Beruflich Dokumente
Kultur Dokumente
1. Project Profile
Study 1: Coffee in Nueva Vizcaya: An Industry Study
Study 2: Bags of Coffee: Product Acceptability of Nueva Vizcaya Processed
Coffee
Study 3: Bags of Coffee: A Market Viability Study
Proponents
2.1. Project Leader
2.1.1 Name and Signature: Rachel Hope R. Tiongson
2.1.2 Designation: Associate Professor IV
2.1.3 Institution: Nueva Vizcaya State University
2.1.4 Address: Poblacion Solano Nueva Vizcaya
2.1.5 Contact Number (s):
2.1.6 Fax Number: (078) 321-2112
2.2.1 Email Address: rachel_tiongson@yahoo.com.ph
1. Rationale
Coffee is a commodity that lives up with human civilization as written in history. More
than 50 countries in the world produce coffee; most are in developing regions such as Latin
America, Africa, and Asia. Coffee production has become an important source of income for
20-25 million families worldwide; starting from the initial production of coffee beans that
involves farming, collecting, and processing. Incidentally, coffee bean production is labor
intensive, which is not surprising that production takes place in developing countries that have
abundant labor supply, such as the Philippines and India. The roasting and branding of coffee
is more capital intensive. This latter activity is dominated by northern industrialized countries
and among these are the top five coffee consumer- countries which are United States of
America, Brazil, Germany, Japan, and France.
There are four varieties of coffee grown in the Philippines and these are Robusta, Arabica,
Liberica (Barako) and Excelsa (PSA, 2017). Vast land areas are cultivated for coffee
production in the country bearing coffee berries to be dried then further processed for
commercial distribution. Of these said varieties, Robusta consistently contributed the biggest
volume in the total production, (Appendix 1). SOCKSARGEN shared the biggest production
followed by Davao Region, Northern Mindanao, CAR, CALABARZON, Central Luzon,
Cagayan Valley. (Appendix A).
Nueva Vizcaya is the top producer of coffee in Cagayan Valley (Table 1). Farmers in the
province produce the same varieties of coffee. Robusta consistently shared the biggest volume
of produce between 2012-2016, despite its slight declining trend, followed by Excelsa, Arabica
and Liberia. Liberia had the lowest share compared with the rest of the said varieties.
Ambaguio and Sta. Fe Nueva Vizcaya are the two dominant municipalities’ home to coffee
farmers.
This information on the position of the Nueva Vizcaya Coffee in Cagayan Valley and
countrywide are significant that requires the conduct an industry status, evaluation, and product
development studies.
The sustainability initiatives for the coffee industry in Nueva Vizcaya as well as in the
Region will be based on the results of the three studies to be conducted. The industry
analysis will present the profile of the key players in the industry in terms of their socio
economic status, physical and climatic characteristics of the farm, area and number of
bearing trees grown, volume of production, sales, production processes from the farm to
coffee bean processing, costs profits and technical efficiencies. Product ideas out of the
coffee can be captured through the Product Acceptability study for processed coffee and
third, is the conduct of market viability for the different coffee products for commercial
use.
3. To conduct the market viability of bagged coffee granules which can be measured in
terms of the following:
a. Brand and labels,
b. Pricing
c. Packaging and
d. Market Testing (possible demand)
4. Methodology
This project is a Descriptive -evaluative type of research. Survey questionnaires are the
tools to collect primary information; Key informant interviews and workshops may likewise
validate the results of the study. Product development studies such as study 2 and study 3
requires actual product development and introduction to the market for physical product
acceptability. The third study shall evaluate the market viability in terms of its brand,
packaging, pricing strategy and promotions. Responses in the questionnaires will use both close
ended and four point- Likert type. Some components of the questionnaire will adopt previous
validated industry studies and product development methods. Technical experts for product
processing will be tapped, for further analysis, the causal relationships between the variables
will determine the effects of production practices to production volume and profitability.
Technical efficiencies will further evaluate the production activities and other inputs. Policy
implications will be crafted from the results of each study.
References:
Dowding Timothy J. and Murphy Melissa (2011). The Coffee Bean: A Value Chain and
Sustainability Initiatives Analysis Melissa Murphy. University of Connecticut,
Stamford CT USA.
Philippine Statistics Authority ([PSA],2017). Major crops commodities data.
Appendix 1. Volume of Production, by Region and by Province by Crop, Region/Province and
Year
WORK Plan
Starting Date: August 2018 Completion Date: ______________________ Duration: one year per
study
Activit Responsible
Major/Sub-Activity Anticipated Results Duration Remarks
y No. Person(s)
Activit Responsible
Major/Sub-Activity Anticipated Results Duration Remarks
y No. Person(s)
5 Floating and retrieval of Retrieved questionnaires ready for Team members May June
questionnaires. tallying Students July
6 Tallying, collation and Collated and consolidated data ready Team members August
consolidation of data for statistical analysis
7 Analysis/interpretation of Quarterly Progress report; Weekly Team members September
data report
Discussion of results
8 Write up Results of the study Team members September
9 Report, submission, and Data discussed; Prepared write up; Team members November-
publication Report submitted; December
In 2014, production of coffee at 75.45 thousand mt was 4.0 percent lower than last year’s
78.63 thousand mt. The biggest drop in production was noted in
SOCCSKSARGEN by 891.00 mt due to cutting of old and less productive trees. Heavy rains
and strong wind in Sultan Kudarat affected fruit development. In Davao Region, lower
production was due to shifting to production of different varieties of banana in Compostela
Valley and Davao City.
Area planted to coffee increased to 117.45 thousand hectares in 2014 from 116.46
thousand hectares in 2013 or by 0.9 percent. Increases were recorded for Arabica and Robusta
coffee attributed to expansion programs implemented by various agencies such as the National
Greening Program of the Departmentof Environment and Natural Resources (NGPDENR) and
High Value Crops Development Program of the Department of Agriculture (HVCDP-DA).
However, number of bearing trees contracted to 79.65 million in 2014 from 80.28 million trees
in 2013 or by 0.8 percent due to cutting of trees in SOCCSKSARGEN and shifting to banana
production in Davao Region.
SOCCSKSARGEN, the top coffee producer in 2014 at 28.0 thousand mt accounted 8.2
percent of the country’s total output. Davao Region ranked second with 11.79 thousand mt
followed by ARMM with 10.35 thousand mt. Likewise, the three (3) regions recorded the
largest area planted at 61.67 thousand hectares contributing 52.5 percent to the total area
planted to coffee at 117.45 thousand hectares.
Of the coffee varieties, Robusta coffee recorded the biggest production at 52.17 thousand
mt or a share 69.1 percent. This was followed by Arabica, 18.03 thousand mt; Excelsa, 4.73
thousand mt, and Liberica, 0.53 thousand mt.
Arabica coffee. During the period 20102014, production of Arabica coffee declined at an
annual average rate of 1.8 percent; area planted, 0.4 percent; and number of bearing trees, 1.4
percent. In 2014, production at 18.03 thousand mt was lower by 3.0 percent than last year’s
18.59 thousand mt.
Excelsa coffee. Production of Excelsa coffee continuously decreased from 6.35 thousand
mt in 2010 to 4.73 thousand mt in 2014 or by an average annual rate of 7.0 percent.During the
same period, area planted declined by 3.1 percent and number of
bearing trees by 3.7 percent. In 2014, production at 4.73 thousand mt was 3.9 percent
below the 4.92 thousand mt level in 2013.
Robusta coffee. In 2014, production was recorded at 52.17 thousand mt, 4.4 percent
percent lower than the 54.56 thousand mt level in 2013. Likewise, number of bearing trees
dropped from 60.77 million in 2013 to 60.48 million in 2014 or by 0.5 percent. On the other
hand, area planted increased to 88.42 thousand hectares in 2014 from 87.37 thousand hectares
in 2013 or by 1.2 percent attributed to expansion areas in SOCCSKSARGEN.