Marketing Plan for Salvadoran Coffee is Presented
April 10, 2006

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With the support of the U.S. Agency for International Development (USAID), the Salvadoran Coffee Council launched the Marketing Plan for Salvadoran Coffee, or “Café de El Salvador,” on March 29, 2006.

The Marketing Plan for “Café de El Salvador” was prepared under the USAID Regional Quality Coffee Program.  The plan was designed to increase the volume and value of Salvadoran coffees for export and to better position its image in the minds of coffee traders.  Originally, the plan was designed for the U.S. market, but its application can be implemented in other markets as well.

The plan identifies the key marketing messages that need to be transferred to the international buyers and the proper channels to convey them.

USAID Mission Director Mark Silverman handed over a copy of the plan to El Salvador President Elias Antonio Saca.

"Now more than ever, we must face these times with boldness and talent, but mainly in unity and convinced that when we pursue a goal we must not be afraid of the challenges," President Saca said. 

He added that the marketing plan will allow for joint actions to happen under the goal of achieving Salvadoran coffee differentiation and positioning as a reference of quality and reliability for buyers and consumers.

The ceremony was attended, among other guests, by the President of El Salvador Antonio Saca, the Vice President Ana Vilma de Escobar; the Minister of Agriculture Mario Salaverria, the Minister of Economy Yolanda de Gavidia, the Presidential Commissioner for Coffee Jose Antonio Salaverria, the USAID Director Mark Silverman and representatives of the coffee industry.