The promotion of Burundi coffee has been made mainly through participation in international conferences & exhibitions, characterized by meeting with foreign buyers and partners.
Since the 2009-2010 coffee crop year, with the support of USAID project known as DAI/BAP project, the promotion of Burundi coffee took an additional option of organizing Cup of Excellence competition (COE).
Cup of Excellence is the most prestigious award given to a fine quality coffee. The Cup of Excellence program and trademark are owned and managed by the Alliance for Coffee Excellence Inc. (ACE), a US-based non-profit organization. ACE works in partnership with host country coffee organizations to execute the selection process and the internet auction and to advise and manage any other quality coffee programs that enhance the understanding and appreciation of exemplary coffee.
This competition allows buyers/roasters to send their cuppers in the international jury in order to choose best coffees. It is an opportunity for them to make direct contact with the coffee owners as well as for coffee industry players to establish business relationships that can go for long term.
Thus, in 2010-2011 crop year, it was organized the Burundi Prestige Cup (BPC), which was a preliminary step to hold a major event like the COE. The BPC was successfully done and since Cup of Excellence has been organised twice i.e. in 2012-2013 and 2013-2014 crop year. Attractive prices were obtained for the winning coffee sold through Internet auction. This allows to the producer to obtain a high premiums.