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The Philippines in the Coffee Global Value Chain

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The Philippines in the Coffee Global Value Chain THE PHILIPPINES IN THE COFFEE COFFEEGLOBAL VALUE CHAIN APRIL 2017 This research was prepared by the Duke University Center on Globalization, Governance and Competitiveness (Duke CGGC) on behalf of the USAID/Philippines, through the Science, Technology, Research and Innovation for Development (STRIDE) Program. This study is part of the Philippines Department of Trade and Industry (DTI) Board of Investment (BOI) Roadmap Initiative for the revitalization of the manufacturing industry in the Philippines. The report is based on both primary and secondary information sources. In addition to interviews with firms operating in the sector and supporting institutions, the report draws on secondary research and information sources. The project report is available at www.cggc.duke.edu. Acknowledgements Duke CGGC would like to thank all of the interviewees, who gave generously of their time and expertise, as well as Richard Umali of the USAID Advancing Philippine Competitiveness (COMPETE) Project for his extensive support. The Duke University Center on Globalization, Governance & Competitiveness undertakes client- sponsored research that addresses economic and social development issues for governments, foundations and international organizations. We do this principally by utilizing the global value chain (GVC) framework, created by Founding Director Gary Gereffi, and supplemented by other analytical tools. As a university-based research center, we address clients’ real world questions with transparency and rigor. www.cggc.duke.edu Center on Globalization, Governance & Competitiveness, Duke University © April 2017 The Philippines in the Coffee Global Value Chain FINAL DRAFT FOR REVIEW April 2017 Prepared by Penny Bamber, Jack Daly and Gary Gereffi Center on Globalization, Governance & Competitiveness, Duke University Prepared for USAID/Philippines This study is made possible by the generous support of the American people through the United States Agency for International Development (USAID). The contents are the responsibility of Duke University Center on Globalization, Governance and Competitiveness and do not necessarily reflect the views of USAID or the United States Government. The Philippines in the Coffee Global Value Chain The Philippines in the Coffee Global Value Chain Executive Summary ................................................................................................................................... iv 1. Introduction ....................................................................................................................................... 1 2. The Coffee Global Value Chain ..................................................................................................... 2 2.1. Mapping the Coffee Global Value Chain ............................................................................ 5 2.2. The Geography of Demand and Supply in Coffee Global Value Chain ....................... 9 2.3. Governance & Lead Firms ................................................................................................... 14 2.4. Standards and Certifications ................................................................................................ 17 3. The Philippines in the Coffee Global Value Chain .................................................................. 21 3.1. Current Participation in the Coffee Global Value Chain .............................................. 22 3.2. Governance in the Philippines’ Coffee Sector ................................................................ 26 3.3. Advantages and Constraints to Upgrading in the Philippines ...................................... 27 3.3.1. Advantages ..................................................................................................................... 28 3.3.2. Challenges ....................................................................................................................... 30 4. Upgrading: Lessons for Philippine Upgrading from Global Experiences ............................ 33 4.1. Guatemala: Product Upgrading into Specialty and Certified Coffee .......................... 35 4.2. Vietnam: Entry into Commodity Coffee and Upgrading into Production of Instant Coffee 41 4.3. Key Lessons for the Philippines from Guatemala and Vietnam .................................. 46 5. Preliminary Upgrading Trajectory Recommendations ........................................................... 48 5.1. Upgrading Trajectories ......................................................................................................... 48 6. Appendix ........................................................................................................................................... 51 7. Bibliography ...................................................................................................................................... 55 List of Tables Table 1. Sourcing Strategies of Lead Roasters by Market Segment ............................................. 17 Table 2. Select Private and Civil Society Standards in the Coffee GVC ..................................... 18 Table 3. Participation of Standard-Compliant Coffee in Global Market, 2012 .......................... 19 Table 4. Retail Sales of Coffee in the Philippines by Category, 2011-2015 ................................ 21 Table 5. Export Value of the Philippines’ Coffee Exports, 2005-2014 ........................................ 25 Table 6. The Philippines’ Coffee Imports, 2007-2014 ..................................................................... 25 Table 7. Advantages and Constraints of the Philippines in the Coffee GVC ............................. 28 Table 8. Key Stakeholders with Interests in the Philippines’ Coffee Sector .............................. 32 Table 9. Selected Upgrading Strategies in the Coffee GVC ........................................................... 33 Table 10. Guatemala, Vietnam and the Philippines in the Coffee GVC ...................................... 35 List of Figures Figure 1. NYSE Prices for Coffee Beans and Total Volume, 1995-2015 ....................................... 3 Figure 2. The Coffee Global Value Chain ............................................................................................. 5 Figure 3. Leading Producers of Arabica and Robusta Coffee Beans, 2015/16 ........................... 10 Figure 4. Leading Exporters Unit Value for Exports, 2005 and 2015 .......................................... 11 Figure 5. Leading Exporters of Roasted Coffee, by Value, 2005-2015 ........................................ 12 Figure 6. South East Asia in Soluble Coffee Trade ........................................................................... 13 Figure 7. The Philippines in the Coffee GVC ..................................................................................... 23 Figure 8. Coffee Production Profile in the Philippines, 2008-2015 ............................................... 24 Figure 9. Vietnam’s Entry and Expansion into Coffee Production, 1990-2000 .......................... 42 i The Philippines in the Coffee Global Value Chain List of Boxes Box 1. What is Specialty Coffee? ............................................................................................................ 8 Box 2. Examples of Upgrading in the Philippines’ Coffee Sector .................................................. 27 Box 3. PRDP Outreach in Coffee Sector ........................................................................................... 29 ii The Philippines in the Coffee Global Value Chain Acronyms ACE Association of Coffee Excellence ANACAFE Asociación Nacional del Café Guatemala BPI Bank of the Philippine Islands CDA Cooperative Development Authority CQI Coffee Quality Institute CoE Cups of Excellence DA Department of Agriculture, Philippines DENR Department of Environment and Natural Resources, Philippines DOST Department of Science and Technology DTI Department of Trade and Industry, Philippines FAO Food and Agricultural Organization, United Nations FEDECOCAGUA Federación de Cooperativas de Café de Guatemala ICA International Coffee Agreement ICE International Commodity Exchange (New York) ICO International Coffee Organization IFOAM International Foundation for Organic Agriculture ITC International Trade Center MFN Most Favored Nation NGO Non-Governmental Organization NGP National Greening Program PRDP Philippine Rural Development Project RA Rainforest Alliance SCAA Specialty Coffee Association of America SCAE Specialty Coffee Association of Europe UNCTAD United Nations Commission for Trade and Development USAID United States Agency for International Development USDA United States Department of Agriculture VBARD Vietnamese Bank for Agriculture and Rural Development iii The Philippines in the Coffee Global Value Chain Executive Summary This report uses the Duke CGGC Global Value Chain (GVC) framework to examine the Philippines’ position in the global coffee industry and identify opportunities for upgrading for the sector. While the country has a rich history as being a significant exporter of beans, a variety of impediments—coffee rust, shifting dynamics within the global industry, and insufficient government support—have caused the domestic industry to atrophy in recent decades. The Philippines’ current coffee production levels are analogous to small-scale nations such as Guinea, Togo, and Madagascar, and the value of its 2015 exports of green and roasted coffee accounted for less than 0.0004% and 0.003%
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