Jamaica to Launch Nationwide Campaign to Demystify Coffee Pricing for Farmers
March 1 - 2026
Coffee Geography Magazine
The Jamaica Agricultural Commodities Regulatory Authority (JACRA) planned a national education campaign aimed at pulling back the curtain on how the price of a box of coffee is determined. The announcement comes in direct response to concerns raised by coffee farmers who have expressed confusion and dissatisfaction over the prices they receive for their produce.
For many farmers, the gap between their labor and the final payout can feel opaque. However, JACRA Director General Wayne Hunter emphasized that the price-setting mechanism is not a matter of government decree, but a complex equation dictated by the global marketplace.
"We understand the frustration that many of our farmers feel when they examine the price paid per box of coffee," Hunter stated in a media release. "However, it is important to emphasize that neither JACRA nor any minister of Government can determine the price of a box of coffee. The market determines the price based on global benchmarks, quality standards, and the realities of supply and demand."
The forthcoming campaign is designed to empower farmers with the knowledge to navigate this complex system. Titled as a national effort to educate while regulating, the initiative will break down the value chain piece by piece.
"What we must do collectively is ensure that our farmers fully understand how pricing is derived — from international market movement right down to the costs of processing and export," Hunter explained. "Knowledge is power as we educate while we regulate. When our farmers understand the pricing structure, they are better positioned to make informed decisions about production, quality improvement, and farm management."
The educational drive will cover a range of critical topics, including how international benchmark prices for coffee directly impact the value of Jamaican beans. It will also clarify the distinction between the farm gate price—what the farmer is paid—and the final export price achieved on the international market. Farmers will be guided through the various cost structures along the value chain, including processing steps like pulping, drying, and hulling, as well as grading, storage, and transportation.
The campaign will not only explain costs but also provide strategies for farmers to maximize their own returns by focusing on factors they can control. This includes improving agronomical and post-harvest practices to achieve premium quality beans and boosting overall productivity and profitability through better farm management.
The authority was emphatic in its reiteration that neither JACRA, the Ministry of Agriculture, Fisheries and Mining, nor the Government of Jamaica plays a role in setting coffee prices. Instead, prices are dictated by a volatile mix of local and international forces. These primary determinants include fluctuations in global coffee prices on international commodity exchanges and the dynamics of supply and demand both locally and worldwide. The final price is further shaped by quality differentials based on bean size, defect count, moisture content, and cup profile, as well as the accumulated costs of processing and exporting the product. Exchange rate fluctuations, which impact export earnings when converted to Jamaican dollars, and the rising costs of inputs like labor, fertilizers, and pest management, also play a significant role.
By laying all these factors on the table, JACRA hopes to foster a more transparent, competitive, and resilient coffee sector.
"JACRA stands ready to provide any information our farmers require," Hunter affirmed. "We will continue to educate, inform, and support them in building production and strengthening the long-term sustainability of Jamaica's coffee industry. Our goal is a transparent, competitive, and resilient sector that benefits farmers at every level."