Expanding Jamaica Blue Mountain Coffee in the EU

The European Union Market for JBM Coffee

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

4.5. Riding the Coffee Wave This section explores the concept of coffee waves, which define developments in the EU market and the type and quality of coffee sought in each wave. In short, each wave refers to increased demands for higher quality coffees, with different experiences and coffee outlets that emerged to shape and satisfy consumer demand. The five waves of coffee are outlined from the Allegra World Coffee Portal below. The second wave saw the emergence of higher quality coffee corner locations including Costa Coffee and Starbucks in the mid 1990s, with the third wave focusing more on taste attributes with a ‘coffee like wine’ consumer attitude, and direct sourcing, usually traceable to farmer level in the mid 2000’s. Jamaica Blue Mountain, for generations far ahead of the coffee curve, was a key beneficiary of these waves. However, the Fourth and fifth waves that are now washing over the EU and other markets mark a shift towards science and excellence, with new technologies and brewing methods from in-house roasting activities, and smart boutique concept stores emerging to sustain demanding and knowledgeable coffee drinkers. 5th Wave implies scaling up consistent high quality to achieve a highly successful, customer-centric and sustained business outcome. Whilst Speciality buyers acknowledged fourth and fifth wave trends as aspirational and quite influential in terms of ‘hype’ and reach on social media, it is currently a very small share of the speciality market. It is an important consideration for future proofing brand and growth strategies, whilst continuing to fulfil third and fourth wave clientele. The risk for JBM is that if it doesn’t ride these new waves, it may flounder in the surf.

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