New KPCU · Service
04

Market access

Marketing

Connecting farmers to local and global coffee markets.

New KPCU is licensed under the Capital Markets (Coffee Exchange) Regulations 2020 as a coffee broker, and as an agent under the Crops Act 2013 (Coffee General) Regulations 2019. We appreciate the need to maximise farmer returns and are committed to securing the best prices for clean coffee through a dual-channel marketing strategy.

Key service facts

2.5%

Marketing commission on gross sales

2

Channels — Nairobi Coffee Exchange & Direct Sale

Tue

Weekly auctions at the NCE every Tuesday

24h

Auction results communicated to farmers

A dual-channel strategy. We maintain a strong presence in both the auction and direct-sales markets, leverage quality differentiation for premium pricing, and build long-term buyer relationships — always selecting the channel that maximises returns for the farmer.

Channel A — Auction marketing (Nairobi Coffee Exchange)

Figure 4.1 — Auction Marketing & Sale Confirmation Flow

9kg sampleper outturnpreparedQA verifiessampleReserve priceset with farmer+ QA teamCatalogue atNCE (Tue)Live auctionbiddingBid ≥reserve?YESSale confirmedknocked down to buyerNOLot withdrawnnoted forrenegotiation / re-offerResults to farmer ≤ 24 hrs
How a lot moves from sample to a confirmed sale — and the reserve-price gate that protects the farmer's minimum price.

New KPCU participates in the weekly coffee auctions conducted every Tuesday at the Nairobi Coffee Exchange (NCE), maintaining active membership and good standing, with all procedures compliant with NCE rules. Coffee samples of 9kg per outturn are prepared for each lot and sent to the NCE auction hall within the specified timelines, after the quality assurance team verifies that samples accurately represent the lot.

Reserve price & sale confirmation

Reserve prices — the minimum acceptable price for a lot — are set in consultation between farmers and the quality assurance team, considering coffee quality and grade, market conditions and trends, historical price data, and production costs and farmer expectations. They are communicated to farmers before the auction begins. Designated marketing & business development staff attend every auction session. Auction results are communicated to farmers within 24 hours, lots that fail to meet reserve are noted for renegotiation, and post-auction analysis informs future strategy.

Channel B — Direct sales marketing

New KPCU actively develops and maintains relationships with overseas buyers, roasters and traders through market visits, participation in international coffee exhibitions and trade shows, digital marketing platforms, and partnerships with value-chain stakeholders via trade and agency agreements.

  • Coffee samples are dispatched to interested overseas buyers following international shipping protocols; buyer feedback and evaluations are documented and analysed.
  • Direct-sale prices must exceed prevailing auction prices for the same grade — direct sale is only pursued when it beats the auction.
  • Price negotiations are conducted transparently with farmer involvement, and contracts are developed between farmers and overseas buyers.
  • All direct-sales contracts must receive Coffee Directorate approval before execution and are deposited with the Directorate for review; contract execution proceeds only after regulatory approval.
Our marketing services are charged at a competitive rate of 2.5% on gross sales — structured to keep the maximum possible value in the hands of the farmer.