Issue link: https://read.dmtmag.com/i/1542133
16 STiR coffee and tea | 2025 Quarter 4 Winter (Dec/Jan/Feb) A By Thomas Schmid cross the mountains, valleys, and flatlands from Liberia to the Congo, a quiet revolution is underway. The International Trade Centre (ITC), a joint agency of the United Nations and the World Trade Organization, is helping reshape the coffee landscape in West and Central Africa. Through its EU-ACP Business-Friendly Program, ITC is empowering smallholder farmers, cooperatives, and entrepreneurs to add value, build resilience, and connect with global markets. The initiative is not just about coffee — it's also about livelihoods, dignity, and sustainable development. A Holistic Vision for Inclusive Growth At the heart of ITC's coffee work in Africa lies a comprehensive strategy to build inclusive and sustainable agricultural value chains. "Smallholder farmers and small firms are the foundation of sustainable food systems in African, Caribbean, and Pacific countries," explains Sarah Charles, communications officer at ITC. "Yet many lack the opportunities to diversify, add value, and compete in domestic, regional, and global markets." The coffee component is part of a broader umbrella project titled "EU-ACP Busi- ness-Friendly: Supporting value chains through inclusive policies, investment promo- tion and alliances." Jointly funded by the European Union and the Organization of African, Caribbean, and Pacific States (OACPS), the program spans multiple commod- ities, including cocoa, cotton, coconuts, and kava. In Africa, coffee activities are imple- mented by ITC in partnership with ACRAM (Agence des Cafés Robusta d'Afrique et de Madagascar) and local organizations in participating countries. From Farm to Cup: Building Value at Every Step The program's approach is deeply rooted in ITC's Alliances for Action methodology, which promotes micro-level interventions tailored to local realities. "We work both at the farm level and on building artisan skills like chocolate-making, coffee roasting, and barista techniques," says Charles. "Adding value to products and promoting local con- sumption can help create economies of scale and empower agribusiness communities." Brewing Change: Revitalizing West and Central Africa's Coffee Sectors Thierry Djanga, co-founder of Cameroon's Terrific Coffee SARL, collaborates with the International Trade Centre to expand the brand both internationally and domestically. Photo credit: International Trade Centre ITC offers training at the farm level to help improve pre- and post-harvest production methods. Photo credit: Terrific Coffee SARL This dual focus — on both export and domestic markets — is exemplified by the "Drink African Coffee, Build Af- rica" (DACBA) initiative of the Inter Af- rican Coffee Organization. "Our goal is to export high-quality robusta coffee that will benefit farmers, based on a model of traceability and sustainability," adds Mory Diawara, regional project coordinator at ITC. "At the same time, we're encourag- ing local consumption to create new com- mercial outlets." Selecting Partners for Impact ITC's collaborations span private and public sectors alike, with selection criteria adapted to each country and training topic. "In most cases, ITC issues a call for expressions of interest," explains Diawara. "Criteria may include volume, year of establishment, type of business, and motivation. As we are a United Nations agency, sustainability and inclusiveness are encouraged throughout the process." Partners range from cooperatives and exporters to government bodies and research institutes. ACRAM plays a central role, with members including Cameroon's Interprofessional Coffee and Cocoa Council (CICC) and Côte d'Ivoire's Coffee and Cocoa Council. The program targets private sector actors such as roasters, exporters, and manufacturers of coffee- based products.