Is Mexican coffee black? is Mexican coffee all decaf and organic coffee?

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── of Mexico actively sells their coffee to the world.

In recent years, there has been a growing international recognition that Mexican coffee is of high quality. Now, the Mexican Coffee Association also wants to take this opportunity, together with the SCAA annual meeting held in Anaheim in May this year, to promote their new Logo and claim that they are about to launch a certification plan.

The new Logo of Mexican Coffee, which uses bright pink, blue and yellow, plus a pottery totem with a strong colonial color, is a far cry from the Colombian Logo (coffee farmer Juan Valdez and his mule), but this Logo is as eye-catching and enjoyable as the latter.

In addition, the entire Mexican coffee industry also hopes that with this bright color of coffee beans, it can be recognized by the world as the logo of fine coffee in the future, and it is hoped that both the international boutique coffee market and ordinary consumers can think so.

Roberto Giesemann, executive director of the Mexican Coffee Association, said: "whether you are an ordinary consumer or an importer, once you see this logo, you can pay attention to buy high-quality coffee beans with guaranteed quality, because these coffee beans must go through strict quality checks and pass testing before you can add this label. "

Giesemann began to work on Mexico's boutique coffee transformation program a year ago, and in the early days of the Mexican Fine Coffee Association (also known as Calicafe), his efforts have made buyers and importers everywhere deeply recognize the boutique status of Mexican coffee.

However, it is still a rugged and difficult road to maintain the stability of fine coffee quality. at present, only a few countries (such as Colombia) can claim loudly that their coffee is recognized by the world as fine coffee, because they have a model of Juan Valdez driving quality control.

Giesemann added: "at present, the primary goal of the Mexican Coffee Association is to implement certification, although the plan has been officially proposed by the authorities, but the actual implementation still requires continuous efforts. "

"We have enthusiasm, formal regulations and a plan, and now is the time to carry out this plan! In order to achieve strict quality control, we have set up many standard cup testing rooms in Mexico, and we have just completed the cup testing room at the headquarters of the Coffee Association of Mexico. "

The certification program is also backed by a decree signed by the head of state, which explicitly requires all coffee exporters to pick 5% of the lowest quality beans from their existing coffee beans, including defective beans that are incomplete, blackened, immature and improperly fermented, which are usually used to make instant coffee.

"We have to improve the international image of Mexican coffee," Giesemann said hand in hand with the team that promotes the boutique coffee certification program. Their goal is to increase domestic consumption at least twice as much.

Mexico originally uses 0.743 kilograms of coffee beans per person, and they will raise it to 1.5kg per person within four years, plus the federal government subsidizes the purchase of coffee beans worth about $18 million to $19 million. As a result, Mexico's domestic coffee consumption will increase from 13 million bags to 26 million bags.

Giesemann recently focused on advertising boutique coffee and educational promotion videos on major Mexican television stations, saying: "it is a very difficult task to increase coffee consumption per person, which is why we have set a target of 1.5kg per person within four years. He hopes that through these colorful TV commercials, many Mexicans who are addicted to Coca-Cola can switch to coffee.

Mexico is one of the top consumers of soft drinks in the world, but it ranks last in terms of coffee consumption, which is ironic for Mexico, which ranks fifth in coffee production.

Almost all coffee-growing areas in the world were developed by colonists who increased their income by growing and exporting coffee and other crops.

It was only in Ethiopia that coffee was wild at first and then was grown because local residents began to like the black and hot drink.

In recent years, as the market price of coffee has fallen to an all-time low, many coffee-producing countries, including Mexico, have suffered an unprecedented crisis, so they tend to increase their coffee consumption in an attempt to reduce the impact of price fluctuations in the international market.

"We want to use the first 20% of all coffee for export and the remaining 80% of the lower grade for domestic consumption, which is our ideal," Giesemann said. "

"I think perhaps the most important issue for my sales team right now is how to convince 100 million people in Mexico to start drinking coffee and tell them," drinking coffee is harmless to your health. "and it's definitely healthier than drinking Coca-Cola all the time." "

The Mexican coffee industry has recently been under the pressure of low prices in the international market, so many farmers who produce coffee prefer the domestic market with better prices rather than the volatile international market.