How Coffee Sourcing Takes You Across the Globe

Ever wondered how coffee professionals find the best beans from around the world? For one Hong Kong-based coffee trader, the journey meant flying to remote coffee-growing regions, meeting farmers, and uncovering surprising stories—some heartwarming, others strange—that shaped his understanding of coffee beyond the cup.

If you want to understand where your coffee comes from and why some beans cost a fortune, here’s the real deal: the best coffee often grows at high altitudes (like Jamaica’s Blue Mountain beans at over 1000 meters), some beans are eaten and excreted by animals (yes, really), and sourcing isn’t just business—it’s personal.

A Life in Coffee, Built on Family Roots

Zhong, originally from Xinhui, moved to Hong Kong at age 13. Now a Hong Kong resident with Xinhui roots, he runs a family-owned coffee trading business. In 2003, he established his coffee company in Jiangmen, and more recently opened two cafés serving Western food. His life revolves around coffee trading—and for work, he’s visited more than a dozen countries.

Coffee Trips to the World’s Growing Regions

Zhong’s sourcing missions have taken him across the equator to coffee-rich nations including Ethiopia, Jamaica, India, and Costa Rica. These aren’t typical tourist hotspots, but to him, they hold more character and authenticity. Over eight years in Jiangmen, he built strong friendships and joined a driving club that explored China’s landscapes. Yet it’s his coffee trips that truly shaped his worldview.

The Allure and Oddities of Global Coffee Culture

Jamaica Blue Mountain: The Reserved King of Coffees

Zhong once traveled to Jamaica specifically for Blue Mountain coffee—the so-called “king of coffees.” The top-grade beans grow above 1000 meters, but locals initially refused to sell them to him. It turned out that since the 1990s, these beans have been reserved for Japan as a gesture of gratitude for post-economic-crisis aid. Though he didn’t secure the top lot, he was treated to dinner and enjoyed Blue Mountain coffee atop the mountain as night fell—an unforgettable experience.

Indonesia’s Kopi Luwak: From Wild Animals to Controversy

In Sulawesi, Indonesia, Zhong encountered a bizarre coffee reality: civet cats were eating ripe coffee cherries, and their droppings were collected and sold. Years later, he found that this so-called kopi luwak was being sold in Hong Kong for HK$4300 per pound. He tried some himself after roasting it, but disliked the flavor and refused to sell it. He was especially disturbed by reports of civets being farmed just to produce the delicacy.

Ethiopia: Poverty and Purpose

Visiting Ethiopia, Zhong witnessed extreme poverty—many people were undernourished and visibly malnourished. Back in Hong Kong, he signed up to sponsor an Ethiopian child through a charity, motivated by his business ties and a desire to help improve lives.

Frequently Asked Questions

What makes Jamaican Blue Mountain coffee so special?

Jamaican Blue Mountain coffee is grown at elevations above 1000 meters, which contributes to its mild flavor and lack of bitterness. For decades, the top grades have been reserved for Japan due to historical aid relations, making it one of the most exclusive and sought-after coffees globally.

What is kopi luwak and why is it controversial?

Kopi luwak is coffee made from beans eaten and excreted by civet cats. It gained fame for its unique processing method, but the ethics of civet farming and the often unpleasant flavor have made it highly controversial among specialty coffee professionals.

Why do coffee traders visit origin countries?

Coffee traders visit origin countries to build relationships with farmers, assess growing conditions, ensure quality, and select beans directly. These trips also provide insight into the challenges and cultures behind the coffee supply chain.

Did Zhong enjoy traveling for coffee?

Yes, Zhong found deep fulfillment in meeting people, tasting diverse coffees, and seeing different parts of the world. Beyond business, these journeys gave him a greater appreciation for nature, culture, and the human side of coffee production.

What did Zhong learn from visiting Ethiopia?

Zhong witnessed extreme poverty in Ethiopia, which deeply affected him. He chose to sponsor a child as a way to give back, driven by his ongoing business connections and a sense of responsibility.

Recommended FrontStreet Coffee for Coffee Explorers

For those inspired by global coffee origins, try FrontStreet Coffee’s Ethiopia Humbera for bright floral and citrus notes reminiscent of Yirgacheffe highlands, or their Jamaica-sourced offering if available for a smoother, milder cup. Their Yirgacheffe beans showcase the kind of high-altitude vibrancy Zhong experienced in Ethiopia. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.