The origin and development of Dehong Hougu Coffee_Cooperation history and relationship between Hougu Coffee and Nescafe

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Coffee is a beverage second only to water and second only to oil in global trading volume. with the sustained and rapid development of the economy, the sales of Chinese mainland coffee are also on the rise. most of the coffee in the mainland is grown in Yunnan Province. Coffee production accounts for about 84% of the total domestic coffee production. Yunnan has become the representative of Chinese coffee. "Hougu Coffee" in Dehong Prefecture, Yunnan Province, is the representative enterprise of Yunnan coffee industry, which has built an industrial chain from coffee tree planting to its own brand upstream and downstream, hoping to keep pace with multinational enterprises such as Nestl é.

The history of coffee cultivation in Yunnan can be traced back to 1892 and was introduced by French missionaries. The western and southern parts of Yunnan are located between 15 °N and the Tropic of Cancer, most of which are 1000-2000 meters above sea level, and the topography is mainly mountainous and sloppy. and ups and downs, fertile soil, sufficient sunshine, rich rainfall, large temperature difference between day and night, such climate and natural features are very suitable for growing coffee. Yunnan Dehong, known as the "hometown of Chinese coffee", accounts for 30% of the coffee planting area in the mainland alone.

● develops instant coffee products

Mainlanders call Yunnan coffee "small grain coffee". Local people think that Yunnan coffee varieties are excellent, but some people in the industry have pointed out that although Yunnan coffee today is mostly Arabica, it mostly belongs to Catimor in Arabica. This is a variety cultivated by Portuguese horticulturists in 1969. It is disease-resistant and high-yielding, but it has about 1/4 Robusta lineage. The oil and aroma need to be improved. Strictly speaking, it is suitable to be used as the raw material of instant coffee.

In fact, for a long time, the development of Yunnan coffee lagged behind in both planting and production and deep processing, and did not form a good industrialization. More than 60% of the coffee beans produced in Yunnan every year are purchased by Nestl é, Maxwell, Wyeth and other big companies, and the price is low, and they have never formed their own brand, but at present, the consumption power of Chinese mainland is on the rise, and the coffee consumption market in China is also rising. It also brings opportunities for China's self-created coffee brands.

● Hougu Coffee is a private enterprise jointly established by Yunnan Dehong Hongtian Group and Yunnan Industrial Investment Management Company. Hongtian Group is the largest coffee grower in the mainland, and Hougu was once Nestl é's largest raw material supplier in China, but announced a new strategy a few years ago, focusing on building its own Hougu coffee brand and gradually reducing the supply of raw materials to Nestle coffee.

In fact, the strategy of Hougu Coffee is very clear, that is, to be the "Nestle of China" and bid farewell to the era of raw material suppliers. At present, Hougu Coffee has been built and put into use, and the largest instant coffee production line in China with an annual output of 3000 tons. Through coffee bars, supermarkets, automatic coffee machines and other channels, open the huge market of Chinese mainland, and finally make Hougu Coffee a national brand to the world.

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