Winrock Int'l Coffee Quality Institute for Myanmar coffee

Myanmar (Burma) USAID Value Chains for Rural Development

Analysis of Myanmar’s coffee production, development and execution of an international market strategy to increase the value of quality-differentiated coffee exports.

  • Strategy 70%
  • Brand Marketing 30%

Myanmar Coffee Value Chain

Andrew Hetzel was contracted as a coffee value chain specialist for the USAID Value Chains for Rural Development project in Myanmar (Burma) through implementation partner Winrock International and the Coffee Quality Institute. During this five year project, Andrew was responsible for market strategy, coffee value differentiation and execution of an export marketing plan to high-value consuming nations that led to coffee industry market linkages.

Project responsibilities:

  • Myanmar specialty coffee export strategy
  • International tradeshow planning guide and training
  • Participation at the 2015 Thaifex event in Bangkok, Thailand
  • Organization and judge of 1st Myanmar Coffee Competition event (Yangon, 2015)
  • Japan market promotion, participation at Specialty Coffee Association of Japan event (Tokyo, 2015)
  • Korea market promotion, participation at Seoul Cafe Show event (Seoul, 2015)
  • Planning and execution of Myanmar’s first coffee origin tour for international buyers (2016)
  • Launch marketing event for the arrival of the first project coffees in North America (Washington D.C., 2016)
  • Myanmar Coffee Association coffee export marketing workshops (Yangon, 2016)
  • Organization and head judge, 2nd Myanmar Coffee Competition event (Pyin Oo Lwin, 2016)
  • Planning and execution of Myanmar’s second and third coffee origin tours for international buyers (2017)
  • Organization, participation at the Specialty Coffee Association of America event (Atlanta, 2016)
  • Organization, participation at the Specialty Coffee Association Global Expo (Seattle, 2017)