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Viewing cable 06NAIROBI1059, THIRD ANNUAL AFRICAN FINE COFFEE CONFERENCE

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Reference ID Created Released Classification Origin
06NAIROBI1059 2006-03-08 09:24 2011-08-25 00:00 UNCLASSIFIED Embassy Nairobi
This record is a partial extract of the original cable. The full text of the original cable is not available.

080924Z Mar 06
UNCLAS SECTION 01 OF 02 NAIROBI 001059 
 
SIPDIS 
 
AID/W FOR AA/AFR, AFR/DP, AFR/SD, AFR/EA,AFR/EGAT/EG 
 
E.O.12958: N/A 
TAGS: EAGR EAID ECON ETRD KE PGOV SENV
SUBJECT:  THIRD ANNUAL AFRICAN FINE COFFEE CONFERENCE 
AND EXHIBITION, ARUSHA, TANZANIA, FEBRUARY 16-18, 2006. 
 
 
1. USAID/REDSO through the Regional Agricultural Trade 
Expansion Support (RATES) program, supported the 
Eastern African Fine Coffees Association (EAFCA) to 
once again successfully implement and host the Third 
African Fine Coffee Conference and Exhibition, known by 
many as the World?s WILDEST Coffee Conference (WWC), 
held in Arusha, Tanzania from February 16 - 18, 2006. 
 
2. EAFCA was founded in 2001 through a USAID grant 
under the sustainable tree crops program. Since 2002, 
EAFCA has received substantial assistance from 
USAID/REDSO's RATES program and has undergone a major 
transformation to becoming a leading internationally 
recognized force in the specialty coffee industry. This 
third WWC attracted over 400 producers, traders and 
coffee stakeholders. In addition to the key regional 
players, approximately 200 of the attendees were 
serious buyers and roasters from outside the African 
continent. This annual conference and exhibition 
developed by the USAID REDSO/RATES team has also been a 
major factor in the marked increase of sales in African 
fine coffees to the USA, Japan and Europe since the 
RATES project inception.  This year saw EAFCA taking 
over most of the critical functions of organizing and 
managing the event and highlights their progress in 
reaching their goal of financial sustainability within 
the next three years. Revenues generated from 
conference fees and the exhibition booths, combined 
with travel related expenses paid by the participants 
(all who were self funded), totaled a GDA estimated 
value at 1 - 1.5   million U.S. Dollars. EAFCA is 
expected to generate 100 per cent of their operational 
costs for FY 06 (approximate net revenues of 200,000- 
250,000 U.S. Dollars) from the event. 
 
3. The event attracted a number of international coffee 
industry luminaries including Mary Williams, co-founder 
of Starbucks, Jerry Baldwin, founder of Peets Coffee, 
Nester Osorio, executive director of International 
Coffee Organization (ICO), Rick Peyser, president of 
Green Mountain Coffee, Ted Lingle, executive director 
of Specialty Coffee Association of America (SCAA), Mick 
Wheeler, executive director of Specialty Coffee 
Association of Europe (SCAE), were among the many 
distinguished presenters and participants on the three 
day program.  The conference theme of ?Africa: The 
Future of Specialty Coffee? was especially appropriate 
in light of the bullish market projections by Judith 
Chase-Gaines, a renowned coffee market analyst. 
 
4. USAID RATES assisted EAFCA to hold national level 
?Taste of Harvest? cupping competitions to select the 
top five coffees per EAFCA country. At the conference, 
a team of internationally known cuppers, many who came 
as volunteers under the USAID supported Coffee Quality 
Institute's (CQI) Coffee Corps, judged the "Taste of 
Harvest" coffees presented by the ten member countries 
of EAFCA (Burundi, DR Congo, Ethiopia, Kenya, Malawi, 
Rwanda, Tanzania, Uganda, Zambia and Zimbabwe. The 
judges included Lindsey Bolger (USA), Sunalini Menon 
(India), Arnoldo Leiva (Costa Rica), Stephen Leach 
(USA), and Daniel Mulu (Ethiopia). The top two winners 
from each country that scored over 80 on the SCAA 
specialty coffee scoring criteria  (a score of 80 or 
higher is required to be considered specialty coffee by 
SCAA standards), were presented awards. Of the 40 
coffees tasted, thirty scored over 80 with several top 
scorers from Burundi, Kenya, Tanzania, and Ethiopia 
approaching an impressive 90 on the international scale 
rating fine and specialty coffees. This is a strong 
indication of the progress EAFCA has made in being able 
to identify top coffees in the region. 
 
 
5. As a service to its membership, EAFCA has provided 
an intensive year of cupping, milling, brewing and 
grading trainings. The trainings have been implemented 
by USAID RATES/EAFCA in association with the USAID 
supported CQI Coffee Corps volunteers. It is clear that 
the message of quality and consistency is being 
communicated: five of the eleven Starbucks premium 
"Black Apron" coffees originate from EAFCA members.  A 
number of buyers and roasters have commented that they 
are now seeking out and purchasing more coffees from 
the EAFCA origins because of the fact that their 
customers are demanding the unique and distinctive 
flavors of the coffees. Suppliers are also able to more 
consistently provide these better quality coffees to 
the buyers because of successful EAFCA training 
programs. 
 
6. Conference presentations ranged from market pricing 
and stock analyses to the experiences of exporters and 
importers. Panel discussions were held on a number of 
relevant topics including the feasibility of a regional 
African coffee auction, certification and 
sustainability, processing, relationship coffees and 
the demystification of the European, Japanese and US 
markets.  USAID Washington staff Carol Wilson and Chris 
Kosnik gave a presentation on the future of USAID?s 
support to the coffee sector. The President of Ecologic 
Finance, William Foote, gave a presentation on 
financing coffee cooperatives in East Africa to 
purchase inputs for producing high quality coffee. 
 
7. The keynote speaker at the final dinner was world 
famous primatologist and UN Messenger of Peace, Dr. 
Jane Goodall, whose TACARE project has been supported 
by USAID Tanzania for a number of years. The Jane 
Goodall Institute (JGI) also receives support for their 
conservation coffee marketing efforts through the RATES 
Partners Fund. In her speech, Dr. Goodall highlighted 
the relationship that coffee has with conservation of 
the environment and wildlife and with the quality of 
life. The AA for EGAT, Jackee Schafer, and USAID 
Tanzania mission director, Pamela White, joined Dr. 
Goodall for dinner and were thanked for USAID?s support 
to JGI?s efforts to support small holder coffee 
farmers.  The farmers are being encouraged to protect 
lands that will provide the leafy corridor for chimps 
to travel from the Gombe Park to other 
regions/countries with chimp populations. With the 
marketing of a Jane Goodall brand coffee, these small 
farmers should substantially benefit from the sales of 
their coffees under the JGI label sold through roasters 
such as Green Mountain Roasters and others who 
expressed a very strong interest in marketing these 
coffees.  Green Mountain executives visited the 
cooperatives in Kigoma area prior to the conference and 
were very encouraged with the coffees they cupped and 
the level of the production in the region surrounding 
Gombe. 
 
8. As in previous years, the Arusha conference was 
effective due to the wide range of coffee industry 
players from African small holders who recognize the 
value of investing in attending such an event to the 
largest coffee roasters and buyers from leading 
worldwide companies and international markets.  The 
giant Ueshima Coffee Company Ltd. (UCC) of Japan 
attended for the first time and, like Starbucks who 
attended for the second consecutive year, indicated 
interest in purchasing more African origins as a result 
of their attending the conference.  Market development 
progress was indicated by the fact that virtually all 
the major coffee import houses were present and had 
exhibition booths. Present companies included Neumann 
Gruppe, Volcafe, ED&F Mann, C. Dorman and Taylor Winch. 
 
EAFCA, with the assistance of RATES, is already 
undertaking preparations for the next WWC 4 event to be 
held February 15 - 17, 2007 in Addis Ababa, Ethiopia. 
 
For more information about the conference please visit 
www.eafca.org - www.worldswildestcoffee.com BELLAMY