Coffee Board Frames Fresh Plans To Encourage Exports

Bangalore: In a bid to attract back traditional markets like Russia, the Coffee Board is brewing a fresh promotional strategy. Simultaneously, it is exploring newer markets in China, Japan, Australia and the US. India's coffee exports to the Russian Federation have been on the fall over past several years. From a peak of 48,131 tonnes in 1996-97, coffee exports to Russia hit a 10-year low of 26,520 tonnes in 2006-07. The Tea Board officials in Moscow have been urged to help the Coffee Board in understanding the Russian market and carry out promotional activities. Under the market access initiative (MAI), the Coffee Board has been helping exporters like Hindustan Unilever and JKF International by subsidising the promotion of their own brands in Russia.
The Coffee Board plans to undertake regular promotional activities in Russia. The idea is to maintain the country's export balance and be visible with promotional efforts. The Coffee Board has identified four new thrust markets in the US, Japan, Australia and China, where it sees major potential to boost exports. Coffee exports to US stood at 4,185 tonnes in 2006-07, while exports to Japan stood at 4,644 tonnes, Australia at 3,369 tonnes and to China at 794 tonnes.