The coaches in this project are business sustainability and market access experts who provide one-on-one mentorship to MSMEs, facilitate training workshops on eco-friendly practices and financial management, and guide businesses through Fair for Life certification. Selected for their SME development experience and local language proficiency, these coaches use digital tools like Telegram and Zoom to deliver support while tracking progress through monthly reports. They play a vital role in helping MSMEs adopt sustainable practices, access global markets, and achieve long-term growth.