Recently recognised as one of the ‘Leaders of Rurality of the Americas’ by the Inter-American Institute for Cooperation on Agriculture (IICA), Jamaican coffee farmer Dorienne Rowan Campbell has expressed gratitude for the award, but is also using the moment to advance calls for urgent reforms in the local coffee industry.

Speaking with the Jamaica Observer, Rowan Campbell said that while the recognition is greatly appreciated, much more needs to be done to build a thriving and sustainable coffee-producing ecosystem, particularly for small farmers.

“Being presented with the Soul of Rurality award was an honour,” she said. “But my real concern is how we can translate this recognition into tangible support and an overall development of the local sector.”

The award is part of IICA’s ongoing effort to celebrate individuals who have made significant contributions to rural communities across the Americas, especially in areas related to food security, nutrition, and environmental sustainability.

“It’s nice to be recognised,” she added, “but I’m more interested in how we can use this to move the sector forward. I’ve already thanked IICA, but have also written to them asking how we can leverage this designation to attract more support so that other small coffee farmers can benefit as well.”

Having become exposed to other award recipients, Rowan Campbell is now exploring ways to collaborate with agricultural leaders across the region, aiming to share ideas and pool resources to develop projects centred on sustainability.

As a strong advocate for organic farming, she has long pushed for a reduction in chemical use and the adoption of more environmentally-friendly practices.

Rowan Campbell currently serves as vice-president of the Jamaica Coffee Growers Association (JCGA) and also leads a group of 15 women she refers to as “eco warriors”. She trains these women in agriculture and entrepreneurship. In turn they share the knowledge within their communities, especially among young people.

Fully aware of the potential of our local coffee, Rowan Campbell expressed frustration with the pace of agricultural reform in Jamaica, particularly criticising the Jamaica Agricultural Commodities Regulatory Authority (JACRA) for what she described as a “backward, industrial” approach to its development.

“I want to see more small farmers becoming part of the value-added chain, not just being mere producers,” she said, though admitting that this will require a fundamental legal reform and a shift in how as a country we think about sustainable production.

“Right now, there’s no real policy support for organic farming, even though we started pushing for one as far back as the early 2000s. Under the current framework, it’s nearly impossible for small farmers to grow into entrepreneurs as the legal constraints are simply too limiting,” she stated.

As she awaits a response from IICA in light of the concerns she has shared, Rowan Campbell said she remains hopeful that the award will serve as a catalyst for broader change in sustainable production.

Operating Rowan’s Royale Farm in Jamaica’s Blue Mountains, she has spent the last few decades dedicating her post-diplomatic life to sustainable farming. On the farm, which spans more than five and a half hectares, Rowan Campbell now cultivates just over two hectares of coffee as well as little patches of turmeric, ginger, and some green leafy vegetables.

Since 2004, the farm, which produces some of the world’s most sought-after coffee, has been inspected and has obtained the Certification of Environmental Standards (CERES) — an international document awarded to those who practise sustainable farming.

Expressing sincere gratitude for the IICA recognition, Rowan Campbell shared that it has acted as a springboard for new opportunities, increased visibility in broader markets, and a source of inspiration for fellow farmers.

“I’ve received numerous congratulatory messages, and even new business inquiries. People are interested in selling my coffee at higher rates, and others have approached me about white labelling and roasting for them,” she said.

“It’s encouraging to see these opportunities, and I hope local coffee farmers can be inspired by what’s possible. I want them to understand the value of the training we’ve been offering and realise that it could one day help them secure their own award. This isn’t just about coffee farmers; it’s for all others interested in organic production.”