Pacific Trade Invest (PTI) Europe is looking to implement strategies that support cacao farmers, cocoa producers and exporters to the European market. In an industry that has seen recent skyrocketing prices, which are predicted to be the new norm, PTI Europe aims to support Pacific cacao farmers and cocoa makers to receive better returns for their products, and also protect themselves against the volatility of the current market.
PTI Europe Trade Commissioner, Jodie Stewart, said that while the price hike may mean more sustainable livelihoods for farmers, it also has wide-reaching impacts on supply and demand factors.
“For three decades the price of cocoa has not much changed. While farmers with weathered hands and steadfast spirits have tended to their plants with care, they have often found themselves struggling to make ends meet. The prices offered for their produce barely covered their expenses, leaving little room for profit or security. Recently the price spiked in a matter of weeks. While this may mean more profitable and scalable opportunities for Pacific producers, it also poses risks.
“While none of us can escape global supply and demand factors, one way PTI seeks to secure sustainable buying relationships with distributors and retailers, is by connecting them and their consumers with the Pacific brand and story. Personal narratives create understanding and help consumers to connect emotionally with the people behind their food. Particularly in the European market.
“One other strategy that is at the heart of PTI’s existence is to identify and connect with high-value partners in our respective markets. Of course, this is not always easy, as our competition is often trying to do the same thing. To maintain long-term, high-value partnerships, Pacific Island businesses need to commit to the highest level of supply standards, which sometimes means going the extra mile when a customer is in need of support.
“Finally, to bolster international sales, often it is beneficial to also be popular within the local market. Local market penetration generates great brand stories, content, local champions, authenticity, and robust feedback loops, so farmers grow in their understanding of how to produce high-quality product, consistently. Not to mention the health benefits of local produce, which is considered premium in foreign markets, being consumed locally instead of imported, processed food.”
For more information on Pacific cocoa exports, reach out to the PTI Europe team here.
