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At the request of importers of Jamaican coffee in Japan, the Jamaica Coffee Exporters Association (JCEA) is about to kick off a ¥6 million (J$6.4 million) marketing campaign inside the Asian country to re-energise demand for the luxurious Blue Mountain brew and diversify its consumption base.
The target of the campaign: The moneyed 30- to 50-year-old demographic.
Jamaican coffee exporters, working with the Association of Japanese Importers of Jamaican Coffee (AJIJC), have tapped the youthful international beauty Yendi Phillipps as the face of the 'JBM Golden Balance Campaign'.
After a Business Observer story reporting that Marley Coffee was worth US$235 million, prompted a co-host of a popular morning radio programme to ask what does coffee have to do with Rasta. Rohan Marley, one of the lead investors in the project, was quick to respond.
"That's because of a lack of knowledge. My father's first song was One Cup of Coffee," said the 40-year-old son of Bob Marley. He did not make mention of it, but in the same vein there is another song widely acclaimed as one of his father's first two recordings that could also provide an answer. That song is called Judge Not.
Historians say that the Ethiopian ancestors of today's Oromo people were the first to discover and recognise the energising effect of the coffee bean plant. Coffee beans are found in coffee cherries, which grow on trees in over 70 countries, cultivated primarily in Latin America, Southeast Asia, and Africa.
Starbucks, the United States-based coffee chain has purchased a record 110 barrels of Jamaican Blue Mountain coffee or 60 per cent more than last year, in a deal slated to grow the exposure of the luxury bean, acording to the Coffee Industry Board (CIB).
The Fortune 500 company also plans to widen the coffee's availability by increasing its distribution tenfold into 500 premium stores.
This larger store presence, up from 50 stores last year, will give the local coffee increased brand exposure in the US market, CIB head Christopher Gentles told the Financial Gleaner in an interview.
EVEN THOUGH some flavour will be lost, the unique characteristics of Blue Mountain Coffee, including the balance flavour, fair acidity and excellent aroma, will be retained in the recently launched Jamaica Blue Mountain Decaffeinated Coffee. That was the assurance from Senator Norman Grant, managing director and CEO of Mavis Bank Coffee Factory.
He was speaking at Tuesday's official launch of the speciality luxury decaffeinated brand, which was achieved through a non-chemical process for coffee drinkers who want an exciting cup of the beverage without caffeine.
KINGSTON, Jamaica (JIS) -- The first of five batches of green bean Jamaican coffee, with an approximate sale value of US$425,000, will be shipped to China soon.
The shipment, comprising 16,500 kilograms of Blue Mountain Coffee, should have left Jamaica on Tuesday, but has been delayed, and is now expected to arrive in China in early May, a Ministry of Agriculture and Fisheries source said.
The arrangement to supply Jamaican coffee to the Chinese market stems from an agreement under which Zhejiang Dunn’s River Import Export Company Limited purchased a total of one thousand 70-kilogram barrels of Jamaican coffee, at an estimated cost of US$2 million.
Bob Marley had always said he would return to farming one day, but his destiny was filled with the passion for music, and he never had the chance. With Marley Coffee, Bob’s son, Rohan and friend Shane Whittle fulfill this dream and offers his family’s treasures to the world.
Marley Coffee is an international gourmet coffee company with offices in Vancouver, Los Angeles and Jamaica. The Marley Coffee 52 Acre Private Estate sits atop the Blue Mountains in Chepstowe, Portland Jamaica, long revered as the region with the world’s most desirable coffee beans.
Rohan remembers his grandmother drying their wild coffee berries in the sun, hulling and roasting them for her own cup of coffee each morning. Marley Coffee is determined to deliver that same intoxicating aroma and rich, smooth flavor into every cup that bears the Marley name.
Marley Coffee is patiently awaiting their Jamaican Coffee Industry Board (CIB) license approvals to be able to share their private reserve beans with the world. Marley Coffee intends to adhere to the quality and control procedures that Jamaica’s CIB holds so proudly. “Blue Mountain coffee holds its own legacy and Marley Coffee is grateful to be a part of this legacy with Jamaica,” said Whittle.
Marley Coffee offers an assortment of shade-grown coffee blends from the finest coffee producing regions in the world, including Central and South America, Papua New Guinea, and Indonesia. They also offer an organic single origin java from Yirgacheffe, Ethiopia. Marley Coffee is determined to deliver intoxicating aroma and rich, smooth flavor into every cup that bears the Marley name. All of the coffees are certified organic by the USDA, and the Pacific Agricultural Certification Society of Canada (PACS), and comply by the company’s ITAL standards.
