The Jazan province in southwestern Saudi Arabia has a variety of fertile valleys and terrain that provides a landscape for agricultural investment, an important contribution to the Kingdom’s food supply chain. The area is particularly famous for its ancient trees and traditional farming techniques. Khawlani coffee is deeply embedded in Saudi national identity and tradition and forms an indispensable part of the Arabian cultural practice. However, Jazan faces unique challenges such as its hot, dry climate, the need for advanced watering methods and the smaller size of most coffee farms, which hinder its ability to invest and earn good income. Therefore, understanding the journey of coffee from farm to cup is crucial to making coffee farming more sustainable and profitable.
In this case, Dr. Khadija Mehrez and his team from Jazan University began a comprehensive study to enhance Khawlani Coffee’s local value chain (LVC). This groundbreaking study focused on implementing value-based marketing strategies to improve the quality of Khawlani coffee and the economic well-being of farmers in the region. The team conducted extensive interviews with coffee farmers in six mountainous areas of Jiazan and conducted a thorough content analysis. This study sheds light on the common practices of commercialization, cultivation and management of coffee cultivation, while revealing the main challenges faced, including a lack of awareness of government support programs.
The findings of the study, published in the Journal of the Saudi Society for Agricultural Sciences, show that the Saudi coffee market is about to grow, especially in the Jiazan area. The team presents practical and sustainable strategies to address unique challenges facing the region, such as the impact of water shortages and climate change. These strategies emphasize environmental practices and the adoption of modern technologies to enhance coffee production.
An important aspect of the study is the emphasis on providing support and training in advanced agricultural approaches and quality control, especially for small farmers. This support is expected to improve the quantity and quality of coffee production, which can enhance the well-being of the coffee farming community. This study highlights the importance of smart marketing strategies in helping agriculture by increasing farmers’ incomes and making agricultural products more competitive.
All in all, Dr. Khadija Mehrez and her team have drawn a new path for Khawlani coffee production. Their research not only points to the main challenges, but also provides strategies to overcome them through creative agricultural marketing techniques. The Jazan coffee sector has the potential to meet local demand and enter the global high-end market, which shows the shift to a more sustainable and thriving coffee industry.
Journal Reference
Khadija Hassen Mehrez, Habib Khemira, Ali Mohammed Medabesh. “Marketing strategies for value chain development: a case in the Khawlani Coffee-Jazan region of Saudi Arabia.” Journal of the Saudi Society for Agricultural Sciences, 2023.
About the Author
Dr. Khadija MehrezAssistant Professor with PhD Degree has a decade of extensive experience in marketing, academia and management. After she took up the position of head of marketing, she served in different ways for four years. Dr. Khadija demonstrates exemplary leadership, strategic planning and curriculum development skills in this capacity, which greatly enhances the academic environment. Her tenure in this role is characterized by innovative teaching methods and effective policy strategies, which benefit students and teachers a lot. In addition, Dr. Khadija delves into the research, researching various marketing topics, and also exploring interdisciplinary fields. Her commitment to academic excellence is evident in her teaching and administrative roles, where she continually contributes to the development and nuanced understanding of marketing principles.
