'Koko’ Market Day in Samoa drives innovation and growth

Apia, Samoa - The "Koko Market Day", held in Samoa on 27 October 2023, has emerged as a transformative turning point for the country's cocoa industry. The event breathed new life into the industry, shedding light on key aspects such as improved production techniques, value addition, investment potential, and the pivotal role of cocoa in Samoan households and the national economy.

Organized by the Ministry of Agriculture and the Scientific Research Organization of Samoa (SROS) as a part of the Food and Agriculture Organization (FAO) One Country One Priority Product (OCOP) initiative, the event was inaugurated by the Prime Minister of the Government of Samoa, H.E. Fiame Naomi Mataafa, with a clear vision in mind: "Creating Business Opportunities Through Innovation and Development." Noting that the cocoa industry has played a significant role in bolstering the economy of Samoa, the Prime Minister underscored the need “to explore innovative ideas, collaborate, and seek ways to turn challenges into opportunities”.

“We acknowledge the challenges that this sector has faced in recent times, with fluctuations in market prices, climate change impacts, and changing consumer preferences. However, we firmly believe that through innovation, creativity, and collaboration, we can rejuvenate the cocoa market, ensuring its long-term sustainability,” she said.

The Prime Minister of the Government of Samoa, H.E. Fiame Naomi Mataafa, delivering her speech. ©FAO

Enhancing production techniques and value addition

Cocoa has been cherished as a part of Samoan culture for generations, contributing significantly to cultural traditions and livelihoods. Despite its historical significance, the industry has grappled with outdated farming practices and limited value addition, hindering its growth and potential. The 'Koko' Market Day emerged as a proactive initiative to confront these challenges head-on and propel the cocoa industry towards a prosperous and sustainable future.

One of the event's primary focuses was on enhancing production techniques within Samoa's cocoa industry. Farmers and industry experts gathered to discuss sustainable farming practices and post-harvest handling methods. These discussions are expected to lead to increased productivity, improved crop quality, and a stronger foundation for long-term sustainability.

In addition to addressing production concerns, 'Koko' Market Day emphasized the importance of value addition. The industry aims to tap into niche markets and command premium prices by diversifying products, from raw cocoa beans to high-quality, value-added products such as premium chocolates and cocoa-based items. This strategic shift promises not only better revenues for farmers but also a substantial boost to Samoa's export earnings and overall economic growth.

FAO's commitment to transformation

Xiangjun Yao, Sub-Regional Representative, FAO Subregional Office for the Pacific Islands, emphasized FAO's commitment to promoting Samoa's cocoa industry at regional and global levels. "FAO's One Country One Priority Product initiative, launched by Director General Dr. Qu Dongyu, aims to promote the Special Agricultural Products with unique qualities and special characteristics at global, regional, and local levels," she said during the event.

"As part of the initiative, we acknowledge the significance of capacity building across the entire cocoa industry value chain in Samoa. Through focused capacity-building efforts, we aspire to empower Samoa's cocoa industry, foster innovation, and create a more resilient and vibrant cocoa value chain."

Demonstration of cocoa products during the event. ©FAO

A cultural and economic revival

The market day signifies the beginning of a transformative journey toward revitalizing Samoa's cocoa industry. It is poised to become a symbol of innovation, sustainability, and economic growth, setting an example not only for Samoa but for cocoa-producing regions around the world.

Beyond the economic aspects, the event celebrated the fundamental role cocoa plays in local households and Samoan culture. Cocoa is deeply ingrained in Samoan cultural practices, being utilized in traditional ceremonies, social gatherings, and daily life. By promoting the cocoa industry, this event not only honors cultural heritage but also empowers communities with sustainable economic opportunities.

Samoa's vision for the future of cocoa is bold and ambitious, driven by a commitment to empower its people, preserve its cultural heritage, and foster sustainable economic growth through innovation. While the journey has just begun, the possibilities are endless, and Samoa's cocoa industry is on a trajectory for brighter days ahead.