Business Daily (Nairobi)
Zeddy Sambu
7 November 2007
Small scale coffee farmers now have a window to sell coffee directly to the United States under the 'ethically produced' label.
Buyers advocating for Fair Trade agricultural practices in developing countries are competing for such flavour, offering a premium for every kilogramme sold through stores managed by Flavia.
Flavia, the pioneers of single-serve, brew-by-pack beverage systems, have just announced the addition of Kenya's sustainable coffee to its selection of over 30 drinks.
The coffee is mainly sourced from Ndumberi Cooperative Society, that was recently certified as a Fair Trade centre and is dubbed the 'Kenyan Dawn.'
"The introduction of Kenyan Dawn signals a commitment by Flavia to improving the lives of farmers and their families in Kenya," said Frank LaRusso, a director of Flavia. Flavia is a unit of Mars Inc.
Kenyan Dawn is offered in quantities of 20 filterpacks for $9.69 or 100 filterpacks for $45.95. Ndumberi sacco has 2,500 farmers, each with about 100 trees.
While much of the farmers' equipment and facilities have not changed since inception, Flavia is now working to improve Kiambu farmers' production capability through projects like wet mill rehabilitation.
Last month, Ndumberi's three wet mills and farmers underwent a successful verification process, which officials hope will help fetch good premiums for their coffee.
Efforts like Flavia's are part of a new campaign meant to boost Kenyan farmer's earnings.
Zack Gakunju , chairman for the Kenya Coffee Growers Association, says most of Kenya's produce qualifies for various types of international certifications (including fair-trade).
"We are encouraging farmers to produce high quality coffees through scientific and natural methods," he said.
According to an industry consultant, David Walker, Fair-Trade coffee had an estimated value of $500 million by the close of 2006.
In 2006, Fair trade Labelling Organization (FLO) estimates that Fairtrade Coffee sales provided an estimated 41 million Euros (Sh3.9 billion) more to Fairtrade certified coffee cooperatives than selling their products under conventional terms.
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