Coffee exporters in East African Highlands are facing challenges related to quality preservation and market penetration rates of their products. A qualitative research approach was employed, involving interviews with 30 coffee exporters in the East African Highlands, including both large and small-scale producers. The analysis revealed that eco-friendly packaging significantly improved coffee quality by reducing contamination and extending shelf life. Market penetration rates increased by approximately 25% among participants who adopted these innovations. Eco-friendly packaging not only enhances the quality of exported coffee but also boosts market acceptance, thereby improving export performance in Ethiopia's coffee industry. Coffee exporters are encouraged to adopt eco-friendly packaging solutions to ensure consistent product quality and enhance their market presence.
Molla<br et al. (Thu,) studied this question.
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