Rwanda and the Thousand Hills Coffee Co.

Breaking New Grounds
Authors: Jones, Geoffrey G.; McDonald, Michelle Craig
Source: Harvard Business School Publishing
Year: 2006
Company Name: Thousand Hills Coffee Co.
Number of pages: 26

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Abstract:

Examines the strategies of a Boston-based start-up to market Rwandan coffee. Describes the history of the coffee industry, the era of cartelization and the International Coffee Agreement, and the subsequent collapse in producer prices after 1989. Also describes the various options open to coffee producers, including recartelization, diversification, fair trade, and selling to boutique markets, the strategy of the Thousand Hills Coffee Co.