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4 June, 2008 13:00:40 | in import-export

Peru: Coffee that smells like success*



AmCham PeruInfo provided by the
American Chamber of Commerce of Peru (AmCham Peru)





Coffee is, and always has been one of our essential traditional export products and due to our incipient influence in global prices our production has always depended on the international market variations. Nowadays, however, global consumption preferences are definitely targeted towards gourmet and health oriented foods therefore, exporting coffee has been translated into organic coffee and this is actually originating great benefits and better development opportunities for Peru.


According to the numbers generated on the first trimester of 2008, between the months of January and March, Peruvian coffee exports totaled $41.9 million dollars registering a contraction of 34% in reference to the same period the year before. And even though we have exported less tons of coffee; our product has had the advantage of having higher prices. This situation responds directly to the increase of prices in the global market, but also to the given efforts our businessmen have invested in increasing the product quality and differentiating themselves from plain traditional coffee.

It is easy to observe that, not only have the coffee fields grew hectares for this product, but the industry itself has been creating the necessary measures to certify that its coffee is organic, which in turn allows us to get a grip of Premium prices in the United States as well as in the European market. According to the National Joint Coffee Association (JNC) 20,000 new hectares will be incorporated in the growth of coffee during the year 2008, with the sole intention of placing Peru as the first worldwide organic and special coffee exporter.

Undoubtedly, our fundamental export market for coffee is the U.S., and the gourmet grain preference there has been growing more and more. This, off course, represents an enormous opportunity for our exporters. The challenge is to place our product in the gourmet consumer – he who is not only looking for good flavor in his coffee, but is also searching for a total experience – and have him recognize Peruvian coffee just as he is able to recognize Colombian or Jamaican.

Hence, the commercial mission “Baristas 2008”, co-organized with the American Chamber of Commerce of Peru and Whole Cup Consulting, with the support of the Peruvian Chamber of Coffee and Cacao, as well as the regional government of the department of Junin in Peru, want to let everybody know the type of quality Peruvian coffee is capable of producing and to invigorate its sales in the U.S. robust market. The marketing strategy consists of bringing coffee experts to Peru. Experts who have a great deal of influence in the biggest consumption market cities in the U.S., in the likes of San Francisco and New York, and have them attend capacitating courses as well as travelling to the coffee fields and making them fall in love with our culture.

This way, dear reader, they would not only be betting for the differentiation of coffee but, through similar initiatives, directing our efforts towards telling the story of our products with the intentions of guaranteeing an increase of demand in a niche of the market that is getting to be more profitable and attractive.



*Translated by Joceline Frank

Frankly Speaking Inc.




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5 Comments

# Elizabeth says :
7 June, 2008 [ 07:02 ]
They are selling coffee from Peru at all the Starbucks now!!
I was so proud to see as I walked into to the coffee shop and see our coffee display, and selling very well.  DId you know this?
# Nathaniel Hagen says :
9 June, 2008 [ 12:41 ]
# Nathaniel Hagen says :
9 June, 2008 [ 12:43 ]
I noticed it too.  I am an American, and I have seen the Peruvian blend at Starbucks in Colorado....and then of course in Lima when I visited my girlfriend who lives there.  I thought it was pretty cool too.
# Alberto Siniscalco says :
7 July, 2008 [ 05:44 ]
I have been drinking organic Peruvian coffee for some years now. It is wonderful. Green Mountain Coffee Roasters has a great Organic and Fair trade coffee from Peru
# Al-Hamdani For Yemen Green (Mocha)Coffee says :
17 July, 2008 [ 11:10 ]
AL-Hamdani
For Green Yemen(Mocha)Coffee Exporters&Gen.Agencies

 
Dear Sir.
We have the pleasure to introduce ourselves as the major company for Yemen
(Mokha Coffee) producer and exporter in Yemen and its branches in the Arab Gulf countries.
Gulf countries.
It is not unknown the Yemeni product of (Mokha Coffee) is second to none all over the world
We are keen to deal with you as agents in your country for our product mentioned above.
By virtue of its incomparable distinct super quality, flavor and taste,
Yemeni coffee will certainly find ready sale all the time and the consumers
demand for the Yemeni Mocka  coffee will be increasingly considerable in
your markets due to its best quality not found elsewhere in the world. 
 
You will therefore find us prepared to grant you very promising competitive
prices to signify our interest in establishing business with your esteemed  firm for mutual benefit.
 
Your rapid reply is expected with thanks
 
Best Regards
Ahmed Ali Al-Hamdani
General Manager
Al-Hamdani For Producing & Exporting Yemen Green (Mocha)Coffee
Zubairy St.,  - Asir - P. O. Box: 25373
Sana'a - Rep of Yemen
Tel 009671200441
 009671214463
Fax 009671201957

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