From Origin

Coffee Companies Devising Industry Plan To Court US Market


IN APRIL, at least nine Jamaican coffee outfits will head to Boston for the annual Speciality Coffee Association’s exhibition, where they will showcase their brands of Jamaica Blue Mountain, or JBM, coffee in a single booth.

It’s meant to be the start of a tour de force by Jamaican interests who are setting the stage to go after a bigger slice of the US market, where annual coffee consumption is valued at around US$45 billion, even as Jamaica’s coffee earnings head south.

The marketing push will see sector interests showing up at other trade events, all with the backing of the State, which is helping them to raise the profile of their brands. It follows the January 4 signing of a marketing pact by the Jamaica Coffee Exporters Association, JCEA, state marketing agency Jampro, and sector regulator, the Jamaica Agricultural Commodities Regulatory Authority, JACRA.

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