Coffee Needs to be Marketed Better to International Consumers
During the signing of the memorandum of understanding between the Pacific Horticultural and Agricultural Market Access Plus (Phama Plus) and the Coffee Industry Corporation (CIC), it is emphasized that marketing needs more attention in the exportation of coffee to the international market.
While Rachael McCarthy of the New Zealand High Commission is happy to support the PNG coffee farmers, Joshua Kaile of the Australia department of foreign affairs said that they recognise the significance of agriculture in the coffee industry.
CIC general manager Steven Tumae looked at the need for more exposure. “The MoU is a partnership agreement between Phama and ourselves (CIC),” he said. “It’s basically to do with Phama Plus helping us with the marketing of coffee overseas. We’ve been putting a lot of money into the coffee industry but there has not been enough help. We are hoping that Phama can train people in the industry. We’ve also asked them to help set up quality control grading labs in certain areas throughout the country.”
Pharma Plus gives targeted assistance for Pacific Island countries to work on their regulatory aspects linked with primary and value-added products. This involves accessing products into new markets.