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First container with national brand «Cafés del Perú» arrives in Europe

Por

31 marzo, 2019

1853

After a journey of several weeks between the Port of Paita (Peru) and the Port of Antwerp (Belgium), the first container arrived in Europe carrying 285 bags of green coffee with the national brand «CAFES DEL PERU».

And it was during a significant ceremony in the north coastal of Belgium where Peruvian flags were waved in signal of welcome to European land to this first shipment. There, they were present Mr Michel Germanes, President of EFICO, one of the largest coffee traders in Europe and acting at the same time as importer of this first shipment, and Ms Rosario Pajuelo, Director of the Commercial Office of Peru in Brussels (OCEX) from the Ministry of Foreign Trade and Tourism of Peru (MINCETUR)..

In the facilities of the modern logistics center and green coffee warehouse SEABRIDGE were unloaded first bags of jute coffee with green coffee certified Fair Trade (Fair Trade) and Organic. These jute bags feature on one side the new brand recently launched by PromPeru, and, on the other face, the name of the exporter, in this case, CENFROCAFE, the country’s leading cooperative, located in Jaén (Cajamarca) with more than 2,000 members of associated farmers exporting to several continents.

«It is a historic step for the coffee sector because Peru goes out to position its own national brand «CAFES DEL PERU», entering the small group of countries that put forward the origin of their coffees. Peru starts the promotion of its coffees with an image that gives value to the product and that in the eyes of importers, roasters, baristas and end consumers highlights the distinctive attributes of Peruvian coffee such as biodiversity, sustainability and unique specialties», states Ms Rosario Pajuelo, from OCEXBrussels.

For his part, the President of EFICO, highlighted the excellent design of the CAFES DEL PERU brand, «which will help promote Peruvian coffee in international markets», adding that “this container gives us high quality coffee packed in jute sacks very solid and very well stitched that facilitate unloading in our warehouses».

By kicking off this internationalization program for the national brand “CAFES DEL PERU”, in partnership with EFICO, 12 European roasters (EFICO clients), will be able to see and recognize Peruvian coffee with its distinctive brand and about 100 European coffee shops will receive Peruvian coffee from the roasters supplied by EFICO.

CENFROCAFE is the first organization authorized by PromPeru for the use of this brand, however, under the new Regulation of Use that has been implemented, Promperu will grant authorizations to other cooperatives, importers and exporters to use this labeling of their bags.

Belgium is the third destination market for Peruvian coffees in the world, behind the US and Germany, and is known as an important re-export center for both green and roasted coffees. The final destination of this first EFICO container is the French toaster Les Cafés Sati, located in Strasbourg.

This successful operation was the result of a collaboration between the Peruvian Trade Office in Belgium (OcexBrussels), EFICO, Cenfrocafé and PromPeru, and occurs at a time when the world coffee sector is experiencing the most severe crisis of low international prices.

EFICO, founded in the port of Antwerp in 1926, is a leading Belgian importer of green coffee and a long-time partner of Peruvian coffee cooperatives through its Central American office. With the quality and sustainability present in its coffee genes, EFICO values local development and economic growth.

Peru, for its part, is known for its high quality flavor profiles and its sustainable coffee exports, being the second largest exporter of organic coffee in the world and the fourth largest exporter of fair trade and coffee UTZ.

The home of the Andes mountain range, Peru has a coffee production at altitudes between 800 and 2,000 meters, while the famous specialty coffee of Peru can be found between 1,200 and 1,800 meters.

The typical Peruvian coffee is that it is grown under shade and in height, which allows the coffee to have a distinctive flavor. The Peruvian producers mostly have farms of between 0.5 and 5 hectares, but they work organized and united in cooperatives that carry out social and environmental projects in the community.

Around 223,000 families are involved in coffee production in Peru. The most important coffee producing regions in Peru are San Martín, Amazonas and Cajamarca in the north of the country and Junín in the center. Other internationally recognized coffees are those of Cusco and Puno.

Among the next actions to be developed by the Commercial Offices of Peru abroad are the World of Coffee Fair in Berlin on June 6 and 8, and a Mission to Primeros.