EXPORT MARKETING
How African coffee producers embrace e-commerce to attract Chinese consumers Both Rwanda and Ethiopia have been using the onground knowledge of their diplomatic missions in China for innovative coffeemarketing campaigns.
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› While many African countries produce coffee for export, worldwide competition is intense and clever marketing is required
› Rwanda’s Ambassadoro
to China, James Kimony sonally (right) on his way to per an deliver an order of Rwand ine onl e nes Chi a to fee cof ied shopper. He is accompan by a worker from JD.com
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strategicmarketingforafrica
Issue 1 2022
OFFEE IS A MONEY SPINNER for many African countries, with the number of nations who are involved in its production and export numbering upwards of 30. Some are major players – such as Ethiopia, which is one of the ‘big five’ global producers – while others include the likes of Uganda, Rwanda, Tanzania, Kenya, Congo and Madagascar. Worldwide, more than 70 countries produce coffee, meaning competition is intense and coffee marketers need to be on top of their game. Recently, both Ethiopia and Rwanda enrolled members of their respective diplomatic missions as temporary coffee marketers to help them tap into new customers in China and increase their exports to the Asian nation. China is Africa’s biggest trading partner and traded goods worth more than US$250billion with the continent in 2020, according to Chinese customs statistics. The country’s booming e-commerce market – it has around a billion internet users and massive online marketplaces such as Alibaba – provided a perfect platform for Rwanda’s Ambassador to China, James Kimonyo, to engage in some innovative marketing on behalf of the east-central African nation.
