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Our Marketing Strategy (cont’d.)
Under the auspices of the Jamaican Coffee Industry Board, and area was defined as the
“Blue Mountain” coffee area, and only coffee grown in that fixed area can be called JBM
coffee. They replanted the estates with Arabica, and instead of selling the beans in the
traditional sacks, they came up with the unique marketing idea of barrels.
Over the next fifty years, excellent marketing, limited supplies, and a very good Arabica
coffee, generated an almost mystical ambience about JBM. Now it is one of the most
expensive coffees in the world, with 80% of the production going directly to coffee
connoisseurs in Japan.
Our research shows that the average price for Blue Mountain coffee is £161 per kg. The
1
cheapest we could find is £120 per kg, and the median is £150 per kg .
Bearing in mind that Arabica always holds a premium over Robusta, these Blue Mountain
price of up to £263 per kg compare to Costa at £10.00 per kg, Lavazza at £14.00 per kg,
and Morrison’s own “special” blend on offer at £6.56 per kg.
1 For convenience of comparison, aall our references are selling price per kg, although most coffee sales are in 12oz (340g) packets.
