Marketing Research


The marketing unit located within the Industry Operations Divisions of the Coffee Industry Corporations Ltd. The marketing unit is responsible for investigating and developing policy recommendations on promotion and marketing of PNG coffee domestically and overseas that will enhance the export value of PNG coffee.  Some major functions are;

  • Investigate issues on coffee marketing and promotion both locally and abroad and assist with the implementation of the Corporation’s marketing strategies and promotion.
  •  Research and publish reports on both the international and domestic market conditions/developments/requirements.
  • Prepare and undertake coffee promotion in PNG.
  • Build and strengthen capacity of smallholder growers and marketing groups to enhance their value of their coffee, including coordinating the Freight Surety Scheme.
  • Prepare and undertake marketing research and analyze marketing information for stakeholders in PNG and abroad.

The Economics section is located within the Industry Operations Divisions of the Coffee Industry Corporations Ltd. The section has responsibility for overseeing the programmes, plans and activities of the Cooperation’s Economics section.

The sectional staff has responsibility for investigating and reporting on the economic state of the coffee industry both in PNG and internationally. The section is responsible for providing accurate and timely reports on the coffee market for use by the industry. Some of the functions are:

  • Conduct surveys and investigations into economic issues and challenges facing the coffee industry.
  • Monitor all coffee exports and revenues to ensure that the value of PNG coffee is maximized.
  • Assist in the development and implementation of a coherent industry strategy covering all aspects of coffee production, processing, quality control and marketing, including promoting PNG coffee in both traditional and new markets.
  • Monitor trends in the local coffee prices and advise the Corporation on measures to improve coffee prices, as well provide price information to the industry and the public at large.
  • Oversees the compilation of industry statistical and economic information and their publication and distribution both domestically and internationally.
  • Monitor the domestic market and prices to ensure growers receive a fair price and to ensure prices that are reflective of quality.

 

The Research and Grower Services Division (R & GSD) located in Aiyura, Eastern Highlands Province, carries out scientific research on coffee.

  • Crop Improvement - agronomy, breeding, soils and plant nutrition.
  • Crop Protection - pathology and entomology.
  • Post Harvest - appropriate post harvest technologies, coffee waste management and coffee quality research.

Crop Improvement

Crop improvement research looks three fundamental areas that address high production of quality coffee. This areas are:

  • Agronomy - this area looks at better farming practices and technologies that result in high yielding crop production to attain sustainability for the industry. These practices and technologies are then communicated to farmers to implement.
  • Breeding - this area looks at breeding improved coffee varities that are suitable for growth in particular areas of the country.
  • Soils & Plant Nutrition - this area looks at improved soil and crop condition to extend thelife cycle of the crop and also to improve production.

Crop Protection

Insect pests and diseases affecting coffee production are the coffee green scales Coccus celatus and C. viridis, coffee leaf rusts (Hemileia vastatrix) and pink disease (Phanerochaete salmonicolor formerly named asCorticium salmonicolor). Through extensive research conducted by scientists attached to the divison, it is now known that most pest and diseases of coffee in PNG is manageable, through implementation of appropriate coffee management practices.

  • Coffee Leaf Rust - Epidemiological studies of coffee leaf rus (CLR) carried out in the past between 1988 and 2000 revealed occurrence of less virulent strains, which causes minor outbreaks underundernourished and neglected coffee farms. Peak incidence of CLR occurs between October and January annually following the onset of North Easterly monsoonal rains. It can be controlled using appropriate pruning techniques and with Copper fungicides.
  • Coffee Green Scale - Biological control using Metaphycus baruensis from Kenya was released in early 1990 to control coffee green scale. Its impact is limited in the field mainly affected by lack of knowledge on coffee green scale and the parasitoid that causes it. Research on coffee green scale focuses on the use of integrated pest management(IPM) technologies as a strategy for long-term management.
  • Coffee Berry Borer - Most serious pest of coffee affecting production in most countries. It is not present in PNG. The Government is supporting an initiative from the CIC to prevent it from entering the country. Preventative action programs include awareness and literacy, monitoring and surveillance, emergency response planning and forging partnerships with international research institutions.

Post Harvest

Post harvest looks at issues that result from the production of coffee. These include coffee quality improvement and coffee waste management. The main focus of this research involve:

  1. Establishment of standard coffee profiling.
  2. Improving factory processing machineries and methods.
  3. Minimising incidences and impact of waste pollution on the environment.
  4. Developing appropriate farming processs and activities to absorb resulting coffee waste.

Quality Improvement

Research involves:

  • Coffee Quality profiling
  • Coffee Quality assessment and database
  • Quality lab Improvement
  • Upgrading PNG coffee exportable grades
  • Development of Extension training manuals

Processing Machineries and Methods

Research involves:

  • Design appropriate technologies for coffee machineries
  • Improve processing methods
  • Development of Drying facilities
  • Develop Standard Storage sheds for remote farmers
  • Development of smallholder coffee processing

Waste treatment systems

Research involves:

  • Waste water database
  • Monitoring of coffee waste water pollution
  • Regulation of waste pollution
  • Design appropriate Treatment systems
  • Water Laboratory
  • Solid Waste Management practices
  • Standardised Waste Disposal systems

Socio economic impacts on the livelihoods of coffee farmers is an important area stressed often by the CIC, especially when implementing projects in the rural areas, particularly the highlands provinces, where the majority of the populace are engaged in coffee production.

This function of the CIC conducts surveys on projects undertaken by the CIC to determine its impact on the livelihood of the farmers. These surveys are an integral part of projects undertaken by the CIC.

The following are some of the projects undertaken:

  • Cost-Benefit Analysis of Coffee Credit Guarantee Scheme.
  • Assessment & Improvement of Quality Management During Postharvest Processing and Storage in PNG.
  • Sustainable Management of Coffee Green Scale in PNG.
  • Evaluation and Trace-ability of PNG coffee for Specialty Markets.

 

The Coffee Industry Corporation has also been given the mandate to conduct both scientific and economic studies through its Research and Grower Services Division (R&GSD). The aim of these research activities are to improve efficiency and productivity within the coffee industry. Research activities are conducted in lieu of identified farmer needs and are implemented on a demand-driven approach which tries to address these needs. The studies are then documented in a variety of publications and disseminated through various media for stakeholder consumption.

State-of-the-art facilities are located at the R&GSD which provide multi-skilled researchers attached to the division with necessary resources for conducting of specific research activities. Over the years since its establishment research findings have greatly assisted the Papua New Guinea Coffee Industry.

Scientific Research

The Research and Grower Services Division located in Aiyura, Eastern Highlands Province, carries out scientific research on the following:

  • Crop Improvement - agronomy, breeding, soils and plant nutrition.
  • Crop Protection - pathology and entomology.
  • Post Harvest - appropriate post harvest technologies, coffee waste management and coffee quality research.

All research activities are designed and implemented to provide a sustainable coffee industry.

Economic Research

This research is conducted by the Industry Operations Division but also R&GSD assists through multidisciplinary efforts. This research program specifically addresses impact projects developed by the CIC through evaluation of the impact these projects have on the livelihood of coffee farmers in the country. The evaluation results are then used as yardsticks to determine the sustainability of each research project and whether it attains its projected impact.

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