Updated Apr 04, 2018
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
Zipporah GatitiSend Message
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.
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.
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.
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.
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.
|New Implemented Countries||Ethiopia, Eritrea, Burundi, Rwanda, Uganda, Tanzania, South Sudan|
|Recruit||2 advisors & 7 full time staff - Coffee Procurement & Logistics, Sales, Marketing, Coffee Roasting, Office Management and Accounts|
|New Feature||Creating coffee bags containing 10g of freshly roasted ground Kenyan Arabica coffee to encourage domestic consumption of coffee in Kenya and local youth employment.|