2nd workshop on Lao Coffee Brand development

Dear participant,

We are pleased to invite you to an interactive workshop hosted by the International Trade Centre (ITC) in partnership with the Lao National Chamber of Commerce and Industry (LNCCI) on the development of a Lao national coffee brand.

Start date & time: 11 Mar, 2025 08:30 UTC+07:00
End date & time: 12 Mar, 2025 16:00 UTC+07:00

Location: Muong Thanh Hotel, Vientiane

Background
At a consultative meeting in May and June 2024, the Lao coffee stakeholders agreed that the creation of a coffee brand for Lao PDR would assist the industry to build a stronger national coffee identity and enable the industry to differentiate itself in the extremely competitive international coffee market. A workshop was held in Vang Vieng in November 2024 to explore the practical modalities of establishing such a brand with industry stakeholders and government agencies. Participants analysed past failures, reviewed international success stories and explored key aspects of the brand, including ownership structure, operating model, quality control, sourcing practices and financing options. This was followed by an online consultation in January 2025. The participants reached a consensus on the preferred model, explored variations within the preferred model, reviewed the funding options available and identified a lead person or persons to spearhead the creation of the brand.

Objectives

A two-day workshop will be held on 11-12 March 2025 in Vientiane to discuss the practical details and execution of the Lao Coffee Brand. This interactive session will focus on crafting a comprehensive roadmap to establish a strong and sustainable brand for the Lao coffee industry. Through collaborative discussions and expert insights, the workshop will address key components essential to the success
of the brand, including its organisational framework, quality standards, legal identity, and market positioning. 

The workshop aims to establish and finalise the following critical elements:

1. Organisational structure for the brand
2. Quality assurance programme for the brand
3. Establishing and protecting the brand’s legal identity
4. The brand’s core characteristics
5. Marketing and promotional activities
6. Team recruitment, development and key deliverable targets
7. Role of the project executing agency
8. Detailed implementation timetable
9. Budget and funding requirements

We look forward to your participation!