East Africa produces some of the world's most valuable specialty coffees, yet only a small share of profits go to coffee producers. Using case studies from Africa and beyond, the report explores how to get better prices for green coffee beans, learn about branding and develop business partnerships in international markets.
Direct trade from origin, also feasible through e-auctions, can result in better average prices for green beans. Roasted coffee offers significantly higher margins, but may not be practical to export. New alternatives exist for contract roasting, packaging and outsourced marketing, to transform green beans into branded coffee close to the customer.