Yunnan Pu'er coffee is popular abroad.

After years of accumulation and development, the quality of Yunnan coffee has quietly risen in the international market, and has become the high-quality coffee favored by the international market after Blue Mountain Coffee.

Because of this outstanding performance of Yunnan Coffee, the international coffee giant Starbucks Coffee signed a joint venture with Yunnan Aiyi Group on February 6, marking the beginning of Yunnan Coffee to enter the world's top coffee consumption platform.

Pu'er coffee is comparable to Blue Mountain.

The reason and strength to write this title is that JeremyWakeford, Starbucks' chief coffee cup designer, has 45 years of coffee tasting experience, but this year he found a coffee in the Pu'er coffee growing area with a high score of 81.5, and said with praise: "if you put Manzhongtian coffee in oak barrels, no one can distinguish it from Blue Mountain coffee!" It is one of the few gourmet coffee I have tasted in my life. "

JeremyWakeford is full of praise for this Manzhongtian coffee, which comes from Pu'er Zhuangyuan Coffee of Aiyi Group. According to reports, Manzhongtian is a place name, with an average elevation of 1500 meters, and a long production cycle in high altitude areas. This kind of coffee accumulates rich nutrients, first-class flavor, taste and quality. Manzhongtian Coffee Manor is on the shady side of the mountain, the average sunshine time is short, creating the best growth environment for shade-loving plants like coffee, and the whole process uses organic fertilizer, using "rainforest coffee" to grow.

The Coffee complex of Aiyi Group

In the eyes of ordinary coffee lovers, the protagonist of the marriage with Starbucks is not widely known, but it is understood that Aiyi Group is a "dark horse" quickly killed in the Yunnan coffee industry, ranking among the top three in scale and production capacity in Yunnan enterprises. he was previously a master of the coffee trade. Aiyi Group coffee trade access to the United States, Canada and other North American markets, it has a number of coffee processing plants, two coffee farms with a total area of 500 hectares. Between 2009 and 2010, Aiyi Group purchased and processed about 6900 tons of coffee beans from more than 4600 coffee farmers.

On January 16 this year, the intensive and deep processing production line of Aichang Coffee was officially put into production in Pu'er City, introducing advanced equipment and technology from Germany, and designed to produce 3000 tons of roasted coffee beans per year, with an output value of 1.2 billion yuan, which is well prepared for the "handshake" with Starbucks.

After the success of the contract, Liu Minghui, chairman of Aixing Group, said that the "marriage" between Aiyi Group and Starbucks means that his company's dream of cooperation with the Fortune 500 will be realized, and in the future, the whole world will know about Yunnan coffee beans.

Starbucks and Aixin "marriage" to build a factory

According to reports, the newly established joint venture company will be led by Starbucks, purchase and export high-quality Arabica coffee beans from Yunnan, and set up a coffee processing plant with "optimal processing technology" to ensure the same quality of Starbucks raw materials. From the acquisition of raw materials in Yunnan, to the establishment of the world's first coffee planting base, to the establishment of a joint venture with a Yunnan company, Starbucks' coffee industry in Yunnan continues to "cultivate", which shows that the global coffee giant attaches great importance to the Yunnan base. "the establishment of a joint venture between Starbucks and Aiyi Group is another important milestone in our long-term contribution to the development of Yunnan coffee industry." "We are committed to helping Yunnan farmers improve the quality of their local coffee and bring Yunnan's best coffee to China and other markets around the world," said JohnCulver, president of Starbucks Coffee China and Asia Pacific. According to reports, with the establishment of the joint venture, Starbucks will increase the total amount of coffee purchased in Yunnan to use for its comprehensive coffee products sold around the world, and establish a long-term cooperative relationship with coffee growers in Yunnan.

In addition to the joint venture with Aiyang Group, Starbucks' Coffee grower support Center in Pu'er will also be put into operation this year, which will provide agronomic technology advice and support to coffee growers in Yunnan Province. In addition, the cooperation project between Starbucks and the Tropical and Subtropical Economic crop Research Institute of the Yunnan Academy of Agricultural Sciences (Yunnan Academy of Agricultural Sciences), namely, the seed introduction of new coffee varieties and its local adaptability experiments are being carried out in an orderly manner.

Mayor comes to Kunming to promote coffee

At the meeting between Ai'er Group and the media held on February 9, Pu'er Mayor Li Xiaoping made a special trip from Pu'er to Kunming to promote Pu'er coffee to the media from all over the country. He said he came for Chinese coffee, Yunnan coffee and Pu'er coffee. Because the local coffee has reached the top level in the world, some experts say the quality of the coffee is comparable to that of the Blue Mountains.

"I want to tell the world about Pu'er coffee." The prepared Li Xiaoping talked eloquently, from the grade of coffee to the market potential of coffee. He said that the coffee trade is a "gold" industry except oil, and all cities have coffee. Coffee came to Pu'er 150 years ago, but last year, the planting area of Pu'er coffee reached 439000 mu, with an output of 28000 tons. The Pu'er municipal government wants to build Pu'er into the "coffee capital of China", strive for the first place in coffee cultivation, output, and sales, and make Pu'er a gathering place of coffee culture. at that time, as long as the coffee tested in the laboratory can go abroad.

Li Xiaoping said: in the next five to 10 years, the Pu'er municipal government hopes to expand the planting area of Pu'er coffee to 1 million mu, and to build coffee into a large industry worth more than 10 billion yuan. "Last year, good coffee earned 8000 yuan per mu in Pu'er, and generally between 4000 yuan and 5000 yuan. In five years' time, 200000 people will benefit directly from the coffee industry, and 100000 people will pursue coffee-related occupations. "

Now, coffee merchants around the world are hoping to find the areas where Chinese coffee has the most say, and the oldest coffee shop in Europe has also said it will open a shop in Pu'er. "We have focused on the coffee industry and identified this industry, so we will fully support this industry." With regard to the focus on Pu'er tea and Pu'er coffee industry, Li Xiaoping said that Pu'er has three treasures: tea, coffee and Dendrobium candidum. It is true that tea trees have been cut down to grow coffee, but now farmers in Pu'er City can learn about New York futures prices and deal with acquirers at home through computers, and they are not blind about the future trend of coffee. Government departments also encourage diversified cultivation, while tea and coffee are symbiotic and co-prosperous and do not conflict.

Local enterprises integrate into international competition

As for the cooperation between Starbucks and Aixin Group, industry insiders believe that, on the one hand, it will improve the initial processing level of Yunnan coffee and speed up the pace of Yunnan small-grain coffee entering the international market. At the same time, it also explores a new model for the growth of Yunnan coffee enterprises. But on the other hand, it also means that the international giants have gone deep into the local processing from the original purchase of raw materials in Yunnan's local market, and Yunnan local coffee enterprises will face competition from international brands.

Hu Lu, deputy secretary general of the Yunnan Coffee Industry Association, believes that Yunnan coffee beans have been supplied to foreign multinational corporations in the form of raw materials for many years, and have been playing the role of selling primary raw material products, while enterprises are in a small, scattered and chaotic state. Yunnan's coffee industry bid farewell to the primary stage of the past, opening up is an effective booster. With the help of external forces, borrowing Starbucks' brand, management and quality evaluation criteria of coffee beans will help to make Yunnan coffee really go to the world and effectively promote the upgrading of Yunnan coffee industry. "We are growing organic coffee, and now we have developed fertilizers. If we can pass the organic certification of the European Union, then the way to enter the international market will be opened." Duan Shaoshan, chairman of Baoshan Shian Coffee Company, is looking forward to introducing partners to the outside world. He believes that the main constraint for companies at present is capital, and if funds are injected through partners, it will speed up the cultivation of organic coffee.

According to reports, as the largest coffee producing area in China, Yunnan Province currently has a coffee planting area of 500000 mu, accounting for about 98% of the country's coffee planting area, and is increasing year by year. Pu'er City is one of the main coffee producing areas in Yunnan Province, and its climate, geography and soil conditions are unique for coffee cultivation. The Yunnan government attaches great importance to this coffee planting plan. In order to promote the development of the coffee industry, the Yunnan provincial government plans to invest 3 billion yuan to increase the output of coffee beans to 200000 tons by 2020, and the scale of coffee cultivation will also increase from the existing 26700 hectares to 100000 hectares.

The relevant person in charge of the Yunnan Coffee Industry Association said that through the efforts of governments at all levels and various coffee enterprises in Yunnan Province, as well as the eyesight of major international coffee brands, Yunnan coffee has gradually entered the world and is being known by more and more coffee lovers, but if Yunnan coffee industry wants to expand and make its own brand, it also needs the cooperation and support of Starbucks and other big brands.

(responsible Editor: Leo)