Dr Christopher Tufton, minister of agriculture, says there are steps the Coffee Industry Board (CIB) should pursue if it is to expand and improve its production.

Speaking at the launch of the CIB's new website portal at the organisation's head office on Wednesday, Tufton highlighted the importance of having an appreciation of who was serving the market around the world.

"There needs to be a mechanism to constantly monitor our end users and I think the CIB is in a position to provide tremendous support in this regard and this website can provide a very useful tool by providing and receiving information about what the industry is doing," he said.

The new website is to provide comprehensive and authentic information on Jamaican coffee for international buyers and is expected to be the primary means of contact with the global community.

Important to build brand

He said it was also important that the CIB protect and build value around the brand being offered in the marketplace.

Dr Tufton challenged the CIB to build productivity improvement within the sector because it was the quickest way to improve returns.

The agriculture minister then went on to encourage the CIB to find ways of attracting young people to the industry, a move being attempted, he said, in other areas of agriculture.

The coffee industry is one of the largest earners of foreign exchange, generating approximately US$30 million last year.