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JOINT
MARKETING INITIATIVE
Gumutindo is a founder-member of the Joint Marketing Initiative
(JMI, a working title only). The JMI comprises several certified
fairtrade and organic coffee producer organisations in Africa,
and Twin, a UK-based development organisation which has been
working with smallholder coffee farmers since 1985. The founders
share a common mission to enhance the livelihoods of smallholder
coffee producers by strengthening their position in the market
over the long term. Twin is a member-controlled organisation
and the producers in the JMI are all Twin members.
Purpose of JMI
- Maximizing the value of our members’ coffee by marketing
it effectively and imaginatively
- Ensuring that the maximum value gets back to the smallholder
producers
- Encouraging investment in coffee production and quality
by smallholder farmers
- Keeping producers up to date on market trends and market
requirements Activities
- Planning of marketing strategies
- Representation at trade fairs like EAFCA in East Africa
and SCAA in USA
- Meetings with buyers
- Agreement of price and positioning strategies
- Sharing experience
- Researching new origins
- Capacity building of members in market issues
Achievements
- The JMI has gained a significant number of new customers
for its members over the last few years
- The bargaining power of members has increased through
the activities of the JMI
- Prices gained for members' certified fairtrade and organic
coffee are now both more predictable and significantly higer
than the commodity market
- Buyer satisfaction with the service of the JMI and its
members is high
Contacts
For more details of the JMI, please contact Richard Hide,
richard.hide@hotmail.com. Richard is the senior coffee marketing
officer at Twin.
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