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GLOBAL COFFEE TRADE
GLOBAL COFFEE PRODUCTION

COFFEE GROWING DAMAGE TO THE ENVIRONMENT
EFFECT ON MIGRATORY BIRDS : Smithsonian Institutions Migratory Birds Center
(SMBC)
BIRD FRIENDLY COFFEE
COMMERCIAL POTENTIAL OF SUSTAINABLE COFFEE
BIRD FRIENDLY STATUS TO THE FARMERS
ADVANTAGES OF SUSTAINABLE COFFEE
PROCESS OF COFFEE MAKING IN GENERAL: FIND LOOPHOLES
STATISTICS OF BIRD FRIENDLY COFFEE TRADE
SATURATED FARE TRADE MARKET
COFFEE TRADE: INDIA STATS
COFFEE EXPORT MARKET : INDIA STATS (IMPORTS TOO AND THEIR
VARIETY)
PREMIUM COFFEE FAIR TRADE MARKET
Premium products marketing strategies
HOW CERTIFICATION WORKS
TOURISM INDUSTRY
COMMERCIALISE THE PLANTATIONS IN THE NAME OF BIRD SANCTUARIES
ASK COFFEE CHAINS TO ADOPT A PREMIUM BRAND COFFEE
HEALTH ANGLE FOR POSITIONING AND COMMUNICATION
LAND UNDER COFFEE
Brand of coffee used in CCDs

Types of coffee beans grown in India
Pull strategy
an impulsive responsibility an impulse of responsibility experience
the goodness
freshness with a cause, an impulse with a cause, a quench for a
cause, brew for a cause, brewing responsibilities, brewing class
with a pinch of cause
Difference between the yield of normally grown coffee and shed grown
coffee
Soil fertility in question..

Policy: Indian Coffee Board
Identification of land available for sustainable coffee cultivation
1. Leading importers of Indian coffee
Italy, Russia, Germany, Belgium, Turkey, Slovenia, Jordan, Austria, Greece
and Poland
2. 70% Exported, 30% Domestic consumption
year Coffee Coffee Coffee

productio export export
n (tonnes) (tonnes) revenue
2010- 731
2011
2011- 999
2012
2012- 883
2013
2013- 793
2014
2014- 286545 810.1
2015 Million
USD
2015- 348000
2016
2016- 320000
2017
13 regional variations of Arabica and Robusta

3. Specialty coffee from India Robusta Kaapi Royale, Monsooned
Malabar, Mysore nuggets extrabold
GLOBAL COFFEE STATS

1. Coffee is produced in more than 70 countries primarily in the
regions of Africa, Central and South America and Asia.
2. Brazil is the largest coffee exporter and producer. List of coffee
exporters and producers are: Vietnam, Indonesia, Columbia,
Ethiopia, Honduras and India.
3. In 14-15, major importers: 1. EU countries ( Italy, Germany and
Belgium) 2. US 3. Japan 4. Switzerland
4. India is the third largest producer and exporter of coffee in Asia
and the sixth largest producer and fith largest exporter in the
world. Exports to around 45 countries globally.
5. The country accounts for 3.9% of Global coffee production. BUT A
MARKET SHARE OF-----Arabica: 30% (98000MT) Robusta:
70%(229000 MT) respectively in 2014-2015
6. The area under coffee cultivation (table year wise)
7. Land under coffee cultivation: Karnataka (55% ), kerala (20.4%)
and Tamilnadu(7.5%).
8. Coffee production: Karnataka (69.3%), Kerala (21.9%) and TN
(6.2%)
9. AP, Odisha, Entire Northeast.
10. Some major industry players Allanasons Private Limited, CCL
Products Limited, NKG India, Tata Coffee, ITC limited, Nestle India
and amalgamated Bean Coffee trading Ltd.
11. Robusta: remain profitable, lower land and labour costs, higher
short term yields.
12. Hidden costs of deforestation, loss of biodiversity and soil
depletion, more vulnerability to floods and landslides. After a
certain period, the land can no longer grow coffee.
13. Major trade Events:
PREMIUM FAIR TRADE COFFEE MARKET
1. Arabica forms the premium grade coffee internationally. It sells at a premium in the
international market the data of which is supplied in the appendix.
2. Arabica requires less water and covers less area per plant for its growth than Robusta. It
is sustainable as it does not degrade the soil quality
3. Promoting more Arabica production in the Arabica conducive environments of the newly
started growing coffee ventures of Andhra Pradesh and Orissa.
4. India ranks 4th in world Robusta production while 10th in Arabica production. From
appendix, we can see although Globally, Arabica production since FY 13 has grown at a
rate of 0.32% yoy, India has chosen to decrease it at an annual rate of 3.58%. The
opposite has been seen for Robusta. World Robusta growth (YOY basis): -1.38%, Indian
Robusta growth: 0.61%.
5. Awareness for the fair-trade way of production among the Coffee growers through the
means of digital platform, expositions and trade fairs.
6. Incentivizing and rewarding coffee growers adopting strict Fair trade practices
7. Bringing in the factor of women empowerment, the buyers can be brought to think how
can support women coffee growers by offering them more direct access to the market.
For eg., equal decision making participation in a co-operative. It can be a good
marketing strategy for positioning Indian brand coffee in the global markets
8. Trade associations forming mediators between the growers and the exporters like that of
UPASI can also act as a watchdog and bring transparency into the functioning of fair
trade system. Although fair trade pays a $0.20 premium over the world coffee price to
growers for social and economic investments at the community and organizational
level, how this money is actually spent in the home country is vague at best.

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GLOBAL COFFEE TRADE

GLOBAL COFFEE PRODUCTION

Brand of coffee used in CCDs

Soil fertility in question..

year Coffee Coffee Coffee

13 regional variations of Arabica and Robusta

GLOBAL COFFEE STATS

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