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Rwanda Targets New Buyers At Tokyo Specialty Coffee Exhibition

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Rwanda Targets New Buyers At Tokyo Specialty Coffee Exhibition

Japan is expected to host more than 30,000 people from various corners of the world who are attending the 15th edition of Specialty Coffee Association of Japan (SCAJ) World Specialty Coffee Conference and Exhibition.

SCAJ, running from September 26 to 28, is known to be the biggest specialty coffee platform in Asia.

The Rwandan delegation at the SCAJ conference is comprised of nine coffee exporting companies led by Amb. George William Kayonga, the Chief Executive Officer at National Agricultural Export Development Board (NAEB).

The nine delegates from Rwanda will use the conference as a platform to promote Rwandan coffee and close deals with the Japanese and other international buyers.

The theme of this year’s conference and exhibition summit is ‘The Sustainable Future of Coffee’.

The conference anticipates to bring together a total of 126 specialty coffee companies, organizations and other groups from many countries including coffee producing countries.

The SCAJ conference will generate business discussions and negotiations which will help stakeholders to further advance the coffee industry.

“SCAJ has been a channel where Rwanda coffee stakeholders strike business deals and adopt new strategies for development of the coffee sector. We are here to strengthen existing and develop new market links based on the specialty association platform,” says Amb. George William Kayonga.

The Rwanda coffee exporters are at the SCAJ to gain a better understanding on the specialty coffee markets.

They are keen to know emerging requirements from potential buyers, get deep insights on quality, quantity dimensions, supply and demand schedules and pricing issues.

The Rwandan delegation will also create awareness about the ‘Rwanda Coffee – A Second Sunrise’ brand to the Japanese and the entire global specialty coffee players.

Emmanuel Rusatira, a Rwandan delegate at the SCAJ for the first time, was very optimistic that his company (Baho Coffee Company Ltd) is set to get new buyers from specialty coffee markets.

“We are learning new business orientation from big exporting companies of different origins; their expertise in this business can lead us to an even better level,” said Rusatira.

The SCAJ platform will also be an opportunity for the Rwandan delegates to influence a number of Japanese participants and exhibitors to attend the upcoming AFCA conference and exhibition scheduled for February 2019 in Kigali, Rwanda.

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