Abstract
Geographical Indication (GI) labelling is gaining recognition in global markets due to the increasing demand for high-quality food products. This study examines Kilimanjaro coffee as a potential GI product by analysing its unique attributes and the factors influencing producers’ awareness of these characteristics. The primary problem addressed is the underutilization of GI labelling for Tanzanian coffee despite its distinctive quality, which limits economic benefits for smallholder farmers. The study employs a mixed-method approach, incorporating both qualitative and quantitative techniques. A structured household survey was conducted with 150 coffee-producing households and 40 coffee sellers in the Kilimanjaro region. Additionally, key informant interviews with stakeholders such as the Tanzania Coffee Board, Kilimanjaro Native Cooperative Union, and agricultural officers provided further insights. A chi-square test was used to determine the relationship between coffee attributes and geographical factors, while a logit model assessed factors influencing producers’ awareness of unique coffee characteristics. Results indicate that Kilimanjaro coffee possesses unique attributes such as a distinct aroma, rich acidity, and a balanced sweet-bitter flavour due to volcanic soil and favourable climatic conditions. The chi-square test confirmed that these attributes are significantly linked to geographical factors. The logit model results show that producers’ awareness is influenced by access to markets, knowledge of processing methods, perception of geographical characteristics, and access to extension services. However, awareness of GI labelling remains low, with only 20% of participants familiar with the concept. The study concludes that GI certification could enhance the value of Kilimanjaro coffee, ensuring better market positioning and economic benefits for smallholder farmers. It recommends targeted educational campaigns to raise awareness of GI benefits, policy interventions to facilitate GI registration, and market strategies to promote Tanzanian coffee globally.
