The International Trade Centre (ITC) has renewed its commitment to revitalising Ghana’s coffee sector as the 2025 Coffee Week celebration opened in Accra on Monday, November 17, 2025.

Speaking at the launch, Lawrence Attipoe, National Coordinator for the Alliances for Action Programmes at ITC, described Coffee Week as a vital platform for spotlighting a crop whose economic potential remains largely untapped.

“We want to keep Coffee Week going to draw attention to a crop with so much potential in our economy that is not being seen as a show,” he said.

Supported by the European Union, the ITC has over the years championed coffee as a transformative crop capable of uplifting farming communities. Attipoe noted that since 2022, the organisation has been working to raise the profile of coffee as one of Ghana’s key high-value crops with the potential to revitalise local economies.

Reaffirming ITC’s commitment to collaboration, he stressed the importance of a unified approach across the value chain. “We are committed to partnership. We are committed to understanding the context, understanding the issues, and co-creating solutions together with you,” he said.

Attipoe also commended the emergence of local coffee brands such as Magnifico, Kawamuka and Jamestown, observing that their growing visibility reflects the steady progress of the sector. “A few years ago, you couldn’t see them. But today, we see them—and more are coming,” he noted.

The 2025 Coffee Week celebration features a range of activities including barista training, a field agri-tour to Kwahu, a media masterclass, a gender and youth workshop, and the Ghana Coffee Festival at Nyaniba Market.

Attipoe further urged greater investment in production, highlighting that 10 out of Ghana’s 16 regions have favourable conditions for coffee cultivation. He added that the annual planting of nearly one million seedlings since 2022 is part of a long-term plan to build a resilient and thriving coffee industry.

“We will create a huge coffee industry in Ghana,” he assured.