Since its notable development in the 1990s, Australia’s subtropical coffee industry has yet to establish a sustainable strategic development plan for the future.
As a result, development has been largely confined to individual company and farmer initiatives within the fields of cultivation, harvesting, and processing. The lack of coordination and inconsistent quality have limited the industry’s growth.
The subtropical region inland (away from the coast) of northern New South Wales and northeastern Queensland holds potential for producing distinctive, high-quality coffee with a “cool climate,” suitable for both the espresso and coffee plunger markets. The region uses natural, environmentally friendly production practices. With consistent quality products, high prices are typically achievable.
The industry formed the Australian Subtropical Coffee Association (ASTCA) in 2008, expanding membership to include growers, agricultural service providers, harvesters, processors, roasters, buyers, local tourism industries, research, and education organizations. The goal was to improve and develop the subtropical coffee industry by focusing on distinctive products with high quality, adhering to global food safety and quality standards. ASTCA now focuses on research-based information across all aspects of the industry, from cultivation and harvesting to processing, quality evaluation, and business operations. New industry leaders are now being provided with a solid market and customer base, focusing on the future growth of the industry.
To form and develop the industry, ASTCA recognized the need to develop a strategic plan, drawing from the expertise and experience of leading production, processing, roasting, and business organizations, as well as research organizations and the tourism sector.
Strategic Plan (2010-2014)
Objective 1: An Efficient Organization
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Establish an effective industry organization to implement the strategic plan.
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Set up an efficient Secretariat to manage the execution of the strategic plan.
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Develop and maintain communication strategies and industry linkages.
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Foster collaboration across all sectors of the coffee industry.
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Establish relationships with relevant organizations for production, distribution, promotion, and regulatory bodies.
Objective 2: A Profitable Industry
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Create a unified industry focused on profitability and competitiveness to improve productivity and efficiency across the supply chain.
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Assess past, present, and future production and demand levels.
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Establish benchmarks for landholding practices.
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Encourage plantation expansion in suitable coffee-growing regions.
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Promote collaboration for infrastructure use in harvesting and processing.
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Create and maintain a foundation for best industry practices with comprehensive, accessible information.
Objective 3: Research and Improvement
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Promote innovation and research to support the development and profitability of the industry and its products.
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Identify priority research areas.
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Secure funding for research and development.
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Encourage active industry participation in research and development.
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Establish a coffee research center affiliated with academic institutions.
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Increase awareness of the industry’s significance at regional, national, and policy-making levels.
Objective 4: Environment and Ethics
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Leverage the region’s natural attributes to produce pest-free coffee, focusing on sustainable practices that align with environmental and ethical standards.
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Protect the pest-free status of Australia’s subtropical coffee industry.
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Employ natural production systems to enhance plant and soil health.
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Implement water-efficient practices and minimize the environmental impact of coffee production.
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Optimize the use of by-products from the processing stage.
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Develop carbon certification for the industry.
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Promote biodiversity and establish ethical guidelines for the industry.
Objective 5: Quality and Consistency
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Produce high-quality coffee with distinct flavors, ensuring consistency and quality across the industry.
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Adhere to international coffee standards for green coffee.
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Establish, enhance, and maintain production processes to ensure consistent quality and uniformity in Australia’s subtropical coffee.
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Develop and apply best management practices for all supply chain aspects.
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Educate the supply chain, including consumers, on quality and consistency in subtropical coffee.
Objective 6: Subtropical Coffee
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Establish and promote the unique characteristics of Australia’s subtropical coffee, both nationally and internationally.
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Implement programs to introduce consumers to the regional distinctiveness of the coffee, emphasizing its unique quality.
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Encourage direct relationships between farmers and consumers.
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Foster collaboration with related industries.
Objective 7: Marketing and Promotion
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Respond quickly and effectively to consumer needs and expectations, identifying market opportunities.
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Develop marketing strategies to promote the subtropical coffee brand.
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Maintain consistency in marketing activities for Australia’s subtropical coffee.
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Identify opportunities within the region and the country for promoting subtropical coffee.
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Leverage dynamic and creative marketing initiatives.
Notes:
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French press, also known as coffee plunger, was patented by Italian designer Attilio Calimani in 1929.
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Vietnam Coffee and Cocoa Association (VICOFA) has about 80 members, most of whom are companies involved in coffee production, export, and import.