Uganda, the second leading producer of coffee in Africa, is blessed with some of the best coffee in the world. The coffee is grown on the slopes of Mt Elgon in eastern Uganda and other parts of the country. There has been an increase in coffee growing in the world, which has surpassed demand and thus lowered the prices. However, experts in the sector project a surpassing increase in demand in the next three years.
But, what continues to worry coffee experts is the wide discrepancy between coffee consumption in the producing countries and their counterparts in non-coffee growing countries. Presently 20% of the world population consumes coffee. Surprisingly 58% of this consumption takes place in non-coffee producing countries in Europe, USA, and Japan. The fastest consumption growth rate has been recorded in Asia, the Pacific, Central and Eastern Europe with the remaining percentage registered in coffee producing countries.
Stakeholders in Uganda’s coffee sector are employing some strategies to boost domestic consumption which is estimated at 180,000 bags per year, according information from Uganda Coffee Development Authority (UCDA). Some of the strategies include the Coffee Safari. “It’s an idea that was conceived about two years ago to popularise the coffee industry in Uganda,†says Ezra Luggya, one of the proprietors of 1000 Cups. “It’s a journey to the coffee value addition chain,†he adds.
This view is reinforced by Michael Kijjambu, a barista. “It traces the route of a coffee bean from the coffee shop backwards to the field. It links the farmer to the market,†A barista is a professional coffee chef.
The journey begins from UCDA where testing by a barista is done on different types of aromas. “From the testing facility, we move to the exporter, roasting facility, to a research station to find out how seeds are multiplied and finally to the farm,†he says.
At the farm, many things take place. “If it’s season time, we pick coffee, roast it and organise some games at the farm. “We always want to find something that makes an interesting fun day out for our customers,†Kijjambu told The Independent.
Although one farm, Bulansuku Farm Estates, has been visited so far, the visits are open to any other farm. “This is not a selfish endeavour,†he argued.
Another important thing is that the Coffee Safari doesn’t only benefit consumers but also the farmers. “Very few farmers know what happens to their coffee beyond their farms. But if they were involved in the whole process, they would probably know what explains their low prices, which could be poor storage methods.†Kijjambu says that if someone understands the whole coffee process, they can see what part they contribute and probably appreciate other people’s roles better.
The most important thing that Coffee Safari has added to the industry is feedback. Many people have come to Uganda without the knowledge that it’s a coffee growing country. “The visitors say we can offer a lot. Secondly, we have learnt that people are more interested in buying from associations than from individuals,†Kijjambu adds.
Coffee Safari has also benefited rural economy where tourists often buy items along the way to the farms.
To encourage everyone to join the Coffee Safari, there are booking offices at Ban Café, Back Packers, Good African Coffee among other places. “We are not competitors but we are working in concert for the good of the whole industry,†Kijjambu says.
However this coffee promotion campaign is not with without challenges. He says that the biggest challenge to domestic consumption is that many people aren’t yet sure about the benefits of drinking coffee. But he adds that there are campaigns to reach out to schools and other educational institutions to inculcate a culture of coffee consumption.â€
Another challenge to the Coffee Safari is the poor road network that renders some of the roads impassable for local and foreign tourists. Secondly, tour companies, he says are reluctant to book their clients on the Coffee Safari with some of them fixated on the traditional tourism attractions like the national parks.
Drinking coffee domestically is also affected by stereotypes (unverified theories) who say that drinking coffee causes hypertension. Kijjambu blames this on the information and communication gaps. “This is where the industry gets damaged as a result of a blanket statement,†he says. He adds that there are health benefits associated with drinking coffee.
Despite the prevalent challenges, industry experts say that once the Coffee Safari is strengthened, for every ticket sold, a coffee shop owner, farmer or the farmers’ association will each have a percentage share.
But in the meantime, Kijjambu thinks the Coffee Safari should be replicated throughout the country. “We can have a Coffee Safari that goes to the eastern side and another to Kasese. We are also looking at having a coffee shop at the airport and the Ugandan Embassy in London because they represent what we are as a coffee producing country just as other countries do.â€
Subscribe to this comment's feed
