**6.4 Marketing**

Marketing of coffee product highlights the most decisive stage of coffee commercialization during post-harvest. The coffee farmers market their coffee product in various forms, including selling of red cherries, dried beans, milled beans, and roasted beans. Selling the production in the form of red cherry beans is most popular one, where the price is varied between 1500 and 3200 kip per kg. Some groups of farmers who have Robusta and Excellsa coffee prefer dried beans where they can keep for long time and expect to higher value. Recently, some of the farmers also roast their products to serve the tourists locally to get higher coffee value. The marketing circle starts with the farmers and continue to a middleman, and then exporter or factory (**Figure 1**). The middle man will come to purchase coffee beans at the farm gate before processing and wholesaling to the coffee industry such as Dao Heuang coffee factory in Champasak province.
