Expanding Jamaica Blue Mountain Coffee in the EU

1. Executive Summary

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

Above: View of Jamaica’s Blue Mountains

1.1. A Ferrari or a Rolls Royce?

Jamaica Blue Mountain coffee has a serious problem. In many ways, the brand has never been stronger. Despite the global recession of 2008, a hurricane that wiped out 20% of Jamaican coffee production, the rise of competing specialty coffee origins from Ethiopia to Panama and the disruption of COVID19, Jamaica Blue Mountain commands much the same price premium that it did in 2007. For any brand to consistently sell at 20.5 times the world price for green beans, 3.9 times that of other specialty coffees, is remarkable. For a traditional product still processed and marketed in much the same way as it has been for decades is more impressive still. But feedback from EU traders, roasters and buyers suggests that the Ferrari of the coffee world is starting to look old fashioned. More like an ageing Rolls Royce than a sleek sports car.

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