An initiative to boost Jamaican coffee exports to the European Union (EU) has been launched.
At a recent high-level event, which celebrated a long-standing and successful partnership between the Caribbean Export Development Agency (Caribbean Export) and the Jamaican government, the initiative was showcased.
Under this initiative, Caribbean Export will provide consultants to produce a comprehensive analysis of the EU coffee market and develop the market penetration strategy to increase the footprint of the Blue Mountain and Jamaica High Mountain coffee brands in Europe. .
The initiative is funded by the EU, as part of ongoing and generous support to businesses in CARIFORUM countries.
Europe offers strong prospects as a strong and important coffee market, with significant scope for export expansion, due to its large consumer base of around 450 million consumers,” said Kamina Johnson- Smith, Minister of Foreign Affairs and Foreign Trade.
Johnson-Smith praised the continued EU-funded support provided by Caribbean Export, which she said has provided $1.3 million in grants to 53 local businesses over the past four years. She said the initiative will help the country’s economic growth. The EU already accounts for 10% of Jamaica’s total coffee exports.
Lack of market intelligence and penetration strategies have been reported as a problem and barrier to expansion in Europe by Jamaican coffee exporters and their EU counterparts.
“Our goal is to help create an evidence-based strategy to position Jamaican coffee in the European market, which when executed will connect with new consumers and create a memorable experience, while sharing the story behind the product and reinforcing the unique brand identity of Jamaican Coffee and Jamaica as a whole,” said Deodat Maharaj, Executive Director of Caribbean Export.
Maharaj stressed the importance of leveraging the CARIFORUM-EU Economic Partnership Agreement to expand coffee exports for jobs and growth.
Windward Commodities consultants will conduct an in-depth review of the EU coffee market, including market entry requirements and an analysis of market penetration strategies of other major coffee suppliers. They will provide recommendations to improve the competitiveness of Jamaican coffee exporters in the EU market. (PR)