Expanding Jamaica Blue Mountain Coffee in the EU

Moving Blue Mountain to Market

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

5.1. EU Roasters There are a huge number of coffee roasters across the EU, with the larger companies including Nestlé (Switzerland), JDE Peets (Netherlands), Melitta (Germany), Lavazza (Italy) dominating the market. With the exception of Nestlé, who has recently purchased JBM coffee for their Nespresso brand, the majority of EU roasters that carry JBM are small or medium sized. JBM sales peak during occasions such as Christmas and Easter, and buyers are relatively conservative – buying into the reputation and history of JBM rather than a detailed knowledge of varietals or flavours. In Germany JBM sells into roasters and cafes who market to tourists alongside other rare origins such as Kona and in France to roasters that serve the large number of small specialty shops. ‘Fifth wave’ roasters that are now emerging in the EU are not currently a target audience for JBM. They often have a strong online and social media presence and follow cupping and auction trends closely. They frequently offer subscription services to end customers, accelerated by the COVID 19 pandemic driving online purchases. These roasters can be opinion leaders, and are useful to collaborate with as a client, but are not currently a volume business. However, they represent trends that are shaping the future of EU specialty coffee in much the same way that third wave roasters did a few decades ago. In addition to existing customers in Germany and France, roasters in Scandinavia and Eastern Europe have indicated that there is an opportunity for JBM with the right quality and transparency:

Scandinavia:

Existing EU customers (e.g. Germany, France):

Solberg & Hansen, Oslo, Norway Is one of the largest specialty coffee roasters in Europe with a turnover of USD13.8m, S&H are a key potential partner with a focus on quality and strong distribution across Scandinavia. (https://sh.no) Stiller’s Coffee, Copenhagen, Denmark Is a highly influential, award-winning coffee shop and roaster. (https://stillerscoffee.dk) Kontra Coffee, Copenhagen, Denmark (https://www.kontracoffee.com) Drop Coffee, Stockholm, Sweden Is similarly innovative and sets the conversation on new varieties and quality. (https://www.dropcoffee.com) Huracan Coffee, Riga, Lithuania Is the second largest specialty coffee roaster in Europe with extensive coverage in the Baltic and Eastern Europe. (https://huracan.lt) Java Coffee Roasters, in Poland Is a long-established specialty roaster with distribution

Burg, Hamburg Germany. A highly traditional roaster/ café in line with the customer target group for JBM in the EU (https://kaffeeroesterei-burg.de) Verlet, Paris France. Another small traditional roaster/ café (https://www.verlet.fr/) Union Coffee Roasters, London UK Is a medium sized roaster with distribution into the EU and an exceptional range of specialty coffees. (https://unionroasted.com) Tchibo (Mathew Algie), Glasgow UK, Hamburg, DE Is a large EU roaster and service supplier with a premium sub-brand (https://www.blaknektar.coffee)

Other EU roasters (UK with EU operations):

Eastern Europe:

across Eastern Europe. (https://javacoffee.pl)

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