No 30

The Importance of Added Value for Coffee Consumers

June, 2015


The Importance of Added Value for Coffee Consumers

Café de Colombia is nowadays one of the leading actors in the segment of specialty coffees thanks to its efforts to generate value to consumers.

The evolution of Colombian coffee in recent decades has been based on the efforts of all actors of the industry to generate an attractive, differentiating value to coffee consumers.

The union of the industry and the coffee guild allowed taking the opportunity to penetrate value-added segments, make presence in the specialty coffee markets and keep Colombian coffee in the minds of consumers.

Thinking about consumers, the digital campaign “The Bean Bang Theory” was launched in North America at the beginning of this year, an initiative that seeks to increase the recognition by young Americans (the future consumers) of Colombian coffee and enhance this recognition among older groups already consuming coffee daily. The campaign specifically focuses on millennials, who are young people hyper connected to the internet and interested in giving back to society, and whose coffee consumption rose 10% in 2014, the highest compared to other generational groups.

These challenges and objectives were addressed in the institution’s strategic plans and were approved and supported by the Colombian producers in different Coffee Growers Congresses.

We have been working hard and committedly on these challenges and objectives through articulated strategies. A proof of this happened in the last World Barista Championship, where several of the contestants used Colombian coffee for their preparations, ratifying the high recognition of Café de Colombia worldwide and that it is the favorite coffee of many baristas, who set trends for coffee consumption.

Australia´s Sasa Sestic, the World Barista Champion 2015.

The new world barista champion, from Australia, used Colombian coffee, but he was not the only one: three of the six finalists and five of the 12 semi-finalists also did, coming from such diverse countries as Australia, Hong Kong, Czech Republic, Italy, the United Kingdom and of course Colombia, with the country barista champion, Diego Campos.

Part of the recognition by these actors is due to the positioning work through strategies of communication and involvement of baristas such as the Colombian Coffee Hub, which have been complemented by the Extension Service, which provides technical assistance to coffee growers, in all the country’s departments.

Likewise, this strategy for recognition of Café de Colombia is complemented by activities – including competitions – that stimulate production of the highest-quality coffees. The best known competition, The Cup of Excellence, completed its 13th edition and held its latest international auction in April. The lots of 31 coffee growers from different departments were auctioned at an average price of US$ 5.65/lb, generating higher income and well-being for the producers involved.

On the other hand, the SCAA Event (Specialty Coffee Association of America) also witnessed important perceptions of the global coffee industry on our progresses in renovation with resistant varieties. At the SCAA Symposium (the academic component of the Event), an important study was presented, confirming what Café de Colombia has been maintaining for several years: the Caturra and Castillo varieties, grown and processed under similar conditions, do not feature significant sensory and quality differences attributable to the variety.

The study “Comparison of Quality of Coffee from the Nariño Region According to Varietal”, which was conducted on the initiative of the NGO Catholic Relief Services (CRS) in collaboration with the International Center of Tropical Agriculture (CIAT), the World Coffee Research and the Songer & Associates firm, with the support of international cuppers and specialists from different countries, as well as such exporters as Virmax and Café de Colombia, confirmed the quality of our science and of the Cenicafé researchers, as well as their seriousness and commitment not only to developing rust-resistant varieties, but to consolidating Café de Colombia’s position as global leader for mild high-quality coffees.

Additionally, Café de Colombia has successfully taken part in other major events and exhibitions of the coffee and food industries in recent months, such as Melbourne International Coffee Expo (MICE 2015), Coffee Expo Seoul (in which Colombia was the guest country), Sial China and more recently Expo Milano 2015, which expects to receive about 20 million visitors, only to name a few.

Café de Colombia’s constant participation in different international coffee fairs throughout the year helps strengthen the leading position and recognition of Colombian beans as the best mild washed coffee in the world, for the benefit of over 560,000 producers and their families, as well as the other actors of the Colombian coffee industry.

Of course the successes achieved must not outshine the challenges that Café de Colombia has ahead and which have been addressed in our 2015-20 strategic plan. Of course the experiences recounted in this issue of Bean & Beyond show the efforts made have positive impacts on the industry and the market.

Finally, and as perhaps you know, Luis G. Muñoz, who over the last six years served as CEO of the Colombian Coffee Growers Federation (FNC), has given way to a change in the office. It is worth reminding that the soundness and flexibility of the coffee institutions, and their own statutes, guarantee the continuity of Café de Colombia’s policies and strategies, according to the road map of the 2015-20 Strategic Plan.

You are invited to learn more about our coffee family and our products, visiting the BEAN & BEYOND sections on the top of this page.