Coffee is a relationship industry. Buyers want to meet producers in person and there's huge support for East African coffee. That's a couple of the reasons why the Hub supported East African companies to travel to the Specialty Coffee Association of America's annual trade show in Seattle. Americans also pay more for coffee than other importing countries and import large volumes.
Furthermore, Americans want to drink East African coffee! It consistently scores the highest marks on specialty coffee tastings. The Seattle trade show provided U.S. buyers with direct access to East African coffee producers.