Top 3 things we learned from AFCA 2024
If you work in coffee in Africa, then you know that February is the time when the African coffee industry convenes to set the coffee agenda for the new year.
In the week of Feb 5th, the African Fine Coffee Association (AFCA)hosted its annual conference in Addis Ababa, Ethiopia. Labelled as the “African Coffee Week”, it was a time of trade shows, events competitions, workshops and lectures.
For Vuna, attending AFCA conference has become an important, yearly occurrence. There is no better time and place, to really understand what is brewing on the African continent. With our team on the ground, here’s our most important takeaways from the show.
European Union Deforestation Regulation (EUDR) absolutely dominated the scene, and the African coffee industry is feeling the pressure.
Championships and competitions are the momentum we need to get the youth into coffee.
On a trade show populated mostly by local private exporters and small holder cooperatives, only few origin based brands stand out.
What do you think were the most important topics from AFCA and “African Coffee Week”? Share with us!
Lets take a dive on these findings, and explore more.
European Union Deforestation Regulation (EUDR) absolutely dominated the scene, and the African coffee industry is feeling the pressure.
Since day one of African Coffee Week, the scene was filled with panel discussions, workshops and a whole array of bilateral meetings at the highest political level. The objective? Get African supply chains compliance ready for the new EU regulations. Whether we agree, or not, on the importance and efficacy of the EUDR, it was clear that EUDR compliance is a big headache for most African countries, and only a few (Rwanda?) have their path to compliance figured out. Last minute MoU signing between the Ethiopia Coffee & Tea Authority, JDE Peet’s & Enveritas brought a sign of relief throughout the industry. We will all still be able to savor Ethiopian coffees within the EU!
Championships and competitions are the momentum we need to get the youth into coffee.
We have said this once, and we will say it again. African youth is in love with coffee, but professional opportunities and career paths take them behind cupping tables, roasters and steam pumps, not on farms, Or at least not just yet. Coffee has become a lifestyle product in a many African cities and urban centers, attracting new generations of youth who can see themselves embarking on professionals careers, entrepreneurship ventures and so much more. Championships and Competitions throw a positive light and elevate young coffee professionals. It is through this path, that eventually they will consider coffee growing and processing. Not as means to subsistence living, like previous generations, but as the final step in their seed to cup journey.
On a trade show populated mostly by local private exporters and small holder cooperatives, only few origin-based brands stand out.
The African coffee industry has come a long way. Securing the integrity and longevity of its supply chains in Europe took center stage during African Coffee Week. But that’s the work of government bodies, boards and associations. At the grassroots level, cooperatives and farmer groups are still trying to figure out their place in what many refer as the “fourth coffee wave”, characterized by commercialization of specialty coffee among coffee consumers. It is undeniable that branding and marketing have become an essential tool to stay relevant as a coffee supplier and exporter. The question is, why is still hard for many organizations produce compelling brands and marketing materials beyond business cards and brochures? Just like in Latin America, coffee brands are usually owned by well educated middle class entrepreneurs with resources and funding available. They are the perfect direct trade counterparts to importers and roasters. The job now is to unlock the same opportunities for cooperatives and farmer groups.
What do you think were the most important topics from AFCA and “African Coffee Week”? Share with us!