How a Farmer Turned Coffee Bean Sales Into $1.4 Million

In November, when most people are sipping lattes without a second thought, farmers in Hainan’s Baisha county are hard at work harvesting coffee cherries. For Cheng Zongpei, president of the Baisha Meteorite Ridge Coffee Planting Cooperative, this used to be a season of stress — low prices, poor roads, and no way to prove the quality of his beans. But not anymore.

This year, Cheng’s coffee cooperative is projected to hit over 10 million RMB (around $1.4 million) in sales — all by cutting out middlemen and selling directly online.

The Hidden Value of Hainan Coffee

Hainan’s Baisha coffee has a naturally sweet, nutty, and chocolatey profile — often compared to milk chocolate and roasted nuts. Yet for years, local farmers struggled to earn fair prices. Cheng Zongpei knew the pain firsthand: while they earned barely a tenth of the final retail value, buyers could re-sell the same beans for two or three times more.

"Farmers worked all year and saw minimal returns, while traders pocketed the profits," Cheng said. That unfair gap pushed him to rethink his career.

From Car Parts to Coffee Beans

Cheng wasn’t always in farming. Originally from Baisha Li Autonomous County, he left for the city and built a solid income in auto parts distribution — earning hundreds of thousands yearly. But he couldn’t shake his roots. When ecommerce began to take off, he saw an opening.

He returned home and co-founded a coffee growers’ cooperative, helping local farmers band together to improve bargaining power and access better markets. The group now includes over 60 farming households who trust him to get the best deal.

A Rocky Start and Hard Work

The early days were brutal. Coffee trees in Baisha grow tall and bear fewer cherries, meaning more labor per kilo. The region’s mountainous terrain made transport a nightmare: even moving beans just one kilometer to the processing plant meant an hour-long hike on foot.

Selling was just as tough. "We knocked on doors, but no one gave us the time of day. Some wouldn’t even meet us," Cheng recalled. His breakthrough came when he started giving away samples for free. Once roasters tasted the unique flavor, orders began to flow.

Why This Model Works

Cheng’s success isn’t just about taste. It’s about transparency, community, and cutting out layers of profit-taking. By forming a cooperative, farmers gained collective strength. By using ecommerce, they reached customers directly. And by focusing on quality — not just volume — they built a brand that buyers trusted.

It’s a model driven not just by profit, but by a desire for fairer food systems. “We wanted to do right by the land and the people,” Cheng said.

Frequently Asked Questions

Where is Baisha coffee grown?

Baisha coffee is grown in Baisha Li Autonomous County, Hainan Province, China. The region’s high altitude and unique terroir contribute to its signature chocolatey and nutty flavor profile.

How did Cheng Zongpei increase coffee sales?

Cheng increased sales by forming a farmers’ cooperative to improve bargaining power, using ecommerce to sell directly to consumers, and offering free samples to prove the quality of Baisha coffee.

What makes Baisha coffee different?

Baisha coffee is known for its natural sweetness, creamy milk chocolate notes, and roasted nut flavors. It has a smooth mouthfeel and low acidity, making it distinct from other Chinese coffees.

How much does the cooperative earn annually?

The Baisha Meteorite Ridge Coffee Planting Cooperative, led by Cheng Zongpei, is expected to generate over 10 million RMB (approximately $1.4 million) in annual revenue.

Why did Cheng return to farming after running a business?

Cheng returned to his hometown to address the unfair coffee pricing system and help local farmers earn a better income, using his business experience and ecommerce knowledge.

What challenges did the farmers face?

Farmers faced steep terrain, long hikes to transport cherries, limited market access, and exploitation by middlemen who paid low prices and resold beans at much higher margins.

Recommended FrontStreet Beans With Chocolate Notes

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