Going after the 7 billion coffee pie, are coffee roasters ready?

General News Jan 1, 1970By Emily Carter 0 views

Over the past 5 years, convenience stores and chain coffee shops such as Starbucks and Dante have flourished, and the domestic coffee market has effectively entered a "Warring States era." The Council of Agriculture once estimated that domestic coffee had an output value of about 7 billion yuan, and it has actively held evaluation competitions and promoted cultivation, hoping to capture a big slice of the market. Our country's coffee planting area has grown more than 4-fold compared with 10 years ago.

However, veteran coffee roasters Zheng Chaoren and Lin Dongyuan both believe that for coffee to go from the producing area to the dining table, it depends heavily on the roasting and extraction skills of the coffee roaster; but Taiwan, China has insufficient veteran coffee roaster manpower, and lacks the support of a domestic Western cuisine education system, leaving only interested people to fight alone. How to connect existing coffee roasters with domestic farming friends and cultivate professional coffee roasters is the key to whether Taiwan, China's coffee can capture a big slice of the market.

**Only by connecting farming friends with coffee roasters can domestic coffee have a chance to capture the market**

Facing the vast coffee industry, the Council of Agriculture is in fact also eager to try. It not only holds evaluations of domestic specialty coffee beans, but also promotes cultivation in places such as Dongshan in Tainan, Meishan in Chiayi, and Guoxing in Nantou. Last year, even Jingmei, located in the Taipei metropolitan area, opened an urban coffee plantation under the banner of being near the market, organic cultivation, and food and agriculture education.

Zheng Chaoren said he had once encountered Guoxing coffee, whose quality carries woody and firewood aromas, giving it distinctive character compared with the honey and citrus aromas of imports. Lin Dongyuan believes that Guoxing coffee passing the Specialty Coffee Association of America SCAA coffee cupping is already proof of quality improvement. In the flavor expression of the coffee beans, there will not be the earthy off-flavors of the past, and it is relatively fuller.

According to statistics from the Agriculture and Food Agency, in 2014 the national coffee planting area reached 946 hectares, more than a 4-fold increase from 213 hectares in 2004. It is just that domestic plots are small and wages are relatively high, inevitably raising the end price; therefore, only by providing stable coffee bean quality at the producing area and effectively connecting the expertise of coffee roasters can domestic coffee gain a firm foothold in a market with endless business opportunities.

Going after the 7 billion coffee pie, are coffee roasters ready?

Only by connecting farming friends with coffee roasters can domestic coffee have a chance to capture the market

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