Updated Apr 04, 2018

Taste of Kenya - responsible consumption and production of coffee (SDG 12)

Increasing the domestic consumption of coffee in Kenya by locally roasting coffee and packaging coffee. This will encourage responsible consumption and production of coffee (SDG 12) and create local jobs for the youth.

https://www.tasteofkenya.org
Taste of kenya small logotype

Zipporah Gatiti

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Snapshot

Stage 2: Research & Development

1. We have completed the initial market research and conducted sample coffee sample trials.
2. We have secured a warehouse space and acquired a roasting machine from Buhler Limited (Switzerland).

Focus Areas:

Agriculture, Economic Growth and Trade and Youth Engagement and Contribution

Agriculture, Economic Growth and Trade and Youth Engagement and ContributionSEE LESS

1
Key Partner
7
Employee
$50,000
Funds Raised to Date

Problem

In Kenya in the last five years demand for coffee has risen about 46 per cent in volume according to Euromonitor, despite this 80% of coffee drinkers in Kenya drink imported instant coffee instead of locally grown freshly roasted Arabica coffee as there is no convenient priced fresh coffee product in the market.

Furthermore unemployment of the youth in Kenya remains stubbornly high at 22.1% percent with a large number of the youth from the fertile agricultural regions.

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Solution

The domestic coffee market in Kenya is in its infancy as only 3% of coffee grown is consumed locally. With the large youth population and the strong emerging middle class, there is a huge untapped potential to increase responsible consumption and production of coffee (SDG 12) in Kenya.

We will locally roast coffee and sell it as coffee bags (similar to tea bags). By locally roasting coffee we are creating additional income for the Kenyan farmers, creating local jobs for the youth and encouraging local consumption of coffee in Kenya.

Target Beneficiaries

1. Small-scale coffee farmers in Kenya and the rest of Eastern Africa (Uganda, Tanzania, Rwanda, Burundi, South Sudan, Ethiopia) who will earn higher margins for their coffee production.

2. Youth employment in Kenya and the rest of Eastern Africa as the youth will be engaged in various roles in the coffee supply chain.
3. Local markets in Kenya and Eastern Africa by increasing the domestic consumption of Roasted coffee.

Mission and Vision

Project aim - Increasing the domestic consumption of Roasted coffee ensuring transparency, traceability and sustainability.

Project impact:
1. Increase the number of small-holder coffee farmers we work with and support.
2. Increase the revenue received by the farmers by ensuring fair and timely payment.
3. Increase youth employment in the coffee supply chain
4. Increase the local consumption of coffee in the coffee producing nations

Innovation Description

Roasting and packaging of the coffee in Convenient coffee bags containing 10g of freshly roasted ground Kenyan Arabica coffee using state of the art roasting to ensure consistency.

1) We have already acquired a roasting machine with a capacity to roast 1,600 Kilos of coffee a day.
2) We will also purchase a commercial coffee grinding machine.
3) We will purchase a commercial coffee packing equipment with a capacity to produce coffee bags (similar to tea bags).
4) We will supply coffee bags containing 10g of premium ground coffee roasted and individually wrapped.
5) We will use both direct sales to retailers and youth sales agents to sell our coffee bags in Kenya. The youth sales agents will be used to sell the individually wrapped sachets of coffee and the public.
6) Once this market is proven in Kenya we will shift the majority of our focus to securing additional opportunities in Eastern Africa and other coffee producing countries.

Competitive Advantage

Our main competitors are the instant coffee companies in Kenya that sell packaged coffee in sachets. In Kenya, the instant coffee trade is dominated by Nestlé Foods Kenya Ltd, which owns Nescafé and Dorman Ltd, which owns the Dorman’s brand.

Our innovative solution is better as we will provide locally grown lower priced alternatives to instant coffee. This will target the low to middle class segment where there is rising demand of coffee and convenience is important. To cater to this segment we will offer convenient coffee bags containing 10g of roasted ground coffee individually wrapped to ensure freshness.

Furthermore we have the following expertise which is also a competitive advantage: Relationships with local coffee farmers in Kenya as we are from a third generation coffee family with a combined expertise of over 40 years in coffee farming with strong farming links in the community.

Planned Goals and Milestones

1) Coffee farmers - Selecting small-holder farmers to source coffee from - Oct 30, 2018
2) Employing youth in the coffee supply chain in either sourcing coffee, farmer training and/or coffee sales - Oct 31, 2018
3) Launching the coffee bags product in the market as an alternatives to instant coffee - Oct 30, 2018

Funding Goal250,000
New Implemented CountriesEthiopia, Eritrea, Burundi, Rwanda, Uganda, Tanzania, South Sudan
Recruit2 advisors & 7 full time staff - Coffee Procurement & Logistics, Sales, Marketing, Coffee Roasting, Office Management and Accounts
New FeatureCreating coffee bags containing 10g of freshly roasted ground Kenyan Arabica coffee to encourage domestic consumption of coffee in Kenya and local youth employment.

Milestones

Apr 2018
Recognition ReceivedPENDING
ORGANIZATIONUnited Nations
Aug 2017
Key Partnership
Implementation
Part ofBuhler

Supporting Materials

Taste-of-Kenya-Local-Roasting-Summary.pdf