In the dynamic landscape of fair trade and sustainable agriculture, Kanance Trading PLC stands out as a promising player. Rooted in the rich Bench Sheko region of Ethiopia, this social enterprise has quickly established itself as a leading specialty coffee exporter while actively committing to improving the livelihoods of over 1,000 smallholder farmers. To amplify its impact and consolidate its position in international markets, Kanance Trading PLC is partnering with the Trade for Development Centre (TDC) for a marketing and sales management coaching program—a partnership that promises to transform its potential into sustainable success.
Presentation of the organisation
Founded in 2020 by Mr. Terefe Tadesse Godi, Kanance Trading PLC was born from an intimate understanding of the challenges faced by rural communities. Beyond exporting high-quality coffee, the company integrates a diversified agroforestry model, including beekeeping and turmeric production, which not only diversifies farmers’ incomes but also promotes forest conservation and biodiversity. This holistic approach, combined with direct and transparent relationships with its suppliers, ensures exemplary traceability and consistent quality—major assets in demanding markets.
Despite these intrinsic strengths, Kanance faces typical MSME growth challenges: limited processing infrastructure and capacity, restricted access to capital, and a lack of international brand recognition. This is precisely where the TDC coaching comes in, offering a roadmap to overcome these obstacles and unlock new opportunities.
TDC Support: Boosting Marketing and Sales
The Trade for Development Centre (TDC) offers a marketing and sales management coaching program specifically designed for organizations like Kanance Trading PLC. This intensive three-year program (2025-2027), structured into five one-week modules, aims to equip participants with the skills and tools necessary to conquer and retain markets.
For Kanance, the objective is clear: “Develop a new client approach,” “How to approach (new) clients?” and “Prepare for participation in trade fairs.” These priorities reflect the pressing need to expand its international client base, particularly in Europe, and to refine its ability to present itself and negotiate effectively.
At the end of the coaching, Kanance Trading PLC will be able to:
- Analyse its competitive environment and market trends, particularly in Europe, for specialty coffee and organic products.
- Define a unique positioning and solid sales arguments, highlighting its sustainability, traceability, and social impact.
- Develop a comprehensive commercial strategy, including a marketing mix adapted to its products (coffee, honey, turmeric).
- Optimise its communication and promotion through digital tools and targeted participation in trade fairs.
- Master prospecting and negotiation techniques to establish sustainable partnerships with premium buyers.
The TDC program stands out for its highly practical and participatory approach. It provides not only simple theoretical tools but also personalised follow-up to ensure their concrete implementation. Kanance Trading PLC will remain the driver of its decisions, ensuring that the developed strategy is perfectly aligned with its vision and values.
