Expanding Jamaica Blue Mountain Coffee in the EU

Recommendations

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

Pilot

‘Enhancing excellence’ Leveraging current innovations into existing EU supply chains

‘New directions’ Creating new supply chains into EU markets in Scandinavia & East. Europe

Farms

e.g. Farmers with exceptional quality, varietals or specific lots

e.g. JAWiC and JCGA farmers, intro. new varietals and high quality lots.

Processors

e.g. Coffee Traders/ Mavis Bank

e.g. Sherwood Forest/ Country Traders

Regulator

e.g. JACRA

e.g. JACRA

Distributor

e.g. Blue Mountain Group

e.g. Oubu Coffee/ Drink Moments

Trader

e.g. Rehm & Co.

e.g. Falcon Coffee

Customer

e.g. Burg, Germany e.g. Verlet, France

e.g. Stern Coffee, Denmark e.g. Huracan, Lithuania

Production

Yield, price & quality improvements. Third party farm audit (trees, yields, skills, climate). Identity ‘living income’ mechanisms and yield improvements.

Q-Cupping and quality consultants for specific high quality lots and different varietals/ processes. Establish basic-level traceability and pricing at farm level.

Q-cupping/ processing certification (CQI). Introducing new varietals, new processes (e.g. anaerobic) with JACRA.

Quality

Build on Sherwood blockchain system for automated traceability.

Traceability

Baristas & Roasters to create interest in ‘New JBM Wave’, Higher prices for higher quality, Media, Jamaica Cup of Excellence, Auction for quality lots.

Promotion

Drive Geographical Indicator specifically for EU niche markets

Brand

8.2. Securing the Supply Chain With agreement from supply chain actors on market-driven approaches, investments must be agreed on supply chain, quality and transparency improvements. Engage with selected partners to establish a plan that would support the market activities in the short to long term, such as CQI on quality, speciality trader partners on targeted interventions, and experienced organisations such as CQI and/ or Technoserve on crop audits and gap. Incorporate transparency tools including blockchain, and investment in Q Grader certifications (and borrowing Q Graders in the short term), Q Processing to increase excellence and leadership from Jamaica going forward. 8.3. Paying for the Pilots Once stakeholders are aligned, and partners engaged, support should be sought to engage with the EU and request funds to support the recommendations. This should be done once the details of funding requirements are understood at a high level, obtaining agreement in principle before a detailed proposal is written

Time to Wake Up and ‘Cup’ the Coffee | 47