STiR coffee and tea magazine

18 STiR coffee and tea | 2025 Quarter 4 Winter (Dec/Jan/Feb) ITC promotes African coffee brands around the world at various trade shows. Photo credit: International Trade Centre Father Francois Komi Amouzou (center), deputy head of Café des Moines, at a coffee show. Photo credit: International Trade Centre "We grow robusta, arabica, and arabusta," Father Francois Komi Amouzou, deputy head of company, told STiR Coffee and Tea. "Arabusta is a hybrid variety, and thanks to us, Togo is now ranked among the world's producers of all three coffee varietals — robusta, arabica, and arabusta." The company supplements its own production by sourcing robusta from two local cooperatives. Beans are stored for six months to dehydrate them before roasting. "Our coffee is pro- cessed naturally," Amouzou emphasized. "We do not blend it. It is 100% pure coffee." In 2025, Café des Moines exported 2,500kg of roasted beans to Benin, Ghana, and newly acquired Burkina Faso, as well as France, Japan, and Belgium. "With ITC's assistance, our market has expanded," said Amouzou. "This year, we will exceed 12 tons of roasted beans. We also won a new market in Burkina Faso after participating in the Paris Coffee Show." Terrific Coffee SARL, Cameroon: From Bean to Brand Founded in 2017, Terrific Coffee SARL is a privately owned company based in Douala. "Our mission is to elevate Cameroo- nian coffee to the rank of international specialty coffees," says co-founder Thierry Djanga. The company operates across the entire value chain — from production to export. Terrific Coffee sources its robusta and arabica through di- rect partnerships and long-term contracts. "We provide tech- nical support and training focused on postharvest quality and compliance," elaborates Djanga. Cameroon's robusta is known for its full body, low acidity, and chocolatey, spicy notes — ideal for espresso and blends. Cameroonian Highland Arabica, meanwhile, offers bright acid- ity, floral and fruity notes, and high aromatic complexity. In 2024/25, Terrific Coffee exported over 700 tons of ro- busta to Europe, partnering with importers such as EFICO in Belgium and Maison P. Jobin in France. "We also have estab- lished a roasting facility in Germany to supply freshly roasted coffee to the European market," says Djanga. But the company's ambitions extend beyond export. Do- mestically, Terrific Coffee is building a robust presence through a network of coffee shops and retail partnerships. "We've se- cured distribution with TOTAL Energies Cameroon, SPAR Cameroon, KHotel, Starland Hotel, Carrefour Market, Super U, and others," Djanga explains. These outlets help bring Camer- oonian coffee directly to consumers, reinforcing brand visibility and local pride. Beyond Borders: A Continental Momentum The stories of Café des Moines and Terrific Coffee illustrate how targeted support, inclusive partnerships, and strategic mar- ket access can transform local coffee ecosystems. But these are just a few chapters in a much broader narrative. Similar ITC-led initiatives are underway in countries such as Ghana, the Democratic Republic of the Congo, Liberia, Si- erra Leone, and Madagascar — each tailored to local realities, yet united by a shared ambition: to empower producers, elevate quality, and build resilient, sustainable value chains. As Sarah Charles aptly puts it, "Passing on today means securing tomor- row." With every bean roasted, every fair attended, and every farmer trained, the seeds of long-term transformation are being sown — one cup at a time. Measuring Success and Adapting Locally ITC's flexible, iterative approach allows for country-specific ad- aptations. "For each project country, we meet with the main stakeholders to define key priorities and performance indica- tors," says Diawara. In Liberia, for example, a Project Steering Committee includes representatives from government, the EU, farmers' unions, and private sector actors. The results speak volumes. In 2025 alone, 11,500 farmers and extension officers were trained across the participating countries, 1.2 million new coffee trees were planted, and over $5.2 million in business was generated through B2B meetings. "Interest in robusta coffee over the past five years has given hope to African coffee producers," says Diawara. Success Stories: Café des Moines ITC has supported the Togolese company Café des Moines through trade fair participation and training in roasting, tasting, and barista skills. Founded in 1980 by the monks of the Ab- bey of the Ascension in Danyi Dzogbégan, Café des Moines is Togo's first coffee roasting enterprise.

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