Japan's Official Development Assistance White Paper 2007
Next PageColumn 6 A Cup of Coffee from Mexico to the World
— Coffee-related technical assistance for the Cooperative Producers Union Maya Vinic —
In Mexico, a major producer of coffee beans, native Mexicans traditionally handle the small-scale production of coffee beans. A state-run coffee company in Mexico used to buy coffee beans at prices guaranteed by the government and provide producers with technical guidance. However, the income of producers became unstable as coffee purchases at state guaranteed prices were abolished in 1989 as part of the privatization of government-run enterprises and policy aimed at restoring fiscal health. Producers thereupon gathered to independently develop products and form cooperative unions for selling their coffee. The Cooperative Producers Union Maya Vinic (MV) in Chenalho, in the Mexican state of Chiapas, is one of these cooperative unions.
MV, which was organized in 1999, created their own sales routes and has conducted the domestic sales of roasted beans and the foreign exports of raw beans according to the principles of fair-trade.*1 Emphasis is placed on the production of organically grown coffee beans because they are purchased at high prices when exported. However, MV faces various issues, including the lack of sufficient production facilities and sales experience. Although MV has received contributions of equipment from abroad along with financial cooperation, the country has not yet overcome these issues.
Agustin Vasquez, the director of MV, met Professor Junichi Yamamoto from Keio University by coincidence in 2001. Mr. Vasquez consulted Professor Yamamoto about how to export MV's coffee beans to Japan. This consultation moved Professor Yamamoto to become deeply involved with MV. In 2003, Professor Yamamoto launched the Keio University Professor Junichi Yamamoto Fair Trade Project (Keio FTP), commencing research and a local study on fair trade. Additionally, technical assistance has been conducted through a JICA Partnership Program (Support Type) *2 beginning in 2006.
Participants in the Keio FTP include coffee experts from private enterprises and students led by Professor Yamamoto; they work to improve quality control of coffee beans produced by MV, further their understanding of coffee, and increase their marketing capabilities. The ultimate objective of this project is to have MV operate the union themselves and have all members of the union become economically independent. MV and Keio FTP-related individuals created ample opportunities for discussion in order for union-related parties to personally acknowledge the issues and present situation. Furthermore, in 2007, MV union members were invited to Japan as part of their training so that they could see the place where their coffee beans were actually consumed. Through the training, the union members were able to learn about methods for processing complaints, the particular tastes of Japanese coffee lovers, and the importance of quality control. It was also an invaluable experience for them to observe the process of the coffee beans that they produced being delivered to the hands of consumers.
Looking back on the activities, Professor Yamamoto says, "I do not think that I would have become so deeply involved in fair trade or coffee if I did not have that coincidental meeting with Mr. Vasquez. Our objective here at the Keio FTP is not to provide continuing assistance. The union must ultimately become self-sufficient, operating under its own steam. I believe that our project is currently in a transitional stage. The focus now is on how they will pave the path to self-sufficiency. There are still issues to face, but I hope that things advance even if only a little."
Thanks to the committed cooperation of the Keio FTP, development of the necessary facilities is presently underway and the union has started to independently address the issues. Moreover, a plan is also in progress to export coffee beans produced by MV to the United States. Taking another step towards self-sufficiency and to provide delicious coffee to the world, Keio FTP and MV activities are still being advanced today.
A repaired roaster and newly appointed head roaster Javier (18) (Photo: Keio FTP)
An image of the Cooperative Producers Union Maya Vinic (Photo: Keio FTP)
Keio FTP meeting of officers, with Professor Yamamoto on the far left