Expanding Jamaica Blue Mountain Coffee in the EU

Our Approach

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

2.2. Our Deliverables Our brief was to, “conduct a full review of the EU coffee market with the aim of enhancing the competitiveness of Jamaica coffee exporters in the EU markets”. Where market feedback has indicated a focus on specific areas, we have modified content to ensure it is commercially grounded. Prices of green beans in Jamaica, for example, are typically higher than that of roasted despite the additional costs of processing. · JBM inhabits a very specific niche. There is very little direct competition and limited value in comparing it to obvious competitors such as Ethiopia, Rwanda, Colombia or Costa Rica whose coffees sell for a tenth of the price of JBM. We therefore focused on competitors including Hawaii and Panama who command similar premiums. · Neither Japanese nor US markets provide good read-across to the EU. While we have highlighted global trends where they apply, it became clear from discussions with buyers and roasters that distinct cultures and history with Jamaica (particularly for Japan) and distinct distribution dynamics (for the US) provides limited learnings. Whilst organic certification will buy ‘shelf space’ it does not pay a premium in the EU, and it cuts production yields by up to 45%. This is something that Jamaican producers can ill afford given low yields and profitability at a smallholder level. Likewise, and in common with the rest of the specialty sector, other ethical certification is almost irrelevant, other than for much larger mass-market roasters.

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