Officials, resource persons and participants during the one-day ODOP-Coffee workshop at Sangtemla Community Hall, Mokokchung, on August 19. (Morung Photo)
Morung Express News
Mokokchung | August 19
Coffee cultivation in Mokokchung district now covers about 820 hectares across approximately 72 villages, with annual production estimated at 40 metric tonnes. However, converting this production base into a strong market for Mokokchung coffee remains a challenge.
The issue was highlighted at a one-day One District One Product (ODOP)-Coffee workshop on branding, packaging and marketing held at Sangtemla Community Hall, Wokha on August 19.
Deputy Commissioner Mokokchung Ajit Kumar Verma, IAS, who attended the programme as special guest, said ODOP was not a conventional funding scheme but an initiative to bring together available resources, departments and stakeholders to promote products with district-specific potential.
He said the success of coffee under ODOP would depend not only on government departments but also on farmers, entrepreneurs, processors and market players working together. While government departments could facilitate training, support and linkages, those involved directly in cultivation, processing and trade would have to drive the sector forward, he said.
Verma observed that coffee production alone would not guarantee better returns for growers. Unless coffee is properly processed, attractively packaged and effectively marketed, farmers may not receive prices necessary to sustain and expand cultivation.
He stressed that Mokokchung coffee must maintain its purity and quality to compete beyond the district. A distinct brand, he said, cannot be built if the product is mixed, inconsistent or unable to meet buyers' expectations.
Highlighting the importance of traceability and certification, particularly for larger domestic and export markets, Verma called for a long-term approach. He urged stakeholders to plan for the next 10 to 20 years rather than focus only on immediate production targets.
“Coffee has the potential to become a significant sector of the district economy,” he said, adding that a complete ecosystem—from cultivation and processing to branding, packaging, local consumption and external marketing—would be required to create employment and improve livelihoods.
In her welcome address, B Asangla, General Manager, District Industries Centre (DIC), Mokokchung, said coffee had been selected as the district's ODOP product as it represented both the strength and potential of Mokokchung.
She said the workshop was the first major district-level initiative dedicated to promoting coffee under ODOP. Consultations with line departments, farmers and other stakeholders had helped identify processing, branding, packaging and marketing as priority areas.
While the Land Resources Department had already conducted awareness and training programmes on coffee cultivation, the workshop focused on the next stage of the value chain by helping farmers and entrepreneurs add value to their produce and present it confidently to consumers, she said.
Asangla also noted that DIC Mokokchung, in collaboration with the Department for Promotion of Industry and Internal Trade (DPIIT), had conducted an organic certification trial in 2023, under which two coffee farmers and two chilli farmers received organic certification.
Technical sessions were conducted by Er T. Imlisunep Ao, Principal, ITI Mokokchung, on marketing opportunities and channels; Atipong Aier, CEO of Aier Bakery and Co-owner of Body Balance, on general branding and packaging; and Aliamoa S. Longkumer, Proprietor of Mascot Store & Café, on coffee branding and packaging.
