On International Coffee Day 2020, MARKUP took up the challenge that the entire coffee sector is facing due the COVID19 pandemic. In an online panel discussion, organised by MARKUP implemented by the International Trade Centre (ITC) on "Working together towards EAC coffee value addition and market access in the wake of the challenges posed by the COVID-19 pandemic", panellists from across the coffee sector in the region discussed the dire consequences, but also strategies for recovery, in a webinar that went live on Facebook.