KILIMANJARO: EVERY year on October 1st, Tanzania joins the rest of the world in celebrating International Coffee Day, a day dedicated to recognising the economic, social and cultural importance of coffee. According to the Director General of the Tanzania Coffee Board (TCB), Mr Primus Kimaryo, this day is crucial in reflecting on how deeply coffee is woven into the fabric of Tanzanian life. Through the ambitious “Road to Five Million Coffee Bags” strategy, the country plans to significantly increase both the quality and quantity of coffee production. “Every cup we drink supports a farmer.”The TCB is also encouraging youth participation in the coffee value chain, from farming to innovation, such as mobile coffee shops and other modern business ventures that add value to the local coffee industry. As the world marks International Coffee Day, Mr Kimaryo called on all Tanzanians to celebrate by drinking locally grown coffee and sharing its story with the world.