Primed for Success Volume 3

“China is our newest and fastest growing market. The middle class Chinese customers are known for their top quality products whether it’s cars, clothing, or coffee, and the Blue Mountain Coffee brand is one of those quality products. There are also quite a bit of Chinese living in Jamaica, and they have been instrumental in introducing the product over there, which has resulted in steady growth.” Currently 20% of the company’s clients exist in the export market. Their export strategy is focused on partnering with small and specialised distributors. “With high-end coffee, freshness is the key, in fact the fresher, the better. These small distributors are more direct, and the product can get to the customer quicker.” Mark admits that the company has come a long way in terms of its growth and profitability. He believes however that much of their success comes from finding their niche early. “When we first started, finance was a major challenge. The business had to be built from profits because at that time, and even now, interest rates in Jamaica were extremely high. But we realized the value of customer relations, it wasn’t really so much the brand that was driving our success, but more so the extremely strong relationship developed with the customers”. Another formidable relationship that the company has developed is with the Caribbean Export Development Agency. In 2012, Country Traders successfully applied for a Direct Assistance Grant to prepare their facility for Hazard Analysis and Critical Control Points (HACCP) certification. ‘We used the grant to make all the necessary structural changes and food safety requirements we needed in order to gain certification and now we are certified.” The company also participated in the ANUGA, the world’s largest food and beverage trade fair, in 2013. “ANUGA was an opportunity to showcase our products to thousands of buyers from hundreds of countries all over the world. As a part of the Caribbean Kitchen pavilion, we also established valuable contacts with other regional exhibitors.” Mark credits the Agency as having played a central, albeit indirect, role in the company’s success. “Without Caribbean Export, we wouldn’t have even attempted the HACCP certification, because the cost

of the process would have been a challenge for us. We also believe that the Agency contributed to our overall export growth due to the certification we received, lead- ing us to be more streamlined and efficient in our overall production.” In the long-term, the coffee connoisseur wants to see the company increase its export sales, and in the coming months, Mark plans to expand to become more vertically integrated. “We would love to have our sales be 80% export and 20% local, while keeping the same amount of local business, but growing the exports beyond what they are currently. As it relates to our upcoming plans, we currently source our raw material from other coffee processors. We buy it fully processed and then just roast and package it. Now we want to start sourcing our own beans directly from farm- ers, so we have better control over the quality and consist- ency of the product.”

Primed for Success / Vol. 3 / 2014-2015

www.carib-export.com

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