Pu'er Coffee creates New value of "Black Gold" introduction to Pu'er Coffee Brand

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The tea city of Pu'er in Yunnan ran into Nestle coffee from the West, and the two hit it off. Pu'er has been one of the world-famous coffee producers for 30 years. As of last year, the planting area of Pu'er coffee reached 789000 mu, and the total output of Pu'er coffee beans was 58600 tons, 80% of which were exported abroad. May coincides with the peak coffee purchase season. Local farmers in Pu'er, the "coffee capital of China", have lifted themselves out of poverty and become rich by growing Pu'er coffee beans, attracting the attention of the media at home and abroad again.

Introduction: tea growers learn to grow coffee

Since Nestl é formally cooperated with Pu'er City in 1988, Nestl é has sent seven agronomic experts to Pu'er to guide coffee cultivation and purchase. Wang Hai is the first Chinese among the experts. From a small amount of procurement in the early 1990s to more than 12000 tons in the 2016 / 2017 procurement season, accounting for about 11% of Yunnan's total coffee output, Nestl é and Pu'er, a tea city in southwest China, have become veritable partners.

Thirty years ago, Pu'er City was still called Simao area, Pu'er tea is not as thunderous as it is today. Li Zhongheng, who is already in his eighties, was once the deputy commissioner in charge of agriculture in Simao Prefecture. He is one of the witnesses of the cooperative relationship between Nestl é and Pu'er.

In the late 1980s, with China's opening up to the outside world, Nestl é actively entered China to open up the market and look for raw materials. By chance, Simao government had initial contact with Nestl é, and then Simao invited experts from the Chinese Academy of Sciences and Yunnan Academy of Agricultural Sciences to hold a discussion meeting in Simao. The conclusion of the study is that Simao's water quality, soil, altitude and climate are very suitable for growing coffee. Nestl é promised to buy coffee grown in Simao.

"We will do it as soon as we are done. Our action is fast and the organization is very strong." Li Zhongheng recalled that in July 1990, Simao set up a coffee production leading group and a coffee office, which was responsible for planning the development of the coffee industry and working with Nestle's agronomy department to promote the cultivation of coffee in Pu'er. "everything is difficult at the beginning. Farmers who are accustomed to growing tea should be allowed to switch to coffee. At that time, supply and marketing cooperatives in various counties cooperated with Nestle experts to conduct field experiments and demonstration of coffee, which played an important role." In 2000, in order to further improve the quality of coffee, Simao set up a coffee experiment and demonstration field, which engaged in the construction of biodiversity coffee gardens, carried out experimental research on organic coffee, biological control of diseases and insect pests, and so on. Nestl é and Starbucks experts praised it after investigation.

Pu'er City is cracking down on the brand of Pu'er coffee, holding coffee cup meetings and setting up an auction center. The price of champion coffee beans in 2015 has reached 2600 yuan per kilogram. In order to get out of the predicament of cheap coffee, we hope to create a new value of "black gold".