting events, and a Fairtrade panel session.
Pic: Fairtrade lecture on – “ If your livelihood is linked to coffee, it is time to up your investment with coffee farmers and their communities”
Through the B2B meetings with the exhibitors and visitors, the producers and team had the opportunity to connect with potential buyers, distributors, and partners which could open up new market opportunities for them and help secure more stable and profitable trading relationships . By connecting directly with buyers at the event, Fairtrade producers can negotiate fair prices for their products and establish long-term partnerships that benefit both parties.
With the presence of Fairtrade producers at the event, the attendees were educated about the importance of supporting fair and sustainable agriculture practices. The producers not only showcased their products but also shared their stories that helped raise awareness about the challenges faced by small-scale farmers in countries of origin and the positive impact that Fairtrade certification has on their livelihoods. This will inspire consumers to make more ethical purchasing decisions and continue supporting Fairtrade products.
More than 30+ business meetings were conducted with key players such as Tchibo, Volcafe, Blacksmith Coffee Co, Sucafina Specialty, Coffee N Art, List+Beisler
Fairtrade Denmark and Fairtrade Germany presented the current market trends, opportunities, challenges consumer consumption patterns, and business demands for Fairtrade coffee in Denmark and Germany. Market dialogues were also held with FTUK, FT Belgium, and Max Havelaar Switzerland.
Meeting of Fairtrade Producers with Ana Maria Fasen – Supply Chain Management- Fairtrade Germany
Fairtrade NAPP Producers meeting with Vickie Enné Ryge; Head of Marketing and Costumer Relations- Fairtrade Denmark
Store Checks: On 28th June, the producers were taken to visit 02 major retail outlets by Fairtrade Denmark:- Rema 1000- a known discounter with an attitude who focus on local produce and sustainability in general, and Bilka- a hypermarket and part of Salling Group, which also owns Netto and Føtex.
The producers were delighted to see how both the retailers were promoting and supporting Fairtrade initiatives, and prominently displaying Fairtrade products in their stores. Though there were not many Fairtrade coffee brands, the producers were impressed by the efforts and commitment of the retailers to offer Fairtrade products to their customers.
Cupping Sessions: There were 13 interesting coffee profiles of high-quality robusta and arabica selected from across Laos, Vietnam, Indonesia, and India to be cupped at the booth during the three days of the event. There was some positive feedback from visitors and industry professionals, who were impressed by the unique flavours and sustainable production practices followed by the producers.
The diverse B2B activities not only helped raise awareness about Fairtrade-certified coffee but also provided a platform for coffee producers from the region to share their experiences and knowledge with a global audience.
The collaboration with the wider network of Fairtrade system further enhanced the impact of the participation, fostering connections, partnerships, and business opportunities for the coffee producers. Overall, the event was a valuable platform for raising awareness, promoting Fairtrade-certified coffee, and driving positive change in the global coffee industry.
Challenges:
Many consumers seek out brands that provide inexpensive coffee at discounted prices. The majority of Fairtrade coffee is sourced from Latin America and Africa because of their affordability, whereas robusta and arabica coffee from the Asia-Pacific region tend to be more expensive compared to other regions. The amount of coffee produced in this region is relatively lower compared to other regions.
Producers of the highest quantity of Fairtrade arabica coffee in Indonesia are confronted with the challenge of glyphosate-related issues, causing potential partners to hesitate in establishing a supply chain from the region. In order to overcome this challenge, coffee producers in Indonesia may need to explore alternative, more sustainable farming practices that do not rely on glyphosate. This could involve implementing organic farming methods, using natural weed control techniques, or adopting agroecological approaches that promote biodiversity and soil health.
Opportunities:
Denmark is the 4th most coffee consuming country worldwide with each citizen consuming 8.7 kg/annum. With a relatively small population of 5.8 million, the country consumes over 50,000 tons of coffee per year so there lies a huge potential to tap into the market by promoting good quality robusta and arabica.
In recent years, there has been a growing trend towards specialty and single origin coffees, which also tend to be more expensive. However, consumers are willing to pay a premium for these higher quality and unique flavors. This provides an opportunity for coffee farmers in regions like Asia and the Pacific to differentiate their products and command higher prices in the market.
Overall, the demand for affordable coffee will always be a driving factor for consumers, but there is also a growing awareness and willingness to pay more for quality, ethically sourced coffee. Fairtrade practices and sustainability are becoming more important considerations for consumers when choosing their coffee brands.
Additionally, Denmark has a strong coffee culture, with many cafes and specialty coffee shops offering a wide variety of coffee beans and brewing methods. This presents an opportunity for coffee producers and suppliers to cater to the discerning tastes of Danish consumers.
Furthermore, Denmark’s proximity to other European markets makes it an ideal location for coffee exporters to expand their reach. By establishing partnerships with local distributors and retailers, coffee companies can capitalize on Denmark’s thriving coffee market and use it as a gateway to the rest of Europe.
Overall, Denmark’s high coffee consumption, strong coffee culture, and strategic location make it an attractive market for coffee producers and suppliers looking to grow their business. By investing in quality products and marketing strategies tailored to Danish consumers, companies can tap into the country’s lucrative coffee market and establish a foothold in Europe.
