ITC and African robusta coffee at World of Coffee Dubai
ITC and ACRAM exhibit at World of Coffee Dubai 2023 to build commercial spaces for African Robusta coffee.
African robusta positions itself at World of Coffee Dubai
In the ever-evolving landscape of the global coffee industry, robusta coffee is steadily gaining prominence. Once overshadowed by its more esteemed counterpart, arabica, robusta is experiencing a renaissance fueled by inflation, shifting consumer preferences, changing climate conditions, and a growing demand for sustainable and resilient coffee varieties.
For Africa, the resurgence of robusta presents a significant opportunity to leverage its natural advantages and to strengthen its position in the global coffee market.
With the continent already home to some of the world's largest robusta-producing countries, Africa has the potential to become a leading supplier of high-quality robusta coffee, catering to the growing demand from both domestic and international markets.
At this year’s edition of World of Coffee Dubai, ITC’s Alliances for Action collaborated with the Agency for African and Malagasy Robusta Coffees (ACRAM) to promote African robusta coffees to Gulf Council countries (GCC). Together, they attended with 12 small and medium enterprises from six West and Central Africa countries, whom they are supporting through the ACP Business-Friendly programme.
The trade show had a remarkable turnout this year, with more than 13,000 specialized visitors from across the industry. This marked a 30% growth from last year, with visitors numbering nearly four times that of the inaugural edition of the event.
This year’s edition mainly focused on the sustainability of the coffee industry, while fostering consumer coffee culture by providing well-rounded educational platforms covering coffee varieties and roasting and brewing methods.
Partnerships for growth
ITC and ACRAM selected 15 participants from 12 small businesses across six African countries to exhibit at the event. These are direct and indirect partners of the ACP Business-Friendly programme being implemented in Africa’s coffee sector on behalf of the European Union (EU) and the Organisation of African, Caribbean and Pacific States (OACPS).
Across the brands, potential partnerships were discussed with Fresh Express LLC – a major supplier of coffee and other beverages in Dubai, Radisson Hotel Group, and KASO – the leader in online HORECA sales in the United Arab Emirates and Saudi Arabia.
A rising star discovered at the event was DRC’s ‘Petit Kwilu’, a robusta variety that has the potential to put the country on the fine robusta map, echoing the success of its prized arabica coffees in the specialty coffee segment. COCOI Café, who carries the variety, made some strategic contacts that will help them position the variety on the market.
Dubai’s state-of-the-art DMCC Coffee Centre was another connection explored, as a potential hub for coffees from ACRAM’s member network. The Centre markets several varieties of coffee from the main producing regions of Central and South America, Africa, and Asia.
Participants were taken on a guided tour of the centre, providing them with a snapshot of it one of the world's leading coffee trading centres and a better understanding of the possibilities that lay ahead for them.
About the projects
The ACP Business-Friendly Programme is funded by the European Union and the Organisation of African, Caribbean and Pacific States (OACPS) and jointly implemented by ITC’s Alliances for Action, the World Bank and UNIDO. It seeks to improve the ability of agribusiness firms in ACP countries to compete, grow and prosper in domestic, regional and international markets. Through the Alliances for Action approach, it promotes inclusive and sustainable agricultural value chains that value all stakeholders from farm to shelf.
