00:00The coffee has become an indispensable product in practically all houses of the planet.
00:06Every time, more coffee is consumed, until the point that it is already one of the biggest markets in the
00:12world.
00:12However, this surge is not reflected in an increase of wealth in the product countries.
00:18However, many European countries and the United States have suffered with this product without having a single plant of coffee.
00:26How is it possible?
00:35The coffee is one of the most pleasant things and solicited in the global scale.
00:40For you to get an idea, every day, we consume almost 2.500.000.000 of tazas.
00:45Two of them are mías.
00:47This translates into a sales volume of more than 450.000.000 dollars in 2020,
00:54giving work to 25.000.000 people in the world.
00:58And Latin America is, without a doubt, the cuna of the coffee.
01:02Here is the 70% of the total world.
01:05Although production and benefits, in this case, no go from hand.
01:15For Colombia, it has been, traditionally, the great support of the Colombian economy.
01:22It was the backbone of the economic development of Colombia during the 60's, 70's and part of the 80's.
01:30Today, it is not as important from the economic point of view, but it is very important from the social
01:38point of view and rural.
01:39All the way it is that there are 540.000 families that live in the coffee.
01:43Of course, Colombia is one of the biggest producers.
01:48The coffee only means the 0,7% of its economy.
01:52For countries, the biggest producers are Brazil, Vietnam, Colombia, Indonesia, Honduras and Ethiopia.
01:58However, if we talk about export countries, together with the three first countries,
02:04also Suiza, Germany and Italy.
02:07And the most surprising thing is that Suiza is the second country in the world
02:11that more money ingresa, thanks to the exportations of coffee.
02:14Unos 3.000.000.000 dollars each year.
02:17Superando, so, Colombia.
02:18And that without cultivating a single grain of this product in its territory.
02:29Here, just and unjustly, it is hard to explain what has been traditional.
02:36And not only in the coffee.
02:38That happens in good parts of the commodities.
02:43The transformation is made in the developed countries.
02:46And it is sold with a much more expensive price.
02:49No, let's forget.
02:50One cup of coffee that is sold in Berlin, London or New York,
02:56a four dollars.
02:57A one producer of coffee, it costs two cents.
02:59Well, that's the secret.
03:01Suiza compra granos of coffee,
03:03tal y como salen from the plant.
03:06It's in this process where it adds value to this product,
03:10multiplied by its original price.
03:12The question is quite obvious.
03:15Why don't they do this process in the countries?
03:18No, it's a very easy task.
03:20The distribution chains are very complex.
03:22And traditionally, the coffee is part of a canasta
03:25of products that sell the large multinational companies.
03:28The big barrier of entry was how to reach the supply chain,
03:34how to reach the large superficies,
03:36to the supermarkets.
03:38When the coffee that is located in those supermarkets,
03:42they are part of economic groups that sell coffee,
03:46milk, quesos and all the supermarkets,
03:49and they have a great capacity of marketeo,
03:52a great capacity of putting money in promotion
03:54for that those products rot in the supermarkets.
03:58At the end, in the supermarkets,
04:00everything that matters is that the product rota
04:02and rota more the client knows more
04:05and the public has more access.
04:13It is to say,
04:14that here,
04:15the ones that send, once more,
04:16are the multinationales,
04:18like Nestlé or Starbucks,
04:19that enriches with the sale of the coffee already
04:22while the coffee collectors
04:24do not receive any of the most part of this business.
04:28The proof is that,
04:29with a good campaign of marketing,
04:31many consumers are able to pay
04:33even 100 euros per kilo of coffee,
04:36which is what costs if we buy in capsules,
04:39instead of 10 euros per kilo
04:40which would cost the same coffee
04:42bought in package.
04:44But the rules of the game are changing.
04:46There is the element of the marketeo
04:50and the easy way to reach.
04:51I think that today,
04:54and in other words,
04:55reforzated by the pandemic of the COVID-19,
04:58the people are already accustomed to
05:00to buy products by electronic.
05:05That gives us the aperture
05:08so that the coffee can come from the origin
05:11to reach the consumer.
05:14Also,
05:14the option to buy online
05:16saltándose the chain of distribution,
05:18some countries,
05:20producers like Colombia,
05:21seeing how they escape the business,
05:23have created their own brand,
05:25their own brand,
05:26Juan Valdés,
05:27to compete with the
05:29estadounidense
05:30Starbucks.
05:30With that,
05:31the Colombian government
05:32pretends add value to their coffee
05:34and combat the poverty
05:35of the farmers,
05:36even though it is not easy.
05:44We want to expand our brand
05:47in different countries,
05:48and we have clear examples
05:50like Colombia,
05:50where we are leaders of the market.
05:53And that experience
05:55that we have in Colombia
05:56we want to carry on
05:57different parts.
05:58We have a good position
05:59in Chile,
06:00we have a good position
06:01in Ecuador,
06:03we have a good position
06:03in Latin America
06:04expanding,
06:05we have some stores
06:07in Europe,
06:07and our ambition
06:08is to keep expanding.
06:09We believe that
06:10for the market of the coffee
06:11there is a cup of for everyone.
06:13We participate
06:13from our purpose,
06:15from our purpose
06:16that is to generate value
06:17to the Colombian farmers
06:19as the only company
06:20of coffee
06:21in the world
06:22that belongs to
06:23a association
06:24of coffee farmers.
06:25That creates a difference
06:27that cannot have
06:28another brand of coffee
06:29in the world.
06:30With this and other
06:31initiatives
06:32the Colombian National
06:34of the coffee
06:34makes prices
06:36for its members
06:37that can be
06:38up to 50%
06:40more high
06:41than those
06:42that he would get
06:42to a small
06:43caficultor.
06:44And he says,
06:44the price of all his coffee.
06:46In total,
06:47the federation
06:48has acquired
06:48the 30%
06:49of all the coffee
06:51colombian
06:51and the number of
06:52in Juan Valdés
06:54what we do is
06:55buy the coffee
06:56to these caficultors
06:57and to give you
06:59some numbers,
06:59from 2009
07:00until 2021
07:02we have had
07:03a growth of 400%
07:05in the price
07:05of the coffee
07:06green
07:07100%
07:08colombian
07:08and we
07:10through
07:10the regalías
07:11that we pay
07:13to the Federations
07:14National
07:15of Cafetermos
07:15we have contributed
07:16with more than 36
07:17million dollars
07:18in regalías
07:19only,
07:19as well as the
07:20price of the coffee
07:21that we do
07:22to the
07:23coffee
07:23colombian
07:24is the only
07:25big brand
07:26that belongs to
07:28the caficultors.
07:29For that
07:30the caficultors
07:33have more
07:34portion
07:35in the
07:36chain of
07:36the value
07:37of the coffee
07:39But
07:40the true
07:40is that
07:41it is a very useful instrument
07:43still
07:43insufficient
07:44the 80%
07:45of the
07:46farmers
07:46live below
07:48the poverty
07:50in the world
07:51and this
07:52happens only
07:52with the coffee
07:53the same happens
07:54with many other products
07:56like the cacao
07:57although this
07:58we will see
07:59in a next video
08:00I'll see you
08:01it's my
08:02hour of the coffee
08:03let us
08:03suggestions
08:03how would
08:05Latin America
08:05participate better
08:06in this business
08:07until later
08:16before
Comments