Challenges and Opportunities in Unfair environment to Fair Trade.Ngwe TUNFounder/OwnerGenius Shan Highlands Coffee

Unfair Environment for Farmers in Agriculture• Middle men/Brokers take all or everything.• Brokers give cash to farmer in advanced, before harvesting.• Brokers set the price which is not sustainable for farmers.• Farmers do not take care about quality of the product. S/he

assumed that all crops will go to Brokers.• Brokers will sell to end-user with highest price.• Farmers use cheap fertilizer and pesticide in their farm.• Finally, Farmers can’t pay back debt and offer to sell their lands.

Opportunities• Improving Policy/Regulation/Laws• Foreign Investment or NGO Aids• Improving Basic Infrastructure• Easy to Adapt• Internet/Facebook• Leap-frogging

Social Enterprise• A social enterprise is an organization that applies commercial

strategies to maximize improvements in human and environmental well-being,

• Why we need it?• How to make it?• What we need to do?

Genius Shan Highlands Coffee• A social enterprise and responsible business which is

running for development of Hill Tribe Development.• Passionate to promote Value Added Products

from raw Agriculture product• Family invested under Aung Nay Lin Htun Co., Ltd• 🌱 seed2CUP ☕ Coffee Supplier.• Started in Late 2012.• Employed 20 staffs• organized over 100 farmers for quality product

Genius Shan Highlands Coffee• Coffee Nursery, Coffee Processing & Dry Mill based in Ywar

Ngan, Southern Shan State.• Roaster, Packaging, Distribution and Café based in Yangon• Members of

- World Coffee Research - Cup of Excellence - Myanmar Coffee Association and - Specialty Coffee Association of America

Shan Highlands• Ywar Ngan Township, on the way to Mandalay from Taunggyi• 75 miles far from Mandalay, 80 miles far from Taunggyi• Ethnics Danu living there and speak dialect of Burmese• 90% of population are farmers or agriculture producer • 4000 ft ++, year round cool temperature• Yearly rainfall 150 inches ++• Very good climate for Coffee and fresh produce.

Story of Genius Coffee• In 2011 December, I visited to Ywar Ngan with my friends who had a

house in Ywar Ngan.• I liked very much about cold weather and forest.• I collected information about fresh produce and products in Ywar Ngan.• I didn’t notice Ywar Ngan is top producer of Coffee in earlier• I interested the sustainable crops such as Avocado, Jackfruit, Coffee• I tried to order local coffee in Tea Shop. None. They don’t have pure

coffee. They served with 3-in-1 Coffee Mix.• Finally, I realized that gap in this Region and looking for the Land to

grow coffee

Who care what’s Inside Where it comes from.

Coffee Production• What is Coffee Production? (Seed to Cup)• Coffee Plantation• Coffee Processing• Coffee Storage/Transportation• Coffee Roasting• Packaging/Distribution• Café/Catering/• A Cup of Coffee is not the Easy job. Take care a lot in every

steps.

Brewed Coffee / Machine Coffee

Our Products

Roasting in Action.

We are using washed method…

Coffee Cherry

Shade Coffee Plantations

Recently Planted 7-8 Years Old (2-3 years)

Evaluate, Educate and Empower (3E)• Income depends on Quality in Agriculture Industry.• Quality of Products and Value added methods will generate

more incomes• We Evaluate traditional process in coffee and current situation• We Educate farmers to use good agriculture practice and farms

controls• We Empower farmers to use machinery and testing machines

Bad Story Begins.• Pick unripen Coffee Cherries

Bad Story Begins.• Dry on the ground

Educate Farmers to pick ripen Cherry

Empower Farmers to use Moisture Meter

Beyond Quality Coffee Beans• Who are our customer?

• Coffee Fans in local, Expats Community in Yangon and Travelers• How to distribute?

• Branding as Product of Myanmar and Packed with International Style• Presenting in community events (Free Catering/Serving our coffee)• Shelf in the mini-markets and Souvenir Shops in Travel Spot• Café is the main area to drink our coffee.• We supply coffee brew machines and accessories

• Contribute to Community• We contribute 10% income to Danu Hill Tribe Development• Give away Seeds, Technologies and Training.

Our Dream• Export healthy quality product of Myanmar.• Drinking more Coffee, Growing more Trees/Forest.• We want to strike Farmer poverty with quality product.

Our Dream• Organic Certification, Fair Trade Certification.• Responsible Business.• Sustainable Business.• Environmental Friendly Business.

Challenges• Legal Framework/Regulations for SME• Investor/Financing• Basic Infrastructure• Skilled Labour/Technologies• Distribution Channel• Research and Development

Fair Trade Products• Fair trade is an organized social movement whose stated goal

is to help producers in developing countries achieve better trading conditions and to promote sustainability. 

• The movement seeks to promote greater equity in international trading partnerships through dialogue, transparency, and respect.

• It promotes sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers in developing countries.

On the way to Fair Trade/Sustainable Business • Share Fair Trade information among farmers groups• Translate the sustainable farms standards in Local Language.• Organize farmers in small villages• Train the good agriculture practice and farms control• Develop the Internal Control System for Coffee Farms• Prepare all the requirements of Certification• Finally, We will be ready for the Fair Trade Labelling.

Last, not Least. • Social Enterprise• Evaluate, Educate and Empower (3E)• Fair Trade/Sustainable Business• Environmental/Ethical• Valued added Products

• Resistance with traditional methods and Market demands are big Challenges

• Genius Coffee is trying to make big story for Agriculture Industry with quality of product, fair trade and value added product processing model.

Thanks for your Attention. Question & Comments are welcome