Kenya on Saturday rolled out a campaign aimed at improving coffee consumption among the country’s youths.
Anthony Muriithi, interim director general, Agriculture and Food Authority (AFA) said that the campaign has been necessitated by the fact that local consumption of coffee stood at less than five percent.
“We want to ensure that the youth make coffee consumption a habit to help avail alternative local market to the crop as opposed to exporting all the produce,” Muriithi during the launch of the campaign in Nairobi.
He said that coffee drinking promotion targets youth in the institutions of higher learning.
Muriithi said the campaign will help improve domestic sales of coffee like in the case of countries such as Ethiopia where locals consume nearly 50 percent of their total production.
“Six universities, one private and five public have partnered with Coffee Directorate in this campaign,” said Muriithi.
He said that several universities have started promoting coffee consumption during career week or cultural festivals.
Kenyan coffee is sold through three international segmentations namely traditional markets, specialty markets and emerging markets.
Muriithi said that coffee promotion targeting emerging markets in Asia and the Gulf region have yielded positive results.
“Other opportunities for marketing Kenyan coffee have been enhanced in the Middle East, focusing especially in United Arabs Emirates which is a business hub for Middle Eastern countries,” said Muriithi.
Muriithi said that AFA in partnership with the County Governments has embarked on expansion of coffee growing in non-traditional coffee growing non-traditional regions like western Kenya. Enditem