Knowledge sharing through social media

ECOM’s Customer Care and Monitoring Centre (CASC) in Mexico provides accurate and timely information to coffee producers, helping them to access vital knowledge. CASC originated in the need to find new communication methods during the COVID-19 pandemic. Established as a remote guidance tool, CASC has become a dynamic way to facilitate knowledge sharing and provide farmers with answers to their queries in real-time.

With information available through a range of social media networks, as well as by telephone and face-to-face, farmers can quickly and easily obtain technical assistance, information on sales of seeds and higher quality plants, market prices and training events, podcasts and more. More than 1,200 growers now use the tool to improve their farming practices.

In 2023, CASC recorded 62,177 social media interactions, demonstrating its effectiveness in connecting with producers. It has also expanded to include a smart chat feature accessible via WhatsApp, which offers specialised information on coffee farming 24/7, 365 days a year. By providing immediate, practical information, CASC can make a real contribution to improving farmers’ livelihoods and has quickly established itself as a popular go-to tool.