DTI to boost Bukidnon coffee industry

THE Department of Trade and Industry (DTI) in Northern Mindanao, together with other players, is optimistic on the potential of the coffee industry in Bukidnon due to an increase in productivity and the introduction of new technology.

The DTI said coffee is one of its priority clusters aside from cacao, bamboo, coconut, gifts, housewares and decors, processed fruits and nuts, rubber, among others, that it recently introduced the newly developed Bukidnon coffee brands produced from the different municipalities of the province.

Ermedio Abang, DTIBukidnon provincial director, said that coffee, as a growing industry, should be accorded the level of importance for its development for the stakeholders to benefit its economic viability.

“The Philippine Coffee Industry is envisioned to be self-sufficient with a significant share in the export market. DTI’s mission with respect to the Coffee Industry is to increase productivity of all players in the value chain; and to make it self-sufficient and globally competitive,” Abang said.

At present, Bukidnon has 100 coffee farmers, most of them members of Indigenous People’s communities. The province has some 2,000 hectares of cultivated land for coffee, mostly in the highlands. More than 9,000 hectares have been set aside for the planned expansion.

The DTI, together with the Department of Agriculture (DA), Department of Labor and Employment (DOLE), and the Department of Science and Technology, will provide assistance to boost the development of the coffee industry by introducing the plantation and postharvest technology; improve processing performance; enhance the promotion and marketing; and providing conducive business environment.

The DTI will also assist in the creation of a sustainable enabling business environment through: coffee business opportunity and investment promotion; improve coffee operators’ financial access; and fully develop the research and coffee technology solutions.

Abang said DTI will be implementing a Brand Equity Development Program in terms of promotion and marketing of the Bukidnon coffee so as to establish a brand name which will be used by the coffee processors.

“Dunay mas daghan nga opportunidad og ma-market nato ang ilang produkto kung duna na silay atong gitawag nga effective brand sa coffee (There will be more opportunities and we can easily market their products if they have this so called effective coffee brand),” Abang said.

According to DTI, the Brand Equity Development Program has the following components: (1) Brand Appreciation Training Workshop, (2) Product Development, (3) Marketing (Trade Fair and Launching) and (4) Advertising and Communications.

The DTI-Bukidnon provincial director added that with the increase in coffee processors, more processing equipment is needed as such DOLE, DA, Department of Agrarian Reform and nongovernment oganizations like ACDI/VOCA has provided additional processing equipment.

And with the increase in demand and their low supply, the DA and the local government unit in Bukidnon has conducted investment opportunities seminar in cacao and coffee to increase the number of farmers needed to bring in supplies to the processors.

In Bukidnon, the dominant coffee variety grown is Robusta, followed by Arabica.

There are 16 major coffee processors and two quality-graders/ cuppers in the province. A cupping laboratory is in Central Mindanao University.

During the First Philippine Green Coffee Cupping Competition held early this year in Cavite State University, two organizations from Bukidnon, the Inhandig Tribal Multi-Purpose Cooperative for the Arabica Category and Kape Maramag for the Robusta Category, emerged as winners.

“We are launching 14 individual coffee brands and one Provincial brand of Bukidnon coffee which were developed through our Brand Equity Development Program, under the promotion and marketing enhancement strategy of which the objective is to enhance business opportunity and marketability of our coffee, products through effective brands, other greater product value, and sustained income,” Abang said.

The following are the 14 Individual Brands: Cafe Corazon; Highland Robusta ; Cafe Rogelio; Arabica Filipina; Cafe Mabuhay; Twin Creek Coffee; Kapeyapaan; Monks Blend; Hineleban Coffee; Cafe Hermano; Cincona Coffee; 7 Tribes Coffee; Cafe Rico; and Kitanglad Brew.

DTI said that all the 14 individual brands carry the Bukidnon Bean as the provincial brand.

Last Friday, December 8, DTI has launched the new developed Bukidnon coffee brands in SM City Uptown, Cagayan de Oro City.