Since its founding in 2016, African Coffee Roasters has grown into a successful business by exporting Kenyan coffee, known for its exceptional flavor and high quality. However, as global food consumption trends shift, consumers are increasingly demanding sustainably produced products. This change is driving many to choose organic produce.
Conventional farming practices, often associated with health and environmental concerns, have raised questions about their impact on ecosystems due to the use of synthetic fertilizers and pesticides. This shift in consumer preference has led to a decline in African Coffee Roasters’ market share, as the company continued to export conventional coffee.
Jane Njeri, the Sustainability and Compliance Manager at African Coffee Roasters, explains that the company has seen reduced volumes in conventional coffee handling. “Our markets, particularly in the European Union, have been moving towards organic-certified coffee. Since we didn’t have organic-certified coffee, our market volumes have been steadily declining,” she says.
To address this, African Coffee Roasters has decided to support local farmers in transitioning to organic coffee, recognizing the growing importance of organic certification in the market.
Related topics:
- Dove and Emma Chamberlain’s Coffee Brand Launch Limited-Edition Latte in LA
- Caribou Coffee to Open New Drive-Through Location in Smyrna
- Death Wish Coffee Launches Clean, Caffeinated Canned Lattes