Starbucks, the international coffee chain, has announced that it will market a unique high-quality coffee from Rwanda. Rwanda is hoping development benefits will flow from this partnership, based on coffee beans that are subject to a Geographical Indication (GI).
Starbucks is to source an exclusive blend of coffee, called ‘Rwanda Blue Bourbon,’ from a country in which coffee farming was decimated by the 1994 genocide. The chain intends to increase the quantity of its coffee originating in Africa and sees the Rwandan coffee as a marketable response to consumer demands for coffee which is not only high in quality but can also be identified with a specific region or country. The GI associated with the Rwandan coffee means that there is a restriction on the use of the name to a specific place of origin and production method, as in the case of Champagne from France.
Last year, Ethiopia chose another path by deciding to trademark its Sidamo and Harar beans, rather than relying on GIs (see Bridges Trade BioRes 6 July 2007; http://www.ictsd.org/biores/07-07-06/story2.htm). Ethiopia is hoping that the trademarks will bring higher returns for the farmers and lead to more surplus returning to the farming communities from sales by the Starbucks chain. Similarly, the Rwandan farmers are hoping that the purchase by Starbucks of their produce will assist development in their communities.
Rwandan Ambassador to the US Zac Nsenga said the aim of the growers in Rwanda is ‘to produce sustainable quality coffee in sustainable quantities while maintaining standards. They are looking for lasting partnerships with Starbucks. In doing this, they aim at achieving sustainable livelihood for their families.’ The US Agency for International Development (USAID) has been involved by partnering with Rwandans to upgrade the coffee-farming and coffee-processing infrastructure.
‘Starbucks to Sell Exclusive Rwanda Coffee In Europe,’ PLANET ARK, 10 March 2008; ‘Java Rwanda: Starbucks to Sell Rwandan Coffee,’ FOX NEWS, 1 March 2006; ‘Product Spotlight: Coffee with a conscience,’ FOOD PROCESSING; ‘U.S., Starbucks, Rwanda Coffee Partnership Equals Success,’ USINFO, 11 April 2006.