The Papua New Guinea coffee corporation says a co-ordinated approach is needed to improve marketing the industry in Europe.
Colin Smith from the European specialist coffee association has told stakeholders in Goroka that PNG needs to have a stronger presence at trade fairs and exhibitions in Europe to be competitive and create demand.
A marketing officer for the PNG Coffee Corporation, Jacqueline Ruguna, says it realises steps need to be taken.
"Mobilise our farmers, mobilise our exporters so we go and present or participate in some of these conferences which other producing countries like Kenya, Ethiopia, Guatemala are participating. We have the capability of going there but we haven't taken that step."
Jacqueline Ruguna says Europe is currently one of PNG's biggest coffee markets, along with Japan, Australia, and the United States.