NCBA CLUSA is currently seeking 2 (1- remote US volunteer and 1- volunteer based in Ecuador) qualified Farmer-to-Farmer volunteer candidates for the position of Marketing and Branding Specialist to support Asociación Agroartesanal de Productores Ecológicos de Café Especial del Cantón Loja (APECAEL), based in Loja, Ecuador .
APECAEL was founded in 2004 by organic coffee growers when many farmers were abandoning coffee production due to its unprofitability.
Now, farmers sell their coffee in national and international markets collectively. APECAEL is a small association with 45 members, and of these members, two women and one youth sit on their Board of Directors.
APECAEL has unique characteristics that differentiate them from most of the market : they sell coffee through associative commercialization, use organic and good agriculture practices, and sell coffee with different roast levels.
APECAEL also has the fortune of having its members located at different altitudes allowing the coffee to be grown year-round.
Despite these characteristics, APECAEL has not firmly established itself in the market. They have no marketing strategy or brand analysis, but they want to learn how to create these.
APECAEL also wants to promote their products on social media; they have the accounts but are unsure what they need to do to utilize them fully.
Duration : 2 Weeks (October December 2021)
ESSENTIAL AREAS OF RESPONSIBILITY :