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What Starbucks Can Teach Us About Panamanian Coffee

Article Summary:

Starbucks has chosen a coffee harvested off the slopes of Volcan Baru in the Chiriqui Province of Panama to be promoted among the top U.S. Starbucks coffee shops. Named Paso Ancho for its harvesting location, Starbucks has designated the coffee as a “special reserve” that will set you back $14 for a half pound bag.

Photo Credit: Starbucks

Original Article Text From Panama America via Google Translate :

The Panamanian Coffee Reaches the Retailer Starbucks

For many Panamanians, hearing the name of the Paso Ancho immediately moved to the picturesque town on the slopes of Volcan Baru in the Chiriqui province, but for coffee drinkers who visit Starbucks stores in New York, Paso Ancho is one of the best coffees that are promoted in the U.S. Market.

In 2012, Starbucks Corporation – American coffee company worldwide and coffeehouse chain based in Seattle, Washington, with about 13 thousand 123 U.S. stores – Carmen requested State, producer of coffee in Volcan, Chiriqui highland, permission to use the name of your coffee Paso Ancho and give promotion in North America.

Carlos Aguilera Franceschi, owner of Carmen State, explained that when they received the application for Starbucks, his response was positive, as the coffee would be promoted among the top U.S. networks. The company has a program called “special reserve” (special reserve), which is to give publicity to the best coffee in the world.

The relationship began last year with the shipment of a container of about 18 thousand kilos, about 40,000 pounds of green coffee to North America. Starbucks would receive and perform your toast, along with a publicity campaign.

As part of the promotion, the company would design a special package commensurate with the origins of coffee, which not only sell the product as one of the best specialties caturra Panamanian produced on the farm, but illustrate that consumers with information from where they grow and harvest the beans.

This year there are three delivery contracts, which Carmen State tripled the amount of coffee to be sent to the United States, that is, 120 million pounds to enter that market. The retail price in stores, and in Times Square in New York, hovers around $14 half pound of coffee Paso Ancho. The price of other types of coffee, such as Nicaragua, ranging in $12 half pound.

Other markets.
U.S. represents an excellent market, as they are the main buyers of coffee worldwide, but there are buyers in countries like Australia, Japan and others.

Among the buyers of relevance is Yoshiakki Kawashima (Joseph), who gives the product advertising in Tokyo Panama, like cafes promoted around the world as Nicaragua, Colombia, El Salvador and others.
José, as explained Franceschi Aguilera, advertising makes a not so traditional as the green coffee is shipped from Panama is roasted, then roasted beans delivered and packaged in bottles similar to champagne, under the “Grand Cru “.

On farms Panamanian price varies, eg Carmen State sells its coffee at a cost ranging from three to six dollars a pound, depending on the quantities and the markets they are intended.

Link to Original Article:

From Panama America

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