Expanding Jamaica Blue Mountain Coffee in the EU

8. Recommendations

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

Our recommendations are split into two market-driven projects, that are purposefully practical and ‘doable’, starting small and creating ripples to drive interest and change in EU markets. They are also intended to create transparency and collaboration in the Jamaican coffee industry - playing to the strengths of supply chain partners and exploring partnerships in new markets. 8.1. Practical Solutions to Complex Problems

Both recommendations are market-lead and ‘reverse engineered’ (e.g. from themarket backwards) to ensure that any in-country investments and activities are based in the reality of market needs and demand. This de-risks projects and ensures that price and quality expectations, as well as brand values, are aligned from the start. Critically, both pilots will contribute to investments in quality and transparency in the supply chain, ensuring equitable participation and long term economic and environmental viability at a farm level. This is critical. If a model cannot be found to ensure long term viability of coffee farming in the JBM area, nothing else matters. JACRA is a key stakeholder to ensure adherence to quality, and support flexibility in taste and varietals to suit market needs whilst protecting the brand. Once key market and supply chain stakeholders are aligned on these recommendations, and clear plans have been developed in detail, a further recommendation is to seek funding from the EU with contributions from processors and distributors to ensure success. The recommendations are outlined below, with the partners listed purely as examples. ‘Enhancing excellence’ Take existing high-quality JBM and varietals with excellent cupping scores, present it with transparent supply chain credentials, and work alongside existing distributors and supply chains including a speciality trading houses and a selection of newer wave roasters. Engage a EU speciality marketing consultancy, with experience in speciality coffee, and collaborate on a trial positioning highest quality JBM at an even higher price point. Marketing channels could include barista reviews, and targeted roaster events to drive interest in the coffee. Longer term Jamaica could consider running auctions and bring an annual Cup of Excellence competition. ‘New Directions’ Focus on new EU markets and partnerships outside a current focus on France and Germany. Work with like-minded speciality traders and selected roasters in Scandinavia and Eastern Europe. Take existing expertise and bring in technical assistance where required to drive micro-lots, new processing methods and new varietals. Test and refine taste and quality propositions with specialty traders and roasters and agree the end results before launching into the market. As with the first recommendation, it is critical to agree target pricing and positioning up front. Marketing will be on a similar basis as above but with a focus on innovation in order to enhance the JBM brand both in the EU and further afield. • •

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