Between January and November 2013, exports grew 36%.Juan Valdez, the flag line.
Today, in 90 countries around the world, the word Colombia is associated with two products: flowers and coffee, the latter, the most significant of the rural economy, synonymous with quality and smoothness.
So, with the entry of coffee markets in the Middle East, the countries of North Africa, Kuwait and the United Arab Emirates , where it expects to open at least 40 stores Juan Valdez in the coming years, the Colombian Coffee and reaches 90 markets.
Now, it’s worth remembering that among the main destinations of specialty coffees, include Germany, Belgium, Canada, USA, Spain, France, Japan, Britain and the Netherlands.
Other, no less important and more exotic are Saudi Arabia, Ukraine and Thailand and even the same producers such as Brazil and Indonesia, in addition, is expected to arrive soon to Malaysia and the Sultanate of Brunei.
However, like flowers, these countries also Colombian coffee consumer, are also points of re-export of grain to more exotic destinations unimagined by more than 550,000 farmers in the country.
Now, besides the ‘thick’ green decaffeinated coffee, of which 10 million bags were exported in 2013 , cafés were sent with value added under the brand banner Juan Valdez Café, the lyophilized Buencafé and called specialty coffees.
About these, in Colombia, not less than 130,000 farmers, 22 percent of the total, are devoted to the cultivation of specialty coffee in 322,363 hectares.
The participation of these in total total exports of coffee in the country has doubled between 2007 and 2013, going from 6.8 to 12.7 percent, the National Federation of Coffee Growers.
For these precisely followed achieving premiums (premiums) in international markets that pay more for quality.
According to reports from the International Coffee Organization (ICO), in recent years Colombian Coffee has received an average premium of 22% compared to other soft brown s, fruit of the efforts of not only producers, but solid institutions of coffee behind promoting and defending the Café de Colombia origin.
In addition to increasing coverage in many markets, sales volumes have also grown in recent months, one of the goals that the federation was traced to the year ended.
Between January and November 2013, exports grew by 36 percent and stood at 8.7 million bags of 60 kilos compared to 6.4 million bags placed in international markets during the same period of 2012.
This positive performance, says the coffee guild contrasts with the closest competitors of Colombian coffee that have been affected by the rust fungus, as the Central American countries, where the incidence of the pest was 53 percent, with the worst it has been seen since the plague made its appearance in the subregion in 1976.
According to the ICO, the estimates of the damage caused by coffee rust in Central America indicate a loss of 1.2 million bags, equivalent to 9.7 percent of regional production in crop year 2013/14, which reduces the amount of production in the region to 11.2 million bags.
Juan Valdez brand banner
Since February 2011, when he announced the start of its expansion program by international franchises, Procafecol, the company that manages the brand and retail chain Juan Valdez Café, has been a dynamic growth in terms of new store openings and foray into other countries.
Under this model, at the end of 2013 250 Juan Valdez coffee shops, of which 170 are in 22 cities in Colombia and 72 more distributed in the United States, Mexico, Aruba, Panama, Ecuador, Peru, Chile and Spain work.
The 2013, for example, marked the foray of Juan Valdez in Mexico, which already operate three stores and is expected to be six , in Peru, in just five months were open eight stores in cities like Trujillo, Piura, Callao, Arequipa and Cuzco soon. By 2015, it expects to open 30 stores in Peru.
Juan Valdez plans to open 30 stores in South Florida, USA, in the next five years (country already operate seven stores), and increase from five to ten stores in Panama.
In Aruba, where the brand ventured in 2012, and operate two shops, while in Ecuador, the largest operation abroad, Juan Valdez ® Coffee has now reached 26 stores. In Chile there are 13, including the first in the main ski center. It is expected that as of late 2013 and early 2014 to begin operations Guatemala, El Salvador, Costa Rica and Bolivia.
Buencafé, an actor of global weight
With 40 years of experience in export of 100% Colombian freeze dried coffee, Buencafé is another major industry players freeze-dried coffee in the world.
Buencafé reaches more than 60 countries on five continents. markets The most recent has ventured where are Thailand, Korea, Taiwan, Macao, Hong Kong, Indonesia, Saudi Arabia, Latvia, Poland, Ukraine, Belize, Bolivia and Costa Rica.
Non-traditional exporters in Colombia economies such as Eastern Europe, Asia Pacific and some producing countries in Latin America, are the main sources of growth lyophilized operation of Colombian coffee. Buencafé in recent years has focused on consolidating their presence in these markets by developing new channels and products with different brands.
Facing the innovation and development of ‘premium’ products, Buencafé has managed the development of the category in different markets looking to satisfy customers of different profiles, roasters, packagers, brand owners and supermarket chains.
What’s special about coffee
According to the Colombian Specialty Coffee Program of the National Federation of Coffee Growers, these are divided into sustainable, preparation and origin.
The former are cultivated by communities that are committed to environmental protection through clean production, while preparation are those that develop and get to meet the preferences of a particular client.
The origin specialty coffees are harvested in a region or a farm with particular qualities and ordered not mix with other coffees.
Meanwhile, international stamps are necessary when selling, for certification ensures that the production process or the coffee itself meet the conditions set by buyers.
These requirements moderate pesticide use, water conservation and soil, disposal of waste production and the principles of sustainable agriculture implemented by growers will have, in addition, these certification takes into account the producer incomes and welfare of their families, as well as safety at work.
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