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SINGLE ORIGIN COFFEE:

PERU’S ANSWER TO THE OBSESSION IN THE U.S.A.

Abstract: More than half of the population in the United States over the age of 18 drinks coffee every day.

Approximately $40 billion is spent on the beverage each year. Starbucks is ranked at the top of lists of the best

known, best tasting, and most popular coffee in the United States, earning approximately $10 billion from

their beverages each year. But these large coffee chains rely on their coffee blends to push into the caffeine-

addicted market. While blends have their advantages, the truth about burned beans, the deeply bitter taste, and

our own addiction are becoming common knowledge. While it presents new business strategies, single-origin

coffee is a much needed and up-coming craze. Examining the US market and single-origin coffees around the

world, this research explores why small businesses in the United States should give Peruvian coffee priority in

their sales and marketing. With quality awards won, phenomenal efforts for sustainability and Fair Trade, and

endless stories about small, family run farms, the stories behind Peru’s beans are rich with business

possibilities back in the States.

Keywords: coffee, beans, single-origin, blends, Peru, Starbucks, millennials, marketing, United

States, sustainability, fair trade, farmers, education, storytelling

INTRODUCTION

It all began with sleepless goats in the heart of Ethiopia. Likely the vast majority of the world’s caffeine-

addicted population has no idea where their delight in the dark, hot, enchanting coffee brew came from.

Legend tells us that it was a goat herder who noticed his animals would not sleep at night after eating the

cherries from a specific plant. He spread word to a local monastery, where the consumption of these cherries

was attempted and their ability to provide an alertness to the consumer were more seriously recognized.

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Coffee’s cultivation and trade began by the late 14 and early 15 century and it began to spread across the
world. Sometimes declared to be the devils drink, sometimes readily accepted, it gained keen attention

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