A bean fragrance floats in the boutique market

I feel happy looking at the coffee beans with a bumper harvest.

The newly processed coffee beans are golden.

Our reporter Shen Haowen / photo

In the recent global promotion of "charm Yunnan World sharing" held by the Ministry of Foreign Affairs, Yunnan coffee smelled "Blue Hall" and attracted the world's attention. Foreign Minister Wang Yi praised Yunnan coffee: "it is the best coffee I have ever tasted all over the world."

Yunnan accounts for more than 98% of the country's coffee planting area and output, and is the largest coffee planting and export base in the country. Among them, Pu'er coffee accounts for half of the country, and Pu'er is known as the "coffee capital of China". Global coffee giants such as Nestl é and Starbucks have set up procurement stations or procurement centers in Pu'er; Yunnan (International) Coffee Trading Center has been set up in Pu'er City. Last year, the total coffee planting area in Pu'er City was nearly 770000 mu, with a coffee output of 52000 tons and a comprehensive output value of more than 2 billion yuan.

"We are always on our way to turn Pu'er coffee into a world-class boutique coffee." Pu'er City is actively establishing the only national demonstration zone for well-known brands in the coffee industry, speeding up the transformation and upgrading of the coffee industry to high-quality coffee, and improving the voice and competitiveness of Yunnan coffee in the international market, so as to change the image of Yunnan coffee as a place of cheap raw material supply. truly realize the brand dream of "Pu'er coffee fragrance floating in the world".

Fine management

Make up for the "congenital deficiency" of Yunnan coffee

Pu'er coffee belongs to small-grain coffee, which is rated as a first-class product by the International Coffee Organization (ICO). Its quality is similar to that of Colombian small-grain coffee. In 2006, the American Special Coffee Association gave Pu'er a comprehensive score of 88.75. in 2012, Jeremy Wakeford, chief cup tasting division of Starbucks, gave Pu'er a high score of 81.5. There is no doubt that Pu'er coffee is a fine coffee, which has a unique competitive advantage in the international market.

However, the coffee industry in Yunnan has been struggling with varieties for a long time. The main breed of coffee in Yunnan is "Katim", which was once thought to be unable to process and bake boutique coffee. How to solve this "congenital deficiency".

Walking into Fuyan Township, Menglian County, it is popular for producing high-altitude coffee, and the biodiversity of reasonable planting of shade trees in the coffee field is also very attractive. Pu'er City, in line with local conditions, ecological transformation of the built coffee garden, built an ecological coffee garden of 250000 mu, and strive to achieve ecological coffee garden in an all-round way by 2018. Actively strive for superior support, integrate industrial development funds, transform the city's 340000 mu medium-and low-yield coffee garden, change the coffee industry from extensive to intensive, and improve coffee output and quality. Through the improvement of water, electricity, road and other infrastructure construction of the coffee garden, as well as the renewal of coffee varieties, cutting and rejuvenation, soil testing and formula fertilization, shade tree planting and pest control, the average yield per mu of the coffee garden reached more than 120 kg.

At the same time, Pu'er City will strengthen the international certification of the coffee garden, such as EU, US, Japan organic certification and UTZ certification, Rainforest Alliance certification, 4C certification and so on, to comprehensively improve the quality of Pu'er coffee and improve its market recognition. In particular, we should carry out organic certification work in a down-to-earth manner to promote the promotion of organic standards. The city has entered the organic conversion period of coffee garden area of 28000 mu, has obtained organic certification coffee garden area of 7500 mu, including 4000 mu of EU organic certification and 3500 mu of Chinese organic certification.

With the fresh fruit of high-quality coffee, standardizing the initial processing of coffee is very important to improve the quality of coffee. Pu'er City encourages and supports coffee leading enterprises, large growers and farmers' professional coffee cooperatives to build standard primary processing plants, standardize processing standards and realize the fine operation of coffee processing links. Strive to build 128 standard coffee primary processing plants in the city by 2020, standardize and transform the existing 130 primary processing plants, so as to improve the quality and efficiency of the coffee industry.

Lengthen the industrial chain

Change the "fate" of cheap raw materials

According to statistics, Pu'er coffee is mostly sold as a raw material. As an emerging coffee producing and consuming area, the development scope of coffee industry in our province is limited to the fields of planting, processing and retail sales, and is excluded from the core of the whole industry by international coffee giants. Yunnan coffee has been basically developed in the form of trade of primary raw materials for a long time, which is at the low end of the coffee industry chain, and the efficiency of the industry is on the low side. How to change the image of Yunnan coffee cheap raw material supply place?

Pu'er City to create the only national coffee industry well-known brand demonstration zone as a platform to promote coffee brand construction. For this reason, Pu'er optimizes the public area brand of "Pu'er Coffee", actively guides coffee enterprises to use the unified parent brand logo of "Pu'er Coffee LOGO" in all coffee products, strengthens the awareness of the big brand of "Pu'er Coffee", takes the road of fine coffee, and promotes the construction of Pu'er coffee brand in an all-round way.

"through the establishment of coffee brand demonstration zone to enhance the popularity and market influence of Pu'er coffee." Lu Han, director of the Tea and Coffee Industry Bureau of Pu'er City, said that at present, the leading group office has coordinated all parties to carry out a series of Pu'er coffee brand promotion activities, established a quality integrity system, and selected demonstration enterprises. established a quality index assessment system and quality status analysis and report system, strict inspection and quarantine of exported coffee To build a quality public service platform, including the National Coffee key Laboratory and the Yunnan small Grain Coffee breeding Base of the Ministry of Agriculture.

We will comprehensively implement the strategy of leading enterprises and support the cultivation of coffee processing enterprises. We will build a coffee processing park in the Pu'er Industrial Park and speed up the construction of a boutique coffee processing park. Cultivate and strengthen the existing Wall, Love Manor, Man Cliff and other leading enterprises with a high starting point and strong driving force to carry out coffee intensive processing. At the same time, encourage and support coffee enterprises, build modern coffee estates that integrate production, processing, leisure, sightseeing, experience, display and sales, promote the construction of coffee estates, constantly extend the industrial chain, and create Chinese coffee industry clusters.

Docking place of consumption

Break through the "dependence" of the international market

The coffee harvest season is coming to an end, and Ni Yufa of Mojiang Jinggong Manor is delighted. As a member of Yunnan International Coffee Trading Center, Jinggong Coffee Manor, which has a base coffee quality rate of more than 80%, ushered in spring and seamlessly docked with domestic and foreign coffee purchasers. This year, all his 200 tons of boutique coffee achieved high quality and high price, with a maximum of 65 yuan per kilogram. Ni Yufa also received a warehouse receipt pledge loan of 5 million yuan from the trading center, expanding the trade of coffee beans to more than 1, 000 tons. In this year's coffee raw bean competition, he has 10 coffee beans selected for the competition.

Let good coffee sell at a good price. As the largest coffee trading center and third-party service platform in China, Yunnan Coffee Trading Center has been established and the online trading system has been officially operated. provide information, display, auction, settlement, warehousing, logistics, financing and other services as one of the "one-stop" trading services. Yunnan Coffee Trading Center, as a place-of-origin trading service platform, will directly connect coffee growers and domestic buyers. Through the release of open and transparent information, buyers and sellers can grasp the dynamics of supply and demand, and the coffee bean purchasing market in Yunnan is more diversified.

"Yunnan Coffee Trading Center should fully promote, increase income and become rich to the vast number of farmers and enterprises, improve the output value and level of Yunnan coffee industry, speed up the radiation and coverage of coffee industry in Southeast Asia and South Asia, become a coffee industry platform in Asia as soon as possible, and expand the international popularity and brand value of Yunnan coffee." Cao Ronggen, chairman of Yunnan Coffee Trading Center, said.

Since 2015, Yunnan Coffee Trading Center has cooperated with the American Fine Coffee Association (SCAA) to build a coffee quality system, a tasting training system and a cup evaluation system that meet international standards and reflect the characteristics of Yunnan coffee industry. At present, Yunnan Coffee Trading Center has been officially admitted as a SCAA member and has become the only national strategic partner authorized by the International Coffee quality Association in China. On this basis, last year, the center was officially established in Pu'er City, and fully carried out storage and large-scale transactions in 2017. The center will achieve nearly 60, 000 tons of storage and transactions, with a transaction value of more than 1.5 billion yuan. A complete set of boutique coffee system and industrial model in line with international standards has been built in Yunnan producing areas, which will really bring Yunnan producing areas into the global boutique coffee field.

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Enhance the international competitiveness of Yunnan coffee

2017 will be a key year for Yunnan coffee to emerge in the international market.

This judgment is based on a major event that took place in Yunnan coffee industry at the end of last year. On December 29, 2016, the unveiling and signing ceremony of Yunnan International Coffee Trading Center was held in Pu'er, the "coffee capital of China".

Yunnan International Coffee Trading Center is established by Yunnan Land Reclamation Group as the main body and lead unit, together with Yunnan Jinyuan Flowers, Pu'er City Investment, Hong Kong Xinhua Group, Yunnan Hougu Coffee and Yunnan Aigu Agriculture and Animal Husbandry (Group). After listing, it will further improve the operation mode, trading rules, supervision and risk control, build an industrial support platform to serve Yunnan farmers and enterprises, and build a regional international trading center facing the whole country and radiating South Asia and Southeast Asia. promote the transformation and upgrading of Yunnan coffee industry and become an important boutique coffee producing area in the world.

At the opening ceremony, the center signed credit agreements with four financial institutions with a credit amount of more than 10 billion yuan; at the same time, it signed supply agreements with international coffee buyers and domestic coffee suppliers such as Pu'er Manya Coffee and Mojiang Jinggong Coffee. The signing of these agreements will lay a solid foundation for the center's international development in the future.

Yunnan International Coffee Trading Center is built and operated on the basis of the existing Yunnan Coffee Trading Center located in Pu'er City. In January last year, Yunnan Coffee Trading Center was completed and officially put into operation, which laid a solid foundation for the construction of Yunnan International Coffee Trading Center. At present, the center has begun to take shape, and the transaction support system is relatively perfect. After more than two years of construction and accumulation, Yunnan Coffee Trading Center has successfully completed its international integration with the American Fine Coffee Association and the International Coffee quality Society. Six major industrial systems have been established to meet the needs of the development of Yunnan coffee industry, such as member services, quality standards, financial services, industrial matching, trading and pricing. A complete set of boutique coffee system and industrial model in line with international standards has been built in Yunnan producing areas, which will really bring Yunnan producing areas into the global boutique coffee field.

Our reporter Shen Hao and Li Hanyong