Designing an Effective Supply Chain of Specialty Coffee The Case of Rwanda

The purpose of this qualitative research is to investigate the value distribution along the Rwandan specialty coffee supply chain to the United Kingdom. This argues that the present coffee value chain is un-evenly distributed; and that it is negatively biased toward the coffee farmers in the upstream of the supply chain. Specialty coffee farmers in Rwanda, spend significant amount of time and resources producing a high-quality niche product that fetch high price on international markets. It is sadly argued however that, the farmers earn an insignificant share of the value earned. This research therefore investigates the current Rwanda coffee supply chain, carries out interviews with stakeholders along the supply chain, starting with the farmers in Rwanda, the cooperatives and washing stations, importers of coffee to the United Kingdom, coffee roasters and retailers who double-up as consumers. The research investigates their perceptions on issues such as Fairtrade ethics, fairness and trade justices. The research investigates Fairtrade certifications from downstream to upstream of the supply chain. It identifies Fairtrade impact to farmers in rural Rwanda and coffee consumers in the United Kingdom. It looks at reasons why coffee farmers, including Fairtrade certified growers are still impoverished and disadvantaged despite producers of a highly differentiated product. The research investigates if ‘Fairtrade is indeed fair’ and if it is the best form of trade for Rwandan specialty coffee. This is achieved by comparing Fairtrade supply chains to the presiding supply chains and measuring the impacts, benefits and eventually design a new value chain