High-quality coffee, coffee culture and coffee trade

Some people say that the coffee culture and coffee trade in the world grew on the indigenous people of the world, and that the indigenous people supported it with their bodies. However, returning to the newly emerging Taiwan native coffee, Devon coffee, located in the original tribal coffee producing area of Santimen Township in Pingtung, has rushed into the market at a subtle speed in just a few years, but it has also brought worries.

The harvest period of Devon coffee beans is over. Tian Jinfu, the leader of the production and marketing team of Damu Devon coffee, and his son are responsible for spraying pest control for the coffee gardens of the members of the production and marketing team. Although the production and marketing team is planting an area of 20 hectares, the yield has increased from 400 kg last year to 1000 kg this year. However, based on the actual supply and demand of sales, it is not difficult to have doubts about whether the yield is balanced with the market demand.

Tian Jinfu said: " My child alone did this on our Saturday and Sunday. It would take 30 kilograms of raw beans a month and 360 kilograms a year. Those businessmen sell coffee every day. If you calculate, you will know. Maybe there is German coffee in the first two or three months, but there must be no more after that. Will they use other things to make up the number and lie that it is German coffee?"

Tian Jinfu's son sells coffee under the big tree of the tribe on the second day of the week. It is genuine German coffee, but is it German coffee that is not in the German tribe? Because there is no established coffee origin certification system, given the example of ancient pit coffee mixed with imported coffee, it is inevitable that people worry about the source and quality of coffee, but the name of German coffee is still spreading.

How attractive is the German brand? It dates back to the Japanese colonial period, and legend has it that Devon Coffee won a silver medal in the world coffee evaluation. Therefore, at the beginning of Taiwan coffee's emergence, some businessmen saw the market opportunity and tried to register the trademark rights of Devon Coffee in 1993. However, they were protested by the people and revoked the trademark qualification of coffee raw materials. Although the trademark dispute on the table subsided, the autonomy of the tribal industry was divided into different mountains.

After only six years of planting and cultivation, it has not yet stabilized, but it has become a multi-headed carriage. Except for the production and marketing team, which can establish production, processing and marketing, most of the Devon people can only harvest fruits or sun beans, and then sell them to the merchants who buy them. In other words, the people only earn the smallest profit, even if it does not match the cost.

The name of the United States is a professional division of labor, but from another angle coffee a few layers of skin, just like a cup of German coffee sold in the city for 150 yuan and a kilogram of fruit 50 yuan to 70 yuan price range, who earned the middle price difference? But can the people only be coffee farmers, but not as merchants of the Lord?

From the experience of Fang Cheng-lun, winner of the Alishan Coffee Prize, aboriginal people can not only grow, but also process and sell their own coffee.

Fang Zhenglun said," Try to change. Don't always contact the middle market. If you hand it over to the middle market, the profit is actually the middle market. Besides the lowest profit, the clansmen have not absorbed the essence of this industry at all. For example, the clansmen can't learn what process there is in this industry!"

The lack of funds and equipment makes the local people only coffee farmers and can only be exploited in the labor market. According to the provisions of the Basic Law of Indigenous Peoples, the government has the responsibility to guide the natural resources to develop their economic industries. However, at this stage, due to the lack of a trademark certification system, the infringement of German brands has arisen. In addition, German coffee farmers are dominated by different organizations, and the tribes do not have perfect processing equipment. The hard work of planting and managing will eventually lead to the fate of being manipulated and exploited.