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INDONESIAN SPECIALTY COFFEE GOES GLOBAL ARIF HAVAS OEGROSENO AMBASSADOR TO EU, BELGIUM AND LUXEMBOURG.

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Presentation on theme: "INDONESIAN SPECIALTY COFFEE GOES GLOBAL ARIF HAVAS OEGROSENO AMBASSADOR TO EU, BELGIUM AND LUXEMBOURG."— Presentation transcript:

1 INDONESIAN SPECIALTY COFFEE GOES GLOBAL ARIF HAVAS OEGROSENO AMBASSADOR TO EU, BELGIUM AND LUXEMBOURG

2 Outline Coffee market in EU Challenges to enter the EU market Indonesian Specialty Coffee as Opportunity Marketing strategy

3 Coffee market in the EU 28 member states 1 Regulation 505 Million people 30,000 US$/capita 90 % food product needs: Import

4 Coffee market in the EU EU consumes roasted coffee 4 kg per capita/year: 2,000 tons Indonesia consumes 1.03 kg per capita/year: 250 tons 50% world coffee import

5 Source: ICO 2013

6 EU Coffee Import (2013) (billion US dollar) Germany3.60Netherlands0.56 France2.40Sweden0.48 Italy1.64Austria0.46 Belgium1.15Poland0.44 Spain0.80Finland0.28 UK0.69Portugal0.26 World28.38 USD = 280 trillion rupiah EU14.44 USD = 140 trillion rupiah Source: ITC 2014

7 EU Coffee Importers (percentage) Source: ITC Brazil 37,7 40,3 41,5 35,4 33,6 Viet Nam 15,9 13,5 13,4 18,5 20,7 Honduras 7,1 7,8 8,1 9,1 7,7 Colombia 7,8 5,8 6,5 5,7 6,8 Peru 7,1 8,6 7,8 7,6 6,4 Indonesia 5,4 4,1 3,0 3,4 5,2 India 3,2 3,6 4,8 4,7 Uganda 4,6 3,3 3,1 4,1 Ethiopia 3,9 5,1 4,5 4,0 Guatemala 2,6 3,0 2,5 2,7 1,9

8 World’s Coffee Producers 2013/2014 (000-bags) 1 bags = 60 kgSumber: USDA Jun 2014 Brazil30000 Vietnam25000 Colombia10000 Indonesia6000 Honduras4350 Peru4100 India3630 Other21051

9 Coffee Market Segment in the EU At home consumption (70%) – Supermarket – Specialty coffee seller – Organic coffee seller – Online selling, etc. l Out of home consumption (30%) – Restaurant – Café – Coffee Bar – Office

10 Coffee Preference in EU Sumber: CBI 2013 High-end and high quality coffee Specialty Coffee (Specialty Coffee Association Europe) Coffee grown with sustainable practices Arabica (except France and Southern Europe)

11 Unilateral Standard Booming of “Coffee Production Standards”: Fair Trade: minimum price guarantee for farmers Organic: organic system of coffee growing Rainforest Alliance: tropical forest sustainability UTZ Certified: improvement in business practices and GAP global Starbucks (C.A.F.E. practices) Nespresso (AAA sustainable criteria)

12 10 Exclusive coffee-single origin cup Luwak Coffee, Indonesia: €252 per kg. Hacienda La Esmeralda, Boquete, Panama: €164 per kg. St. Helena Coffee from St. Helena Coffee Company – St. Helena: €125 per kg. El Injerto – Huehuetenango, Guatemala: €79 per kg. Fazenda Santa Ines, Minas Gerais, Brazil: €79 per kg. Blue Mountain Coffee, Wallenford Estate, Jamaica: €77 per kg. Los Planes Coffee, Citala, El Salvador: €63 per kg. Hawaiian Kona Coffee: €54 per kg. Starbucks Rwanda Blue Bourbon, Gatare/Karengera, Rwanda: €38 per kg. Coffee Yauco Selecto AA, Puerto Rico: €38 per kg.

13 Challenges to enter EU market – Strong competition – Market Driven Standard Buyers Certification Buyers Requirements

14 Strategy to enter the EU market GI cooperation between Indonesia-EU Promotion of Specialty Coffee Direct Link between Market and Farmers – Farm Visit of Buyers Global Brand Exchange – Special Lobbying to Major Global Brand Producer: Nestle etc

15 Indonesian Specialty Coffee as opportunity Source: Ministry of Agriculture 2014 Map of geographic indication coffee

16 GI cooperation, Indonesia-EU Ministerial meeting (between Indonesia Minister for Justice and Legal Affair and EU Commissioner for Agriculture, Brussels, 30 January 2014) First exploratory talks, Brussels, late May 2014 Results: agree to establish stand-alone agreement, broader scope of IPR protection, relation between trademark and GI, Second exploratory talks will be held in Novembe/December 2014 Establish Working Group on IPR

17 Participate in Specialty Coffee Exhibition, engage consumers directly

18 Introduces the role of coffee to Indonesian economy

19 Bring Indonesian coffee farmers to meet face to face with consumers, traders and distributors

20 Establish direct link between farmers and international buyers Java Republic, turn over 12 million Euro (216 miliar rupiah)

21 Establish direct link between farmers and international buyers. Bewleys, turn over 97 million Euro (1,5 triliun rupiah)

22 Indonesian coffee was tested for quality in international coffee events

23 Introduces Indonesian specialty coffee at exclusive coffee/chocolate boutique……

24 Terimakasih KBRI Brussel Boulevard de la Woluwe 38 Brussels 1200, Belgia Telp


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