Seminar urges value addition, global branding to boost Wayanad coffee
Wayanad must move beyond treating coffee as a raw agricultural commodity and instead focus on value addition, strong branding, and international market access to secure better incomes for growers, Mananthavady MLA Usha Vijayan said on Tuesday. She was speaking at a seminar held at the Wayanad Social Service Society hall in Mananthavady as part of the International Coffee Day observance.
Focus on value addition and exports
Calling for a strategic shift in how the district’s flagship crop is positioned, Ms. Vijayan said concerted efforts were needed to “make maximum use of the export potential of coffee” and to ensure that higher value accruing from processing, packaging, and branding reaches farmers. Positioning Wayanad coffee as a value-added product in global markets would unlock new opportunities across the supply chain, she noted.
The MLA emphasised that a more integrated approach—from bean to brand—was essential to transform farm-gate returns. Strengthening processing capacities, standardising quality, and investing in packaging and brand development were highlighted as crucial steps in elevating Wayanad coffee’s market profile.
Expanding opportunities for youth and women
Ms. Vijayan underscored the importance of bringing more young people and women into the coffee sector. Beyond cultivation, she urged stakeholders to create entrepreneurial pathways in processing, development of value-added products, packaging, branding, and marketing. Such participation, she said, would help build a more resilient and inclusive coffee economy in the district.
Event details and organisers
The seminar, organised on Tuesday (September 29) ahead of International Coffee Day, brought together a spectrum of institutions and grower bodies. It was jointly organised by the Government of Kerala, the Coffee Board, the KERA project, the Wayanad Coffee Growers Association, the South Indian Coffee Growers Association, and the Kerala FPO-FPC Consortium.
Held at the Wayanad Social Service Society hall in Mananthavady, the programme focused on aligning stakeholders around a shared agenda of quality enhancement, brand building, and export readiness for Wayanad coffee.
Context: International Coffee Day
International Coffee Day is observed on October 1, providing a global platform to highlight the importance of coffee to producers, economies, and consumers worldwide. The Mananthavady seminar was timed to leverage this international spotlight and to stimulate local action aimed at translating Wayanad’s production strengths into sustainable value in global markets.
Outlook
Reiterating the need for coordinated action, Ms. Vijayan called on agencies, producer organisations, and the private sector to work together to develop processing infrastructure, promote distinctive value-added products, and build stronger brands. Such steps, she said, would help Wayanad’s growers capture a larger share of the value chain and improve livelihoods across the district’s coffee belt.
