One of my most memorable experiences in coffee was when I received an invitation from the United Nations' International Trade Center (ITC) to attend the 43rd Joint Advisory Group (JAG) meetings at the Palais des nations Geneva. The goal of ITC is to help developing and transitioning countries achieve sustainable human development through exports. The purpose of the meetings was to examine activities of ITC and make recommendations to World Trade Organization (WTO) and United Nations Conference on Trade and Development (UNCTAD). The ITC Executive Director, Patricia Francis, opened the meetings by speaking about the importance of staying on track during a difficult world economy. "During a time when the World Bank is forecasting a 2.1% contraction in trade for 2009, many countries facing a decrease in export revenues by 50%, and the Millennium Development Goals moving further from sight, we should continue to stay focused on doing the right thing right." She outlined three key factors to building successful markets: having a long term strategy, being agile, and developing partnerships.