Need to create brand image for state's coffee: minister

Need to create brand image for state's coffee: minister

Karnataka contributes 70% of India's coffee output which is exported and procured by international coffee outlets, we need to build a brand image for our coffee, Agriculture Minister Krishna Byre Gowda said.

The minister spoke after inaugurating the India International Coffee Festival 2018.

"Shade cultivation is one of the most sustainable methods of coffee cultivation and we need to promote it as a brand image. We export coffee to over 20 countries but within India, we don't have an image," said Gowda.

Coffee Board Secretary and CEO Srivatsa Krishna said the coffee exported from India is sold at about Rs 320 a cup but the farmers who grow it get about Rs 3.

"We want to triple the farmers' earnings. We are already working on building a brand for Indian coffee to make it a premium product in the international market," Krishna said.

Launching the Coffee Board's app to connect growers with experts at the board, Krishna said they will soon start geotagging specific coffee varieties.

"We have already applied for GI tag for four categories of coffee. We will also use the latest technology like blockchain in production and marketing," he said.

Social Welfare Minister H Anjaneya said tribal coffee, which is grown by the Soliga community on BR Hills in Chamarajanagar, should be promoted across the country.

The four-day event also has various workshops where growers can get first-hand knowledge from experts in various fields in the sector.

From roasting coffee beans to brewing different types of coffee, in these workshops experts will also discuss coffee cultivation against the backdrop of climate change, technology and sustainable agriculture.

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