Expanding Jamaica Blue Mountain Coffee in the EU

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

Index

1.

Executive Summary A Ferrari or a Rolls Royce? A European problem

4 4

1.1. 1.2. 1.3.

5 5 6 6 7 7 8 9 9 10 11 12 13 14 15 15 16 18 19 21 22 23 24 25 26 27

Domestic structural issues 1.4. Towards simple solutions 1.5. What that means in practice 2. Our approach 2.1. Always market-lead 2.2. Our deliverables 3.

Jamaica and the coffee market A story of resilience and decline

3.1.

3.2. A tale of two coffees 3.3. Why the world price does, and does not, matter 3.4. The trouble with roasting 3.5. The chosen few 3.6. A European problem 4. The European Union market for JBM coffee 4.1. The size of the EU prize 4.2. The complexity of coffee shops 4.3. Markets old and new

4.4. Coping with competition 4.5. Riding the coffee wave 4.6. The nuts and bolts of EU exports 5. Moving Blue Mountain to market 5.1. EU Roasters 5.2. EU Speciality Traders 5.3. EU Distributors 5.4. Jamaican producers

This publication was produced with the financial support of the European Union. Its contents are the sole responsibility of the Caribbean Export Development Agency and do not necessarily reflect the views of the European Union.

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