Coffee Market Research Articles

From Cold War to Cold Brew: Crop Replacement Strategies, Bean Logistics, and Ethnicized Coffee Commerce in Northern Thailand

ABSTRACT In the past three decades specialty coffees have gained greater visibility in the high-end consumer marketplace. These coffees include Arabica varieties grown in northern Thailand, the borderlands area of the Golden Triangle. In the 1970s Thai Royal Project initiatives sought to eradicate upland minority groups’ swidden rotational farming and opium cultivation. Despite minorities’ issues of land access, geopolitics of the Cold War, and citizenship challenges, Royal Project crop replacement schemes offered a technical, management-based solution. These projects imposed alternative crops, including avocado, macadamia, and coffee. Through interviews with Akha and Lisu coffee growers, roasters, and marketers in three villages in Chiang Rai Province, supplemented with discussions among neighboring Chinese and Lahu villagers, this paper explores varied coffee livelihoods in the changing context of the uplands. Ethnicized coffee marketing has latched onto royalist and touristic narratives about hill tribes, presenting individuals as culturally quaint loyal subjects who are doing better for the nation by growing coffee. However, these stories occlude Cold War histories, social stratification, and ecological damages resulting from coffee production.

Sustainable Management Strategy for Shifting Livelihoods from Charcoal Producer Communities to Coffee Farmers in Jatiarjo Village, Prigen District, Pasuruan Regency

Communities at the foot of Mount Arjuno not only have the potential for coffee cultivation but also cattle rearing. Indirectly, the forest fires that occurred were the cause of the reduction in supporting materials to meet their livestock needs. However, this change brings a number of problems that need to be addressed. The SWOT method is used to understand in depth the internal and external factors that influence job transitions. AHP method is used to measure and assess the relative weight of each factor identified through SWOT analysis. The research results show that the management of the socio-economic impact of changing the behavior of charcoal makers to coffee farmers in Jatiarjo Village shows that this village has great potential to utilize supporting natural resources and rich local knowledge in coffee cultivation. The threat of climate change and fluctuations in coffee market prices must be anticipated with appropriate adaptation strategies. The AHP results show that human resource (HR) capacity development has the highest weight in strategic priorities, followed by socio-economic impacts, policy, market access, and the environment.

Analysis and Research of Starbucks' Marketing Strategy in China

Starbucks is a multinational coffee chain in the United States and the largest in the world. The brand has always emphasized providing customers with high-quality coffee and unique coffee experience, and is committed to becoming a social gathering place and delivering a warm and caring coffee culture. At present, the competition in China's coffee market is increasingly intensified, and the trend of consumption downgrade is prominent. However, after Starbucks became the first professional coffee company to go public in 1992, the brand still maintains its top position. To explore the Starbucks brand based on the background of the Z era of marketing strategy, this paper adopts the literature analysis, and case analysis, to elaborate on the development status of Starbucks and brand advantages and disadvantages, put forward the brand in the "third space" substitutability and brand selling point, and the lack of marketing direction, in order to provide reference and reference for other brands. Through the comparison and collation of relevant data, this study finds that Starbucks has a strong brand advantage and a unique marketing strategy, but also faces the threat of seizing market share in the industry.

Marketing Strategy for Processed Coffee at Kahayya II Farmer Group in Kindang District, Bulukumba Regency

Coffee has a vital role in Indonesia's economic activities. Kahayya coffee is an ancestral heritage from the wilderness of Kahayya Village. In several lines of coffee production centers, farmers and farmer groups in Kahayya sell raw coffee and generally sell their production to intermediary traders at relatively low prices. This is one of the reasons why the price obtained could be more optimal. Also, farmers consider it an advantage because their agricultural products are quickly sold and do not need to incur costs for the distribution process, namely transportation to the market. The results showed that Kahayya Coffee Marketing still needs to be optimal; many farmers still sell at low prices due to the limited ability of farmers to analyze competitor price information. The strategy is to conduct a market survey by visiting Kahayya Coffee's salesplaces, such as coffee shops or other cafes. The purpose of conducting this research is also to find out the price sold in the market, whether it shows profit or even harms farmers. One of the strategies is the existence of a cafe in Kahayya. Nature tourism facilitates farmers' marketing because when visitors go to Kahayya, they can enjoy Kahayya coffee while enjoying the tourist attractions in Kahayya.

Arabica Coffee: Genetic Diversity, Conservation Challenges, and Breeding Approaches

Arabica coffee, native to Ethiopia, is esteemed for its exceptional quality and dominates the global specialty coffee market. As the primary cultivated coffee species, it accounts for approximately 60–65% of global coffee production. The genetic diversity of Arabica coffee, shaped through natural evolution and human domestication, is a cornerstone of its adaptability and resilience against biotic and abiotic stresses. Domestication syndrome traits such as reduced seed dispersal, compact growth, and increased uniformity have facilitated its cultivation, yet these traits have inadvertently narrowed its genetic base, making the crop more vulnerable to environmental and pathogenic threats. The genetic makeup of Arabica coffee is unique, with an allotetraploid genome that combines contributions from two diploid species, Coffea canephora and Coffea eugenioides. Despite its evolutionary significance, Arabica coffee exhibits relatively low genetic variation compared to other Coffea species. This limited diversity heightens its susceptibility to genetic erosion caused by deforestation, climate change, and unsustainable monoculture practices. Conservation efforts are crucial to preserving Arabica’s genetic resources, employing both ex-situ and in-situ strategies. Ex-situ methods include seed banks, cryopreservation, and field gene banks, while in-situ conservation protects wild populations in their natural habitats. Modern biotechnological tools such as molecular markers, genetic mapping, and somatic embryogenesis enhance the precision and efficiency of germplasm conservation and utilization. Breeding programs aim to address the challenges posed by climate change, pests, and diseases by developing varieties with enhanced drought tolerance, disease resistance, and higher yields. Hybrid vigor (heterosis) has shown promise in boosting adaptability and productivity. While vegetative propagation ensures uniformity and retention of elite traits, it limits genetic recombination, which is vital for long-term adaptability. In contrast, seed-based propagation facilitates genetic improvement but may compromise trait consistency. Notable achievements in breeding include improved cultivars like Geisha, SL28, and F1 hybrids, which balance productivity with stress resilience. Preserving Arabica coffee’s genetic base and advancing breeding efforts remain essential to securing the crop’s future and maintaining its contribution to global agriculture and livelihoods.

Shaking the coffee market

Cryptocurrencies can be negotiated during trading and non-trading days. Such characteristic enables some innovative analysis between contemporary financial resources and the traditional market assets. In this manuscript, we focus on two assets that are related to the same commodity: coffee. Therefore, the main purpose of this paper was to analyze the impact of returns-based information during non-trading days from a coffee-related cryptocurrency (namely: Coffee Coin® - CFCN) on the returns of coffee futures returns after these non-trading days. The dataset comprises historical prices of BM&F Arabica Coffee Futures, collected from Refinitiv Eikon (Thomson Reuters). Based on time series analysis, the main results suggest that CFCN volatility on non-trading days (particularly, holidays) can be used as a relevant indicator related to coffee futures contract. This evidence can also complement the literature on market anomalies, since we address two calendar patterns: the Monday and the Holiday effects.

Classifying Climate‐Suitable Lands in California for Coffee Cultivation

ABSTRACTIncreased market for specialty coffee and climate volatility in traditional coffee‐growing regions of the world has prompted interest in cultivating coffee outside of the tropics, including in California. While several small coffee farms have established in California over the past couple decade, no studies have identified and quantified climatically suitable regions for growing coffee. We developed a model of Coffea arabica suitability based on agronomic studies of thermal constraints to coffee cultivation, combining heat and cold intolerance with energy requirements for maturation. This model was applied to agricultural lands across California using high‐resolution climate datasets for both modern (1991–2020) and projected near‐term (2021–2050) conditions. We explored the potential for farm thermal management approaches—such as using agroforestry shade trees—to buffer temperature extremes and augment thermal suitability. Results indicate that, in the absence of thermal management approaches, nearly all agricultural lands in the state experience temperature extremes detrimental to coffee cultivation in modern climate. By contrast, we found that over 230 km2 of agricultural land in coastal southern and central California is thermally suitable for coffee with management efforts. These suitable areas include most of the state's avocado cultivation—which may serve as a thermal buffer for coffee and favour the environmental and economic agricultural sustainability of this coupled crop system. We additionally show that projected near‐term climate coupled with management efforts leads to moderate increases in thermally suitable agricultural lands for coffee cultivation. Despite numerous economic and logistical challenges, that impede the growth of a burgeoning coffee region in coastal, southern and central California, we demonstrate that climate conditions in both today and in the future, combined with agronomic management efforts such as shading, provide an opportunity for a viable coffee production in California.

Fractional order for the transmission dynamics of coffee berry diseases (CBD)

Abstract Coffee berry diseases (CBD) pose significant threats to coffee production worldwide, affecting the livelihoods of millions of farmers and the global coffee market. Fractional calculus provides a powerful framework for describing non-local and memory-dependent phenomena, making it suitable for modelling the long-range interactions inherent in CBD spread. This study aims to formulate and analyse fractional order model for CBD transmission dynamics in the sense of Atangana–Baleanu–Caputo. Fixed point theorems were utilised to test the existence and uniqueness of the model’s solutions using fractional order. The basic reproduction number was calculated utilising the next-generation matrix. The model has locally asymptotically stable equilibrium positions (disease-free and endemic). Furthermore, the Lyapunov function was used to conduct a global stability analysis of the equilibrium locations. A numerical simulation of the CBD model was created using the fractional Adam–Bashforth–Moulton approach to validate the analytical findings. Our findings contribute to the development of more accurate predictive models and inform the design of targeted interventions to mitigate the impact of CBD on coffee production systems.

Smart E-Tongue Based on Polypyrrole Sensor Array as Tool for Rapid Analysis of Coffees from Different Varieties.

Due to the lucrative coffee market, this product is often subject to adulteration, as inferior or non-coffee materials or varieties are mixed in, negatively affecting its quality. Traditional sensory evaluations by expert tasters and chemical analysis methods, although effective, are time-consuming, costly, and require skilled personnel. The aim of this work was to evaluate the capacity of a smart electronic tongue (e-tongue) based on a polypyrrole sensor array as a tool for the rapid analysis of coffees elaborated from beans of different varieties. The smart e-tongue device was developed with a polypyrrole-based voltammetric sensor array and portable multi-potentiostat operated via smartphone. The sensor array comprised seven electrodes, each doped with distinct counterions to enhance cross-selectivity. The smart e-tongue was tested on five Arabica coffee varieties (Typica, Bourbon, Maragogype, Tabi, and Caturra). The resulting voltammetric signals were analyzed using principal component analysis assisted by neural networks (PCNN) and cluster analysis (CA), enabling clear discrimination among the coffee samples. The results demonstrate that the polypyrrole sensors can generate distinct electrochemical patterns, serving as "fingerprints" for each coffee variety. This study highlights the potential of polypyrrole-based smart e-tongues as a rapid, cost-effective, and portable alternative for coffee quality assessment and adulteration detection, with broader applications in the food and beverage industry.

ANALISIS DESKRIPTIF KUALITATIF IMPLEMENTASI WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PRODUK BROOKLAND COFFEE

This research aims to explore and describe exactly how the application of word of mouth marketing communication in Brookland Coffee's product marketing strategy. The research method uses a descriptive qualitative approach by conducting direct observations and in-depth interviews with key informants consisting of the owner, baristas, and consumers of Brookland Coffee. The results showed that Brookland Coffee consistently implements a word of mouth strategy by prioritizing aspects of trust and consumer confidence. This strategy is implemented through a family approach, networking, and community building, especially the bicycle community. The research conclusion revealed that the effectiveness of word of mouth succeeded in strengthening Brookland Coffee's marketing communications, supported by consistent product quality, good service (hospitality), and the use of Instagram social media as a supporting platform for marketing strategies. Brookland Coffee succeeded in building a strong brand identity through a combination of offline and online word of mouth communication.

Analyzing Factors Influencing Customer Satisfaction with Organic Coffee in E-Commerce

In recent years, there has been a notable increase in interest in sustainable products, particularly organic goods, driven by the push for sustainable societies. However, Japan’s organic market lags behind the global trend, representing just 0.3% of total farmland in 2021. To tackle this issue, the Ministry of Agriculture, Forestry and Fisheries introduced the “Green Strategy,” with the goal of raising the organic share to 25% by 2050. The COVID-19 pandemic has brought about significant lifestyle changes, such as increased remote work and reduced outdoor activities, leading to a surge in the E-commerce market and an increased need for analyzing consumer satisfaction. To enhance Japan’s organic market, it is crucial to familiarize consumers with organic products like coffee, tea, and snacks. This study proposes a model using E-commerce customer reviews to predict consumer satisfaction. The aim is to improve services and develop new strategies based on customer preferences, promoting sustainable growth and enhancing customer satisfaction. This study delves into the impact of factors derived from latent Dirichlet allocation (LDA) on consumer satisfaction with organic coffee, utilizing three years of data from Rakuten Marketplace customer reviews (2017–2019). A total of 1444 review texts were analyzed, including 154 low-rated reviews (ratings 1–3) and 1290 high-rated reviews (ratings 4–5). To build a satisfaction prediction model using regression analysis, a survey was conducted using question items explored through factor analysis to assess the reliability of items in conveying the consistent meanings of high frequency words extracted by LDA: “taste,” “aroma,” “gift,” “sales/discounts,” “freshness,” and “decaffeinated.” The results of the regression analysis revealed that “gift,” “sales/discounts,” and “decaffeinated” significantly impact consumer satisfaction. Insights derived from these factors illuminate marketing strategies that focus on delivering happiness through products, adding value through pricing strategies, and introducing benefits and consumption methods that effectively meet customer needs. These findings underscore the potential of customer reviews to enhance consumer satisfaction and inform strategic marketing decisions, thereby contributing to the growth and success of the organic coffee market.

Economical-epidemiological analysis of the coffee trees rust pandemic.

Coffee leaf rust is a prevalent botanical disease that causes a worldwide reduction in coffee supply and its quality, leading to immense economic losses. While several pandemic intervention policies (PIPs) for tackling this rust pandemic are commercially available, they seem to provide only partial epidemiological relief for farmers. In this work, we develop a high-resolution spatiotemporal economical-epidemiological model, extending the Susceptible-Infected-Removed model, that captures the rust pandemic's spread in coffee tree farms and its associated economic impact. Through extensive simulations for the case of Colombia, a country that consists mostly of small-size coffee farms and is the second-largest coffee producer in the world, our results show that it is economically impractical to sustain any profit without directly tackling the rust pandemic. Furthermore, even in the hypothetical case where farmers perfectly know their farm's epidemiological state and the weather in advance, any rust pandemic-related efforts can only amount to a limited profit of roughly 4% on investment. In the more realistic case, any rust pandemic-related efforts are expected to result in economic losses, indicating that major disturbances in the coffee market are anticipated.

Examining Competitive Strategies in Growing Coffee Industry with Game Theory

The coffee market in Turkey is growing rapidly, leading to fierce competition between international, national and local coffee shops. It has become extremely important for the local economy that local businesses can compete and survive with these more institutionalized structures that also have brand advantages in competition. In this study, game theory was used as a tool to analyse the competitive strategies of companies operating in the coffee market by designing both zero-sum and non-zero-sum games. Considering that the expectations, tastes, preferences and consumption habits of the generations may be different, 1600 people were surveyed in Erzurum province by grouping them as Generation X, Y and Z according to their year of birth. Different game matrices were created with the data obtained from the surveys. The games were designed to identify the prominent strategies among coffee shops for each generation. The results showed that, regardless of generation, local coffee shops stand out from international and national coffee chains in terms of space comfort. In addition, local shops also stand out in terms of meeting consumer expectations. In order to gain a competitive advantage, local coffee shops should focus on developing strategies related to the space comfort. Developing this strategy provides opportunities for local businesses to increase their market share. It is also observed that Generation Z has higher expectations in all strategies compared to other generations.

China’s Coffee Frontier: A Tale of Two Regions and a Global Market

This essay explores the evolution of China’s coffee industry, focusing on two key regions—Yunnan and Hainan. Despite coffee’s late introduction to China compared to tea, Yunnan has become a dominant player, producing 98% of the nation’s coffee, largely Arabica. The region’s mountainous terrain and favorable climate have propelled its coffee industry, which has seen substantial foreign investment and efforts to enhance coffee quality. In contrast, Hainan’s tropical conditions make it ideal for Robusta production, though its cultural coffee practices, influenced by Southeast Asian migrants, set it apart. The essay also examines how the growing demand for coffee, spurred by urbanization and lifestyle changes, has shifted Chinese consumption patterns. Companies like Luckin Coffee and Starbucks have capitalized on this trend, contributing to both the domestic and global coffee markets. Despite rapid growth, China still represents a small share of global coffee production, but its coffee culture and industry are poised for further expansion. The synergy between rising specialty coffee demand and advancements in delivery services suggests continued growth for China’s coffee market on the world stage.

PENINGKATAN DAYA SAING KELOMPOK TANI MELALUI PEMANFAATAN TEKNOLOGI PERTANIAN

Indonesia is known as an agricultural region with a wide variety of agricultural and plantation commodities. Plantation commodities such as coffee plants are one of the superior products produced by farmers in Indonesia. Coffee plants grow in mountainous areas with relatively cold weather temperatures. Geographically, natural conditions support coffee plants to grow well even with limited technology. Community service activities aim to increase the competitiveness of coffee farmer groups through the application of technology. The community service activities were carried out in Mekarmanik Village, Cimenyan District, Bandung Regency, West Java Province. Service partner Tiwikrama Mukti Farmer Group is engaged in coffee plantations around Mekarmanik village. Coffee trees in this area are planted intercropped with rubber trees that grow on land owned by the PERHUTANI State-Owned Company. The method of implementing the service activities provides assistance with a set of grass cutting equipment and garden support equipment. This equipment can help farmers clean grass and weeds that often grow around the garden so that the growth of coffee plants can be better. In addition to providing agricultural equipment instruments, the service team provided simulations on the use of tools and counselling to farmer group partners regarding the market potential of coffee commodities. The results of community service activities in farmer groups after carrying out garden maintenance can increase coffee productivity. Coffee farmer groups also have a better understanding of coffee marketing circulation so that farmers obtain more optimal economic returns.

Determinan Yang Memengaruhi Pemilihan Saluran Pemasaran Kopi Robusta Di Kabupaten Malang

The demand for coffee in Malang Regency by determining the quantity of commodities is very dependent on the marketing subsystem. Robusta coffee marketing channels in Malang Regency include marketing institutions, namely small traders, sub-district collectors and large traders. Coffee marketing is dominated by small traders. This research aims to analyze the determinants that influence the choice of marketing channels for Robusta coffee in Malang Regency. The location of this research was carried out in two villages, namely Srimulyo Village and Sukodono Village, Kec. Dampit, Kab. Poor. The respondents in this research were Robusta coffee farmers in two villages in a total of 60 respondents. Marketing agency respondents were then determined using snowball sampling techniques. Snowball sampling method by collecting data based on information from previous respondents based on existing marketing patterns in Malang Regency. This research uses multinomial logit analysis by determining efficient marketing channels as a reference variable. Based on the results of marketing channel analysis, it was found that there are 5 marketing channel patterns. Marketing channel 1 consists of 27 farmers and the largest channel choice is 45%, while the results of the marketing efficiency analysis show that channel 5, namely direct farmers to wholesalers, is the most efficient. Marketing channel 5 consists of 11 farmers with a percentage of 18.3%. The results of the research show that 3 variables influence the choice of marketing channels, namely production volume, farming experience, and education level. Suggestions from research for extension workers and local governments need to assist farmers regarding financing and coffee market information so that marketing channel choices are more varied.

Comparative Assessment of Robusta Coffee Marketing Channels in Solok City, West Sumatra

Comparative Assessment of Robusta Coffee Marketing Channels in Solok City, West Sumatra

Computational Modeling of the Coffee Consumer Experience and Its Impact on the Sustainability of the Regional Industry in Peru

This study addresses the significant social value of understanding consumer experiences in the coffee market, which is crucial for enhancing local economic sustainability and consumer satisfaction in the cities of Piura, Trujillo, and Chiclayo in Peru. The objective of this research was to evaluate the coffee consumption experience of 1190 consumers using structural equation modeling. Methodologically, a detailed survey was employed to capture various dimensions of consumer experience. The results revealed a strong positive effect of perceived quality on hedonic value (β = 0.776; p < 0.001), underscoring the importance of high sensory standards. Brand experiences significantly influenced quality beliefs (β = 0.399; p < 0.001) and perceived utility (β = 0.733; p < 0.001), though there was no direct connection with hedonic valuation, indicating the need for further analysis. The findings highlighted that hedonic value, associated with emotional satisfaction, predominates over utilitarian value in driving brand loyalty (β = 0.908 vs. β = 0.076; p < 0.001). This provides strategic insights into incorporating symbolic and experiential benefits in marketing. In conclusion, the study offers quantitative evidence on shaping consumer experiences in the coffee market by focusing on sensory quality and affective brand identity.

Factors Affecting Customers' Preferences for Nepalese Coffee in Kathmandu Valley: A Poisson Regression Analysis of Count Data

Background: Approximately 65 percent of Nepalese coffee is exported, while the remainder is processed and sold domestically. Nepalese coffee, recognized for its organic cultivation from high altitudes, is witnessing a shift in consumer preference from tea to coffee in Nepal. Despite this shift, the market for Nepalese coffee remains underdeveloped in the Kathmandu Valley. Objective: This study aims to examine the factors affecting consumers' preferences for Nepalese coffee in the Kathmandu Valley. It seeks to identify the barriers to increasing domestic consumption and explore potential strategies to enhance the market for Nepalese coffee. Method: An explanatory research design was employed, utilizing a structured questionnaire and convenience sampling to collect data from 403 coffee consumers in the Kathmandu Valley. The data was analyzed using Poisson regression to assess the factors influencing coffee consumption patterns and preferences. Result: The study revealed that 99.06 percent of respondents consume coffee, but only 5.66 percent prefer Nepalese coffee. However, 32.78 percent of respondents expressed a strong interest in drinking Nepalese coffee. Key barriers identified include the perceived quality of Nepalese coffee, insufficient promotion, and unfavorable government policies. The analysis indicates that improving advertising, enhancing coffee quality, and increasing promotional efforts could significantly boost domestic consumption. Conclusion: To develop the market for Nepalese coffee, coffee businesses should focus on investing in production, marketing, and promotional activities. Additionally, government incentives and subsidies for coffee entrepreneurs could facilitate growth. Effective advertising and promotion, combined with quality improvements, are essential for expanding the Nepalese coffee market and increasing consumer preference. Paper Types: Research Paper Keywords: Coffee, Nepalese Coffee, Costumers, Costumers’ preferences, Kathmandu valley

Promoting Lampung’s coffee to the Small Medium Enterprises (SMEs) in Turkey

Coffee producers in Indonesia need help with product quality, capital, and marketing. This international Community Service activity aims to promote Lampung coffee to the Turkish coffee market and improve the quality of Lampung coffee production and marketing. The activities were carried out in Istanbul, Turkey, with participants consisting of lecturers and students of the Master of Accounting FEB University of Lampung and management/employees of Kahvegihbikahve, one of the SME's coffee producers in Istanbul, Turkey. The activity was carried out through three main stages: (1) Preparation: situation analysis, preparation of material, making brochures for Lampung coffee producers; (2) Implementation: providing material to participants discussion to strengthen understanding and application of the material. (3) Evaluation and Reporting: comprehensive evaluation of community service results so that the participants can get to know the characteristics and taste of coffee in two countries (Indonesia, especially Lampung coffee and Turkish coffee), can understand and learn strategies for increasing the quality and quantity of coffee products and their marketing. So, it can make a positive contribution to the Indonesian and Turkish economies by increasing exports of coffee products and expanding the introduction of Indonesian coffee culture and taste.