8 tips on how to find buyers in the European

coffee market
Last updated:
16 July 2024
Europe is the largest coffee market in the world. Each buyer type has their own approach to
business and their own expectations or demands. Finding the right buyer can take time and
effort. It is important to know what could make your coffee attractive to European buyers,
and which buyers are interested in your unique offer.

Contents of this page

1. Know which buyers to target

2. Choose the right trade fairs and conferences to visit
3. Visit the websites of sector associations to look for buyers
4. Advertise your coffee product and business online
5. Look for more information about buyers on online databases
6. Use online buyer-seller platforms to sell your coffee
7. Contact other organisations that can provide support
8. Use the trade press for market information

1. Know which buyers to target

The coffee market is built on relationships and trust. The most important thing that an exporter can do is build
long-term relationships and deliver on contracts. It is therefore important to know what the strengths and
weaknesses of your business are. This helps to determine what you can promise and be confident that you can
deliver what you promise. It is also important to know what kind of buyers you are likely to encounter, and what
kinds of markets they can give access to.

Know the strengths and weaknesses of your business

European buyers want information about many aspects of the coffee that you export. This includes the quality
and profile of the coffee, the available supply, delivery terms, sustainability aspects and compliance data.

Contracts and relationships

Buyers want the assurance that suppliers will fulfil the contract. This is based on physical and contractual
aspects, but primarily on relationships and trust. This is especially true in a volatile coffee market where prices
fluctuate a lot. Ensure that the contract includes terms you can meet. For more information, read the CBI
study Tips on how to do business in Europe, which covers communication style, language and cultural
differences between countries.

Quality aspects
Another important aspect that buyers seek is quality. Requirements vary among different market types, but all
buyers will request information about the coffee’s quality aspects. Buyers may also ask for detailed information
about sensory evaluations of the coffee, particularly for specialty coffee.
To get a buyer’s attention, you need to know what makes your coffee unique. Read the CBI study Tips on how to
do business in Europe for insights on presenting the key Unique Selling Points (USP) of your coffee.

Compliance
Buyers expect the coffee production process to comply with local laws and regulations. When targeting new
buyers, understanding their requirements is essential. Deliver what is needed for compliance with laws such as
the European Union Regulation on Deforestation-free products (EUDR). Read the CBI study on The market
potential for certified coffee and Buyer requirements in coffee for more information.

Sustainability and certification

Buyers might also ask for additional assurance of social and environmental sustainability in the form of
certification. When targeting new buyers, understanding their requirements is essential. Assess the effort
required to comply with certification programmes such as Rainforest Alliance or Fairtrade. Read the CBI studies
on Exporting certified coffee and Exporting Multi-Certified coffee to Europe for more information about joining
certification programmes.

Export and transportation

Next, organise your export to ensure that you deliver on the terms of the contract. Key factors include the
relationship between you and your buyer, the transportation method, the type of coffee (commercial or
specialty) and the volume and value of the shipment. Read the CBI study Tips on how to organise your export
to Europe for more information.

Know the different kind of buyers you are likely to encounter

Knowing the strengths and weaknesses of your business helps to determine which markets and buyers to focus
on. This knowledge can increase your chances of finding buyers and building long-term relationships. The next
step is understanding the different types of European coffee buyers.

The differences between commercial and specialty coffee buyers

There are 2 main markets for coffee beans: the commercial market and the speciality market.

The commercial market mainly consists of average-quality coffee produced in high volumes, either for roasted
or ground products and instant coffee. It is highly price-oriented and follows the international C-market price.

If you export commercial coffee, start your search for buyers by targeting multinational coffee traders. These
companies purchase large volumes of average qualities. They usually have their own export companies with
coffee-buying stations, or have partnerships with export companies in producing countries to which you can sell
your green coffee directly.

Compared to commercial coffee, the speciality market is still a niche market. Specialty coffee sells for higher
prices and in lower volumes. Speciality coffee is usually Arabica coffee, which has a smoother, more aromatic
and more flavourful taste than Robusta. Refer to the CBI studies on Exporting specialty coffee to Europe for
more information about specialty coffee.

Figure 1: A coffee warehouse

Source: Ethos Agriculture

The main buyers of green coffee
Europe is the world’s largest green coffee importer. International export-import firms dominate the trade. Only
shipping is outsourced in the process. The direct buyers of exporters will therefore mostly be export-import
firms. See Table 1 for examples.

Coffee is shipped to Europe from many different countries. This is due to differences in demand for specific
qualities, quantities, sustainability aspects or other factors. It is therefore also important to consider your
position relative to other producing countries.

Production in Africa and Asia & Oceania has decreased from 2021/22 to 2022/23, mainly due to bad weather
conditions for coffee. Production in central and south America has increased during this time, in large part
because of an 8% increase in Brazil, the world’s largest coffee producer. See the ICO Coffee report for details
per country. Changes in production per country could factor into how attractive your coffee is for buyers that
want to buy coffee from a specific country. Lower country volumes can make your coffee more attractive if you
can still offer the same quality and quantity.

Traders often purchase and ship green coffee specifically for a roaster at the end of the chain. Frequently, the
final buyer directs the trader to procure coffee meeting specific criteria or sourced from a particular region.
Establishing relationships with these roasters could generate their interest in purchasing your coffee exclusively.
This is mainly happening in the specialty sector, although it can also happen for large, mainstream roasters.

However, traders may also purchase coffee when they do not have an immediate buyer for it. This coffee is
bought for the spot inventory list, as traders believe they can sell it to a roaster later. See the CBI study
on Exporting multi-certified coffee for more details on spot buying and multi-certification.

Different European countries may also have different demands. If you are interested in targeting a specific
country in Europe, read the CBI country studies. There are smaller traders and roasters that only operate in
specific countries. Interesting coffee markets include Belgium, Eastern
Europe, Finland, France, Germany, Italy, the Netherlands, Poland, Scandinavia, Switzerland and the United
Kingdom.

Table 1: The market share and main buyers for various types of coffee

Type Market Main buyers Examples

share
 Commercial Large Large Large traders include Ecom, Louis
coffee share traders and Dreyfus Company (LDC), Neumann
roasters Kaffee Gruppe (NKG), Ofi, Sucafina
and Volcafe.
Large roasters include Nestlé
(Switzerland), JDE Peet’s (the
Netherlands), Melitta and Tchibo
(Germany) and Lavazza (Italy), as well
as Starbucks (United States)
and Strauss Coffee (Israel).

Medium and Traders include Benecke Coffee

small (Germany), Garbin Coffee Trade
traders and (Italy), EFICO (Belgium), Blaser
roasters Trading (Switzerland) and Belco
(France).
Roasters include Dallmayr
(Germany), Kimbo (Italy), Rombouts
(Belgium), Delica (Switzerland)
and Méo (France)
See the CBI country studies for more
examples per country.

Specialty Smaller Large Most large traders also sell specialty

coffee share traders and coffee. Some also have a specialty
roasters coffee division, for example Sucafina
with Sustainable Harvest.

Smaller Read the CBI study on Exporting

traders and speciality coffee to Europe for
roasters examples of buyers.
with a focus
on specialty
coffee

Source: 2023 Coffee Barometer

Table 2: The market share for certified coffee

Type Market Main buyers Notes

share
 Rainforest 942,000 Rainforest Alliance This can be both commercial
Alliance tons (9%)* members and specialty coffee.
certified Note that coffee may be multi-
coffee certified. Read the CBI study
about Multi-certified coffee for
more information.

Fairtrade 231,188 Fairtrade This can be both commercial

certified tons (Less members and specialty coffee.
coffee than 2%)* Note that coffee may be multi-
certified. Read the CBI study
about Multi-certified coffee for
more information.

Organic 257,000 Organic This can be both commercial

tons certification is and specialty coffee, with
(2.5%)* popular in specialty coffee more likely.
the specialty Note that coffee may be multi-
coffee market in certified. Read the CBI study
Europe, often in about Multi-certified coffee for
combination with more information.
Fairtrade
certification.

*Based on 2022 Rainforest Alliance producer coffee sales, 2022 Fairtrade coffee sales, 2023 Coffee Barometer
and estimated 2022/2023 coffee production.

Source: Rainforest Alliance, Fairtrade, 2023 Coffee Barometer, International Coffee Organisation (ICO)

Tips:

Know the strengths and weaknesses of your business. Develop your Unique Selling points (USPs)
based on this understanding. Always maintain up-to-date and reliable data about your green coffee
offerings. This should include information about certification status, quality, awards received,
production volumes and availability of coffee for export. It is important not to make claims that you
cannot prove.

Identify potential buyers who might be interested in purchasing coffee with these USPs. Collect as
much information as possible about their business, philosophy and practices. Determine whether they
buy mainstream, specialty or certified coffee. Understand where their coffee is sold and if they have
specific requirements regarding bean quality, packaging or transportation.

Explore potential buyers through resources such as the SCA Coffee Directory. Additionally, check
which traders and/or roasters participate in specific sustainability platforms. For example, look at the
companies that have joined the Sustainable Coffee Challenge and/or the Global Coffee Platform.

Collaborate with companies willing to develop long-term business relationships. This approach
provides the best opportunity for connecting and retaining European coffee buyers.

Ensure that you can fulfil the terms of the contract. Avoid breaching your contract for short-term
 gains, as it could damage your reputation and trustworthiness in the long run.

2. Choose the right trade fairs and conferences to visit

Trust and relationships are very important in the coffee industry. Visiting trade fairs is a crucial method for
meeting new buyers, developing relationships and promoting your products.

Trade fairs come in various types, focusing on business, sustainability, technology, quality or other aspects.
Trade fairs can cater to European buyers or international buyers. While many trade fairs shifted online during
the COVID-19 pandemic, most have returned to an in-person format in 2024 (although some still offer a virtual
component for remote participation). This virtual aspect can be interesting for those that want to learn about a
specific topic. For those that want to meet new buyers, in-person attendance is the best choice.

There are also many conferences that do not include a trade fair. The main programme for these events
features presentations and discussions on important topics. These are attracting many companies and offering
valuable networking opportunities.

It is also possible to exhibit at a trade fair. This means having a booth where potential buyers can visit.
However, this option can be costly, so careful consideration is necessary. Attending as a visitor allows you to
explore the booths of potential buyers.

Trade fairs can focus on quality, sustainability or on specific European markets. The best trade fairs to visit
depend on what types of coffee you offer, and which markets you are targeting. Review the trade fairs in this
study and research them online to determine which align best with your interests and objectives.

Visit trade fairs and conferences

Interesting European coffee trade fairs to visit include:

World of Coffee is an annual European trade fair with a focus on specialty coffee. The last 3 editions were
held in Denmark (2024), Athens (2023) and Italy (2022).
Biofach (Germany) is an annual trade fair for organic food, including coffee. It also includes learning
sessions.
The European Coffee Symposium is an annual conference aimed at Europe’s coffee & hospitality sectors. It is
held annually in different European countries.
The World of Private Label International Trade Show (PLMA) is a trade show focused on private label
manufacturing that is mostly interesting for exporters with large volumes and consistent quality coffee.
There is an annual international edition in the Netherlands and a United States of America edition.
Triestespresso Expo (Italy) is a trade fair specialised in espresso coffee.
International events include:

World of Coffee also hosts events outside Europe, including World of Coffee Asia (since 2023) and World of
Coffee Central America (starting in 2026).
The Africa Coffee & Tea Expo first edition will be held in Rwanda in 2024.
Producer & Roaster Forum Farm Summit aims to create long-lasting relationships between producers and
roasters, to address issues and to promote innovation.
AFCA Specialty Coffee Expo aims to promote the best African coffees through competition and at the trade
fair. It is held annually in a different AFCA member country.
Specialty Coffee Expo brings together a wide range of specialty coffee professionals in the United States of
America.
 The Specialty Coffee Association of Japan (SCAJ) conference is the biggest specialty coffee event in Asia. It is
held annually in Japan.
The Tea & Coffee World Cup is an international coffee trade fair that is held in a different city every year.
There are also many coffee festivals where roasted coffee is promoted to retail and consumers. Examples of
events in Europe are the Coffee Festivals in the Netherlands, Greece, Germany, the United
Kingdom, Italy, France, Norway, Poland and Estonia. Attending these events can help you learn more about the
preferences of buyers and consumers from these countries.

Figure 2: A barista competition at a trade fair

Source: Ruben Bergsma at Long Run Sustainability

Prepare your visit to trade fairs and conferences

Choose the right event to attend. Research the events, their focus and exhibitor/visitor profile. Try to find out
if the fair primarily targets consumers or companies. Check if the focus of the event is on mainstream or
specialty coffee.
Review the exhibitor list on the trade fair’s website and select relevant companies for your business. Create
a list of companies that you want to speak with.
Many companies plan side meetings during exhibitions. This means that key people might not be available at
the booth when you visit. Contact companies beforehand to schedule meetings with clear purposes. This is a
great way to speak to people without distractions.
Promote your participation in the trade fair online before and during the event.
Prepare and bring samples of each type of coffee you offer. It is recommended to bring samples of each
type. Samples usually consist of 300 grams of green coffee beans. These are ideally vacuum-packed, but you
can also pack them in zipped plastic bags. Use an attractive sticker with a good description of the coffee,
including the company name, Region, Country, Altitude (meters above sea level), Variety, Process, Screen
size, Certification (if any), Contact details, and availability.
Bring promotional materials, keeping them short and simple. Small and lightweight brochures, flyers or
business cards displaying contact details and relevant information are recommended.
Practise your ‘elevator pitch’. This is a brief introduction to your company and product, using your Unique
Selling Points (USPs) from the first tip. Practise your pitch in English and other languages you speak,
depending on where the trade fair is and which buyers you want to target.
Consider travelling with someone fluent in multiple languages to facilitate communication with exhibitors
who may not speak your native language.
Engage with visitors from various backgrounds, including those of NGOs, governments, service providers,
financial services and other important coffee stakeholders. Building relationships with non-industry
stakeholders can lead to future business opportunities. They may speak positively about your business and
recommend you to potential buyers.

Tips:

Review the trade fairs outlined in this chapter and conduct online research to determine which align
best with your interests and objectives. Check World Coffee Events, the Specialty Coffee Association
Calendar, Perfect Daily Grind: Coffee Events and the Daily Coffee News: Events to get updates about
future events in the coffee sector.

Use the trade fair benefit check after your exhibition. This free software is a tool for calculating the
costs and benefits for exhibitors. It is available in different languages.

Contact local export promoting agencies to help you participate in trade fairs. They may be able to
give you financial or technical support. Examples of export-promoting agencies include the Ugandan
 Export Promotion Board (Uganda), AGEXPORT (Guatemala), NAEB (Rwanda) and PromPerú (Peru).

Look into the possibility of sharing a booth with your national coffee export association, a government
trade programme or NGO. This makes it less expensive to exhibit and increases your exposure at the
trade fair. You can find associations in this list of the International Coffee Organization.

3. Visit the websites of sector associations to look for buyers

Sector associations play a crucial role in the coffee industry, by advocating for the best interests of their
members. As associations, they can achieve more collectively than individual companies could on their own.
Many European companies are members of one or more associations.

Sector associations may be international, focusing on specific aspects of the coffee sector such as specialty
coffee, trade, or supply and demand. They can also be national associations. These associations advocate for
the coffee industry in a specific country or region. They often represent the economic interests of their members
and promote the coffee industry of their country.

In Europe, the European Coffee Federation (ECF) represents the interests of traders, roasters, manufacturers
and other companies involved in the European coffee sector. Their website includes a list of member
companies, which is a good source to find potential buyers in different European countries.

FoodDrinkEurope represents the interests of food and drink companies, federations, and associations based in
Europe.

Examples of national associations are:

Food Industries Association of Austria – WKO (Austria) works to strengthen the Austrian food industry.
Syndicat Français du Café (France) brings together companies that are committed to promoting a
sustainable coffee sector.
Deutscher Kaffeeverband (Germany) supports more than 360 member companies in their business.
Unione Italiana Food (Italy) represents companies in several food categories, including coffee.
Koffie & Thee Nederland (the Netherlands) is the national voice of Dutch coffee and tea companies.
Norsk Kaffeinformasjon (Norway) promotes coffee in Norway and is the industry's neutral professional body.
Associaçao Industrial e Comercial do Café – AICC (Portugal) is a non-profit employer association of
companies.
La Asociación Española del Café – AECafé (Spain) is the meeting point for companies in the Spanish coffee
sector.
Livsmedelsföretagen (Sweden) represents 750 member companies from all types of food producers,
including coffee.
Swiss Coffee Trade Association – SCTA (Switzerland) is the representation of the green coffee trade in
Switzerland.
British Coffee Association – BCA (United Kingdom) represents the UK coffee trade and industry, and Food and
Drink Federation UK – FDF (United Kingdom) represents and supports food and drink companies.
Check the national associations listed on the website of the International Coffee Organization (ICO) for the full
list of national associations.

Get in touch with your national specialty coffee organisation

As a coffee exporter, it can help to join your national or regional coffee association. They offer interesting
services, such as up-to-date market and price information, trade fair participation and marketing support.
Examples of coffee farmers/exporters associations include:

Colombian Coffee Growers’ Federation and ASOEXPORT (Colombia)

Anacafé (Guatemala)
Indonesia Coffee Exporters Association (Indonesia)
Kenya Coffee Traders Association and Kenya Coffee Producers Association (Kenya)
Uganda Coffee Federation (Uganda)
For specialty coffee, see the national chapters of the Specialty Coffee Association (SCA) and the website of
the Coffee Roasters Guild. These chapters are in coffee-consuming countries. In producing countries, there are
also specialty coffee associations that work together with the SCA and that hold national championships to
select people for SCA barista or cupping championships.

Examples of specialty coffee associations in producer countries include:

Specialty Coffee Association of Indonesia (SCAI)

Specialty Coffee Association of Ecuador (ACEDE)
Brazil Specialty Coffee Association (BSCA)
African Fine Coffees Association (AFCA)
Figure 3: Coffee presented at a National Barista Championship

Source: Ruben Bergsma at Long Run Sustainability

Tips:

Use the translation function of your web browser to read website links in this study in your own
language.

Examine the lists of members of sector associations as they may include interesting companies to
contact. Visit the websites of the associations listed in this chapter to search for potential buyers.
Focus on those associations in countries where there is high demand for coffee.

Consider joining a trade association in your country or region. This can enhance your credibility and
assist in expanding your network.

4. Advertise your coffee product and business online

The coffee market thrives on personal connections. Face-to-face interactions and long-term trading relationships
are key. New connections often come from mutual contacts, relationships or in-person meetings. However,
online marketing is also an effective way to capture the attention of potential buyers.

Use your own company website to promote your product

Ensure your website contains relevant information for buyers, including:

Details about your coffee offerings, such as quality and availability;

The origins of your product;
The mission and history of your farm/cooperative/company;
 Sustainability practices;
Certifications.
You can also include nice stories and high-quality photos of plantations, farmers and their families to make the
website more attractive.

In the specialty coffee market, the origin of coffee is especially important. This should be supported through
storytelling. Coffee traders and importers often integrate your stories in their own communication with roasters.
Roasters will use these narratives to market their products to consumers. By telling the right story, they can
establish a connection between consumers and the coffee’s origin.

Many green coffee exporters or roasters promote their products through their own websites. Examples
include O’Coffee (Brazil), Caravela Coffee (Latin America), Don Pepe Estate Coffee (Panama), Rwashoscco
(Rwanda), Ontosoroh (Indonesia) and Kerchanshe (Ethiopia).

Explore other platforms to promote your product

There are many other platforms to promote your company and your product. Social media is commonly used for
coffee promotion.

LinkedIn can be utilised to discuss interesting projects, trips or events your company is involved in and to
promote new products or business. Posting engaging content on LinkedIn increases visibility and awareness of
your company products. LinkedIn has many articles that help you market yourself. You can also search for
articles on other websites, such as this article on 15 Ways to Boost Your Personal Brand.

Instagram is another tool for promoting your business or product. This is most interesting for exporters of
specialty coffee.

YouTube offers a platform for telling stories in a more visual manner. However, be sure that you can create
interesting and high-quality content before starting this option.

Paid advertisements of coffee beans and coffee product sales are not common on these platforms.

Maintain consistency and uniqueness in your storytelling. The story you tell is very important, which is why the
website should be inspiring. Read the CBI study on How to become more socially responsible in the coffee sector
for more information on storytelling.

Tips:

Explore options for generating visitors to your website. One way of doing this is through Search Engine
Optimisation (SEO). SEO improves your visibility on online search engines. Minor changes to your
website can positively impact your position on search result lists. For instance, see these tips to create
a Google-friendly website.

Ideally, your website should be available in clear English. Consider translating your website into the
language(s) of your main target market(s). If needed, enlist a professional translator for this task or
prioritise translating key pages instead of the entire website.
5. Look for more information about buyers on online databases
You can also use free and paid databases to find more information about potential buyers.

One type of database is the chamber of commerce for different European countries. Many have information
about companies available for free, or for a small fee. Examples of country chambers of commerce are:

The Belgian Chamber of Commerce (CBE)

The British Chamber of Commerce
The Dutch Chamber of Commerce (KVK)
The French Chamber of Commerce (CCI)
The German regional Chamber of Commerce (Industrie- und Handelskammern - IHK) and the Chamber of
Crafts (Zentralverband des Deutschen Handwerks - ZDH)
The Swiss Chamber of Commerce
Your country’s embassy in your target market could also help you find potential buyers and give more
information about the competition. They usually have a commercial attaché to help you with your enquiries.
There are also European chambers of commerce with offices in your country or region, including:

BritCham Indonesia (British and Indonesian businesses)

German-Brazilian Chamber of Commerce and Industry (AHK Brasil)
The Netherlands-African Business Council (NABC)
There are also many online databases with market leader information that you must pay to access. Examples
are Statista or Euromonitor. In some cases, a basic summary of a report can be accessed for free.

Tips:

Try contacts in your existing business network first. This may be the best place to start. Personal
recommendations and connections are a great way to expand your network.

Use the national Chamber of Commerce website to search for information about key buyers. The
websites may also publish data about the coffee industry.

Search the internet using key search terms to look for other databases. For example, accurate coffee
market information about production and consumption is available on the ICO coffee statistics
database. See also free summaries of ICO data and world markets and trade reports of the US
government.

Find European coffee traders and roasters in the European Coffee Federation.

Compile your own trade statistics on the International Trade Centre Trade Map and Access2Markets.
Find trade statistics for coffee in chapter 9 of the Harmonised System (HS).

6. Use online buyer-seller platforms to sell your coffee

Green coffee can also be sold online, through trade platforms or auctions.

Trade platforms
Online green coffee sourcing platforms are becoming more popular. These platforms link roasters with green
coffee producers and exporters. These websites are mostly used for higher-quality or specialty coffee and are
aimed at niche markets.
Examples of online trading platforms include:

Algrano - a platform that links coffee producers directly with roasters online;
Almacena Platform – a platform that links exporters with buyers;
V-Hub - Vollers' digital marketplace for green coffee;
TYPICA – a platform for direct trade of small quantities of specialty coffe;
Beyco – a coffee connection and trading platform;
Get Beans - a B2B platform for wholesale sales.
Read the CBI study on Tips to go digital in coffee for more information about e-commerce platforms.

Auctions
In the international coffee market, the main auctions are the New York Stock Exchange (Arabica) and the
London Stock Exchange (Robusta). These markets operate through 2 main mechanisms: current or physical
markets and future contracts.

It is becoming more common to sell high-quality coffee on online auctions. Auctions give coffee producers the
chance to promote their product. Virtual auctions are more flexible and less expensive to join. They can connect
you with a larger group of international buyers than at an in-person auction. Coffee that is sold at auctions can
be of a higher quality and sold for relatively high prices. However, auctions can also be used to drive the price
downwards. If you offer a high-quality coffee, it could be worth trying with a small batch to see what price
buyers offer.

Examples of online auctions include Best of Panama, Gehsa Village Coffee Estate and Alliance for Coffee
Excellence. In 2024, the Brazilian Federation of Cerrado Mineiro Coffee Producers (FCC) organised a virtual
auction. Some traders also have online auctions on their website. An example is the V-Auction of Vollers.

In Kenya, green coffee is sold through auctions by law.

Tips:

Before choosing a trade platform, make sure that you understand the functionality of the platform and
services that they offer.

Read this article about virtual coffee auctions on Perfect Daily Grind to learn more about virtual
auctions. Read How to use green coffee auctions to promote wider social initiatives to learn more
about other benefits of virtual auctions.

Many coffee buyers continue to do trade in the traditional way. Most buyers will not buy much of their
coffee from an online buyer-seller platform. It is important to keep investing in relationships with
them. Contact buyers in different ways to increase your sales opportunities.

7. Contact other organisations that can provide support

It is also possible to get help through government organisations and non-governmental organisations (NGOs) to
find buyers and sell your products.

Embassies, business support organisations/trade promotion agencies and chambers of commerce often
organise matchmaking programmes and trade missions. The organisers of these missions have strong
relationships with businesses in your target market. This means they can help you identify, screen and meet
potential buyers.

To find a matchmaking programme and/or trade mission in your sector, check the website of European trade
promotion organisations. They target mostly small and medium-sized enterprises in selected partner countries
that aim to export their products. Agencies include:

The Dutch Centre for the Promotion of Imports from Developing Countries (CBI) supports the transition
towards inclusive and sustainable economies.
The Belgian Trade for Development Centre Enabel (TDC) is a programme of Enabel, the Belgian development
agency.
The German Import Promotion Desk (IPD) supports companies from developing and emerging countries in
exporting to the European market.
The Finnish Finnpartnership promotes business between Finland and developing markets.
Open Trade Gate Sweden (OTGS) supports companies from developing countries to export to Sweden and
the European Union.
Swiss Import Promotion Programme (SIPPO) promotes the export capacity and helps companies improve
their exports in their countries.
International Trade Center (ITC) provides support to grow trade opportunities in developing and least-
developed countries.
COLEAD is a network of companies, organisations and experts committed to inclusive and sustainable
agriculture.
The Institute for Agriculture & Trade Policy (IATP) works to ensure fair and sustainable food, farm and trade
systems.
There are also several organisations that support coffee farmers and exporters worldwide, such
as Progreso, Agriterra, Solidaridad, GIZ, Rikolto, IDH, Conservation International and many others.

Tips:

Contact the embassy or trade promotion organisation in your country to see what kind of
matchmaking facilities they can offer you. To find out if your country has an embassy in your target
market, go to the Embassy WorldWide website.

Check the websites of embassies, import promotion agencies and chambers of commerce to see what
kinds of export programmes they currently have.

8. Use the trade press for market information

Stay informed about what is going on in the coffee sector. You can follow market developments that are
published in trade magazines and websites. These are a great source of up-to-date information on the coffee
sector. They also provide a database of potential buyers, such as traders and roasters.

Many people in the coffee sector regularly read newsletters. Sign up to several newsletters to read examples of
other projects or companies. Talk about your project or story to these organisations and try to get your project
mentioned in a newsletter. If your coffee is certified, you could also ask your certification programme to write a
story about your coffee. If you are mentioned in a newsletter or trade magazine, this is great for your visibility.

The following magazines or news portals focus on coffee:

Perfect Daily Grind – a news and educational resource about every part of the coffee supply chain. It is also
 available in Spanish and Portuguese.
Daily Coffee News — a free source of information on the specialty coffee market, with a focus on the North
American market.
Coffee Intelligence – an online publication with articles about the most important topics and issues in the
coffee sector.
World Coffee Portal – provides sector-by-sector research, data, market reports and consultancy.
Comunicaffe — provides news about the coffee sector.
Global Coffee Report — a magazine with current information and in-depth analysis of the global coffee
sector.
Tea and Coffee Trade Journal – reports on the global coffee and tea industries from origin through the supply
chain.
SCA News – specialty coffee news.
Barista Magazine – about coffee culture and consumption patterns.

Tips:

Make sure you stay up to date on market news by regularly reading coffee news websites and
publications.

Think about using trade websites to advertise your product or company. This can be done through
paid advertisement, or by convincing the publication to write a story about your coffees.

Read our other tips studies on coffee export. The CBI study Tips for organising your coffee export to
Europe gives more information on payment terms, insurance and customs policy. It also describes the
logistical and distribution process and packaging aspects. The CBI study Tips for doing business with
European coffee buyers is about European business culture, sales pitches and marketing information.
It also covers quotes, pricing strategies, margins and promotions.

Long Run Sustainability carried out this study in partnership with Ethos Agriculture on behalf of CBI.

Please review our market information disclaimer.