Participation in a Marketing and Communication Skills Workshop and World of Coffee Warsaw 2020
Speciality Coffee Producers and Exporters from the East African Community (EAC) countries - Burundi, Kenya, Rwanda, Tanzania, and Uganda.
Please note: Due to the comprehensive measures that are currently underway to mitigate COVID-19, the organisers of Warsaw Coffee World have postponed the event. It will now take place from 15 to 17 October 2020. Similarly, the Marketing and Communication Workshop is now postponed and will take place on 20-22 July, 2020.
Marketing and Communications Workshop: 20-22 July, 2020
World of Coffee: 15-17 October, 2020
Marketing and Communications Workshop: Location to be determined in the East African Region (communication by email)
World of Coffee: Warsaw, Poland
The International Trade Centre (ITC) is implementing the "Market Access Upgrade Programme" (MARKUP) in five East African Community (EAC) partner countries, particularly aiming to contribute to the overall economic development of Burundi, Kenya, Rwanda, Tanzania and Uganda. More specifically, the programme supports various Small and Medium Enterprises (SMEs) in increasing their export competitiveness within select sectors, including coffee.
Market access is one of the most often mentioned needs of coffee exporting SMEs; accessing and understanding new markets, finding and meeting new buyers, and being able to better market and communicate themselves and their products against global competitors. MARKUP provides the opportunity to help address this need by offering the opportunity for SMEs to participate in the following:
A Marketing and Communications workshop, which will cover introductory advice and individual coaching on marketing and branding; and effective buyer negotiations.
The SCA World of Coffee 2020 (WOC2020) in Warsaw, which will include a workshop on European buyer expectations and market demand and how to be effective during the exhibition, individual exhibition space in the MARKUP booth, and a coffee cupping event.
Applications are therefore welcome from SMEs operating in the specialty coffee export segments of the EAC, who wish to participate in the Marketing and Communication Skills Workshop and the World of Coffee 2020 (WOC2020) in Warsaw, Poland. A total of 25 participants will be selected with 5 participants each from Burundi, Kenya, Rwanda, Tanzania and Uganda.
This is an opportunity for your coffee enterprise to receive personalised training from an International Expert of the ITC on Marketing and Communication Skills and to participate at the World of Coffee to interact with specialty coffee buyers from all over the world.
Scope of Marketing and Communications Workshop
In the specialty coffee industry, clear marketing and communication is particularly important. As trust is at the centre of business relationships between exporters and buyers, a detailed amount of information about the coffee source, process, quality and social impact is required.
For consumers, roasters, and importers of specialty coffee, the manner in which this information is presented affects the evaluation of coffee, and therefore, the value and the final price.
Therefore, the main objective of the Marketing and Communications Skills Workshop is to give exporting SMEs a grounding of the best practices that can be employed during business negotiations. A particular focus will be on providing each participant in the creation of a simple flyer to promote your firm, particularly by designing a flyer and printing copies for you to use at the World of Coffee in October. In order to for us to aid you in the design of a flyer, you must complete the questionnaire in a timely and complete manner and provide us with high quality photos that can be used on the flyer.
For specialty coffee exporters that would like to participate in this Workshop, you can expect to gain the following benefits:
• Coffee branding concepts and goals;
• Introduction to sales and negotiation principles;
• Defining a value proposition, or a "market pitch" for your SME;
• Development and printing of a simple “flyer” to help you position your company to buyer;
• Personalised feedback on your marketing materials and;
• Tailored language to employ at the World of Coffee 2020 for business negotiations.
N.B. The Marketing and Skills Workshop will take place in two parallel sessions (EN / FR). Thereafter, individual face-to-face meetings will be held by the experts with each participant firm to review your materials and finalise the promotional flyer.
Scope of activities: WOC 2020 Warsaw
The World of Coffee, held in Warsaw Poland for 2020, is considered the essential event for coffee professionals. It draws a loyal audience from the global specialty coffee community, providing your SMEs a great starting platform to begin forming business relationships before, during and after the trade fair.
MARKUP will be organising a pre-event workshop (the day before exhibition opening) on European buyer expectations and market demand and how to be effective during the exhibition. Participants will then have the opportunity to exhibit their enterprise in the MARKUP booth while also submitting their samples to be included in MARKUP arranged coffee cupping and buyer interaction events. Participants will also be able to access many of the exciting features and events that are organised by the Specialty Coffee Association. More information can be found here.
About the Experts
In the Marketing and Communication Skills Workshop, you will be advised by James Howe.
The activities at WOC Warsaw will be managed by experts and volunteers from ITC, buyers and quality experts - the buyer expectations workshop will be run by Bridget Carrington.
Mr. James Howe is a Senior Advisor of International Marketing and Branding at the International Trade Centre, a joint agency of the World Trade Organisation and the United Nations. James and his team work to enable export success by connecting SMEs in developing countries and transition economies to the global trading system. Targeting export market linkages for various sectoral value chains, James holds a large portfolio of techniques and tools at his disposal to help businesses stand out from competitors.
Earlier in his career, James held several top positions in corporate marketing, branding, sales, and strategic foresight. Starting out as a researcher at Dow Chemical GmbH, he later joined J.P. Morgan as a business analyst, giving him the experience of working for market leaders in the chemical and financial industry, and the opportunity to gain crucial insights into the global commodity landscape and the financial web that supports the flows of goods and services.
His knowledge in global trading is further underlined by his senior roles at DHL, where he managed high-profile projects in revenue optimisation, strategic operational management, and various marketing campaigns for the French business unit.
This trajectory eventually landed him a position as a Managing Director at Metamorphase, an consulting agency that focuses on the improvement of commercial effectiveness for both large UN bodies and corporations, as well as smaller private companies.
James currently lives in Geneva, Switzerland. He holds a MA in Management Studies, Natural Sciences, from the University of Cambridge and a MBA from INSEAD.
Mrs. Bridget Carrington was born, brought up and educated in the United Kingdom. She holds a BA in Modern Languages and a Post Graduate Bilingual Secretarial Diploma (French, German, Spanish).
She spent the first 9 years of her career working in various roles within E D & F Man in London, but mostly on the coffee trading desk with the responsibility for Trading Administration. She later moved into a Junior Traders role with the responsibility for the East Africa, Costa Rican and Colombian businesses.
In 1992, with a view to gaining coffee origin and export experience, she joined C.Dorman Ltd as the Operations Director in 1992 on a 3-5 year contract, where her responsibilities included coffee quality assessment, trading, and overseeing export activities in both Kenya and Tanzania.
In January 2009, she became the Managing Director of the company, with the overall responsibility for all parts of the business, including export, the roasting division, and coffee shops.
She holds other Directorships across the East African region.
Selection Criteria for SMEs
To qualify for participation in the Marketing and Skills Workshop and World of Coffee 2020 Warsaw, SMEs must meet the following criteria:
• Complete the online questionnaire in this link
• Be an established SME in the specialty coffee export sectors in Kenya, Rwanda, Burundi, Uganda and Tanzania
• Have an export license, or have a confirmed arrangement with a marketing agent.
• Able to verify that coffee meets specialty coffee requirements
• Be in a decision-making role for negotiation and sales
• Available to participate in BOTH the marketing workshop and WOC2020
• Able to supply marketing material and communication products
• Able to supply green coffee samples at own expense for the coffee cupping
• Have a valid passport, with expiry date no less than 6 months after October 2020
• Able to contribute to costs of travel, particularly air travel to Warsaw, visa fees for Europe, and any other costs not explicitly covered by MARKUP (to be communicated)
• Agree to provide information to the ITC and project partners as requested, such as completion of feedback forms, business leads and potential sales
• Collaborate with ITC staff and consultants to provide requested information on your company and its products, and how you envisage a design for your brand
Process, Application and Timing
APPLICATION DEADLINE: April 30, 2020
Enterprises are invited to express and confirm their interest by completing and submitting the questionnaire (to come after this page).
If short-listed by the ITC against the above criteria, the SME will be requested to answer some further questions. Only short-listed SMEs will be contacted.
Final selection will be made with a consideration of the information submitted through the questionnaire and follow up questions.
Following final selection, the SME will receive the Workshop and World of Coffee programming schedule.