Home Coffee product Launch of a project to boost coffee exports to Europe

Launch of a project to boost coffee exports to Europe

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The Jamaican coffee sector will receive support to boost exports to the European market through a joint project between the government and the Caribbean Export Development Agency (Carib-Export).

The initiative aims to enhance the productivity and export competitiveness of local coffee within the European Union (EU).

Speaking at the launch held Thursday, January 27 at the Department of Foreign Affairs and Trade in downtown Kingston, Minister of Portfolio, Senator the Hon. Kamina Johnson Smith, hailed the initiative, noting that it will bring results for coffee farmers across the country.

She said Blue Mountain Coffee is “one of Jamaica’s signature value-added agricultural products”, with around 80% of production generated by small-scale farmers.

“Europe, with its large consumer base and approximately 450 million people, offers strong prospects as a new and important coffee export market for Jamaica. Data indicates that Europe accounts for 33% of global coffee consumption in 2021, [which is] around 3.244 million tons of coffee in this market,” she pointed out.

Minister Johnson Smith informed that Carib-Export has proposed a two-phase approach to undertaking the project, the first of which will focus on an analysis of the EU coffee market, including related market entry requirements , as well as an assessment of market penetration. strategies of other major coffee exporters to the EU.

The second phase will focus on developing a targeted marketing strategy for the European coffee market, she said.

Windward Commodities managing director, who is undertaking the first phase of the partnership, Chris Daugherty, said the focus will be on a “highly inclusive process known as the product development process”, with relevant stakeholders.

“In this specific case, and for this first step, the first thing we are going to do is the macro-framing. COVID-19 has disrupted all commodity supply chains. Coffee prices, on a global basis, are at a 10-year high, while Blue Mountain Coffee production is at a 10-15 year low. So matching these two macro issues will be a key part of this study. [and] looking at global trends, logistics and supply chains in the EU,” he said.

“We will then look at supply side analysis, competitive contracts, how other Latin American coffee producers have actually entered the EU market as case studies and for comparison, then we will find a specific Jamaican approach to the coffee sector, in order to maximize value and support smallholders and producers in Jamaica,” he detailed.

The company will engage with local stakeholders, with the intention of producing the final proposal of recommendations by the end of June this year.