The Role of the ICA in Promoting Coffee Consumption in Order to Boost Exports Markets for Producer Countries: The Case of Small-Scale Farmers in Manicaland, Zimbabwe

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Bigirimana, S., & MCOM, R. M. (2015). The Role of the ICA in Promoting Coffee Consumption in Order to Boost Exports Markets for Producer Countries: The Case of Small-Scale Farmers in Manicaland, Zimbabwe. Journal of Business Management and Economics, 3(7), 09–13. https://doi.org/10.15520/jbme.2015.vol3.iss7.93.pp09-13
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Abstract

The International Coffee Agreement (ICA) aimed at strengtheningthe globalcoffee sector through the promotion of its sustainable expansioninamarket- based environment for the bettermentofall participants in the sector. This goal was meant to be achieved through five strategies, namely, (1) promoting international cooperation on coffee matters, (2) encouraging consumption that balances demand and supply, (3) providing market development, (4) facilitating fair-trade and (5) enhancing coffee financing for small scale farmers in developing countries. An exploratory aiming at assessing to what extent the ICA has succeeded in encouraging consumption of coffee in order to boost export market for small-scale producers in Manicaland, Zimbabwe showed that theICAis failing to promote distinctive coffeeconsumption. 90% of the responses stated that the ICA is promoting coffee consumption to a lower extent, an average of 7.5% agree that it is to a moderate extent while 2.5% agreed that ICA is promoting the consumption of coffee to a greater extent. This study recommends that the ICO  should provide assistanceinvalueadditionofground coffee produced by smallscalefarmers in order to create competitive advantage to the sefarmersandbein position to with stand price volatility which are current saffecting coffee production and exports.

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