RTFP

Coffee

East Africa has been grow

ing coffee for hundreds (if not thousands) of years yet consumers in South Africa have to wait for the beans to be exported to Europe before being returned to the continent from Italian or German or French companies. The East African Fine Coffees Association (EAFCA), which represents growers of all sizes in ten African countries, is breaking into the South African market where chicory-blended instant ‘coffee’ has been widely used and where customers have been slow to appreciate the real thing.

A major marketing and media campaign, financed by RTFP, was launched in July and August 2006 which was aimed at both the media and coffee buyers. "Meet the Buyer" events were held in Johannesburg, Cape Town and Durban which brought 29 coffee growers from all over eastern Africa face to face with the most influential buyers and blenders in South Africa. Events were also held which were aimed specifically at the media and which resulted in articles which publicised the quality of fine African coffees.

During the campaign, the Speciality Coffee Association of South Africa was formed (one of whose members is now on the board of EAFCA which publishes a newsletter) and many members now import directly. There has been a considerably growth in coffee houses and the coffee world’s equivalent of the cocktail maker – the barista – is now achieving recognition. Indeed, when RTFP financed the EAFCA stand at the Johannesburg Good Food and Wine Show in 2007, the first South African Barista championships were held and the winner represented the country in the world finals in Denmark in 2008.