MarTech Unravelled
Owning the Value Chain
For decades, many African coffee producers have occupied an uncomfortable position in the global value chain: essential to the product, yet largely invisible to the end buyer. The coffee may originate from their farms. The quality may depend on their knowledge, labour and environment. Yet much of the branding, customer relationship and value capture happens further downstream. But what happens when producers begin telling their own stories, building direct relationships with buyers and becoming visible in the markets they serve? That is the question at the heart of my latest MarTech Unravelled conversation with Dr. Nicole Motteux, Programme Implementation Specialist and Sustainable Coffee Advocate . And although our conversation focuses heavily on coffee, its implications extend far beyond agriculture. It is ultimately a conversation about agency, trust and market access — and the increasingly important role digital tools play in all three.
