Expanding Jamaica Blue Mountain Coffee in the EU

2. Our Approach

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

2.1. Always Market-Lead Windward always takes a practical, market-lead approach to evaluating commercial opportunities, grounded in the reality of supply-side constraints and opportunities. To this end, we have spoken to a varied cross section of major speciality coffee distributors, traders and roasters in the EU including those who do, and do not, sell JBM, as well as Jamaican producers. On the market side, Windward has spent time with existing distributors of JBM coffee including Blue Mountain Coffee Group, Oubu Coffee and FA Coffee, who export the majority of JBM into the EU. We have talked to EU traders from Falcon to Rehm & Co and looked at the offers of roasters ranging in size from the small and traditional such as Burg in Germany to new wave such as Huracan in Lithuania and the medium sized such as Union Coffee and Mathew Algie, owned by Tchibo in Germany. We have reviewed thousands of pages of research, 23 separate reports on the Jamaican coffee industry and spent a huge amount of time with coffee experts and on desktop research, most often with a cup of 100% Jamaica Blue Mountain coffee at our side. We have attended webinars on the latest sustainability criteria (ITC) and EU trends (Algrano EU 2022) and on the supply-side we have spoken to a cross section of Jamaican coffee producers including Mavis Bank Ltd, Coffee Traders Ltd, Country Traders, Rock Steady, Sherwood Forest Estate, as well as JCGA and JAWIC in order to understand the challenges of coffee production. Andwe have had discussions with JACRA, JCEA, JAMPRO and JIPRO to understand the roles, rules and support given to producers by these key institutions. Finally, we have engaged with the Coffee Quality Institute and International Women’s Alliance for their view and existing activities to support women farmers in Jamaica. For the most part market conversations and viewpoints are referenced at a supply chain level, not by company or individual unless examples are being provided. As always, the feedback contained in here is buyer-led and represents our best synthesis of the position of Jamaica Blue Mountain coffee in the market.

We have reviewed thousands of pages of research, most often with a cup of 100% Jamaica Blue Mountain coffee at our side.

Time to Wake Up and ‘Cup’ the Coffee | 7