1 month ago
4
Jamaica Blue Mountain coffee is a rarity, commanding high prices not just for its taste, but for its story. Its elevation, climate, hand-picked processing, and meticulous standards, all contribute to its reputation.
But, in a market where speciality coffee has grown into a $50 billion-plus industry, exclusivity is no longer enough.
The opportunity? Leverage our premium standing to control a larger portion of the value chain.
Too often, value creation in the JBM industry stops at export. While green beans fetch high prices, roasted and branded coffee commands exponentially more. Consider the global chains and boutique roasters who market ‘Jamaican Blue’ at $60 to $100 per pound. Are we monetising enough of this downstream potential?
To truly capitalise on JBM coffee’s legacy, Jamaica must pivot from primarily being a grower-exporter to becoming a brand and experience curator.
There are four key levers that can accelerate our coffee’s global dominance, that is, brand protection, vertical integration, innovation, and market diversification.
Brand piracy remains a critical issue. ‘Blue Mountain-style’ labels and misleading packaging from outside Jamaica dilute authenticity and reduce consumer trust. The geographical indication, or GI status, is a powerful tool, but it must be aggressively defended.
Countries like France and Italy have successfully policed their GI-protected goods, from Champagne to Parma ham. Jamaica must take a similarly rigorous stance, including establishing a global task force to monitor and legally challenge misuse; expanding international trademark filings in key markets like China, South Korea, and the United Arab Emirates; and educating consumers through campaigns on how to verify origin.
The name ‘Jamaica Blue Mountain’, JBM, must signal unquestionable authenticity. Anything less erodes decades of earned trust.
The JBM coffee ecosystem can be reimagined to support more Jamaican-owned brands. Instead of exporting raw beans to foreign roasters, why not incentivise local roasting, packaging, and e-commerce operations?
This would generate jobs and skill development in processing and marketing; allow Jamaican entrepreneurs to own more of the consumer relationship; and keep profits within the country and increase tax revenues.
Exporting beans only, is like exporting cocoa but never making chocolate. Why can’t we build the JBM coffee equivalent of Lindt or Godiva right here in Jamaica?
JBM coffee is not just a product, it’s a story, a feeling, a luxury lifestyle. But it’s currently underleveraged as a brand experience. Global consumers crave not just taste but immersion; the possibilities are endless – and we are a creative people.
JBM reimagined
Jamaica should develop Blue Mountain tourism zones with curated farm tours, tasting rooms, and barista academies; create licensing programmes for cafés and retailers abroad to deliver a certified JBM experience; and leverage technology – apps, NFTs and QR codes – to tell the farmer’s story in every cup.
Think Napa Valley meets Marley mystique. A rich, sensory immersion into what JBM coffee truly represents.
While Japan remains our largest and most loyal market, over-reliance on a single territory remains risky. The luxury coffee scene is expanding rapidly in South Korea, Germany, the UAE, and select African markets, inclusive of Nigeria and Kenya. I, like many, must therefore ask, what is our global strategy?
Our strategy must include targeted marketing campaigns tailored to new markets, collaborations with luxury brands and celebrity chefs, and pop-up experiences and micro-roaster partnerships in cosmopolitan cities.
Our precious Jamaican brand should not continue to be about mass production. It must move to being about selective, curated elevation; it must move towards becoming the Hermès of the coffee world.
None of these ideas are new in isolation. But Jamaica has long struggled with fragmented efforts and ‘short termism’. What we need now is collective ambition backed by structural support. This must include:
• A unified Blue Mountain exporters and innovators council;
• Government policy that incentivises downstream investment and protects the JBM name intentionally internationally;
• Strategic partnerships with global marketing agencies, e-commerce platforms, and venture capital firms; and
• Focused efforts on moving our farmers upstream.
JBM coffee deserves a boardroom as much as it does a hillside. We must think in terms of industry strategy, not just agriculture.
The time to act is now. As the world seeks products with purpose, traceability, and sustainability, JBM coffee is poised to meet that demand. But the window is not infinite. Climate volatility threatens yields. And competing luxury coffees from Africa and South America are gaining visibility.
Without bold moves, we risk becoming a legendary brand that the world once knew, rather than a living, breathing, global icon.
Let’s not simply sell coffee. Let’s sell pride, provenance and possibility. Let’s build an empire on a bean.
Dr Charlene Ashley is an international business strategist, organisational behaviour consultant and marketing strategist.cashley@theconsultancyinc.com
English (US) ·