Expanding Jamaica Blue Mountain Coffee in the EU

5. Moving Blue Mountain to Market

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

JBM has built a strong reputation globally as a scarce, luxury, island coffee, with a sweet, rich flavour enjoyed on special occasions. It commands a very significant price premium in all markets, including the EU. The value chain model below illustrates the primary routes to market for JBM in the EU starting with the Consumer and ending with the Farmer, through Processors, Distributors, Traders and Roasters. It also shows the evolution of a kilo of JBM from farmgate (USD18/kg green bean equivalent) all the way through processors (USD27/kg) to a price to the end EU consumer of up to USD238/kg:

Time to Wake Up and ‘Cup’ the Coffee | 23