Background information
Kihungu Kasebere Cooperative Society ltd started in 2006 by coffee farmers in the sub county of Kitabu, Kasese District, western Uganda. It has a membership of 235 (125 males 110 female). The society has a mandate of mobilizing and supporting its members to increase their coffee production, productivity, value addition and pool marketing.
Kihugu Kaserebe cooperative is a member of Bukonzo join union which supports it through agriculture financing and linkage to markets. Of recent it acquired from Oiko credit buying and selling of coffee from the farmers.
The cooperative initiated the process of organic and forest alliance/ UTZ certification but due to financial constraints has not yet acquired these: thus, missing out on the anticipated benefits of selling to the wider export market.
The drive for change: why TDC support matters
In their application for coaching, the leadership at Kihungu identified a clear need for professionalisation. While the cooperative has the passion and the product, they face significant hurdles common to many producer organisations:
- Market access: Moving beyond local middlemen to reach international speciality buyers.
- Commercial resilience: Better managing price fluctuations and diversifying their buyer base.
- Operational excellence: Moving from informal processes to a structured business model that can attract investment.
As the cooperative noted in their motivation, the goal is to “take charge of their own development” and ensure that the growth they achieve is both sustainable and inclusive for all members.
Mastering the market: the marketing coaching Track
Central to this partnership is the TDC’s Marketing coaching, a participative, on-site programme designed to sharpen the cooperative’s commercial edge. Unlike generic training, this coaching is personalised to Kihungu’s specific reality. The marketing track focuses on several key pillars:
- Strategic positioning: Helping the cooperative define what makes Kihungu coffee unique—its “origin story”—to stand out in a crowded global marketplace.
- Commercial management: Equipping the team with tools for better sales management, contract negotiation, and customer relationship maintenance.
- Communication & visibility: Developing professional materials, such as product catalogues and brochures, to effectively showcase their coffee to potential exporters and roasters.
- Market intelligence: Training staff to analyse market trends and identify the most profitable and ethical sales channels.
