Pu'er Coffee Breakthrough the quality Route _ Yunnan Coffee is recognized by the World

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

Many people do not know that in addition to tea, Yunnan is also rich in coffee. At present, Yunnan has a coffee planting area of 1.8 million mu, with an annual output of more than 150000 tons of raw beans, accounting for 98% of the country. Pu'er City has 800000 mu, ranking first in Yunnan in terms of area and output. However, over the years, Yunnan coffee has been unable to get rid of the trouble that "outsiders do not know her beauty in boudoir" and "low price hurts farmers". In recent years, Yunnan Pu'er coffee industry has worked hard to become high-quality, from growing commercial beans to high-quality beans. At the Pu'er International Fine Coffee Expo a month ago, Yunnan Pu'er coffee took on a new look of "boutique" coffee, which brought continuous surprises to buyers, roasters and baristas, helping the brand value of "Pu'er coffee" reach 11.4 billion yuan (RMB, the same below).

Coffee beans have always been a kind of agricultural product for farmers, and the high added value of drinks has little to do with them. According to the Yunnan Coffee Industry Association, during the coffee harvest season from 2017 to 2018, Yunnan coffee was affected by the low price of international coffee futures, and the price of raw beans basically hovered around 13 to 15 yuan per kilogram, which is close to the cost price for farmers to grow coffee. in other words, although a cup of end-of-market coffee can sell for more than 30 yuan, but two kilograms of coffee beans can only sell at this price. It is inevitable that farmers will lose money.

How can coffee beans worth 13 or 40 yuan per kilogram and coffee worth 30 or 40 yuan per cup be more beneficial to farmers? In the exploration of Pu'er in recent years, the farmers of Pu'er have found a way out: rely on "high-quality products" to break through.

Deep processing sells at a good price

Zhao Mei, founder of the Silanjia brand, whose father has been growing coffee all his life, said to his daughter before he died, "Don't make coffee, it's too bitter." but in 2013, she returned to Pu'er from Kunming and took over her family's coffee base. and invested 3 million yuan to start his own coffee business in the form of base + cooperative. But she didn't expect that at that time, growing coffee was no different from growing corn and soybeans. In the first year, she only recovered 100000 yuan from selling coffee. With experience in the clothing business, she realized that maybe only by making boutiques could she find a way out. Since 2015, she has successfully tried to make "honey-treated" coffee beans while learning and selling them for 30 yuan per kilogram. She took part in the handheld competition in 2016, and this time her beans were chosen by Starbucks. The purchase price reached 88 yuan, and the price nearly tripled.

Yunnan Coffee is recognized by the World

The manor managed by Zhao Mei and her family has a total of 2600 mu, of which 300mu began to produce fine beans. The sun-dried beans that participated in the raw bean contest this year won the ninth place with a cup score of 83.3375, with a price of 60 yuan per kilogram. Manya chose to create its own brand as a "boutique" through intensive processing. Zhang Rui of Manya Coffee deeply remembers that in 2018 she sold 20 kilograms of raw beans to traders in Hong Kong, and the beans were roasted and sold in Hong Kong at 1800 Hong Kong dollars per pound, which strengthened her determination to do a good job in intensive processing and create her own brand.

The high-quality route of Yunnan Pu'er coffee is being affirmed from all over the world. Recently, experts from the United States, Germany, Japan, Australia and other nine countries tested 133 beans from six major coffee producing areas in Yunnan. The results showed that the rate of fine products reached 95.49%, the average score was 82.64 points, and the highest score was 85.725 points (more than 85 points in the cup test is "high-quality").

Ted Ringer, former executive director of the American Fine Coffee Association (SCAA), believes that these achievements are enough to prove that the rate of high-quality coffee products in the mainland coffee industry is rising steadily. "Curry farmers in Yunnan have begun to learn how to successfully transmit the high-quality flavor of coffee fruits to the taste." China is expected to become a new supplier of boutique coffee in Japan due to the increasing improvement in the quality of Yunnan coffee, said Takuo Ushima, chief executive of the Japan Fine Coffee Association (SCAJ).

END