WEBVTT - Can West Africa Capitalize On The Growing Demand For Coffee

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<v Speaker 1>Bloomberg Audio Studios, podcasts, radio news. The Ivory Coast is

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<v Speaker 1>famous for its cocoa production, but there's another being that's

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<v Speaker 1>starting to get even more attention.

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<v Speaker 2>We produced our old coffee. You have more and more

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<v Speaker 2>local roasters that are coming up.

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<v Speaker 3>Before it was all about, you know, importing coffee that's produced,

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<v Speaker 3>you know, in Europe.

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<v Speaker 1>Like chocolate. Much of Africa's coffee is sold to be

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<v Speaker 1>processed abroad. But can one West African entrepreneur bring homegrown

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<v Speaker 1>and roasted coffee to the African market.

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<v Speaker 2>We teach a lot of things about coffee, things I

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<v Speaker 2>never knew about.

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<v Speaker 3>It's a new role in discovering and it's also always

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<v Speaker 3>kind of evolving.

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<v Speaker 1>On this week's special episode of The Next Africa Podcast,

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<v Speaker 1>I take a look at the growing popularity of specialty

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<v Speaker 1>coffee inside Africa and meet one man who's looking at

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<v Speaker 1>to put Ivorian coffee on the map alongside Ethiopia, Kenya

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<v Speaker 1>and Ganda. I'm Jennifer Zabasaja, and this is the Next

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<v Speaker 1>Africa Podcast, bringing you one story each week from the

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<v Speaker 1>continent driving the future of global growth with the context

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<v Speaker 1>only Bloomberg can provide. When it comes to coffee, The

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<v Speaker 1>big players most consumers know are Brazil, Vietnam, Indonesia and Colombia.

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<v Speaker 1>While African farmers are making inroads on the global market,

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<v Speaker 1>especially in East African countries like Ethiopia and Uganda, much

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<v Speaker 1>of the coffee is shipped abroad whilst it's still green

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<v Speaker 1>with most of the roasting and consumption happening abroad. But

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<v Speaker 1>Heidi Baydoun wants to change that. He's the entrepreneur behind

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<v Speaker 1>Cafe Continent, a specialty coffee shop and roastery in the

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<v Speaker 1>Ivorian economic hub of Abijan. I went to meet him

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<v Speaker 1>at one of his roasteries to find out what it

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<v Speaker 1>takes to build a new brand of home grown coffee.

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<v Speaker 3>Fourth generation Lebanese West African from from West Africa.

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<v Speaker 2>But but I.

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<v Speaker 3>I've been traveling a lot in the past the past years,

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<v Speaker 3>and I did my undergrad in in Australia and Sydney

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<v Speaker 3>and especially coffee culture over there. It was was very,

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<v Speaker 3>very developed. And and after that, when I came back

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<v Speaker 3>to to the Harvy Coast, I saw that there was

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<v Speaker 3>an opportunity.

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<v Speaker 2>I took a lot of courses and I started the project.

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<v Speaker 1>And you call it a project, why why do you

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<v Speaker 1>use that term not a business.

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<v Speaker 3>I guess initially it's not for me. It's it's it's

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<v Speaker 3>not just about making money. You know, when you say business,

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<v Speaker 3>he's always did the financials for me. There's there's more

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<v Speaker 3>than just you know, making money. It's it's it's an ideology,

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<v Speaker 3>it's a philosophy. It's it's you know, bringing people together.

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<v Speaker 3>It's changing the paradigm. It's creating something new that basically

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<v Speaker 3>maybe people will never you know, never thinking about in

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<v Speaker 3>the past. It's about hiring a team of people that

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<v Speaker 3>don't necessarily know much about this culture, especially coffee culture,

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<v Speaker 3>working together on the specific mission, specific goals that are

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<v Speaker 3>for the future of you know, the continent. We produce

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<v Speaker 3>our own coffee because it's written on the on the glass, but.

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<v Speaker 2>No one sees that.

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<v Speaker 3>No one understands that we roast our own coffee traditionally.

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<v Speaker 3>That's how I guess, you know, people drink their coffee here.

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<v Speaker 3>I would say there are two markets, right, there's the

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<v Speaker 3>market that's like cheap coffee, you know, the nest cafe

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<v Speaker 3>kind of coffee, and also the cheap powder ground coffee.

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<v Speaker 3>And there's also the important coffee. So there's two different segments.

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<v Speaker 3>You know, we intervene in the you know, obviously in

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<v Speaker 3>the segment where people used to consume important coffee because

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<v Speaker 3>quality wise, this is what we're offering.

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<v Speaker 2>We're offering a very high quality coffee.

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<v Speaker 3>But what we are proposing is high quality coffee that

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<v Speaker 3>is locally produced.

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<v Speaker 2>So we have.

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<v Speaker 3>Ivorian coffee beans that we select from the different villages

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<v Speaker 3>in the western part of the country.

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<v Speaker 2>We usually go to those areas at least, you know,

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<v Speaker 2>once a month. We tell them.

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<v Speaker 3>How we know we want the coffee to be kind

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<v Speaker 3>of collected. The cherry is basically how the cherries should

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<v Speaker 3>be tried, so and so forth. So we go all

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<v Speaker 3>the way to this part of production and we have

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<v Speaker 3>our own factory. We have you know, very high technologically

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<v Speaker 3>advanced equipment, good processes, and we have our coffee shops

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<v Speaker 3>as well, where we control also the quality of the

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<v Speaker 3>coffee that is brood and that is basically.

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<v Speaker 2>Sold to our customers.

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<v Speaker 1>In a moment, we'll have more from my interview with Heidi,

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<v Speaker 1>including his ambitions to grow Cafe Continent as a brand,

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<v Speaker 1>plus our soft comodities reporter Mumbi Kitao will join us

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<v Speaker 1>to explain the state of the coffee market in twenty

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<v Speaker 1>twenty five. Welcome back today. We're talking African coffee and

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<v Speaker 1>back at Cafe Continent. I asked Heidi where he wants

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<v Speaker 1>to see the company in five years time.

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<v Speaker 2>Even here at the.

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<v Speaker 3>Factory level, we've basically expanded.

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<v Speaker 2>We've taken World War space.

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<v Speaker 3>We've also invested in new machines, higher capacity machines. When

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<v Speaker 3>it comes to our coffee shops, we you know, we

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<v Speaker 3>started with one small coffee shops, coffee shop thirty five scarimeters,

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<v Speaker 3>and then we you know, developed other coffee shops. Now

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<v Speaker 3>we have three operational coffee shops and we're opening a

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<v Speaker 3>fourth and fifth one this year in Africa in the

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<v Speaker 3>Irvy Coast. So four are going to be in Abi

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<v Speaker 3>joh and one in San Pedro, which is another town

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<v Speaker 3>in the west part of the Airy Coast. And I'm

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<v Speaker 3>actually working on a franchise model so that we can

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<v Speaker 3>maybe start franchise in our concept.

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<v Speaker 2>Maybe at the end of the year. Is the interest there, Yeah,

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<v Speaker 2>the interest has been there from the start.

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<v Speaker 3>We've had people interested asking about our concept, whether or

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<v Speaker 3>not you know, they can collaborate open the same thing

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<v Speaker 3>in different you know, places around the world, different cities, we've.

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<v Speaker 2>Had people interested globally.

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<v Speaker 3>Yeah, globally yeah five year ago for Claffic Contina would

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<v Speaker 3>be at least in West Africa to be the number

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<v Speaker 3>one high quality coffee after we are in the air coasts,

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<v Speaker 3>but we might not be in West Africa yet, so

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<v Speaker 3>we have to develop also our brand in neighboring countries

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<v Speaker 3>such a Ghana, Ancheria, Senegal and so on and so forth.

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<v Speaker 2>So this is something we need to work on.

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<v Speaker 3>So open the first shops outside of the air coast,

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<v Speaker 3>whether in the region or not, you know, whether in

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<v Speaker 3>Africa or not, what do present and other places.

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<v Speaker 2>Around the world.

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<v Speaker 1>So how challenging is the market for African coffee. Right now,

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<v Speaker 1>joining me is Mumbi, Guitar Bloomberg Soft Commodities reporter back

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<v Speaker 1>on the podcast. Mumbe, it's great to have you back.

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<v Speaker 1>How are you doing.

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<v Speaker 4>I'm very fine. It's happy to be buck.

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<v Speaker 1>It's really nice to have you so, Mumbi, you have

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<v Speaker 1>traveled the continent looking at a number of commodities. We're

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<v Speaker 1>talking today about coffee. When we look at African producers

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<v Speaker 1>and African coffee producers, how do they stack up against

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<v Speaker 1>some of the other coffee producers globally.

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<v Speaker 4>When it comes to the African continent, a lot of

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<v Speaker 4>focus is placed on Ethiopia, which is the biggest produce

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<v Speaker 4>over Arabica beans, and we have Uganda which is now

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<v Speaker 4>the biggest producer of robusta beans. That's within the African continent.

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<v Speaker 4>But there's also focus on countries like Rhonda, Burundi, Kenya

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<v Speaker 4>that produce what you'd consider specialty coffee. They do not

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<v Speaker 4>export in huge time aged like Ethiopia and Uganda, but

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<v Speaker 4>they do produce the premium coffee that most of the

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<v Speaker 4>European market prefer.

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<v Speaker 1>You talk about the European market, which we'll get to

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<v Speaker 1>some of the export markets and a little bit. But

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<v Speaker 1>we've had you on the podcast before talking about the

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<v Speaker 1>rising and I guess the volatile price of chocolate right

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<v Speaker 1>because of climate change. When we think about climate change,

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<v Speaker 1>is it affecting the price of beans and the effects

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<v Speaker 1>on coffee farmers as much. So.

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<v Speaker 4>The story with cocoa, which is the ingredient in chocolate,

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<v Speaker 4>is the same for coffee. The trees are quite similar

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<v Speaker 4>in terms that they are tree crops and they have

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<v Speaker 4>similar challenges when it comes to climate change. We reported

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<v Speaker 4>earlier this year about coffee prices getting to record prices,

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<v Speaker 4>and that was mainly because of drought in Brazil, and

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<v Speaker 4>before that we had drought in Vietnam. So it's also

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<v Speaker 4>production is literally determined by how the weather and how

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<v Speaker 4>the climate plays out.

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<v Speaker 1>The King Crowers isn't attractive though, for African coffee farmers

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<v Speaker 1>as it is for African cocoa farmers. Can you compare

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<v Speaker 1>those two for us?

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<v Speaker 4>They're both attractive depending on what the market is doing,

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<v Speaker 4>depending on the price. So last year was a very

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<v Speaker 4>good year to be a cocoa farmer and still is

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<v Speaker 4>right now if your market is liberalized. It was also

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<v Speaker 4>a good time to be coffee trader or coffee farmer

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<v Speaker 4>at the start of this year. The thing is that

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<v Speaker 4>with coffee we have a lot more producers, so if

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<v Speaker 4>one country is lacking, then another country will pick up.

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<v Speaker 4>But with coco, we have two big producers in Africa,

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<v Speaker 4>so it's easy for them to kind of benefit when

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<v Speaker 4>the market is heading up because they are the sole

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<v Speaker 4>place where the world is reliant on.

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<v Speaker 1>Is there something that we should be watching for when

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<v Speaker 1>it comes to African coffee farmers? And I say that

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<v Speaker 1>because this independent entrepreneur that I met in the Ivory Coast.

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<v Speaker 1>He's really making a push to get the global consumers

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<v Speaker 1>to understand more about this African the beans and the

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<v Speaker 1>specialty coffee and just how rich it is. What is

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<v Speaker 1>it that maybe we should know and we should be

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<v Speaker 1>watching war and you as a soft commodities reporter that

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<v Speaker 1>you're looking.

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<v Speaker 4>At not just as a soft commodities reporter. I come

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<v Speaker 4>from Kenya, where we used to be one of the

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<v Speaker 4>biggest producers of coffee in Africa, and that's no longer

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<v Speaker 4>the case, but still Kenya is one of the biggest

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<v Speaker 4>producers of specialty coffee, same as Round, the same as Africa,

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<v Speaker 4>same as other smaller origins in Africa. I think the

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<v Speaker 4>key for them is value addition and the entrepreneur you

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<v Speaker 4>met with, that's a good way to try and capture

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<v Speaker 4>the market because if you look at the supply chain,

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<v Speaker 4>the family receives about five to ten percent of the

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<v Speaker 4>retail price of coffee, whereas the rest of the margin

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<v Speaker 4>goes to the trader, and a huge margin also goes

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<v Speaker 4>to the rostera Rosa's like Nestley, such big companies tend

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<v Speaker 4>to take up that kind of imagine. So if Africa

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<v Speaker 4>was going to grow in its coffee production, and it's

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<v Speaker 4>in revenue and income. They need to focus more on

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<v Speaker 4>value addition, creating their own rosteries, selling their own coffee,

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<v Speaker 4>drinking their own coffee. I think that's a good place

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<v Speaker 4>to start. Growing up, we didn't drink a lot of coffee.

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<v Speaker 4>We drank a lot more tea. So if Africa was

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<v Speaker 4>to boost its own consumption rather than exporting all its

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<v Speaker 4>coffee to the European and the American markets, then there

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<v Speaker 4>will be more room for growth for the farmers and

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<v Speaker 4>their income.

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<v Speaker 1>Are those trends changing?

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<v Speaker 4>Do you see that some countries the trend seems to

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<v Speaker 4>be changing. I mean if theopy is a predominantly coffee drinker,

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<v Speaker 4>but their countries like Kenya, you Ganda, where coffee consumption

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<v Speaker 4>is trying to make in roads, but it's only within

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<v Speaker 4>the urban centers where you find maybe a java or

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<v Speaker 4>an upscale at cafe where the younger millennials or the

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<v Speaker 4>gen z are happy to grab a cap and almost

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<v Speaker 4>like brag with it on Instagram. But we just need

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<v Speaker 4>to get that more at home consumption where it's a

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<v Speaker 4>consideration from breakfasts the same way in Europe everyone gets

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<v Speaker 4>coffee for their breakfasts.

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<v Speaker 1>And this is this is a tradition that I deal

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<v Speaker 1>with human bee. How do you like your coffee? Do

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<v Speaker 1>you do you drink coffee?

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<v Speaker 4>Joh And I don't know why you do this to me.

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<v Speaker 1>I have to You're Kenyon and you're you're not just

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<v Speaker 1>a suf commodities reporter. Do you like coffee?

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<v Speaker 4>Should I lie? Should I tell the truth? I do

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<v Speaker 4>like coffee only when I really need the caffeine boosts.

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<v Speaker 4>But I am really a tea drinker. And after having

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<v Speaker 4>the water bowl, do you know there's always this controversy

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<v Speaker 4>whether you add the milk first or the tea bug fast.

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<v Speaker 4>But I put my water on tea bug and then

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<v Speaker 4>milk later. But I think I am warming up to

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<v Speaker 4>coffee slowly. The it's slow. Let's start with instant. Then

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<v Speaker 4>we're going to get to the lattice of the cappuccinos.

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<v Speaker 1>Much still has a place in this podcast because of course,

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<v Speaker 1>tea is a very big market for so appreciate that insight.

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<v Speaker 1>Thanks so much, Mumbi Guitao, and thank you also to

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<v Speaker 1>Haidi Baydude, the founder of Cafe Continent, for showing me

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<v Speaker 1>around his grocery in Abijan. This program was produced by

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<v Speaker 1>Adrian Bradley and tiba Adebayo. Don't forget to follow and

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<v Speaker 1>review the show wherever you usually get your podcasts. I'm

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<v Speaker 1>Jennifer Zabisaja. Thanks as always for listening