Branding and Exploring Digital Opportunities for Coffee Products

The Branding and Marketing training and coaching programme for coffee has kicked off in November!

International Trade Centre organised a webinar on November 10, 2020 to launch the training programme. The following week, hybrid training events were organised across the EAC, with local trainers leading the event in person and ITC experts joining remotely.

Through this programme, around 50 SMEs were trained on the importance of branding and marketing, learn for best practices to promote coffee products and use online resources. Companies will be coached by local experts under the supervision of ITC experts on how to develop and improve their value proposition, define priorities for their brand and implement marketing communications.

A key topic that emerged during the training sessions, was the need for companies to explore digital solutions, from online marketing campaigns to e-commerce platforms. Coffee exporters in Burundi highlighted the need to build a strong marketing strategy that reflects the high value and quality of their coffees.