FARM LEVEL QUALITY ATTRIBUTES OF COFFEE A STUDY IN KARNATAKA

Transcription

1 FARM LEVEL QUALITY ATTRIBUTES OF COFFEE A STUDY IN KARNATAKA ZAKE UR RAHMAN MBAL 1030 DEPARTMENT OF AGRICULTURAL MARKETING, CO-OPERATION AND BUSINESS MANAGEMENT UNIVERSITY OF AGRICULTURAL SCIENCES BENGALURU

2 FARM LEVEL QUALITY ATTRIBUTES OF COFFEE A STUDY IN KARNATAKA ZAKE UR RAHMAN MBAL 1030 Project Report submitted to the University of Agricultural Sciences, Bengaluru In partial fulfillment of the requirements For the award of the Degree of MASTER OF BUSINESS ADMINISTRATION (AGRIBUSINESS MANAGEMENT) BENGALURU JULY, 2013

3 Dedicated to My Beloved Parents & Sisters in Humble reverence to Lord Almighty

4 DEPARTMENT OF AGRICULTURAL MARKETING, CO-OPERATION AND BUSINESS MANAGEMENT UNIVERSITY OF AGRICULTURAL SCIENCES, G.K.V.K., BENGALURU CERTIFICATE This is to certify that the project report entitled FARM LEVEL QUALITY ATTRIBUTES OF COFFEE A STUDY IN KARNATAKA submitted by Mr. ZAKE UR RAHMAN, ID NO. MBAL 1030 in partial fulfillment of the requirement for the degree of MASTER OF BUSINESS ADMINISTRATION AGRIBUSINESS MANAGEMENT to the UNIVERSITY OF AGRICULTURAL SCIENCES, BENGALURU, is a record of bonafide research work done by her during the period of her study in this university under my guidance and supervision. The thesis has not previously formed the basis for the award of any degree, diploma, associate ship, fellowship or other similar titles. Bengaluru July 2013 APPROVED BY: (M. S. GANAPATHY) Major Advisor CHAIRMAN: (M. S. GANAPATHY) MEMBERS: (P. K. MANDANNA) (G. N. NAGARAJA) (C. P. GRACY) (H. S. SURENDRA)

5 ACKNOWLEDGEMENT I consider myself fortunate for having worked under the guidance and super vision of Dr. M. S. Ganapathy Professor of Agricultural Marketing, Co- operation and Business Management, UAS, Bengaluru and the chairman of my advisory committee. He had been a source of constant inspiration and support. His critical comments, personal interest, encouraging words and moral support throughout the study period have enabled me to go through the ups and downs and complete my research successfully. The dissertation could not have been written without my chairperson who not only served as my supervisor but also encouraged and challenged me throughout my academic program. I am thankful to my advisory committee, Dr. P. K. Mandanna Professor and University Head, Department of Agricultural Marketing, Cooperation and Business Management, UAS, Bengaluru, Dr. G. N. Nagaraja, Professor of Agricultural Marketing, Co-operation and Business Management, UAS, Bangalore; Dr. C. P. Gracy Professor of Agricultural Marketing, Co-operation and Business Management, UAS, Bangalore; Mr. H. S. Surendra Associate Professor Department of Agricultural Statistics, Applied Mathematics and Computer Science, for their timely help, valuable guidance and critical evaluation of manuscript. A constant support I got from my parents, sisters, my roommates and my friends throughout my MBA degree programme which make me to complete my degree programme without any hurdles. My words alone cannot express what I owe them for their encouragement and whose patient love enabled me to complete this research. I am really grateful to be a son of my parents without their support I would have not done MBA. Date: Bengaluru (ZAKE UR RAHMAN)

6 THESIS ABSTRACT For every cup of coffee we drink, there is a story from crop to cup in terms of its quality. India is the fifth largest coffee producer in the world and only country that grows all its coffee under shade. At the farmer level, coffee quality is a combination of production, bean size, lack of defects and regularity of provision, tonnage available, physical characteristics and price. The study area covers Kodagu, Chikmagalur and Hassan districts of Karnataka. The statistical techniques like factor analysis, percentage analysis and garret s ranking were used in the study. Quality of coffee varied from region to region and from district to district. Pre and post-harvest practices followed at the farm level have a huge impact on quality of coffee. On an average, 90 per cent of families in the study area directly dependent on coffee as a main source of livelihood. The pre and post-harvest practices of coffee were listed which varied from district to district. Pre and post-harvest practices like soil fertility had a weighted score of 3.60, application of inorganic fertilizer had weighted score of 3.63, shade regulation had weighted score of 3.60, thinning and pruning had weighted score of 3.53, type of coffee harvesting practices had weighted score of 4.20, drying method of cherry had weighted score of 3.73, storage had weighted score of 3.55 and bagging had weighted score of 3.43 respectively. Awareness level of coffee planters on exact moister level in bean and right method of harvest is of per cent and mould contamination is per cent. Awareness level is lesser in micronutrient deficiency its per cent and standard bean size is Labour shortage and returns from investment are the major threats in coffee certification. Dr. M.S. Ganapathy Major advisor

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8 CONTENTS CHAPTER TITLE PAGE No. I INTRODUCTION 1-14 II REVIEW OF LITERATURE III METHODOLOGY IV RESULTS V DISCUSSION VI SUMMARY AND CONCLUSIONS VII REFERENCES 72-75

9 LIST OF TABLES Table No. 1.1 TITLE Planted Area ofcoffee inmajorstates/districts (Zones)of India Page No Coffee planted area by states Production ofcoffee in MajorStates/Districts (Zones)ofIndia Coffee Planted AreabyStates Socio-economic profile of sample farmers Weighted Scores of pre harvest practices of coffee in Chikmagalur Weighted score of post-harvest Practices of coffee in Chikmagalur district Weighted scores of pre harvest practices of coffee in Kodagu district Weighted Score of post-harvest practices of coffee in Kodagu district Weighted Score of Pre Harvest Practices of coffee in Hassan district Weighted score of Post-Harvest Practices of coffee in Hassan district Rotated Component Matrix of Factor Scores Awareness level of coffee planters on coffee quality Constraints faced by the Coffee Planters in Coffee Certification 57

10 LIST OF FIGURES Fig. No. TITLE Between Pages 1 Map of Karnataka showing the study area Dendrogram showing the average linkage between quality 53

11 Introduction

12 CHAPTER I INTRODUCTION The Coffee plant is a woody perennial dicotyledonous of the genus Coffee (Rubiaceae) consisting of over 80 species; out of which only two species are important for production of coffee beans Arabica (Coffea arabica) and Robusta (Coffea canephora). The coffee bean is obtained from the fruit of the coffee plant, a small evergreen shrub, belonging to the genus Coffea and family Rubiaceae. Coffea arabica (Arabic coffee) and Coffea canephora (Robusta coffee) are the two most important varieties under commercial cultivation and account for about 70% of world production. Coffee occupies a place of pride among plantation crops grown in India. It is the most important cash crop that is grown in the tropics. Generally Coffee is the second largest traded commodity next to petroleum products. Coffee is grown in the tropical belt of the world where there is good sunshine, heavy rains and rich organic soil. It cannot be grown in places where there is frost or snow. Coffee trees are evergreens and grow to a height of 20 feet. But to simplify harvesting the trees are pruned to around eight feet. The tree takes 4-5 years to produce the first crop. Cultivation of this stimulating beverage crop is mainly confined to the southern states of Karnataka, Kerala, Tamil Nadu and Andhra Pradesh. It is also grown to a small extent in Arunachal Pradesh, Assam, Madhya Pradesh, Manipur, Meghalaya, Mizoram, Nagaland, Orissa, Sikkim, Tripura and West Bengal forming the non- traditional belt. It is also grown in areas which receive predominant north-east monsoon as in Tamil Nadu, Andhra Pradesh and Orissa. Summer showers are important for flowering in coffee and are received during March- April.

13 In India, coffee is an important plantation crop, which is mainly cultivated in the southern states of Karnataka (57%), Kerala (24%) and Tamil Nadu (9%) and to a lesser extent, in non-traditional areas like Andhra Pradesh, Orissa and North Eastern States (10%). The major coffee growing areas are the districts of Chickmagalur, Coorg and Hassan in Karnataka, Wynad, Idukki and Nelliampathys in Kerala and Pulneys, Shevroys, Anamalai s and Nilgiris in Tamil Nadu. The traditional coffee growing areas of India comprise of Karnataka, Kerala and Tamil Nadu, with Andhra Pradesh, Orissa and the North Eastern Region constituting the non-traditional areas. From 1950 to 2012, the total area under coffee cultivation in India has increased from 92,523 hectares to over 4,09,690 hectares, with Karnataka accounting for around 229,658 hectares (56.1 per cent) of the total area and 2,26,335 million tonnes (70.7 per cent) of total national production. India is the only country that grows all its coffee under shade (ibid), by retaining the traditional practice of cultivating coffee under a three-tiered canopy; the expansion of coffee cultivation in the 1970 s and 1980 s took place at the expense of native vegetation cover and has been associated with the trend of replacing native shade trees with the exotic Silver Oak (Grevillea robusta). There has been a marked by a shift from Arabica to Robusta cultivation over the years, with the area under Arabica cultivation declining from 73 per cent of total area under coffee cultivation to 49 per cent, and Robusta cultivation increasing from 27 per cent to 51 per cent to total area, from 1950 to India is the fifth largest coffee producer in the world, with 2 per cent of global area under coffee contributing to around 4 per cent of global coffee production. Important varieties of coffee grown in India include Kent (an early variety of Arabica noted for its exceptional cup quality); S.795 (a high yield Arabica noted for its superior cup quality

14 and tolerance to leaf rust); Cauvery (an Arabica descendent incorporating the superior quality of Caturra and resistance of Hybrido-de-Timor variety); Sln.9 (an award winning Arabica variety that inherits the superior cup quality of Tafarikela); S.274 (an improved variety of Robusta) and CxR (a hybrid of Congensis and Robusta). Acclaimed for the unique flavour of its berries and plantation biodiversity; coffee cultivation in India encompassed an area of over 4,09,690 ha and generated a yield of over 3,14,000 MT, in the year More recent trends, based on the post-blossom estimates released by the Coffee Board, show that India s coffee output is likely to cross 3,25,300 MT in the year Traditional coffee growing regions in India constitute of the southern states of Karnataka (2,29,658 ha), Kerala (84,948 ha) and Tamil Nadu (31,344 ha). Together they represent over 84.5 per cent of total area under coffee cultivation and produce 97.9 per cent of total coffee in India (ibid). Karnataka alone accounts for over 56.1 per cent of total area under coffee cultivation and over 70.4 per cent of total coffee production in India making it the most significant coffee producing state of the country. The Indian coffee industry is largely export driven with more than 70 per cent of the production being exported. Prior to 1996, the Coffee Board through two different auctions one each for domestic market and export market was marketing the entire coffee produced in the country. Under this arrangement the entire produce was collected through Coffee Board s Pool Depots and processed & stored in licensed coffee curing factories (secondary processing facilities). The coffees pooled to the Board s Depots were subjected to stringent quality control norms and payments were made to the growers based on cup quality. If the quality of a lot falls below Fair Average Quality (FAQ), such lots were penalized through appropriate deductions and coffees above FAQ were rewarded with premium points. This system greatly helped in the maintenance of

15 quality both for domestic and export markets. Apart from the traditional quality criteria associated with coffee the new awareness of the human health risk posed by a mycotoxin viz., Ochratoxin-A contamination of coffee brings yet another consideration into the judgment of the acceptability of coffee in the market. It is widely recognized that the proper processing and handling of coffee at all stages of coffee chain is essential for maintenance of quality and minimise the risk of deterioration in quality. At the farmer level, coffee quality is a combination of production level, price and easiness of culture; at the exporter or importer level, coffee quality is linked to bean size, lack of defects and regularity of provision, tonnage available, physical characteristics and price; at the roaster level, coffee quality depends on moisture content, stability of the characteristics, origin, price, biochemical compounds and organoleptic quality. Cup quality is a complex characteristic which depends on a series of factors such as the species or variety (genetic factors), environmental conditions (ecological factors), agronomical practices (cultivation factors), processing systems (post-harvest factors), storage conditions, industrial processing, preparation of the beverage and taste of the consumer. Coffee quality is of critical importance to the coffee industry. Quality coffee is a product that has desirable characteristics such as clean raw and roasted appearance, attractive aroma and good cup taste. Moreover, factors that determine coffee quality are genotypes, climatic conditions, and soil characteristics of the area, agronomic practices, harvesting methods and timing, post-harvest processing techniques, grading, packing, storage conditions and transporting, all contribute either exaltation or deterioration of coffee. In South America, coffee grown with heavy application of nitrogen fertilizer had poorer, lighter and thinner quality than that from unfertilized fields. Pests and diseases attacks can affect the cherries directly or cause them to deteriorate by debilitating the plants, which will then produce immature or damaged fruits. Disease

16 and insect attack (such as leaf miner and mites) may also result in lower quality beans. The coffee berry borer Hypothenemus hampii feeds and reproduces inside the coffee beans and causes their quality to deteriorate. Depending on the post-harvest processes, significant effects on coffee quality can be observed. Processing is a very important activity in coffee production and plays a crucial role in quality determination. Coffee is either processed by the wet or dry methods, which vary in complexity and expected quality of the coffee. Wet processed Arabica is aromatic with fine acidity and some astringency, while dry processed Arabica is less aromatic and less acidic but with greater body. The perceived acidity of washed coffees is also significantly higher than the acidity found in naturally (dry) processed coffees. Coffee is 98.5 to 99 per cent water hence the moisture content of the coffee bean is a very critical parameter of coffee and is an important attribute and indicator of quality. At higher moisture content, the coffee can lose its sensory effects and at lower moisture content (< 9.0per cent moisture content) may be irreversibly damaged in colour, as well as in their cup test, flavour and consistency which means that it is not worth reducing the moisture content to such a low level when drying. If the beans are too wet, for example, more than 12.5% moisture, the beans can easily grow mouldy during storage, whiles, if too dry (below 8per cent) they lose flavour. The way coffee roasts are influenced by the amount of moisture in the bean as well as its weight loss. Leroy et al., (2006) indicated that Green Coffee tends to roast faster when the moisture content is lower than those with higher moisture content. Internationally, coffee should not be exported when the moisture contents are outside the internationally accepted levels (8.0% X 12.5%), (ISO, 2000).

17 The quality of coffee also affects the premium or discount paid for a coffee. There are five classes of coffee: a) Class 1. Specialty Coffee 0-5 defects. b) Class 2. Premium Grade 6-8 defects. c) Class 3. Exchange Grade 9-23 defects. d) Class 4. Below Standard Grade defects. e) Class 5. Off Grade More than 86 defects. Awareness and concerns towards environment protection, consumer health and welfare of small growers and workers has increased the demand, especially in the developed countries. Among the specialty coffees, organic coffee is high quality coffee that has to be grown, plucked, and processed in a different way than the bulk. This segment of coffee fetch premium which is directly related to the quality. It commands a price 30-50per cent higher than ordinary coffee in the market. Though, India enjoys the natural advantages for the growth of organic coffee it has not gained prominence in the International market. Coffee growers in India do not seem to have a taste for specialty coffee in spite of the economic incentive. The longer gestation periods, high input cost, certification process and marketing costs seem to be the main reason for this. Each certification concept works on different standards and principles, defined with a set of criteria and indicators (classified in major must, minor must, minimum, or progress requirements) that serve as parameter for verification. Coffee certification programs have attracted in creased attention from conservation and development organizations. The certification programs offer an opportunity to link environmental and economic goals by providing a premium price to producers. Numbers of certification programs initiated by private sectors then have been

18 imposed to coffee producers, including Utz Certified, Organic certification GAP, HACCP, Rainforest Alliance, Fair Trade etc. These certification programs require the fulfilment of defined indicators covering social, environment and economic sustainability, and product traceability. COFFEE CULTIVATION PRACTICES IN KARNATAKA Coffee cultivation in India is said to have begun in the 16th century when the saint Baba Budan planted the first seven beans in the Chandragiri hills of Karnataka. Extensively incorporated in the local culture, traditional coffee growing practices included a well-defined twotier mixed shade canopy comprising of evergreen leguminous and native trees. Coffee cultivation is a laborious and costly process. Beginning with the selection of a site for a plantation, to choosing the right variety of coffee suitable to the climatic and topographical features of the selected location, to preparation of the land for cultivation and maintaining the soil properties ideal for coffee; there are several requirements that must be fulfilled precisely in order to obtain a successful harvest. In general, coffee plantations in Karnataka (and rest of India) are located on gentle to moderately sloped land at an elevation of meters above mean sea level (MSL), with a cool equable climate of C for Arabica and meters above MSL, with hot and humid climate of C for Robusta. The land is divided into blocks of convenient size by laying out footpaths and roads in between and the bush undergrowth on the ground is cleared by uprooting and in situ burning; while maintaining the top canopy of permanent shade trees and a lower second and temporary canopy of trees such as Dadap (Erythrina lithosperma). In , coffee plantations covered an area of 2,29,658 ha (1,09,128 ha of Arabica cultivation and 1,20,530 ha of Robusta cultivation) in Karnataka with a corresponding production of 2,21,000

19 MT of coffee (79,825 MT of Arabica and 141,175 MT of Robusta). Overall, the state produces 70.4 per cent of total coffee in India, including 25.4 per cent of Arabica and 45 per cent of Robusta of the country. According to estimates, the share of coffee as a percentage of agricultural output in individual district s GDP is quite significant, with coffee cultivation accounting for per cent of the agricultural output of Chikmanglur; per cent of agricultural output for Kodagu; and per cent of agricultural output for Hassan. The last few decades have witnessed a fundamental shift in the characteristic of coffee holdings in Karnataka. As a result of easier management, better pest-resistance and large scale development of irrigation systems most estates, which previously cultivated Arabica coffee under a dense mixed cover of native shade, are being converted into Robusta coffee, which requires sparse shade. However, in current scenarios where canopy cover is reduced and the need for artificial interventions has increased, the advantage with Robusta is that it requires less pesticide relative to Arabica. Tree composition of coffee agro forests are also being affected by changes in management practices such as drip irrigation for stimulating mass flowering of coffee and increased use of pesticides and fertilisers in some cases. Due to the long gestation between replanting of coffee saplings and production of cherries; many cultivators are forced to supplement their income by harvesting timber from their estates. Presently, there are 70 licensed privately owned curing/ processing factories in India. One of the main objectives in curing or processing is to ensure that the inherent quality of coffee both visual and cup quality will be preserved. The Coffee Board has devised well established procedures and systems in the curing industry, obtaining ISO 9002 certification for quality and ISO series certification for environmental issues. The quality standards instituted by the board are used by all processors for exports and domestic consumption. Cup quality is imparted by a number of determining factors like aroma, colour, taste etc., and therefore now a

20 day s estate brands and specialty coffee (Specialty coffees are high quality coffees that differ from normal coffee with relevance to visual quality or cup or both) are acting on these attributes hence such coffees are picking up. Need for study A large number of farmers are involved in coffee cultivation with great enthusiasm in Kodagu, Chikmagalur and Hassan districts of Karnataka. Out of total population of Kodagu more than 52 per cent, are dependent on coffee cultivation and out of the total cultivable land 50 per cent of the land is under coffee, Coffee cultivation is the main source of income in Kodagu. As Chikmagalur is the birth place of coffee in India a large area of cultivation is under coffee. Even Hassan has a favourable condition for coffee cultivation. There is no comprehensive and in depth study was made on above stated objectives on factors determining quality of coffee, awareness that should be kept in mind for better coffee production and analysis of existing certification process of coffee in Karnataka. The outcome of this study is expected to help the coffee growers in determining the best coffee quality, bring the awareness in them to meet the exclusive standards for certification. As the ultimate results of this study is to make the coffee growers gain maximum price. Coffee is exported from India in large quantity from many decades, but from past few years the export have gradually reduced (Coffee Board Data Base) due to lack of quality standards. The study describes the quality measures, awareness level about quality in farmers and the need for coffee certification. Therefore the study try s to find out the loop holes in lack of quality at farm level and also improve the awareness level so that they can produce a top quality of coffee and improve income level. Hence, the present study was carried out in Kodagu, Chikmagalur and Hassan districts of Karnataka state with the following specific objectives.

21 Objectives of the study 1. To document the factors determining quality of coffee at farm level. 2. To assess the awareness level of coffee planters at farm level and 3. To analysis the coffee certification process and document its constraints. Hypotheses of the study 1. Factors influence the quality level of Coffee 2. No awareness level among the Coffee growers on Coffee quality. 3. There are constraints in certification process. Limitations of the study The study is based on the primary data collected from sample planters and coffee traders through personal interview. As majority of the planters did not maintain records of farm business, they had to give information from their memory, experiences and hence there is some extent of recall bias. However, efforts were made to minimize such bias through cross validation during data collection. Presentation of the study The study is organized into six chapters. The first chapter provides a brief introduction along with the specific objectives. In second chapter, some pertinent reviews are presented in consonance with the study objectives. Chapter III describes main feature of the study area, sampling framework, database and analytical tools employed in the analysis of data. The empirical results are presented in chapter IV, followed by critical discussion in chapter V; chapter VI summarizes the major findings of the study and policy implications. Finally; Chapter seven lists the sources of research material, books, research reports and papers referred for the purpose of the present investigation.

22 1.1. Planted Area of Coffee in Major States/Districts (Zones) of India (In hectares) Sl State/District No. Arabica Robusta Total Arabica Robusta Total I Karnataka 1 Chikmagalur Kodagu Hassan SubTotal II Kerala 1 Wyanad 0 67,303 67, Travancore ,930 12, Nelliampathies ,850 4, SubTotal III Tamilnadu 1 Pulneys , Nilgiris ,175 7, Shevroys (Salem) , Anamalais (Coimbatore) , Sub Total IV Non Traditional Areas 1 Andhra Pradesh 54, , Odisha 3, , Sub Total 58, , North Eastern Region Grand Total 2,01,070 2,08,620 4,09, Sources: Coffee Board Data Base Volume One

23 1.2 Coffee planted area by states (In hectares) Sl. No. State Arabica % Robusta % Total % to India I. Karnataka II. Kerala III. Tamilnadu IV. Non Traditional Areas V. North Eastern Region Total (India) Sources: Coffee Board Data Base Volume One

24 1.3 Production of Coffee in Major States/Districts (Zones) of India (In MT) Sl. No. State/District Arabica Robusta Total Arabica Robusta Total Karnataka 1 Chikmagalur 37,825 37,200 75,025 39,775 36,150 75,925 2 Kodagu 21,705 97,575 1,19,280 21,800 93,225 1,15,025 3 Hassan 19,175 13,725 32,900 18,250 11,800 30,050 Sub total 78,705 1,48,500 2,27,205 79,825 1,41,175 2,21,000 II. Kerala 1 Wyanad 0 53,150 53,150-57,325 57,325 2 Travancore 975 7,150 8, ,400 8,300 3 Nelliampathies ,550 1,000 1,475 2,475 Sub total 2,075 61,750 63,825 1,900 66,200 68,100 III. Tamilnadu 1 Pulneys 6, ,500 6, ,900 2 Nilgiris 1,800 4,150 5,950 1,900 4,150 6,050 3 Shevroys (Salem) 3, ,500 3, ,600 4 Anamalais (Coimbatore) 1, ,800 1, ,800 Sub total 12,825 4,925 17,750 13,385 4,965 18,350 IV. Non Traditional Areas 1. Andhra Pradesh 6, ,135 5, , Odisha Sub Total 6, ,525 6, ,330 North Eastern Region Grand Total (India) 1,00,225 2,15,275 3,15,500 1,01,500 2,12,500 3,14,000 Sources: Coffee Board Data Base Volume One

25 1.4 Planted Area by States (In hectares) Sl. No State Arabica % Robusta Total % to India I Karnataka II Kerala III Tamilnadu IV Non traditional V North Eastern Total of India Sources: Coffee Board Data Base Volume One

26 Review of Literature

27 CHAPTER II REVIEW OF LITERATURE A review of past research studies helps in identifying the gaps in conceptual and methodological issues relevant to the proposed study. This will enable the researcher to collect relevant data, analyze and interpret the same so as to draw meaningful interpretations. This chapter attempts a brief review of the relevant studies related to the present study. Keeping in view of objectives of the study, reviews are presented under the following headings. 1. Factors determining quality of coffee at farm level. 2. Assessment of awareness level of coffee planters at farm level and 3. Coffee certification process and document its constraints. 2.1 Factors determining quality of coffee at farm level Thomas (1993) used factor analysis to examine the underlying discussion of seven quality attributes and one price factor in a study of the marketing and price of silk in Karnataka. The factors which determine the relatively high loading of each variable were also studied. It was concluded that the first factor was a quality factor while the second and third were economics. Quality attributes explained per cent of variation. Woelore (1995) reported that factors such as total rainfall, relative humidity, and maximum-minimum temperatures with effect on water vapors content of the air and storage duration, greatly influence storability and quality of stored parchment coffee. Periods of prolonged drought may also result in lower quality beans. Most of the coffee tasters agree now that there is very little or no difference in flavor at all between the Arabica pure breeds cultivated under similar agro-climatic conditions.

28 Peter Bucheli et al., (1998) studied the Industrial Storage of Green Robusta Coffee under Tropical Conditions and Its Impact on Raw Material Quality and Ochratoxin-A Content. Green Robusta coffee was stored in silos for 8 months under industrial conditions in Thailand, and subjected to air-conditioning, aeration, and no aeration, and compared to bag storage under ambient conditions. Air-conditioning clearly reduced the relative humidity (RH) of the silo atmosphere and the moisture content (MC) and the water activity (aw) of green coffee. Overall storage behavior was better for coffee in the aerated silo (RH = 68%; MC = 13.0%; aw = 0.69) than for coffee stored in bags (RH = 81%; MC = 13.5%; aw = 0.72). Glucose is a potential green coffee quality marker. Under the tested storage conditions, neither the growth nor presence of ochratoxin A (OTA)-producing fungi nor consistent OTA production was found. OTA contamination appeared to have occurred before storage. Banks et al., (1999) evaluated the quality of coffee according to criteria such as bean size, colour, and shape, processing method, crop year, flavour and presence of defects. Among those, Flavour (cup quality) and presence of defects (type Classification) are the most important criteria employed World-wide in coffee trading. Maya Prakash et al., (2000) Studied the sensory profiling and product positioning of roasted and ground (brew) coffee and soluble (instant) coffee with and without added flavour. Coffee powders available commercially are of different qualities. The quality variations may be due to inherent quality of coffee beans, storage time and packaging materials used. Sensory profiles of brewed and soluble coffees were studied through profiling. Canonical discriminant analysis (CDA) used for positioning the different coffee samples showed that freshly made coffee from plantation Arabica (PA), Pea berry (PB), PA with chicory (PAC), PB with chicory (PBC) and their blends viz. PA + PB and PAC + PBC

29 occupied the quadrant where coffee aroma and overall quality rated higher. Other roasted & ground (R&G) coffee (market) samples were positioned where oily, fermented, musty, stale and caramelized notes dominated. Muschler (2001) studied the Shade improves coffee quality in a sub-optimal coffee-zone of Costa Rica. Quality is an important attribute of coffee. This study compared coffee quality of Coffea arabica L. vars. Caturra and Catimor 5175 under different levels of shade in a lowelevation, sub-optimal environment for coffee in Costa Rica. Fruit weight and bean size increased significantly when shade intensity was increased from 0% to more than 80% under unpruned Erythrina poeppigiana. While large beans (diameter > 6.7 mm) accounted for 49 and 43% of the coffee from unshaded Caturra and Catimor, respectively, these proportions increased to 69 and 72% under dense permanent shade. This suggested a stronger shade benefit for Catimor than for Caturra. The effect of shade on aroma of the brew was neutral for Caturra and slightly negative for Catimor. Shade experiments along environmental gradients should help to validate this conjecture and its relative importance in different coffee-zones. Franca et al., (2004) examined the defects employed in commercial practice in reference to the presence of defective (black, sour or Brown, immature, insect-damaged or bored, broken, etc.) beans and also of extraneous matter (husks, twigs, stones, etc.) in a given coffee. The presence of defects is quite relevant in establishing coffee quality, for they are associated to problems during harvesting and pre-processing operations. This is accounted for as type classification, according to which coffee is categorized depending on the number of defects present in a 300 g sample. Each type of defect is counted as an equivalent to one

30 black bean. For example, two sour beans or five insect-damaged beans correspond to one black bean, which is equivalent to one defect. Damanu (2008) studied coffee quality as a combination of the botanical variety, topographical conditions, climatic conditions and the care taken during growing, harvesting, storage, exports preparation and transport. According to the author botanical variety and topographical conditions are constant and therefore dominate the inherent characters of a coffee where as other factors except climatic conditions can be influenced by human being and are a key factor in determination of the end quality of a green coffee. Furthermore, inadequate systems of harvesting, processing, storage and transportation are responsible for the wide spread failure to maintain the inherent quality of coffee produced in Ethiopia Mekonen hailemichael salla (2009) in his study on influence of genotype, location and processing methods on the quality of coffee (coffee Arabica l.). To this end, this study was undertaken with the focus on identifying Suitable coffee genotypes with best quality attributes for the sidama and yirgacheffee type Types and to study the effect of environment and processing method on their inherent quality. The results depicted significant variations due to Locations, coffee genotypes, and processing methods at (p 0.05) for most coffee quality traits. In addition, the interaction effects between the treatments were significant at (p 0.05 With regard to processing methods, the wet method significantly (p 0.05) improved coffee quality over the other practices and resulted in better overall Quality, citric, and spicy taste for sidama and citric floral with more acidity for the Yirgacheffee coffees. From the present findings, it is concluded that sustainable production of market oriented best quality coffee types require.

31 Anwar (2010) in his study on assessment of coffee quality and its related problems in jimma zone of Oromia regional state. Coffee Arabica is also the major cash crop of Jimma Zone and produced in eight woredas. The author conducted study with the objectives of assessing the impact of pre and post-harvest processing practices on the quality of both wet and dry processed coffee, identifying the inherent quality of coffee in the zone and investigating socio-economic technical and institutional factors related to coffee quality problems in the zone. A binary logic model was employed for the factors affecting adoption of coffee quality pre and post-harvest management practices. The findings of this study indicate that any effort in promoting and adopting of CQPPHMP practice should recognize the socio-economic, institutional, and technical factors for better adoption of CQPPHMP practices. The results of the study concluded that wet processing method is the best approach to obtain fine and typical flavor in the cup to meet the interest and preference of consumers Rajeev bhat (2010) studied the impact of delay in processing on mould development, Ochratoxin-A and cup quality in Arabica and Robusta coffee, Delay between harvesting of coffee berries and onset of processing are common in most of the coffee-producing countries worldwide. The aim of this study was to reconfirm the impact of delay in processing on Ochratoxin-A contamination in coffee and subsequent coffee quality. Delay in processing was found to favour higher mould incidence in cherry as compared to parchment coffee of both Arabica and Robusta. In cherry, at least 1 day was reduced in Arabica, while in Robusta cherry the drying days reduced by 5 days. Delay in processing had a negative effect on cup quality in both coffee types and processing methods. The present study confirms that delays between harvesting the coffee cherries and onset of processing increases the risk of

32 ochratoxigenic mold and ochratoxin contamination in coffee, together with poor cup quality. Kulandaivelu and Velmourougane (2011) studied the effects of wet processing methods and subsequent soaking of coffee under different organic acids on cup quality. Effects of soaking wet parchment coffee processed by three different demobilization methods (natural fermentation followed by manual wash, enzyme treatment followed by machine wash and machine wash alone) under different Organic acids viz., citric, lactic, malic, phosphoric and ascorbic acids was studied at two concentrations of M and m. Coffee processed by natural fermentation + manual wash + acid soaking had good body, fair Acidity and slight bitter/medicinal taste. The added cost involved in use of acids for soaking wet parchment Equivalent to a tone of clean coffee at the conc of m was found to be Rs.10, Rs 10, Rs 15, Rs 20 and 98 for Malic, phosphoric, lactic, citric and ascorbic acid respectively. Niya Wang (2012) in her study on Physico-Chemical Changes of coffee beans during roasting. In this research, physicochemical changes that took place during roast processing of coffee beans using fluidized air roaster were studied. The results showed that high-temperature-shorttime resulted in higher moisture content, higher ph value, higher treatable acidity, higher porous structure in the bean cell tissues, and also produced more aldehydes, ketones, aliphatic acids, aromatic acids, and caffeine than those processed at low-temperature-long-time process. Fourier transform infrared (FTIR) spectroscopy and chemo metric analysis showed that clusters for principal components score plots of ground coffee, extracted by a mixture of equal volume of ethyl acetate and water, were well separated. The research indicated that variations in IR-active components in the coffee extracts due to different stages of

33 roast, roasting profiles, and geographical origins can be evaluated by the FTIR technique. 2.2 Assessment of awareness level of coffee planters at farm level Vossen (1985) assessed the beverage quality and its dependence on field management practices. The awareness on the coffee quality and factors are spread to the farmers. Traditionally experts have been engaged to do the analysis and establish an impressive catalogue of information as to the ultimate quality of coffee and thus become the judge of standards of excellence. The study determined relationship between field parameters and its influence on quality of beverage. Formal sensory evaluation can be used successfully for screening breeding selections, and may provide more reliable data than the opinions of only one or two people. A modern trend of the international coffee market is the increasing demand for products of unique characteristics or of high beverage quality. Each day, this interest in quality is translated into bottom line purchasing decisions. Shamaila (1992) studied the Quality Attributes of Strawberry Cultivars Grown in British Columbia. The quality and varieties awareness in farmers about strawberries of six cultivars, Mrak, Ranier, Redcrest, Selva, Sumas and Totem, were made, Mrak strawberries had the most intense sourness, lowest ph, high titratable acidity and least overall fruit quality rating. Two-dimensional partitioning (TOP) revealed that overall quality ratings of the strawberries from all cultivars were dependent primarily on odor and sweetness. Cultivars differed in all orthogonal variates except odor. While judges could not detect odor differences, volatiles were greatest in Mrak and Selva and least in Ranier and Redcrest.

34 Bayetta and Belachew (1998) Indian Research Centre has devoted considerable effort and resources and developed several coffee technology packages. A number of programs for the awareness in farmer about coffee cultivars that combine high yield, disease resistance, and quality characters developed were presented. In addition, recommendations have been developed on pest and disease management are also highlight in the awareness study. Improved cultivar produces and 6-16 Q/ha cleans coffee on station and on farmers fields, respectively. In general, the efforts and resources committed to technology development would be of little significance unless and otherwise they are accessed, and used by intended users. In this aspect, the communication media and public agricultural research extension and advisory services have played a large part in introducing the new technologies and farming practices to farmers and awareness. In comparison, there has been little investment in farmer education, both in the narrow sense of offering farmers structured learning opportunities and in the broad sense of expanding their capabilities to understand, innovate, and adapt to the changing context. Radhakrishnan (2004) conducted a study on perspectives and awareness of coffee consumption in India. The result indicated that coffee consumption had shown an annual average growth of 2.14 per cent between 1951 and In absolute terms the off take in domestic market had grown from about 18, 400 tonnes to about 70, 000 tonnes during For various reasons the decade between 1991 and 2000 did not show any noticeable growth in consumption. Most of the earlier growth had come from Robusta than Arabica. The highest growth rates were achieved only during the period and at a CGR of 7.23 and 3.28 per cent, respectively. Market development in nontraditional areas, consolidating traditional markets, retail space: outlets

35 and distribution, product forms, consumer education and focus on the youth were some of the policies implied by him. Rekha chinappa and Rajashekar (2010) study on Awareness and Market Information on Organic Coffee Cultivation. Coffee being a major export earning commodity, the marketing in this arena is challenging due to the absence of the quota system in the post liberalized market. Organic coffee, cultivated in deep jungle soils under a two tier mixed shade canopy of evergreen leguminous and non-leguminous shade trees is vital for the survival of the ecosystem. This segment of coffee fetch premium which is directly related to the quality. It commands a price per cent higher than ordinary coffee in the market. Coffee growers in India do not seem to have a taste for specialty coffee in spite of the economic incentive. The studies outlined in this manuscript projects the opportunities in the present scenario of competitive advantages of organic coffee market and addresses the challenges for the sustenance in the organic market. 2.3 Coffee certification process and document its constraints. Rice and Mclean (1999) conducted several shade coffee certification program have been developed since the early 1990s, each with a different approach to engaging and certifying coffee producers for a full review of these programs and their certification criteria see. The Standards are viewed as potential mechanisms to close the gap in the existing regulation by substituting public regulation with private rules for production. Sadaphal et al., (2001) conducted a study on and constraints experienced by the white onion growers from Raigad district of Maharashtra. They found that majority of the respondents (99.00%) had faced marketing constraints for white onion. All (100%) the respondents

36 reported the problems namely could not get reasonable price for onion. while, per cent had reported the problem of non-availability of transport facilities. Lyon (2002) maintains that Fair-trade certification participation leads to substantial improvements in coffee quality as cooperatives develop long-term direct relationships with buyers and have an incentive to improve their coffee in years to come. Furthermore, the higher prices received in the Fair-trade market often help cooperative members to make much needed improvements in their fields. Author also pointed out those long-term relationships can also create a sense of security among cooperative members, and they can lose the urgency for the maintenance and improvement of quality. Giovanuci and Ponte (2005) studied the organic certification and the constraints associated. Main benefit is the Price premium, which is set in international markets and averages 10 to 20 per cent, depending on coffee quality. In addition, organic production reduces the costs of purchased inputs for growers who formerly depended on chemical inputs. It can also improve coffee quality. On the cost side, organic production typically increases labour costs and reduces yields for growers who formerly depended on chemical inputs. In addition, transaction costs for initial certification, for subsequent annual monitoring and reporting are significant. Annual costs can easily amount to 5 per cent of sales. All of these costs are generally borne by the grower. Study also indicated that the transition period implies that the grower must pay them for two to three years without the principal benefit of certification a price premium. Christine Schmitt and Ulrike Grote (2006) reported that wild coffee production in Ethiopia. The role of coffee certification and constraints associated in forest conservation. The Ethiopian rainforests are

37 internationally renowned for their high biodiversity and their wild coffee (Coffea arabica) populations, but are severely threatened by deforestation. Subsequently, the role of coffee certification for forest conservation is evaluated. The results show that wild coffee yields from undisturbed forest with low management intensity are extremely small. Intensive management in semi-forest coffee systems removes 30per cent of the canopy trees and most undergrowth vegetation. Particular certification criteria for wild coffee, however, do not exist yet. This study reviews currently present coffee certification schemes under, e.g., Forest Stewardship Council (FSC), International Federation of Organic Agriculture Movements (IFOAM), Rainforest Alliance and Utz Kapeh, and explores to what extent they can promote sustainable use and conservation of the Ethiopian coffee forests. Bande bitzer et al., (2008) examined the critical difference between the costs of certification and the extra revenues generated through certification are positive. Such revenues can arise due to price premiums, access to new markets and cost reductions associated with efficiency increases. Experiments were carried out on vacuum packing of cocoa by the Institute Francis du Café, du Cacao at Yaounde in the Cameroons wherein, beans were packed under vacuum in 240 litre polyethylene bags, with entering bean quality carefully registered and average water content of about 7.3 per cent and were stored for eight months. At the end of the test period, it was found that the application of vacuum had totally eliminated insect larvae found in normally stored beans viz., Ephestia cautella, Stephanoderes hampei, Ahasverus sp. and Araccerus fasciculatus. Pradyot and Ranjan (2009) examined the impact of coffee certification on small-scale Producers Livelihoods. What is the impact of product certification on small-scale farmers livelihoods? To what extent

38 does the participation of Ethiopian small-scale coffee farmers in certified local cooperative structures improve their socio-economic situation? To answer these questions, this paper employs household data of 249 coffee farmers from six different cooperatives collected in the Jimma zone of Southwestern Ethiopia in Findings show that the certification of coffee cooperatives has in total a low impact on small-scale coffee producers livelihoods mainly due to (1) low productivity, (2) an insignificant price premium, and (3) poor access to credit and information from the cooperative. Good cooperatives have reaped the benefits of certification, whereas bad ones did not fare well. In this regard the cooperative effect overlies the certification effect. Ryo Takahashi and Yasuyuki (2009) studied impact of a shade coffee certification program on forest conservation: A case study from a wild coffee forest in Ethiopia The significance of the certification program's conservation efforts is still unclear because of the lack of empirical evidence. The purpose of this study is to examine the impact of the shade coffee certification program on forest conservation. The study was carried out at the Belete-Gera Regional Forest Priority Area in Ethiopia, and remote sensing data from 2005 and 2010 was used to gauge the change of the forest area. By contrast, the difference in the degree of deforestation between forests with forest coffee but not under the certification program and forests with no forest coffee is statistically insignificant. These results suggest that the certification program had a large impact on forest protection, decreasing the probability of deforestation by 1.7 percentage points.

39 Methodology

40 CHAPTER III METHODOLOGY In this chapter the details on characteristic features of area selected for the study, the methods used in sampling, the nature and sources of data and statistical tools/techniques employed in data analysis are discussed. The methodology is presented under the following headings. 3.1 Selection and description of study area 3.2 Sampling procedure 3.3 Nature and sources of data 3.4 Analytical tools and techniques 3.5 Definitions of terms and concepts 3.1 Selection and description of study area The present study was conducted in Hassan, Kodagu and Chikmagalur districts of Karnataka. Selections of the study area are given below Selection of the study area The study was conducted Hassan, Kodagu and Chickmagalur districts of Karnataka, which are the highest producers of coffee amounting for 2, 21,000MT (Coffee Board 2012). Data were collected from Virajpet, Mudigere and Sakaleshpur. To accomplish the objectives of the research, survey was carried out with a schedule for the various such as coffee growers, traders and curers. Random sampling was used to select the respondents. Sample size selected for the survey was 60 coffee growers and 15 traders; it is distributed as 20 coffee growers from each district and 5 traders from each district respectively.

41 3.1.2 Description of the study area A Brief about Kodagu District: Kodagu district lies on the summits of the eastern and western slopes of the Western Ghats. It is situated on the south west of Karnataka state and lies between north latitudes and and east longitudes and Its greatest length from Hemavathi River in the north to the Brahmagiri range in the south is 96 kilometers and its greatest breadth from Sampaje in the west to Kushalnagar in the east is about 64 Kilometers. Kodagu is the smallest district in Karnataka state. The district now consists of three taluks- Mercara, Somwarpet and Virajpete. The evergreen forests of Kodagu are the green gold of the Kodagu district. Climate: The climate of this district, a good portion of which lies on Western Ghats and the rest in the Plateau region to the east of the Western Ghats, is characterized by high humidity, heavy rainfall, particularly on the Ghats of the neighbourhood a cool, equable and pleasant climate. The year may be divided into four seasons. The summer extending from March to May, followed by south west monsoon season from June to September, October and November constitute the post monsoon season, and the period from December to February is the winter season, with clear bright weather with the onset of South-west monsoon and is the beginning of the cropping season of the district. Rainfall: The average annual rainfall of the district is 1000 to 5000 mm. The rainfall decreases from the west to the east on account of the nature of the terrain, which consists of hills and valleys, the variation is

42 considerable. The scattered showers favouring plantations are received during March and April and coffee blossom depends on these rains. Humidity: In general the air is highly humid all through the year and particularly during the monsoon months. The period from January to March is the driest part of the year, when the afternoon relative humidity average at about 55 per cent. Soil: The district can be broadly divided into three major soil zones as follows: 1. Eastern zone: Soil is mostly dark clayey becoming water logged in monsoons and cracking in summer. 2. Central Zone: Soil is light brown in colour and loamy to clay-loamy in texture. 3. Western Zone: Soil is highly leached and tends to be lateritic deficient in lime and with Iron and Manganese concentrations. Soil is shallow as a result of leaching. In the valley portions red loam soils are also found. These soils are suitable for raising coffee plantations. The lateritic soils are acidic in nature and deficient in lime and other nutrients. Paddy is the main crop grown in these areas of soil. The dark brown clayey soils are found in the eastern parts of Kodagu, which are rich in forests. A Brief about Hassan District: Geography Hassan district lies between and North latitudes and and 76º 38 East longitudes. Hassan district has a total area

43 of Sq. Kilometers The greatest length of the district, from south to north, is about 129 kilometers, and its greatest breadth, from east to west, is about 116 kilometers. The District which has 8 taluks, 38 hoblies and 2,369 villages. The geographic area of the district of Hassan is 6845 square kilometers. The population is lakhs and the average rainfall is about 1031 mms annually. Coffee, Black Pepper, Potato, Paddy and Sugarcane are the major agricultural crops. Climate Hassan district lies partly in the "malnad" tract and partly in the southern "maidan"(plains) tract. By considering the physical aspects, climate, rainfall, etc. the district may be divided into three regions, viz., (1) southern malnad, (2) semi-malnad and (3) southern maidan. western and north-eastern portions of the Belur taluk, western and central parts of Alur taluk and the whole of Sakaleshapura taluk constitute the "southern malnad" region, the central parts of the Arkalgud taluk, the western portion of the Hassan taluk, the eastern portion of the Alur taluk, the central and eastern parts of the Belur taluk and the western parts of the Arasikere taluk form the "semi-malnad" region. The southern maidan region includes the whole of the Holenarasipura and Channarayapatna taluks, eastern parts of the Arasikere and Hassan taluks and the south-eastern portions of the Arkalgud taluk. The southern malnad is a forest-clad hilly region with a heavy rainfall. Rainfall The average rainfall of the district ( ) is mm. The rainfall pattern reveals that the highest (Av mm) rainfall has occurred in Sakleshpur taluk, which is adjoining the Western Ghats and the lowest (Av.733.3mm) in Arsikere taluk, which is in Maidan (Plain) region. The orographic influence on rainfall is clear from the spatial distribution.

44 Humidity In general the air is marginally humid all through the year and particularly during the monsoon months. The period from January to March is the driest part of the year, when the afternoon relative humidity average at about 41 per cent. Soil The soils of the district display a wide diversity and are quite fertile. The main soil types are Red soil, Red sandy soil, mixed soil and Silty clay soil. The soils in the western taluks are derived from granites, laterites and schists. These soils are shallow to medium in depth and the color changes with depth from red at the surface and red and yellow mottles at depth. The soils are suitable for pepper, coffee, cardamom, areca, paddy and sugarcane crops. In the eastern taluks, the soils are red sandy type, which are derived from granite, gneisses and schist's. These are shallow, loamy to sandy loamy in texture and are intermixed with coarse gravel and pebbles and are well drained but poor in moisture retaining capacity. These soils are suitable for crops like paddy, sugarcane, coconut, potato and vegetables under irrigated conditions and ragi, millets, groundnuts and cotton under rain fed conditions. In parts of Arsikere taluk, black soils are also seen locally. A Brief about Chickmagalur District Geography The district is situated between and north latitude and between and east longitude. Its greatest length from east to west is about kilometers and from north to south 88.5 kilometers. General boundaries are east Tumkur district, South - Hassan district, West - Western Ghats which separates

45 it from Dakshina Kannada (South Kanara), North - East: Chitradurga district, North - Shimoga district. Climate The climate of this district, a good portion of which lies on Western Ghats and the rest in the Plateau region to the east of the Western Ghats, is characterized by high humidity, heavy rainfall, particularly on the Ghats of the neighborhood a cool, equable and pleasant climate. The year may be divided into four seasons. The summer extending from March to May, followed by south west monsoon season from June to September, October and November constitute the post monsoon season, and the period from December to February is the winter season, with clear bright weather with the onset of South-west monsoon and is the beginning of the cropping season of the district. Rainfall The average annual rainfall of the district is 1900 to 2500 mm. The rainfall decreases from the west to the east on account of the nature of the terrain, which consists of hills, valleys and maidan parts, the variation is considerable. The scattered showers favoring plantations are received during March and April and coffee blossom depends on these rains. Humidity In general the air is marginally humid all through the year and particularly during the monsoon months. The period from January to March is the driest part of the year, when the afternoon relative humidity average at about per cent.

46 Soil The main soil types are Red soil, Red sandy soil, mixed soil and Silty clay soil. The soils in the western taluks are derived from granites, laterites and schists. The soils are suitable for pepper, coffee, cardamom, areca, paddy and potato crops. These are shallow, loamy to sandy loamy in texture and are intermixed with coarse gravel and pebbles and are well drained but poor in moisture retaining capacity. 3.2 Sampling procedure Multistage sampling method was adopted for the study to collect the necessary information from Coffee growers and traders. Primarily the information regarding the quality attributes awareness level and certification constraints were collected from farmers. The exception of quality was collect from the traders involved in Coffee trading.

47 3.3 Nature and source of data The study is based on both primary as well as secondary data. Primary data were obtained from the farmers and traders using pretested schedules through personal interview for evaluating the objectives of the study. The information elicited pertaining to land holdings, family size, educational level, input use, variety of Coffee. The primary information regarding the necessary secondary information regarding area and production of coffee varieties which are suitable for cultivation and best quality was collected from Central Coffee Board Bangalore Period of study The reference year of the study was and the collection of data was carried out during the period March and April Analytical tools and techniques To fulfill the specific objectives of the study, based on the nature and extent of data, the following analytical tools and techniques were adopted. 1. Factor analysis 2. Percentage 3. Garret s ranking Stages of Study Implementation Stage 1- Documentation of factors influencing the quality attributes of coffee at farm level. During this stage the quality attributers are listed and checking which attribute is influencing higher and which in the lower way at the farm level. The farmers are the means by which the attributes are examined supplemented by the secondary data from Coffee Board of

48 India. The major Coffee growing areas are mapped to field interviews with the farmers. Stage 2 - Analysis of key constraints For each quality attributes, assess the awareness, constraints and bottlenecks to achieving competitive advantage were also identified. The study team reviewed secondary information, primary information at each stage of interview in the field level in order to identify the major constraints to achieve the maximum quality in Coffee at the farm level. Stage 3 -: Options for Improving Performance: The options for addressing the constraints identified in Stage 2 were assessed at this stage. Following the detailed analysis of constraints to carry out in Stage 2 of the study, intervention strategies were developed for improving the quality, awareness level and certification Schedules and checklist used A semi-structured and pre tested schedules were developed and used that dealt with issues specific to the coffee quality and certification. An effort was made to incorporate into the schedules, questions pertaining to key issues identified during the interaction with the Coffee growers and traders in study visit. In most cases though, interviewees were asked to rate the perceived quality in a particular relationship by providing a verbal assessment. The work also covered the qualitative research including: the listing of constraints and future opportunities Sampling of Coffee Quality actors The farmers, traders, Coffee curing units formed the focus of this research. Actors involved in Coffee quality were also interviewed and interacted. In total, 75 actors were interviewed.

49 Factor analysis The Weighted Scoring Method is a powerful but flexible method of comparing similar items against a standard, prioritized list of requirements or criteria. The process of deriving weights and scores is explained below step by step, covering the following stages: 1. Identify the relevant non-monetary attributes; 2. Weight the attributes to reflect their relative importance; 3. Score the options to reflect how each option performs against each attribute; 4. Calculate the weighted scores; 5. Test the results for robustness; and 6. Interpret the results Rotated Component Matrix Extraction Method The Rotated Component Matrix shows the factor loadings for each variable. Factors went across each row, and highlighted the factor that each variable loaded most strongly influencing higher Percentage analyses Percentages analyses explain information as a proportion of the whole. Percentages are calculated by taking the number of the subcategory and dividing by the total number in the population. For instance for new varieties 40 planters are aware and 20 are not aware, percentage of planters aware is calculated by the below formula 40 (Number of planters aware) 60 (Total number of planters) = 0.66 x100 = 66.67%

50 3.4.4 Garrett s ranking technique In this study, Garrett s ranking technique was used to analyze the constraints faced by the farmers, involved in the coffee certification at farm level. The study of constraints faced by farmers, are the most important aspects of research from policy point of view. The respondents were asked to rank (in the order of severity) the constraints and these ranks were converted to scores by referring to Garrets table. The order of the merit given by the respondents was changed into ranks by using the formula, Percent position = 100 (Rij -0.50) Nj.. (12) Where, Rij = Rank given for i th item by j th individual Nj = Number of items ranked by j th individual The percent position of each rank was converted to scores by referring to tables given by Garret and Woodworth (1969). Then for each factor, the scores of individual respondents were summed up and divided by the total number of respondents for whom scores were gathered. The mean scores for all the factors were ranked, following the decision criterion that lower the value the more important is the constraint to farmers.

51 Results

52 CHAPTER IV RESULTS This chapter covers various aspects of Coffee cultivation parameters, awareness and certification constraints associated which reflects the quality attributes of Coffee at farm level. The results have been presented in this chapter under the following headings. 4.1 Socio-Economic characteristics of sample respondents 4.2 The factors determining quality of coffee at farm level. 4.3 Assessment of awareness level of coffee planters at farm level. 4.4 Coffee certification process and document its constraints 4.1 Socio-Economic characteristics of sample respondents The study covers 60 planters comprising of 10 small (less than or equal to 10 acres), 26 medium (10-15 acres) and 22 large (greater than 25 acres) coffee plantations. The details of the family particulars of sample respondents are presented in Table 4.1. Most number of the respondents was from the age group between years. The respondents with educational qualification up to per-university were more (53.33%) most of the respondents were medium farmers with income level of per month. All the farmers grow both species of Coffee, Arabica and Robusta. Most of the respondents grow Cauvery variety of Arabica and Old Robusta variety of Robusta.

53 Table 4.1: Socio-economic profile of sample planters Sl. No. Particulars Number Per cent (%) I Age group A Up to 30 years B years C years D Above 50 years Total II Literacy group A Illiterate B Up to SSLC C Up to pre-university D Graduate Total III Income group per month A Up to Rs. 20, B Rs. 20,000 to 30, C Above Rs. 30, Total IV Land holdings (Coffee Board) A Small ( 10ac) B Medium (10-15 ac) C Large (> 15 ac) Total V Varieties of Arabica grown A Cauvery B Chandragiri C Selection D Selection Total VI Varieties of Robusta grown A Old Robusta B Cauvery X Robusta Total

54 4.2 The factors determining quality of Coffee at farm level. At the farmer level, coffee quality is a combination of production level, price and easiness of culture; at the exporter or importer level, coffee quality is linked to bean size, lack of defects and regularity of provision, tonnage available, physical characteristics and price; at the roaster level, coffee quality depends on moisture content, stability of the characteristics, origin, price, biochemical compounds and organoleptic quality. Cup quality is a complex characteristic which depends on a series of factors such as the species or variety (genetic factors), environmental conditions (ecological factors), agronomical practices (cultivation factors), processing systems (post-harvest factors), storage conditions, industrial processing, preparation of the beverage and taste of the consumer. Coffee quality is of critical importance to the coffee industry. Quality coffee is a product that has desirable characteristics such as clean raw and roasted appearance, attractive aroma and good cup taste. Moreover, factors that determine coffee quality are genotypes, climatic conditions, and soil characteristics of the area, agronomic practices, harvesting methods and timing post harvest processing techniques, grading, packing, storage conditions and transportation Pre and Postharvest practices of coffee in Chikmagalur district The Weighted Scoring Method is a powerful but flexible method of comparing similar items against a standard, prioritized list of requirements or criteria. Weighted Scores is used to analyse the weightage given by the respondents of each Districts and variables are measured in teams of Pre and Post-Harvest practices. The weighted scoring model is simply a tool, a technique to help and guide the highest variables based on the weights given by the respondents. In the Chikmagalur district the weighted scores for Pre Harvest practices was given to soil fertility with the highest weightage total score

55 of 3.65 which stands in the first rank followed by application of inorganic fertilizer with the second highest total weighted score of Shade regulation is ranked in third place with a total weighted score of 3.55; application of organic fertilizer was given the fourth place with the total score of Application of compost in the fifth place with a total weighted of score of 3.48 followed by application of micro nutrients with total weighted score of 3.42 and disease management with a total score of 3.35, trenching with a weighted score of 3.34, followed by sprinkler irrigation 3.23, pest management Digging (3.12), thinning and pruning (3.08), weed control (3.06) were given the least importance. In post-harvest practices of the Chikmagalur district, weighted scoring method, type of harvesting practices stands in the first rank with a total score of 4.35, followed by drying method with a total score of 3.90, followed by after harvest storage with a total score of 3.65, dry pulping Wet pulping had weighted score of 3.56, sorting and grading (3.52) and bagging (3.40) had a lesser importance.

56 Table 4.2: Weighted Scores of pre harvest practices of coffee in Chikmagalur Sl. No Variables Weighted scores Total score Rank 1. Soil fertility 3.65 I 2. Application of inorganic fertilizer 3.62 II 3. Shade Regulation 3.55 III 4. Application of organic fertilizer 3.53 IV 5. Application of compost 3.48 V 6. Application of micro nutrients 3.42 VI 7. Disease management 3.35 VII 8. Trenching 3.34 VIII 9. Sprinkler irrigation 3.23 IX 10. Pest management 3.15 X 11. Digging 3.12 XI 12. Thinning and Pruning 3.08 XII 13. Weed control 3.06 XIII

57 Table 4.3: Weighted score of post-harvest Practices of coffee in Chikmagalur district Sl. No. Variables Weighted scores Total score Rank 1. Type of harvesting practices 4.35 I 2. Drying method(cherry) 3.90 II 3. After harvest storage 3.65 III 4. Dry pulping 3.59 IV 5. Wet pulping 3.56 V 6. Sorting and grading 3.52 VI 7. Bagging 3.40 VII

58 4.2.2 Documentation of Pre and Postharvest practices of coffee in Kodagu District Weighted Scores tool is used to analyses the total scores of Kodagu district, the results are presented in the table 4.4.and table 4.5. Applicat ion of inorganic fertilizer ranked the first with a total score of 3.65, followed by soil in the second with a total score of 3.62, followed by thinning and pruning with a total score of 3.55, followed by shade regulation with a total score of 3.45, application of micro nutrients (3.40), sprinkler irrigation method (3.35), application of compost (3.35), digging (3.30), disease management (3.30), pest management (3.30) are given average importance. Weed control (3.20), application of organic fertilizer (3.20) and trenching (3.15) are given least importance. Among post-harvest practices variable type of harvesting practices ranked in the first position with a total score of 4.15, followed by after harvest storage with a total score of 3.70, sorting and grading (3.45), drying method (3.40) and wet pulping (3.43) are given the medium importance. Dry pulping (3.20) and bagging (3.15) are having lesser importance.

59 Table 4.4: Weighted scores of pre harvest practices of coffee in Kodagu district Sl. No. Variables Weighted scores Total score Rank 1. Application of inorganic fertilizer 3.65 I 2. Soil fertility 3.62 II 3. Thinning and Pruning 3.55 III 4. Shade Regulation 3.45 IV 5. Application of micro nutrients 3.40 V 6. Sprinkler irrigation method 3.35 VI 7. Application of compost 3.35 VII 8. Digging 3.30 VIII 9. Disease management 3.30 IX 10. Pest management 3.30 X 11. Weed control 3.20 XI 12. Application of organic fertilizer 3.20 XII 13. Trenching 3.25 XIII

60 Table 4.5: Weighted Score of post-harvest practices of coffee in Kodagu district Sl. No. Variables Weighted scores Total score Rank 1. Type of harvesting practices 4.15 I 2. After harvest storage 3.70 II 3. Sorting and grading 3.45 III 4. Drying method(cherry) 3.40 IV 5. Wet pulping 3.41 V 6. Dry pulping 3.43 VI 7. Bagging 3.35 VII

61 4.2.3 Documentation of Pre and Postharvest practices of coffee in Hassan District with Weighted Scores Weighted Scores tool is used to analyses the total scores of Hassan district, the results are presented in the table 4.6. and table 4.7. Variable, shade regulation ranked the first with a total score of 4.25, followed by application of inorganic fertilizer in the second place with a total score of 4.10, followed by soil fertility with a total score of 3.55, followed by thinning and pruning with a total score of 3.45, followed by application of micro nutrients with a total score of Sprinkler irrigation methods (3.39), digging (3.37), application of compost (3.35), trenching (3.33) and application of organic fertilizer (3.30) were given the medium weightage and disease management(3.20), pest management (3.20) and weed control( 3.15) were given the lesser important. In post-harvest practices variables Type of Coffee harvesting ranked in the first position with a total score of 4.25, followed by drying method with a total score of 3.70, followed by after harvest storage practices with a total score of Bagging (3.43), sorting and grading (3.42), wet pulping (3.33) and dry pulping (3.31) were given the lesser importance.

62 Table 4.6: Weighted Score of Pre Harvest Practices of coffee in Hassan district Sl. No. Variables Weighted scores Total score Rank 1. Shade Regulation 4.25 I 2. Application of inorganic fertilizer 4.10 II 3. Soil fertility 3.55 III 4. Thinning and Pruning 3.45 IV 5. Application of micro nutrients 3.40 V 6. Irrigation methods 3.39 VI 7. Digging 3.37 VII 8. Application of compost 3.35 VIII 9. Trenching 3.33 IX 10. Application of organic fertilizer 3.30 X 11. Disease management 3.20 XI 12. Pest management 3.20 XII 13. Weed control 3.15 XIII

63 Table 4.7: Weighted score of Post-Harvest Practices of coffee in Hassan district Sl. No. Variables Weighted scores Total score Rank 1. Type of coffee harvesting 4.25 I 2. Drying method (cherry) 3.70 II 3. After harvest storage practices 3.55 III 4. Bagging 3.43 IV 5. Sorting and grading 3.42 V 6. Wet pulping 3.33 VI 7. Dry pulping 3.31 VII

64 4.2.4 Interrelationship among Importance Ratings on Each Attribute In order to study the interrelationship among the determinants of coffee quality, importance ratings for each quality attribute have been conducted. Factor analysis method was used. The factor analysis method can identify latent factors underlying importance ratings on quality attributes and explain the structure of importance ratings on these selected attributes. The rotated component matrix shows the factor loadings for each variable. Factors went across each row, and highlighted the factor that each variable loaded most strongly influencing higher. Values in bold indicate attribute loads on factors more than 0.500, which have higher influence on that particular factor. The first four subsets highlighted and loaded are on factor one, followed by the subsequently subsets two, three and four. In the first subset soil fertility, drying, storage and bean size have higher loading value and influence more, in subset second bean size, and after harvest storage have higher influence subset. Third are shade regulation, wet pulping and dry pulping, have higher influence and subset fourth application of micro nutrients and disease management have higher influence.

65 Table 4.8 Rotated Component Matrix of Factor Scores Sl.No Parameters Factor interpretation Component F1 F2 F3 F4 1. Shade regulation Harvest practices Soil fertility Wet pulping Dry pulping Drying Application of micro nutrients Storage Bean size After harvest storage Pest management Disease management Note: Values in bold indicate attribute loads on factors (loading > 0.50 criteria) Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

66 4.2.3 Cluster analyses Cluster analysis is a way of grouping objectes which are similar.a Dendrogram is a form of binary tree that is typically used to visualize hierarchical (importance) relationships in data. In Dendrograms, a node represents a merging of two clusters. Therefore, the node s metric value is typically the Euclidean distance between the two clusters of data. In Dendrograms, the similarity (thus a node s metric value) is visually reflected by the graphic distance from the node to the root in a vertical or horizontal direction, so that users can focus on graphics. The general objective of data clustering is to minimize within-cluster variation and thus to maximize the between-cluster variation. The average linkage between qualities attributes of Coffee at farm level, is presented in the figure 4.1 that majorly three clusters having a broad linkage and each with many clusters combination. The first cluster is linked between moisture content of Coffee bean and storage condition; these two clusters are closely correlated between each other as there are highly dependent on each other. The second cluster is linked between hulling and drying, the third cluster is linked between roasting and wet pulping. The rescaled distance cluster combination of first cluster is 25 which is the highest and second cluster have rescaled distance cluster combination up to 13, and the third rescaled distance cluster combination is 10.

67 Fig. 2: Dendrogram showing the average linkage between qualities