coffee industry road map localizationindustry.gov.ph/wp-content/uploads/2016/08/coffee... ·...
TRANSCRIPT
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COFFEE INDUSTRYRoad Map Localization
By: MYRNA P. PABLO
Regional Director, DTI-CAR,
DTI National Industry Cluster Coordinator for Coffee
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PRESENTATION OUTLINE
COFFEE INDUSTRY UPDATES
COFFEE ROAD MAP / LOCALIZATION
COFFEE JOURNEY TO NEXT MILESTONES
COFFEE ROADMAP LOCALIZATION
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COFFEE INDUSTRY UPDATES
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Area Planted : 120,000 ha.Robusta : 90,350 ha Arabica : 19,200 ha Excelsa : 9,100 ha Liberica : 1,400 ha
Volume 2012 : 88,943 MTRobusta : 64.039 (72%)Arabica : 18.678 (21%)Excelsa : 5.692 (6.4%)Liberica : 534 (.6%)
Data Source: DA-HVCC . Draft Coffee Road Map
TOP 5 COFFEE
PRODUCING REGIONS
Contribution
SOCCSKSARGEN 27,868.53mt (31 %)
Davao Region 18,949.88MT (21%)
ARMM 10,628.57(12%)
CALABARZON 8,568.05 MT (10%)
Northern Mindanao 5,225.30 MT (6%)
TOP 10 ARABICA PRODUCING REGIONS Volume (MT)
1. SOCCSKARGEN 11767.34
2. Davao Region 2690.52
3. ARMM 1681.97
4. Western Visayas 878.91
5. CAR 555.12
6. Zamboanga Peninsula 420.84
7. Northern Mindanao 378.35
8. Cagayan Valley 150.06
9. Bicol Region 74.38
10. Calabarzon 69.16
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MARKET INFORMATION• Philippines consumption-production gap
(Robusta and Arabica)= 108,000 tons • 90% Soluble Coffee• Nestle Phil imports 75% of 100,000 ton
requirements from Vietnam. • Rise in popularity of ‘Third Wave’ & ‘Fourth
Wave’ Coffee• Single Origin becoming an effective
marketing tool• Fair Trade is encouraged and practiced • Regional Branding• Greening the Coffee Industry promotion
ROBUSTA
Market
Existing Target
SPECIALTY 10% 30%
SOLUBLE 90% 70%
ARABICA
Market
Existing Target
SPECIALTY 99% 100%
SOLUBLE 1% 0%
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First Wave:
• Affordable coffee ready
for the pot.
• Produced at the factory
• Convenience and mass
production
• Disregarded taste and
quality
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Second Wave:
• Desire to know the origin
• Understanding the
unique roasting styles
• Specialty coffee beans
• Coffee as an experience
• Influenced by the wine
industry
• Espresso, Americano,
Latte
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Third Wave:
• Desire to know the
origin
• Understanding the
unique roasting styles
• Specialty coffee beans
• Coffee as an
experience
• Influenced by the wine
industry
• Espresso, Americano,
Latte
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Fourth Wave:
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COFFEE ROADMAP
Evolution of the Cordillera Coffee Development Plan
What happened so Far? / Gains / Challenges
Journey to the Next Milestones
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PHILIPPINE COFFEE VALUE CHAIN MAP
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40 sectors with
commitments to
formulate
roadmaps
One of the sectors
is COFFEE
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? coffee
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COFFEE PROFILE- CAR (6 provinces)
Production: metric tons Robusta 5,251 88% Kalinga,
Apayao, Abra
Arabica 579 10% Benguet, MP Exelsa 79 2% Ifugao Liberica 16 1% Abra
Area Planted: 6,681 hectares
Where our Coffee is sold:
Robusta 5,251 70% to Soluble Coffee Market 30% Specialty Coffee Market
Arabica 100% Specialty Market
Form of Products:• Green Coffee Beans• Roasted Whole Coffee• Roasted Ground Coffee• Brewed Coffee
Coffee seedlings from Private and government nurseries
Source: LGUs in CAR
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FLASH BACK
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Draft Coffee Road Map of 2012Presented by: Ms. Jennifer Remoquillo, NPC-DA-HVCC
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• Difficulty in Maintaining Quality Standards
• Low profit
• Low and decreasing production
• Low Productivity
Increasedproductivity
Expand production
areas
Improved enforcement
of quality standards
Increasedprofitability
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NICCEP: the INDUSTRY CLUSTER APPROACH that led to CONVERGENCE
The Philippine
Coffee Industry
that is self-
sufficient with a
significant share
in the export
market.
VISION
To increase
profitability of all
players in the
value chain of the
Philippine Coffee
Industry.
MISSIONOBJECTIVES
1. More profitable
Coffee Farming for
all farmers through
value adding;
2. Improved quality of
coffee appropriate
post harvest
technologies;
3. Significant increase
in export of coffee;
4. Consumption of
locally produced
coffee nationwide.
STRATEGIES1. Plantation and Post
Harvest Technology
Development
2. Processing Performance
Improvement
3. Promotion and
Marketing Enhancement
4. Creation of a
Sustainable Enabling
Business Environment
for Coffee
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#1. PLANTATION AND POST HARVEST TECHNOLOGY DEV’T:
BENCHMARKING AND CROSS VISITS
SKILLS DEVELOPMENT TRAININGS
DISTRIBUTION OF COFFEE SEEDLINGS: Collaborated w/ PLGUs, NGOs,
DAR-RFU; NGP-DENR
NEW PLANTATIONS . Convergence with DENR, NGOs, PCA
INFO MATERIALS DISTRIBUTED as ready references of the farmers
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#2. PROCESSING PERFORMANCE IMPROVEMENT
SKILLS TRAININGS ON COFFEE PROCESSING:
Coffee 102; BARISTA 101; Quality Improvement Trainings- Cupping
Lessons, GMP, PNS,GAP; FDA Licensing and Product Certification
/Food Safety Trainings
48 SSFs on Coffee established valuing 27.61M of which:
• 19 SSFs in CAR - 11.68 M
• 6 SSFs in 2 provinces (IS and IN) in R-1 worth 4,093 M
DOH-FDA-DTI PARTNERSHIP
CUPPING SESSIONS for the assessment of coffee quality
BENCHMARKING on Coffee Processing
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#3 PROMOTION AND MARKETING ENHANCEMENT:
21 TRADE FAIRS AND EXHIBITS:
Coffee products at the Regional OTOP /Pasalubong Centers.
MARKET MATCHING ACTIVITIES-
PACKAGING and LABEL Design
TRADE/ENTREP TRAININGS CONDUCTED –Visual Merchandising, Pricing
and Costing
Coffee SME DIRECTORY that led buyers tour the coffee regions
GEOGRAPHICAL INDICATION Project (CAR)
CONSULTANCY PROGRAM with International Coffee Experts
LIVE GUESTING on Negosyo atbp with RDs/ SMEs
PRESS CONFERENCES and SOCIAL MEDIA PROMOTIONS
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#4 CREATION OF SUSTAINABLE/ ENABLING ENVIRONMENT
ORGANIZATION OF THE REGIONAL RTWG (RDC Res. #34 Series of 2012)
and Provincial Coffee Clusters and conduct of PERIODIC MEETINGS
STRATEGIC PLANNING AT ALL LEVELS including INTRA-DTI MTG at the
national level
ANNUAL VALUE CHAIN ANALYSIS and UPGRADING plus GREENING and
GENDER Mainstreaming
ALIGNING AND PARTICIPATION TO THE PRDP projects for Coffee
COFFEE INVESTMENT/ BUSINESS OPPORTUNITIES/ FINANCING FORA.
REGIONAL INDUSTRY PROFILING
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Coffee trainings
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Coffee Quality Improvement-Pick Red, Washed, Sorted
-cupping…
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cupping
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Barista 101: appreciation course on coffee
preparation
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Coffee Summit
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NATIONAL GREENING PROGRAM
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MARKETING ENHANCEMENT-SIAL, Coffee Origins,
Pavillion
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SSF
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CROSS VISITS
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PLANNING
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GAINS
Wide inclusive growth- farmers, processors, traders, labor force. A job
generating industry.
Cluster support covers all steps of the value chain through convergence with
private and other government bodies;
Greater consciousness efforts for quality. Research & development initiatives
were encouraged in the pursuit of premium quality coffee
Good Agricultural Practices (GAP) is now practiced. In the region, trees are
counted, we target at least 1.2 kg. per tree
Wide industry coverage- 14 regions
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CHALLENGES
• MEETING THE GROWING DEMAND for coffee particularly the
growing preference for specialty
• THE NEED FOR REAL TIME DATA
• THE NEED FOR LITERATURE OF THE ORIGINS
• THE NEED FOR DYNAMIC RESEARCH AND DEVELOPMENT
• COPING WITH DYNAMIC MARKET TRENDS
• ALL EFFORTS OF THE REGIONS TO CONTRIBUTE TO THE
REALIZATION OF THE NATIONAL ROADMAP
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An industry that is cost-competitive, aligned with
global quality standards, reliable and environment-
friendly; and provides sustainable benefits to
farmers, processors, traders and exporters.
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Fast Growing Coffee Industry
Indicator Targets
Number of coffee farmers 30 % increase
Number of coffee organization At least 1 per municipality
(coffee area)
Number of registered coffee
shops
At least two per key tourist
town and emerging urban area
Number of quality coffee products
(coffee-based)
At least 6 new products
developed
Percentage share to national
coffee production
From 7 to 10% national share
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JOURNEY TO THE NEXT MILESTONES
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Strategy Major Activities
1. Productivity &
Effeciency
capability building courses, entrepreneurial, ProGED,
benchmarkings & cross visits
2. Quality Improvement quality & standards seminars, licensing & product certification,
operationalization of the BSU-based cupping laboratory
3. Product & Market
Development
Trade exhibits, pricing & costing seminar, branding, packaging
/labeling consultancy, market database build-up, profiling
4.Investment Promotion Conduct of Investment For a & Mission on Coffee Processing &
establishment of coffee shops
5. Creation of Enabling
Business Environment
Strengthening Coffee Councils & partnerships with private coffee
organizations & partner agencies, conventions, conferences
6. Access to Finance Strengthen linkage of coffee SMEs to GFIs/MFIs through financing
fora or one-on-one matching, directory of financial packages
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Implementation Mechanism
1
•Regional Coffee Council (RCC) to coordinate the programs, projects, roles/responsibilities of various organizations
2•Members: DA, DENR, DTI, DOST, 6 SUCS,
HARRDEC, 1 representative from NGO
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Regional Development Council
Regional Coffee Council
Ifugao Coffee Council
Municipal Coffee Councils
Benguet Coffee Council
Municipal Coffee Councils
Mt. Province Coffee Council
Municipal Coffee Councils
Kalinga Coffee Council
Municipal Coffee Councils
Abra Coffee Council
Municipal Coffee Councils
Apayao Coffee Council
Municipal Coffee Councils
Secretariat
Data Base
Working Committees
Marketing
Promotion & Marketing dev't
Planning, Policy & Monitoring
Capacity Building
Research & Development
Production & Nursery Dev't
Infrastructure Support
Processing & Packaging
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MR. JOSEPH BOGENGGENG
COFFEE FARMER
SAGADA, MIOUNTAIN PROVINCE
82 YEARS OLD
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THANK YOU!