The Coffee Board of India and the Organizing Committee of the ASIC 2004 organized an exclusive workshop on status of 'Explanation of Coffee Consumption in producing Countries' as a parallel session to ASIC on 12th Oct, 2004 at Grand Ashok Hotel, Bangalore.

The workshop received good response and 70 members comprising of coffee exporters, roasters, curers, producers, scientists including some international delegates of ASIC 2004, have participated in the deliberations.

Dr. Nestor Osorio, Executive Directory, ICO, London Chaired the session. In his introductory remarks, the chairman of the session highlighted the need and importance for improving coffee consumption to tackle the current coffee crisis due to low prices. It was therefore felt important to encourage research, which assists in increasing demand and value rather than bulk quantity. This includes the efforts for quality improvement, analyzing positive effects of coffee consumption on human health and technologies to reduce production costs. Further, the chairman briefed the steps taken by the International Coffee Organization towards sustainable global coffee economy.

Dr. Carlos Brando of P&A Marketing International, Brazil, delivered the lead talk and presented in detail the perspectives of the project on 'Expansion of coffee consumption in producing countries'. The achievements as on date in the project, challenges ahead towards achieving the objective and future course of action for coffee producing countries was detailed. Taking Brazil as a successful example, Dr. Carlos felt that there was a higher rate of return to investment of promotion of coffee consumption in producing countries because the investment made on media, advertisement and purity analysis for the past fourteen years gave positive results in improving domestic coffee consumption in Brazil. The components of the manual developed with the objective of improving coffee consumption in the producing countries were also explained. The manual consisted of various components like diagnosis, institutional framework, promotional tools, strategies, fund raising, public-private participation and evaluation. The manual will be released formally by the ICO during January 2005 and later will be supplied to the producing countries.

Ms. Lakshmi Venkatachalam, Chairperson, Coffee Board of India presented the India's perspective towards improving coffee consumption by highlighting the initiatives taken by the Board like periodical coffee consumption surveys, fine cup award competitions, manpower development of coffee quality, region specific coffees and other promotional activities. It was brought to the notice of the house that the Coffee Board of India has already taken up some of the strategies that are highlighted in the manual albeit some gaps, which need to be filled in due course.

The house deliberated on various issues covered in the manual and the scope and possibilities of implementation of the same in the producing countries.