Fairtrade Africa has entered into an agreement with ArtCaffe to promote uptake of premium-blended coffee among Kenyans.
In a campaign dubbed #coffeewithdignity, Kenyans have always taken the normal house coffee but in this new initiatives, coffee lovers will be able to access the export coffee blend from Artcaffé at an affordable price.
At the same time, the initiative will be able to empower Kenyan coffee farmers by ensuring they receive a fair price and a sustainable source of income for their beans.
According to Alfonce Nzyuko, Regional Manager at Artcaffe Coffee & Bakery, the campaign is designed to educate local consumers about the importance of ethical coffee consumption:
“Coffee lovers will now be able to order the signature Fairtrade coffee blend in at all Artcaffe outlet as an alternative to the house blend or purchase it ground and pre-packaged as a takeaway option for consumption at home or at work.”
The launch of the #CoffeewithDignity campaign comes at a time when consumption in coffee locally has been growing. Artcaffe Coffee & Bakery estimates an increase of 19% in 2017 alone in coffee consumption. Not only is coffee culture seeing an upward trend, there is a genuine interest by the growing middle-class towards supporting sustainable development within the country.
Meanwhile, the Artcaffe Fairtrade Coffee Blend is available in the outlet for Ksh 290 served in a French press. It is also available for purchase as a 250g ground box for Ksh 690. Since the campaign started, consumption has increased of filter coffee (French press) of 4% total coffee consumption of Artcaffe.
Up to date, Artcaffe has sold 600 cups of coffee of fair trade at the restaurant level translate to 25kg of fair trade coffee. 200 packets of fairtrade coffee have been sold so far – translate to 50kg of coffee.