In September 2024, the International Fund for Agricultural Development (IFAD) - a specialized United Nations agency, the Ministry of Agriculture, Forestry and Fisheries of Japan (MAFF), UCC Ueshima Coffee Co., Ltd., and Marubeni Corporation launched a collaborative project that supports coffee producers in Tanzania. It is the first project launched under the “Enhanced Linkages between Private sector and Small-scale producers (ELPS) Initiative”, established by the MAFF under Japan's G7 Presidency in 2023.

In this event, we will discuss the future and sustainability of the coffee industry, which has become vulnerable in recent years due to complex issues like climate change, through explaining details of the the ""Sustainable Coffee Production Project in Tanzania"", holding an interactive panel discussion, as well as a coffee tasting social that involves the audience.

Let's think together about what governments, private companies, producers, and consumers can do together to create a world where we can continue to enjoy delicious coffee!

【Reflection】
The event featured the “Sustainable Coffee Production Project in Tanzania”, a collaborative initiative between IFAD, the Ministry of Agriculture, Forestry and Fisheries of Japan (MAFF), and two of Japan's leading companies, coffee manufacturer UCC Ueshima Coffee Co., Ltd. (UCC) and trading company Marubeni Corporation, which was launched in September 2024. This intervention is executed under the “Enhanced Linkages between Private sector and Small-scale producers (ELPS) Initiative”, led by the Government of Japan under its G7 Presidency in 2023. The initiative in Tanzania aims to support small-scale coffee producers and establish sustainable supply and value chains of coffee.

The event consisted of five main contents: [1] Pre-recorded opening speech by Ron Hartman (Director, GPR, IFAD), [2] Pre-recorded presentation on the ELPS Initiative and its implementation in Tanzania by Shingo Futami (Global Technical Specialist, Markets & Value Chains, PMI, IFAD), [3] IFAD-produced video on the ELPS intervention in Tanzania, [4] Panel discussion, and [5] Coffee tasting social led by UCC.

Representatives from the abovementioned partner entities, as well as a leader from the IFAD Youth Club Japan (a student-led volunteer group), were invited as panellists. They reported steady progress of the coffee initiative in Tanzania, and the programs of the event developed a dialogue on what the public sector, private companies, producers, and consumers can do together to create a world where coffee can be enjoyed in a sustainable manner.

Overall, it was a successful event, where the event venue was filled with visitors constantly - it is safe to estimate that the event welcomed over 250 visitors. Additionally, the event was attended by seven journalists from different media outlets.

It was a great opportunity for IFAD and its partners (MAFF, UCC, and Marubeni) to strengthen partnerships, raise awareness of the coffee industry that is facing vulnerability, promote the ELPS Initiative, and acquire support and understanding from the general public.

One of the highlights of the event was the coffee tasting social, generously organized by UCC, where 300 cups of Tanzania Kilimanjaro coffee were served to visitors. This interactive element played a significant role in attracting attendees and creating a welcoming atmosphere that encouraged engagement.

The program of the event was dynamic and thoughtfully structured, combining pre-produced video segments, a panel discussion featuring IFAD's public and private partners, set against a dynamic backdrop of lively videos and photos, and the coffee tasting social. The seamless transitions between these components helped sustain the audience’s attention and kept the energy of the event high throughout.


【Post EXPO Initiatives】
After successfully increasing visibility of the ELPS Initiative through the EXPO, IFAD and MAFF co-hosted another event, which featured the initiative in Africa, at the 9th Tokyo International Conference on African Development (TICAD9) on 22nd August 2025 (Fri).

At the TICAD event, not only did we report a steady progress of the “Sustainable Coffee Production Project in Tanzania”, but we also officially announced the launch of the new ELPS intervention that focuses on enhancing the value chain of macadamia nuts in Rwanda.

IFAD is committed to further advancing the ELPS Initiative by collaborating with MAFF, private companies, governments of the Global South, and small-scale producers on the ground, and seeking support and understanding from the masses through international opportunities like EXPO and TICAD.