Registrar of Cooperatives, Dr Benson Ndiege, has called on stakeholders in the coffee sector to embrace innovation in marketing strategies and to promote domestic coffee consumption in order to boost farmers’ incomes.
He made the remarks during the launch of the 6th Coffee Festival taking place over three days in Moshi, Kilimanjaro.
Moshi. The Registrar of Cooperative Societies, Dr Benson Ndiege, has urged stakeholders in the coffee industry to invest in innovative marketing approaches to add value to Tanzanian coffee and increase its consumption both locally and internationally.
Speaking today at the launch of the 6th edition of the Coffee Festival being held in Moshi, Kilimanjaro, Dr Ndiege emphasized the importance of using such platforms to promote domestic coffee consumption as a means of improving farmers' incomes.
"Globally, about three billion cups of coffee are consumed daily, However, in Tanzania, only seven percent of the coffee produced is consumed locally," Dr Ndiege noted "It’s critical for Tanzanians to develop a culture of drinking coffee to create a stronger domestic market, which will ultimately support growth in international markets."
He encouraged cooperatives and coffee organizations like KNCU and KDCU to go beyond traditional auction systems and explore creative marketing strategies, such as enhancing the quality of coffee served in hotels, cafes, and other venues frequented by tourists.
“When visitors come to Tanzania, they should encounter premium Tanzanian coffee wherever they go, this is a golden opportunity to market our brand,” he added.
Dr. Ndiege also stressed the need for cooperatives to ensure that farmers are educated on productive farming techniques and that agricultural extension officers are effectively utilized to boost yield.
“The government recognizes the significance of agriculture, with over 70% of Tanzanians directly involved in the sector, the agricultural budget has been increasing annually, and farmers should take advantage of the 20 million improved coffee seedlings being distributed for free by the Tanzania Coffee Board,” he said.
According to Dr Ndiege, coffee production in the Northern Zone has increased from 8,000 tonnes in 2020 to 12,000 tonnes this year, but he emphasized that more efforts are needed to restore the region's historical prominence in coffee farming.
Prof Kamuzora: Coffee Still a Key Economic Pillar
Professor Aurelia Kamuzora, Chairperson of the Tanzania Coffee Board, echoed these sentiments, highlighting the central role of coffee in the national and household economies.
“Today, we proudly say that coffee remains the economic engine for many coffee growing regions, for decades, this crop has been a major source of income and community development,” she stated.
She added that, the Coffee Festival 2025 aims to strengthen collaboration and build a sustainable coffee value chain, while also exposing stakeholders to new methods in production and marketing.
Bringing Stakeholders Together
Tanzania Coffee Board Director General, Primus Kimaryo, noted that the festival has become a powerful platform for uniting all players in the coffee value chain from farm to cup.
“Our country hosts visitors from all over the world, whether they are in hotels, supermarkets, or coffee shops, they should be served Tanzanian coffee, That’s why it’s crucial for every actor to be it farmer, trader, or institution to understand their role and maintain the quality of the coffee they produce or sell,” he said.
"Now in its sixth consecutive year, the festival has significantly contributed to enhancing Tanzania’s coffee brand visibility in global markets, Kimaryo added.
The Chairperson of the Coffee Festival Organizing Committee, Dennis Mahulu said this year’s event has seen a major increase in participation from 20 organizations last year to 50 this year.
“Over the three days, we will host exhibitions that open up new opportunities in the coffee sector, Farmers will have a chance to learn about markets, quality standards, and the latest EU environmental compliance regulations,” Mahulu explained.
He added that the goal is to ensure all farmers transition into digital coffee production systems that meet international market demands.
“The private sector and government must work hand-in-hand to ensure Tanzanian coffee continues to shine on the global stage,” he concluded.