GENEVA, Switzerland – The International Trade Centre’s UK Trade Partnerships Programme (UKTP), in collaboration with the Australia-Papua New Guinea Economic Partnership Programme (APEP), supported a delegation of 16 Pacific coffee producers to exhibit at MICE – one of the region’s most influential specialty-coffee trade events. The delegation brought together 12 producers from Papua New Guinea, two from Fiji, one from Vanuatu and one from Samoa, collectively showcasing the depth and diversity of Pacific-grown coffee.
Participation went far beyond their booth. To maximize the producers’ readiness and commercial impact, the programme delivered two pre-expo training webinars, followed by an on-site roastery visit and an export-focused panel discussion in Melbourne. Throughout the expo, a series of cupping sessions let buyers and industry professionals taste the full range of Pacific coffees on display – from washed A-grade lots and honey-processed micro-lots to Papua New Guinea-grown Geisha.
The preparation showed. Buyers pressed producers on pricing, certification, traceability and supply capacity. Producers were ready with answers.
‘This is the first time Papua New Guinea as a country was featured,’ said Emma Wakpi, Manager of Jiwaka Coffee Limited, whose honey-processed lots drew sustained interest from Australian roasters already sourcing from the country.
For some, the expo opened the door to a fundamental shift in how they trade. ‘They have been getting our coffee through middlemen. Now they want it shipped directly to them,’ said Esther Vialeahy, Manager of Colbran Coffeelands Limited, whose Geisha coffee was praised by visitors for its distinctive flavour profile and bright acidity.
The three days in Melbourne delivered results that speak for themselves. The 16 producers initiated business contacts with buyers from more than 20 countries, spanning Australia, New Zealand, China, Japan, Indonesia and markets across Europe and Latin America. They generated 71 serious leads involving requests for samples and quotations.
In total, the producers secured $2.3 million in projected sales, including more than $311,000 in confirmed contracts signed during the expo itself. Momentum has continued since: two further full containers of Pacific coffee have been sold in the weeks following the event, valued at approximately $238,000, and more are expected.
For Tanna Coffee of Vanuatu, demand outstripped what the company could supply. ‘There were many inquiries from people who want to import green bean, but unfortunately we have insufficient quantities available,’ said CEO Terry Adlington. That challenge, he noted, points to significant room for growth in production and online roasted-coffee sales.
Beyond the numbers, producers left Melbourne with market intelligence that will shape their businesses: direct feedback from roasters on cup quality, a clearer understanding of Australian and International buyer expectations, and relationships with importers, roasters and industry bodies across the region. Nearly all of the participating producers said they hope to return for the next edition.
‘It is about time Papua New Guinea is given such recognition and publicity,’ said Janet Gioven Maru, Manager of Togoba Kofi Limited. ‘It was an eye-opener, connecting with a lot of roasters and getting a clear indication of what actually happens when our coffee reaches the shores of Australia.’
The showcase reflects the shared ambition of UKTP and APEP: connecting Pacific producers to high-value markets, building the export capability of small and medium-sized enterprises, and turning the region’s remarkable coffees into sustainable trade, jobs and incomes at origin.
About the project
The UK Trade Partnerships Programme, funded by the UK Foreign, Commonwealth & Development Office and implemented by the International Trade Centre, supports developing countries to increase exports and trade.
The Australia–Papua New Guinea Economic Partnership Programme supports inclusive economic growth in Papua New Guinea.
