ITC UPDATES ITS MOST DOWNLOADED PUBLICATION

ITC Coffee Export Guide, 4th Edition:

A future-facing coffee world

for Action: Sarah Charles

©ITC-Alliances for Action: Meklit Mersha

©ITC-Alliances
©XXXu
The International Trade Centre’s Coffee: An Our goal is to provide the industry with information
Exporter’s Guide, first published in 1992, is the that is both useful and in line with current realities.
world's most extensive, hands-on and neutral source Here is a glimpse into key topics you can expect:
of information on the international coffee trade.
 A focus on a values-based supply
It covers trade issues relevant to coffee growers, chain featuring climate change, living
traders, exporters, transportation companies, income, gender, youth and overall
certifiers, associations and authorities and other sustainability.
relevant actors. For many in the coffee industry, it is  A new definition of data and quality.
the go-to reference. Quality is an evolving concept, linked
ever more closely to sustainability. The
ITC is now undertaking a remarkable coordination guide introduces cutting-edge concepts
effort to update its most downloaded publication. The to collect data based on quality
4th edition will be released in the first quarter of segmentation.
2021, building on its strong legacy.
 An exploration of digitalization for a
The new edition is the result of a co-creation process more productive, efficient and equitable
with coffee industry actors, from seed to cup. An supply chain.
advisory panel of over 60 members from across the  An analysis of COVID-19 impact and
globe are helping to shape its structure and content. its influence on next steps for the world
of coffee.
Producer organizations, major coffee roasters and
brands, policymakers and coffee organizations  Producer and buyer perspectives: A
offered their time, knowledge and experience to collaborative process for inclusion of all
raise the bar of the even higher. supply chain actors, across chapters.
 ©ITC-Alliances for Action: Meklit Mersha
A VALUES-BASED SUPPLY CHAIN NEW DEFINITIONS OF QUALITY

Sustainability and alliances for a coffee sector with Quality in coffee is an evolving concept. For many
values are the consistent thread that brings the years, the coffee industry looked at quality from the
guide together. Topics of climate change, price perspective of what was at a minimum acceptable
volatility and unbalanced supply chain dynamics are level for the market.
addressed. It also explores definitions of living
income, the ‘Project Drawdown’ logic for climate Today, definitions of quality have become much
solutions, and the role that youth and women can more precise and are also closely interlinked with
play in taking coffee forward. concepts of sustainability.

‘The impact will be on several aspects of coffee

world, from human rights to environmental
The guide considers coffee quality, markets and
data according to a tiered quality segmentation:
protection. Standard, Premium and Specialized. This brings a
brand-new data set to the industry for a more
A central focus is to preserve the dignity of comprehensive market analysis and a better
coffee farmers and their families and the organic recognition of value.
integration of good practices in our coffee
systems.
’
Mario Cerruti, Chief Institutional Relations
‘For quality and price to be positively linked,
consumers must be able to identify the quality
attributes that are important to them.
& Sustainability Officer, Lavazza Group
This can include flavour and aroma, as well as

‘Women remain champions in the coffee

sector, from seed to cup. We must provide
sustainable provenance, a production system
that delivers rewards equitably across the value
avenues for their continued empowerment. chain, and an absence of unethical practices.

Ric Rhinehart, Former Executive Director,

ʼ
Youth are also critical in ensuring continuity
and that the sector continues to thrive in the Specialty Coffee Association
future. They must be engaged to move the
sector forward.
ʼ
Jhannel Tomlinson, Board Secretary,
International Women’s Coffee Alliance,
Jamaica
©ITC-Alliances for Action: Meklit Mersha

©ITC-Alliances for Action: Meklit Mersha

DIGITALIZATION, FROM SEED TO CUP COVID-19: UNEXPECTED OPPONENT

Online sales are not the only emerging trend. The global outbreak of the COVID-19 virus is having
Digitalization is happening across the supply chain, a major impact on international trade. The coffee
allowing more productivity, quality control, market and supply chain have not been spared.
consistency and efficiency than ever before.
It represents an unprecedented economic shock, as
The digitalization of the coffee supply chain could demand and supply are scaled back around the globe
have major social and economic implications and and across sectors. The covid-19 pandemic is likely
bring more balance to an industry with inequities to have a profound impact on the global coffee sector,
related to markets, opportunities and capacity including production, consumption and international
levels. trade.

‘Digitalization enables the flow of information,

which could dramatically shift how value is ‘ 2020 has been a challenging year. While the
production chain only has been slightly affected
distributed through supply chains. To make it by the COVID-19 pandemic, it has accelerated a
work, we first need systems to: shift in consumption patterns, with more at-home
consumption and e-commerce, and much less on-
• Ensure access to meaningful
trade business. Moving forward, coffee producers
information.
around the world continue to increase
• Curate information to make it productivity and quality through investments in
actionable, meaningful, and valuable research and development, sustainable

Digitalization can democratize information and

to all parts of the supply chain. production and post-harvest technologies.
ʼ
Vanusia Nogueira, Executive Director,
open new possibilities for transparency, quality, Brazil Specialty Coffee Association
productivity and profitability. However, it's a

‘
mistake to think of digitalization as a
The pandemic has caused the coffee sector to
replacement for necessary systems and
question its traditional way of doing business. It
institutions to support farmers.
is creating both challenges and opportunities for
The ITC coffee guide curates information across small producers. Consumers are now looking for
the industry and highlights the key themes that cleaner, more sustainable products. As business
merit attention or areas requiring deeper resumes online, small farmer cooperatives are
understanding.
ʼ now tapping into markets that were previously

Jennifer ‘Vern’ Long, CEO,

World Coffee Research
difficult for them to access.
ʼ
Joao Mattos, Supply Chain and
Commercial Manager for Coffee, Latin
American and Caribbean Network of Fair
Trade Small Producers and
Workers (CLAC)
A PROCESS OF CO-CREATION

The coffee sector is of major importance to many developing countries and notably for producer communities,
small firms and exporters. It occupies a large segment of global trade. As such, it is important that the
International Trade Centre continues to play a key source of knowledge for the coffee sector.

As it has done in the previous edition, the update is highly participatory, with a wide range of contributors
around the world. The current update relies on the Alliances for Action methodology, which is participatory and
includes broad consultations with key stakeholders.

A multidisciplinary team of authors are leading the update the Coffee Export Guide, informed by an Advisory
Expert Panel composed of key stakeholders from across the coffee, trade, and international development
landscapes. Representatives include:

 Producer groups: 5
 Traders, roasters and coffee brands: 7
 Coffee associations and institutions: 12
 Certification bodies: 3
 Finance and investment groups: 2
 International organisations and NGOs: 10
 Academia and research: 6
 Expert support services across the supply chain: 18

The Advisory Expert Panel has inclusive, geographical representation.

Contact person: Sarah Charles, Alliances for Action, Division of Enterprise and
Institutions, International Trade Centre
E-mail: alliances@intracen.org
Telephone: +41 22 730 0111
Street address: ITC, rue de Montbrillant 54-56, 1202 Geneva, Switzerland
Postal address: ITC, Palais des Nations, 1211 Geneva 10, Switzerland
Internet: www.intracen.org