East African quality Coffee Hits South Africa
The East African Fine Coffees Association (EAFCA), which represents growers of all sizes in ten African countries, is now trying to break into the South African market where consumers have been slow to appreciate good coffee.
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 has already been appointed to the board of EAFCA) and some members are already importing directly. The business relationships which were fostered were further strengthened by the attendance of 16 coffee companies from South Africa at EAFCA's 4th Fine Coffee conference held in Ethiopia in February 2007.