COFFEE WORLD 5 PERU
ACDI/VOCA wins value chain and productivity project
ACDI/VOCA is aiming to help Peruvian farmers become more productive
US Starbucks and GMCR enter strategic relationship
Starbucks Corporation and Green Mountain Coffee Roasters (GMCR) have announced a strategic relationship for the manufacturing, marketing, distribution and sale of Starbucks and Tazo tea brand- ed K-Cup portion packs for use in GMCR’s Keurig Single-Cup brewing system. The new relationship will provide owners of Keurig Single-Cup Brewers with the additional choice
afforded by having Starbucks branded super-premium coffees available for their brewers, and fur- thers Starbucks stated goals of expanding its presence in premium single-cup coffee. Starbucks and GMCR plan to make Starbucks K-Cup portion packs available through food, drug,
mass, club, specialty and department store retailers throughout the US and Canada beginning in the autumn of 2011. The companies expect to expand Starbucks K-Cup portion pack and Keurig Single-Cup Brewing system distribution to Starbucks stores and to make Starbucks K-Cup portion packs available through GMCR’s consumer-direct websites and Starbucks consumer-direct website
www.starbucks.com beginning in 2012.
ACDI/VOCA has won a US$3.6 million, 32-month project called ‘Peru Coffee Value Chain Productivity and Production,’ which is funded by USAID. More than 50 per cent of Peru’s
population lives below the national poverty line, according to the World Bank. ACDI/VOCA will work to address the major weaknesses in the country’s coffee value chain that prevent the country and its smallholder farmers from reaching their full potential. The project is designed to enhance
productivity and production; improve access to new and profitable markets; and increase technical and manage- ment capacity of Peruvian coffee insti- tutions. ACDI/VOCA will target the provinces
of Huánuco, San Martin and Ucayali, where large numbers of smallholder farmers suffer from high rates of poverty and endure conflict associated with coca production. By increasing the profitability and
sustainability of the coffee sector, farmers will be encouraged to abandon coca production. To achieve pro- gramme goals, ACDI/VOCA will adapt several of its development approaches to the Peruvian coffee sector, including farmer field school training, the ‘Farming as a Business’ curriculum and value chain analysis tools.
May 2011 C&CI
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