A delegation from the Jamaica Coffee Exporters Association, JCEA, attending the Specialty Coffee Association of Japan (SCAJ) Exhibition currently running from September 11-14, 2019. Is working to drum up quality demand for Jamaica Blue Mountain coffee (JBM) through its marketing programme which is under way, A key part of the strategy is to rebuild the brand in the Japanese market and market it to a younger generation of coffee consumers.
With reduced demand for coffee in all markets currently, the JCEA is trying a multipronged strategy, a similar approach will be taken for the United States and Europe. Presently 70 per cent of JBM coffee is exported to Japan, 20 per cent to the United States and 10 per cent to Europe and the rest of the world .
The full delegation comprises:
- Norman W. Grant, CEO, Mavis Bank Coffee Factory/Chairman, Jamaica Coffee Exporters Association
- Mark McIntosh, Vice Chairman, Mavis Bank Coffee Factory/Wallenford Coffee Company
- Richard Sharp, Managing Director, Coffee Traders
- Jason Sharp, Managing Director Coffee Traders
- Jackie Sharp, CFO, Coffee Traders
- John O. Minott, General Manager, Jamaica Standard Products
- Mark Fletcher, Managing Director, Coffee Roasters
- Mrs Woode, Company Secretary JACRA
- Clinton Smith, Jamaica Coffee Growers Association
- Gusland McCook, Acting Director General, Jamaica Agricultural Commodities Regulatory Authority, JACRA
- Arthur McGowan, Jamaica Coffee Growers Association/Trumpet Tree Coffee Factory
The Jamaica Coffee Exporters Association located at booth 2301 will provide both tasting and promotional opportunities for the Jamaica High Mountain and Jamaica Blue Mountain coffees. The delegation will also participate in meetings of the Jamaica Coffee Exporters Association, Jamaica Agricultural Commodities Regulatory Authority (JACRA) and the Japan Importers Association of Jamaican Coffee, to discuss orders and prices for the 2019-2020 crop year and also look on a five-year marketing plan for the JBM coffee in the Japanese market.
Additionally in February 17 to 20, 2020 the Jamaica Coffee Exporters Association (JCEA), will host 35 large coffee roasting companies from the All Japan Association of Roasters for a Jamaica coffee industry education tour.