The Seoul International Café Show 2024 (SCAK), held in the heart of South Korea, provided a transformative platform for small-scale coffee producer organizations (SPOs) supported by Fairtrade NAPP. As one of the world’s largest coffee exhibitions, the event attracted global attention and offered a stage for Fairtrade NAPP to promote its specialty coffee from the Asia & Pacific region while simultaneously gaining valuable insights into the global coffee market.
A Step Towards Sustainable Trade
One of the key objectives of NAPP’s participation was to build the capacities of SPOs to engage with international buyers. The event hosted seventeen international companies, including major players from Korea, who participated in B2B meetings with Fairtrade representatives. These meetings not only fostered relationships but also highlighted the growing demand for high-quality coffee. While Fairtrade awareness remains limited in Korea, and buyers require substantial proof of the environmental benefits and impact of Fairtrade products, the event reinforced the opportunity for Fairtrade to amplify its environmental and climate action initiatives, a topic that aligns well with Korean market trends prioritizing sustainability. The Korean market’s growing interest in eco-friendly products presents a fertile ground for Fairtrade to position itself more prominently in the region.
Tangible Impact: Building Connections and Generating Leads
The immediate outcomes of the event were promising. SPOs like Vanmai Coffee Cooperatives (Laos), Cooperativa Comercio Agricola de Timor ( Timor Leste) and Sahyadri Organic Small Farmers Consortium (India) reported a significant number of leads and expressed optimism about converting them into sales. Here are some voices from the ground:
- Vilayphone Phommasone and Phuangnisa Thavyvanh, Vanmai Coffee Cooperatives, Laos: “The participation in the Seoul Café Show has been highly beneficial for NAPP producers, especially those aiming to enter new markets in Korea. The well-organized B2B meetings were a great opportunity for networking and collaboration with Fairtrade exhibitors. The insights gained will be shared with farmers and workers back home.”
- Carlito Alves, Cooperativa Comercio Agricola de Timor, Timor-Leste: “Through my participation, I connected with a potential buyer, and a company from Korea has shown interest in organic Arabica coffee from Timor-Leste. The expo provided valuable market insights, particularly regarding the demand for Fairtrade products and the growing importance of Korean Organic Certification.”
- Jacob Jose, Sahyadri Organic Small Farmers Consortium, India: “SOSFC views our participation as a great chance to explore new markets for our coffee. We connected with over 20 potential buyers and received many leads for Robusta coffee. The expo alsoexposed us to climate-smart technologies for coffee farming, which is crucial for tackling climate challenges.”
Navigating Challenges with Strategic Opportunities
Although the event yielded positive outcomes, challenges remain, particularly in terms of Fairtrade’s visibility in Korea. Many buyers showed resistance to higher-priced Fairtrade-certified products. However, Korea’s focus on sustainability and eco-friendly practices presents a strategic opportunity for Fairtrade producers. Hotels, supermarkets, and consumers increasingly prioritize green products, providing a platform for Fairtrade to make inroads into the market.
A Collaborative Vision for Growth
The Seoul Café Show 2024 highlighted the importance of collaboration and adaptability in creating sustainable trade opportunities. Through initiatives like B2B meetings, market education, and exposure to new marketing strategies, Fairtrade NAPP empowered producers to overcome trade challenges and seize opportunities.
As Korea’s sustainability focus grows, it provides an ideal backdrop for Fairtrade producers to align their offerings with market priorities. This collaboration between Fairtrade producers, buyers, and consumers symbolizes a united effort to create a long-term, sustainable future for the coffee industry and beyond.
Through these partnerships, Fairtrade NAPP strengthens its mission to empower small-scale farmers and farm workers, ensuring that ethical trade becomes the cornerstone of global commerce.
