Expanding Jamaica Blue Mountain Coffee in the EU

Jamaica and the Coffee Market

Expanding Jamaica Blue Mountain coffee in the EU Windward Commodities 30th June 2022

3.6. A European Problem Although it is difficult to separate exports and final destinations, according to JACRA statistics and information from key EU exporters and importers of JBM coffee in the EU, JBM green bean sales there are only between 10-15% of total or 50-80mt annually (83mt in2021). A recent contract securedbyCoffeeTraders with Nespresso for their pods globally, has created an additional opportunity to supply a similar volume again per annum, subject to supply. This is excellent news for JBM given the awareness that the Nespresso deal will drive in end consumers. However, this remains a small volume relative to sales into Japan and the US despite the fact that the EU represents the world’s largest single coffee market by a long way with a high value consumer base. This reflects the difficulty of achieving the price premiums that JBM commands elsewhere in the EU and will requires significant investment and time to correct. This is particularly important given the need to diversify beyond the two main import markets, to shore up pricing and because trends in the EU market are typically picked up in others. These export trends are highlighted below:

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