Marketing Practices of Coffee Producers in Bantay, Tabuk City, Kalinga

Abstract

The study was conducted to identify the marketing practices, market outlets preferred and the problems encountered by the coffee producers in Bantay, Tabuk City, Kalinga. It was conducted from December 2012 to January 2013.

The producers were planting different coffee varieties such as Robusta, Arabica, and Excelsa which were sold to the local market or retailer in Tabuk City and Nestle Philippines Incorporated located at Tuguegarao City.

The producers performed different marketing practices such as cleaning, grading, packaging, and transporting their produce.

According to majority of the respondents, they encountered problem during milling of coffee because there was only one coffee milling center in the barangay. Some of them encountered problems on drying their produce during rainy season. Another problem they mentioned was price fluctuation. The coping mechanisms of producers for the problem encountered during coffee milling said that they should early in the milling area because of the “first come, first serve” basis. The coping mechanism of producers for price fluctuation was to wait for a better price by storing the product while the coping mechanism for the problems on drying during rainy seasons was by doing fire dried. It was done by putting the coffee one meter away from the fire to dry.