One of the biggest flaws in the global coffee trade is where the value lands. Those who grow the coffee see the smallest share of its value - the money is made further down the chain. That value is created in roasting, branding and retail, nearly all of which happens far from origin.
There have been efforts to address this imbalance – direct trade, for example – but most are designed in consuming countries. They might boost income for producers, but they don’t shift where the power lies.
However, Africa is trying something different.
More than 60 million people across Africa rely on coffee for their livelihoods, and it’s a key part of many economies. But right now, 90% of Africa’s coffee exports leave the continent as raw green beans. That means most of the profit leaves too.
The 3rd G25 African Coffee Summit wants to change that. It brings together 25 coffee-producing countries with a shared goal: to capture more value within the continent. At its third summit in February, leaders set an ambitious target – by 2035, at least 50% of African coffee should be roasted and traded locally.
That means investing in local roasting facilities. It also means encouraging people to drink coffee within Africa, not just grow it. The Inter-African Coffee Organisation has called out the irony: Africa is one of the world’s biggest exporters, but among the smallest consumers. That’s something governments are now being urged to change – by supporting local businesses and shifting habits.
Roasting at origin opens up higher-paying jobs, stronger domestic industries, and more control over branding and quality. But it also challenges the colonial model that still shapes global trade. As African roasters and brands grow, we might see less procurement and more partnership – and entirely new coffee styles and cultures emerging from the continent.
