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concluded that Fair Trade’s participation in coffee farmers did much to not only affect the wellness and

livelihoods of

farmers, families, and employees, but greatly impacted agrarian cooperatives which in turn improved

coffee production, yield, quality, and economic benefits in Peru (Ruben, 2011).

3. SUCCESS AND DETERMINATION

While it’s true that the appeal of environmentally-conscious farming and Fair Trade’s involvement in

humanity’s livelihood does a lot to reel in U.S. coffee consumers, Peru has a lead on many competing

countries in that the quality of the coffee itself still outpaces many producers. According to UTZ Certifications

(labels that certify the sustainability of a farm), Peru’s coffee is nearly entirely high-quality Arabica coffee

(Coffee Peru, 2019). With continued investment that Peru gained with their quality success and determination
2019).
throughout environmental difficulties, crop yield and revenue has increased in recent years (Whelan, 2014).

Not only do they keep pace with issues that are admired by many millennials in the US, they are leading the

way. Peruvian production as a whole is used promotionally when it comes to management of produce,

exports, biodiversity, and sustainability (“Peru Promotes,” 2016).

MARKET ANALYSIS AND METHODS PROPOSED

Why all this information about Peru and the general concerns of the United States matters, gets down

into the marketing within and the “why” behind the need to give Peruvian coffee their primary attention as

they switch the single-origin beans. Combining research on marketing strategies and methods, coffee interest,

and analyzing successful and highly ranked cafes, the following points listed provide a foundation in which a

start-up coffee company may draw from in formulating a plan to enter the coffee market.

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