Exportar café tostado directamente desde los países productores

Exporting roasted coffee directly from producing countries to the United States, evoking the taste for coffee in the Latin community in this country, is emerging as a promising commercial strategy. This approach not only seeks to improve the quality and freshness of the final product, but also to retain more value within the producing countries, generating a more significant economic impact locally.

Context of the Latin Market in the United States 

The US market includes a considerable Latin population that totals approximately 63 million people, representing more than 18% of the country’s total population in 2023. This figure reflects significant growth of 23% since 2010, highlighting the relevance and potential of this demographic to the specialty coffee industry.

However, despite the prominence of the Latino population in the United States, only 1% of the coffee they consume is roasted by Latinos or in their countries of origin. This fact highlights a still underexploited market opportunity for coffee producers at origin. Growing awareness of this gap is beginning to motivate producers to more effectively exploit this segment.

Given the cultural and economic influence of the Latino population in the US, there is fertile ground for initiatives that more closely connect Latino consumers with coffees roasted by Latino hands or in their countries of origin.

Taking advantage of this niche could not only improve the perception of product authenticity and quality, but also strengthen the economy of producing communities in Latin America.

Advantages of Roasting at Origin

The practice of roasting coffee in its country of origin presents significant benefits that transform the consumer experience and enhance the perception of the product in the global market.

One of the main benefits is «double freshness.» This concept refers not only to the freshness resulting from recent harvesting, but also to the roasting that takes place just before shipping.

This process ensures that the coffee maintains its aromatic and flavor qualities, which degrades over time. By reducing the interval between roasting and consumption, consumers enjoy a much fresher and more aromatic coffee.

In addition, local producers have deep and detailed knowledge of their product, which is an invaluable competitive advantage. This knowledge ranges from specific growing conditions to harvesting and processing methods, all of which influence the final quality of the coffee.

Using this information in marketing campaigns can enhance the authenticity of the coffee and attract consumers who value both quality and sustainable production practices.

Consequently, roasting at origin not only improves the quality of the product offered, but also strengthens the brand image and supports the local economy, generating a positive impact on the entire coffee value chain.

Competitiveness and Profit Margin

Roasting coffee in the country of origin offers significant economic advantages for both producers and end consumers.

By roasting locally, producers can eliminate several middlemen traditionally involved in the coffee supply chain. This includes distributors and export and import agents, whose services increase the costs of the final product.

By eliminating these intermediate links, coffee producers not only reduce their operating costs, but also take direct responsibility for the export of their products, allowing them to better manage costs and optimize their profit margins.

This direct business structure allows producers to offer more competitive prices in international markets without sacrificing product quality or profit margins. This is especially attractive in a global market where consumers are looking for high-quality products at reasonable prices.

In addition, producers can reinvest the savings achieved in technological improvements, worker training and more sustainable growing methods, increasing coffee quality and production efficiency, which in turn can attract a broader segment of environmentally conscious consumers. environmental and social impact of your purchases.

Marketing strategies

To maximize the benefits of roasting at source, an effective marketing strategy focuses on appealing to expatriate consumers’ sense of identity and belonging. Highlighting the cultural and emotional ties that these consumers maintain with their country of origin can become a powerful connection tool. By communicating the story of the coffee, from harvest to cup, this emotional connection is strengthened, increasing customer loyalty and commitment to the product.

Implementing campaigns through social networks and other digital platforms is key to connecting with Latin communities, allowing producers to penetrate these markets effectively.

Additionally, establishing collaborations with distributors and retailers who share the same cultural heritage can open significant doors into communities that value and seek authentic products from their country of origin.

These strategies not only enhance the perception of authenticity and quality, but also facilitate entry and acceptance in markets that emotional and cultural value ties with the products they consume.

Future perspectives

This strategy not only promises to improve the perception and quality of coffee, but also proposes a fairer and more beneficial economic model for producing countries. By roasting coffee locally before export, producing countries can capture greater added value, thus reducing traditional dependence on international intermediaries.

This transition towards a more integrated business allows producers to have direct control over product quality, ensuring that the coffee that reaches international consumers is at its optimal level of flavor and freshness.

The adoption of this model is also a step towards sustainability, as it promotes more environmentally responsible cultivation and production practices. This not only improves product quality, but also attracts a market that is increasingly aware of the origin and environmental impact of the products it consumes.

Over time, this approach is expected to generate significant change in the coffee industry, where economic equity and high product quality go hand in hand.

As more producers adopt and refine this model, we will likely see global coffee marketing and consumption redefined, benefiting both producers and consumers. This evolution towards a more equitable and sustainable coffee trade could set new production and distribution standards in the global industry.

What do you think of this vision of the coffee business roasted at origin? I read you in the comments.

Have a very good day and of course very happy coffees.