As part of its continuing efforts to strengthen the coffee value chain in Sulu, the University of the Philippines Open University (UPOU) Coffee Project presented the proposed marketing materials and packaging designs for Kahawa Sug to key coffee stakeholders in the province. The activity aimed to address one of the identified gaps in the local coffee industry, particularly the need for stronger branding, packaging, and marketing strategies to enhance the marketability and competitiveness of Sulu coffee products.

Recognizing the importance of effective marketing in reaching target consumers and creating a distinct product identity such as branding through integration of culture, the project team initiated the development of marketing materials through a collaboration with students of the Faculty of Management and Development Studies (FMDS) under the Associate of Arts in Digital Entrepreneurship (AADE) program. The students integrated concepts and insights from the coffee project into their design outputs, from which selected materials were chosen for presentation to stakeholders. These proposed designs were intended to support the enhancement of product packaging and marketing approaches of local coffee-processing cooperatives and relevant government agencies.

Representatives from the Ministry of Trade, Investment, and Tourism (MTIT) actively participated in the discussion and provided valuable insights on the key elements that should be highlighted in the packaging to strengthen the branding of Kahawa Sug. Likewise, cooperative leaders shared their perspectives and recommendations on how the designs could better reflect the identity, culture, and quality of Sulu coffee. The project team carefully documented the comments and suggestions of the stakeholders for consideration in the refinement and enhancement of the proposed materials.

The activity served as a platform for meaningful collaboration among the project team, government representatives, and coffee stakeholders. Through constructive discussions, participants explored strategies for promoting Kahawa Sug and identified future directions for coffee marketing initiatives in the province. The improved designs are expected to undergo further refinement before being presented at the provincial level for broader consultation and potential adoption.

This initiative contributes to the achievement of several Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), SDG 12 (Responsible Consumption and Production), and SDG 17 (Partnerships for the Goals) by fostering innovation, strengthening local enterprises, promoting sustainable value chains, and encouraging multi-stakeholder collaboration in the development of the Sulu coffee industry.

Written by: Mary Grace Campollo • Edited by: Larry N. Cruz

Sustainable Development Goals