Luckin Coffee continues to plough coffee producing area Ruixin to purchase 1000 tons of Yunnan boutique coffee beans
After Ruixing launched the high-end product line "Little Black Cup SOE Yega Xuefei" in 2020, Luckin Coffee completed the coffee purchase plan from another place.
According to a number of media reports, Luckin Coffee has completed the procurement of Yunnan boutique coffee beans in the new season. In terms of quantity, Luckin Coffee has purchased a total of 1000 tons of Yunnan boutique coffee beans.
It is understood that the boutique coffee beans purchased by Luckin Coffee mainly come from the two major producing areas of Baoshan and Pu'er in Yunnan, where they are planted above 1300 meters above sea level, and raw coffee beans with an SCA score of more than 80 are selected.
Dr. Guo Jinyi, Chairman and CEO of Luckin Coffee, said: "the achievement of the Yunnan boutique coffee bean procurement plan will not only continue to enrich the taste of Lucky SOE limited series, promote the further implementation of Ruixing boutique coffee strategy, provide Chinese consumers with a cup of high-quality, high-convenience, high-price coffee, and build a world-class coffee brand from China. At the same time, we also hope to increase the income of local farmers in Yunnan and promote the industrialization, quality and internationalization of Yunnan coffee. "
On January 5 this year, Luckin Coffee announced that he had officially signed a contract with the Ethiopian Embassy, winning the largest order for Ethiopia's largest boutique beans.
According to the agreement, Luckin Coffee plans to purchase boutique Yega Xuefei coffee beans for three consecutive years from 2021 to 2023. Among them, the first batch of boutique Yega Xuefei purchased by Luckin Coffee in Ethiopia has completed the first phase of the baking plan.
On November 30th last year, Luckin Coffee launched high-end products in the two cities of Beijing and Shanghai-the Little Black Cup SOE Yega Xuefei, a boutique SOE limited series that includes Yega Xuefei American style and Yega Sheffield lattes. All of a sudden, "Little Blue Cup" has been upgraded to "Little Black Cup".
The coffee beans used in the high-end product "Little Black Cup" are Arabica coffee beans from the Ioega Sheffield region. After being deployed by the SCA professional team, the product has a Q-Grader score of more than 80 points. This is also the first time that Luckin Coffee has referred to boutique coffee beans from a single origin.
Now Luckin Coffee continues to expand the types of boutique coffee from a single producing area, and further completes the procurement of Yunnan boutique coffee, which also represents that Luckin Coffee's "small black cup" will also use Yunnan boutique coffee for production. In addition, on April 18, Luckin Coffee's first whole production line automatic intelligent roasting base has been officially put into production in Fujian, and Yunnan boutique coffee will also be roasted in Fujian roasting base in the future. This series of actions further illustrates that Luckin Coffee is gradually improving store operation, coffee product supply chain and service level.
Although the financial fraud incident experienced by Luckin Coffee in 2020 has not been comprehensively resolved, from Ruixing's recent "self-rescue" action and investors' return to investment, it can be seen from this point that Luckin Coffee is getting back on the right track.
* Image source: Internet
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