The call from coffee growers in Central region to eliminate middle-men in the export business should be taken as a rallying cry for a fundamental shift in the dynamics of the industry.

That these farmers, toiling in Kiambu, Murang’a, Nyeri, Makueni and Machakos counties, are seeking a direct connection to international buyers should be taken seriously because they know where they are being hit the most in the value chain.

For them, bypassing the hurdles created by intermediaries that have long plagued their earnings, is a call for the administration to bell the cat.

The lamentation about low incomes despite hard work exposes the persistent challenges within a system that favours middlemen.

The issue of receiving payments in shillings while coffee is sold in dollars underscores a deeper disparity. The currency misalignment is a stark reminder of the power dynamics that currently disadvantage the hardworking farmers. This misfortune reflects a systemic problem that needs urgent rectification.

With the stronger dollar, most exporters are enjoying the fruits of their labour, however, middlemen in the value chain may be having a field day at the expense of the growers.

Gathered in Thika at a forum organised by the Kenya Coffee Producers Association, the growers highlighted other critical issues, including the lack of involvement in evaluating coffee, poor auction trading, and inadequate marketing.

These challenges, compounded by insensitive brokers and excessive agent fees, have become stumbling blocks to fair returns for their labour.

That is why their call for direct marketing makes economic sense and comes as a revolutionary idea that can disrupt the cartels dominating the industry. Opening dollar accounts, participating actively in the value chain, and adopting best practices are steps towards a future where their toil is justly rewarded. Farmers must, however, ensure they can trace their produce from harvesting to consumption by streamlining processes because ensuring transparency can be pivotal in curbing the exploitative tendencies of middlemen.

Growers must also participate actively in the value chain process to align with the ongoing government-initiated reforms.