Nestle Yunnan Pu'er Coffee Center

Recently, Nestle announced that it will invest in the coffee industry in Pu 'er City, Yunnan Province, provide training and infrastructure for local coffee farmers through the large-scale project of "Nestle Coffee Center" and enhance the brand influence of Pu' er Coffee. Previously, Nestle had said that it would start selecting 100% Pu 'er high-grade small coffee beans in 2013 and promote new coffee products named after Pu' er as the origin of coffee beans.

Su Bo, president of Nestle's Greater China Food and Beverage Division, revealed that the coffee center is expected to invest 100 million yuan. Su Bo also said that in the past three years, Nestle's coffee purchases in Yunnan have increased by 300%, which further makes Yunnan's share of Nestle's global coffee supply larger and more important. At present, the coffee purchasing season is gradually coming to an end. In the past two years, Nestle has purchased a total of about 22,000 tons of coffee in Yunnan. Nestle will continue to expand its storage capacity in Yunnan. It plans to build new storage facilities with a capacity of 15,000 tons, an increase of 50% over the existing facilities.

According to the data, the total coffee production in Yunnan Province in 2012 was about 70,000 tons, of which 15%~20% was supplied to Nestle, which also made Nestle the largest buyer of coffee beans in the region. In 2012, Nestle purchased Pu 'er coffee beans worth 265 million yuan, equivalent to 20% of the total local production.

"Daily Economic News" reporter understands, This Nestle will be in Yunnan Province and Pu 'er City established "Nestle coffee center" Mainly consists of three parts: Coffee planting training center, Consumer experience center, Modern comprehensive storage and testing facilities.

In fact, the Nescafe Centre project is part of the long-term strategy of the Nescafe Initiative. Launched in 2010, Nescafe plans to invest 2.6 billion yuan by 2020 to carry out coffee projects around the world.

In the view of Xiang Jianjun, a consultant researcher of CIC, Nestle's promotion is conducive to Pu 'er coffee entering the global market, especially to the European coffee market imported with a large number of raw coffee beans. The cost of Yunnan coffee is lower than that of coffee beans from other places of the same quality. The establishment of "Nestle Coffee Center" undoubtedly rapidly expands the market demand for Yunnan coffee beans.

It is worth noting that before announcing the establishment of the "Nestle Coffee Center" in Pu 'er, Nestle said in January 2013 that it officially launched the research and development of new "Pu' er" coffee products.