News » Coffee mills improve marketing skills to promote their coffee abroad


During the months of May and June, the representatives of 10 coffee mills in the NAMA Café participated in a workshop dedicated to improve marketing and sales capacities, preparing presentations for the successful promotion of their coffee abroad. The 5 best presentations have been chosen to participate in a tour to Germany in September 2017 with the aim of seizing the opportunity to present their coffee to German coffee roasters. The course was organized by the ICAFE and the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

As a first step, the 10 participants learned to formulate concrete goals for successfully promoting their coffee abroad according to the steps of the CANVAS model. Later on, they got to know the basic concepts of developing a marketing strategy and started developing their preliminary promotion projects, defining the project details during over the course of the workshop. 
By analyzing various existing marketing strategies developed by companies from different sectors for the German market, the participants got to know successful case studies – which proved to be helpful when it came to developing their own strategy for placing their coffee in international markets. 

Additionally, the participating sales managers and mill owners were introduced in detail not only to the German coffee market, but also to the country´s cultural diversity and way of life. With this in mind, the participants defined their target consumer group, developed the right approach to reach it and worked on an interesting presentation of their coffee and coffee mill for German coffee roasting companies.
Representatives of the National Coffee Institute (ICAFE) and the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH supported the workshop facilitators with additional information on the German market and how to successfully negotiate with German businessmen and women.

The workshop concluded with the mills handing in their final presentations developed and fine-tuned during the entire workshop. Of the 10 participating mills, 5 have since been selected to participate in a trip to Germany in September 2017 where they will meet with and present their coffee to selected coffee roasters. But the remaining 5 will not leave empty-handed either, instead having the opportunity to sell their coffee at the Feria Expo Alemana, a fair dedicated to showcase German cuisine, culture and industry in Costa Rica, on August 5th and 6th 2017 in San José, Costa Rica. 
All 10 coffee mills have expressed their great satisfaction with the entire course, highlighting the importance of knowing in detail the characteristics of international markets as well as the different countries´ cultures in order to offer a tailor-made product and product presentation.

The NAMA Café and its NAMA Support Project congratulate the participating coffee mills and recognize their effort during the course: 
Agrícola El Cántaro – Beneficio Santa Anita, Coopevictoria  R.L., Beneficio Río Conejo Real Estate, Beneficio Hermanos Vargas, Grupo Naturalba, Coopeagri R.L., Beneficio Ecológico El Espino, Coopronaranjo R.L., Beneficio Jardín de Aromas, Beneficio ZALMARI S.A. 

Find more impressions of the entire workshop in our → foto gallery.

Download the course materiales → here.

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