Effects of marketing information on coffee farmers and trader’s performance in Kibinge sub county, Bukomasimbi district of Central Uganda

Marketing channel choice is among the most complex and challenging decisions facing farmers. This study therefore evaluate the impact of marketing information available to coffee farmers and traders in Bukomansimbi district of Uganda. The specific objective was to identify the methods through which coffee farmer’s access market information and to determine the challenges they face in an effort to access market information. A cross-sectional research design was employed to collect data from 48 smallholder coffee farmers using semi-structured questionnaire, participatory group discussions and key informants interviews. Using a purposive and stratified simple random sampling procedure, 48 respondents comprising of coffee farmers and traders were selected and interviewed. The study results revealed that Coffee farmers don't access information on some of the opportunities and programmes that could enable them to improve the production process and hence access better markets. When farmers market their coffee through cooperatives, they gain more because there will be no middlemen involved in the value chain. Through Co-operatives, it is also easy to ensure product quality besides accessing good markets that pay premium prices for the coffee. It was discovered that 35% of the cooperatives in the study district produce speciality Arabica coffee and fine Robusta coffee, which fetch premium prices on the global market. The study also established that farmers use word of mouth from other farmers and traders as source of their information. The policy recommendation is that Coffee farmers should conduct market assessment and research to get update information about the market dynamics and current price changes. The ideal extension model should be farmer centered with necessary linkages to markets, researchers, subject matter specialists, inputs providers, credit facilities, and other support services. An appropriate extension system should focus on farmer groups rather than individuals with an emphasis on group extension methods. Thus a sustainable extension model which is farmer-owned with a strong market focus should be promoted. The Uganda Coffee Development Authority should conduct training programmes to equip farmers with the skills and knowledge on how to ensure quality along the coffee value chain as well as on coffee marketing.