• Experts emphasize the need for value addition, digital marketing tools, and climate-smart agriculture

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Dar es Salaam. Government officials and agricultural stakeholders have been urged to work together to tackle marketing challenges and climate change affecting coffee farmers in Africa to ensure the crop’s sustainability.

These concerns were raised by stakeholders at The African Fine Coffees Conference and Exhibition (AFCC&E) in Dar es Salaam, Tanzania, where industry experts gathered to discuss challenges and opportunities in the coffee sector.

The 21st edition of AFCC&E is taking place at the Julius Nyerere International Convention Centre (JINCC) from February 26 to 28, 2025. The event is hosted by the African Fine Coffees Association (AFCA) in partnership with the Tanzania Coffee Board (TCB).

Speaking during the opening session, Julius Ng’ang’a, Senior Director for Rainforest Alliance for East and Southern Africa, emphasized that many smallholder coffee farmers face significant challenges, including systemic poverty and climate change.

“As an organization (Rainforest Alliance), we are really working to support farmers to improve their livelihood to make sure we train them the best practices of growing their coffee but at the same time connect them with a good market that rewards sustainability,” Ng’ang’a stated.

He further stressed the importance of equipping farmers with knowledge on good agricultural practices and regenerative agriculture to help them adapt to climate change while ensuring their hard work is adequately rewarded.

Stakeholders at The African Fine Coffees Conference and Exhibition (AFCC&E) in Dar es Salaam, Tanzania, where industry experts gathered to discuss challenges and opportunities in the coffee sector. Photo | Rainforest Alliance.

AFCA Board Chairman Amir Hamza highlighted pricing, access to equipment for value addition, and lack of education as the biggest challenges faced by coffee farmers.

“If we add value, farmers will benefit by securing better prices. When global market prices drop, farmers suffer and may even abandon coffee farming. The best way to mitigate this is by increasing domestic coffee consumption and adding value to our products,” said Hamza, who is also the Chairman and CEO of Amir Hamza (T) Limited.

He also pointed out that market challenges could be addressed through better utilization of the African Continental Free Trade Area (AfCFTA), which, despite being endorsed by African leaders, has yet to reach its full potential.

“The major challenge remains the transportation of coffee between countries. Non-tariff barriers, restrictive laws, and unfavorable regulations hinder farmers. These issues must be addressed,” Hamza emphasized.

Additionally, he called for empowering farmers with digital marketing tools to enhance their reach and competitiveness in global markets.

Professor Aurelia Kamuzora, Chairperson of the Tanzania Coffee Board (TCB), reaffirmed the Tanzanian Government’s commitment to working with stakeholders to address challenges facing coffee farmers and improve their livelihoods.

“Regarding climate change, the Government is actively implementing measures such as tree planting to comply with the new European Union law, which mandates proof that no forests have been cleared for coffee production,” Prof. Kamuzora stated.

He acknowledged that coffee farmers face multiple challenges that require time and commitment to resolve, urging them to invest in proper agricultural inputs and adopt climate-smart technologies.

AFCC&E remains Africa’s premier coffee trade platform, attracting over 2,000 regional and international professionals, including producers, traders, and roasters. Public and private sector leaders, as well as government and NGO representatives, participate in this annual event.

The 21st edition, themed “Value Regeneration,” promises an impressive lineup of international and regional speakers, an expansive exhibition hall, insightful workshops, exclusive B2B cupping sessions, and engaging social events.

Additionally, the conference hosts the Africa Barista Championship and the regional Taste of Harvest Competition, further enhancing its status as a key event for the global coffee industry.