The Tanzania Coffee Board (TCB) has embarked on a campaign to promote the consumption of coffee among locals to add its market value.
The board’s promotion officer Mr Frank Felix said here during the fourth Tanga International Trade Fair (TITF) that Tanzania exports 90 per cent of its coffee and should improve local consumption.
Production has been at an average of 50,000 metric tonnes per year.
“We need to face the challenge to increase local consumption to increase the value of the product and stimulate increased production. We must learn to drink our coffee,” said Mr Felix, who heads the TCB pavilion at the show.
Japan is the major consumer of Tanzania’s coffee with 47 per cent of the total exports followed by Italy (14 per cent), Germany (9per cent), USA (8 Per cent), Belgium (6per cent) and others (16 per cent).