The Colombian Coffee Growers Federation (FNC) and USAID have launched a brand strategy to promote coffee from regions affected by violence and illegal activity.
The Coffee for Peace strategy focuses on coffee-growing families in six departments or regions: Antioquia, Caquetá, Cauca, Meta, southern Bolívar and Valle del Cauca; and 34 municipalities.
“Any initiative that helps us improve the incomes of Colombian coffee growers, which provides them with direct access to buyers willing to recognize their work, will always be welcomed and have the strong support of the FNC,” said the federation’s CEO, Roberto Vélez.
In the medium- and long-term, the strategy is expected to reach all of the coffee-growing regions of the country, widening the connection between producers, buyers and roasters.
The strategy calls for activities such as promotion and marketing, including a portal that allows producers, marketers and roasters to connect; commercial development, including enhanced production and implementation of cultivation practices, identification of traceable microlots with export potential; and e-commerce, including alliances with e-commerce platforms.