Jamaica Blue Mountain Coffee Day celebrated on Jan 9 with renewed focus on boosting production
January 11 - 2023
Coffee Geography Magazine
• January 11- Celebration of Jamaica Blue Mountain Coffee Day in China
• January 17 - Celebration of Jamaica Blue Mountain Coffee Day in Japan.
Jamaica Blue Mountain Coffee Day coincided with the 70th year when the first direct shipment of Jamaica’s world-renowned luxury coffee was made to Japan, still the largest export market for discriminating coffee lovers.
It is for the fifth time that Jamaica Blue Mountain is celebrated under the theme ‘Live the Luxury Lifestyle’ and will continue throughout the month.
Jamaica Blue Mountain Coffee Day was first introduced by the All Japanese Importers of Jamaican Coffee (AJIJC) in Japan in 2018 under the theme ‘Jamaica Blue Mountain, the King of Coffees and the Winning Bean’. That first shipment was executed by the late Keble Munn, founder of the Mavis Bank Coffee Factory in March 1953.
Chairman of the Jamaica Coffee Exporters Association (JCEA) and CEO and Managing Director of the Mavis Bank Coffee Factory, Norman Grant, notes that the celebration is taking place in collaboration with the industry’s 5,000 coffee farmers, the Jamaica Agricultural Commodities Regulatory Authority (JACRA), Jamaica Promotions Corporation (JAMPRO), the Ministry of Agriculture and Fisheries and the AJIJC.
“The Japanese market now purchases 70 per cent of our export, the USA – 20 per cent and Europe and the rest of the world – 10 per cent. The Jamaica Coffee Exporters Association in partnership with AJIJC and the Ministry of Agriculture and Fisheries is currently focusing on marketing expansion simultaneously with an expansion in production which is aimed at increasing the production of Jamaica Blue Mountain coffee and Jamaica High Mountain coffee. This is geared towards growing from the current 270,000 boxes to 450,000 boxes per annum over the next four years, through an investment of $1 billion in the coffee sector over the next five years,” Grant said.
He said those efforts should help to increase revenues from Jamaica’s coffee industry from a weighted average of US$25 million per annum, over the last 15 years, to US$50 million and an incremental five per cent annual growth rate, over the next 10 years.
“This will create an industry with annual sales of US$100 million and will significantly return the coffee industry to consistent profitability and contribute to improving the economic prospects of our 5,000 farmers, thousands of farm families, and our coffee business,” Grant added.
Grant explained that the capital investments will benefit both the Jamaica Blue Mountain and High Mountain coffee industry and by extension the country, “through both import substitution, job creation, and the development of the rural and national economies.”
This year’s celebrations will feature loyalty specials and discounts, the tasting experience at coffee outlets, both locally and internationally; the promotions of Jamaica Blue Mountain coffee in local and overseas markets, including Japan, Europe, the USA, and China. There will also be the launch of the Jamaica Blue Mountain Coffee Festival at Devon House. Celebration of this unique brand of coffee will also be held in China and Japan.