Jamaica, a leading per capita export country known for its commitment to creativity, innovation and exceptional quality.

April 2009

The National Export Strategy of Jamaica was developed on the basis of the process, methodology and technical assistance of the International Trade Centre (ITC).

www.jamaicatradeandinvest.org/nes

|

1-888-429-5NES (1-888-429-5637)

4 i n d u s t r y s e c t o r s t r at e g y

Coffee
Introduction
Rationale
The Jamaican brand of coffee, Blue Mountain, remains an iconic brand globally and stands as a symbol of a high-quality product from Jamaica. It is also an example of a protected mark, serving as inspiration and a viable model to several other products and product groups from Jamaica. In addition to this qualitative rationale for the industry, coffee contributes to the Jamaican economy, grown in a region with full employment, something very few geographical areas are able to boast. In addition to its social contribution there is significant export potential that may be realised from both increased production and export volume, increased value of export by expanding the percentage of value added production locally, as well as development of value-added products. It is argued that the sector has negatively impacted the natural environment and is likely to continue doing so, however, farm practices have improved with increased utilisation of natural fertilisers and pesticides. Further damage to the environment is not likely to occur with planned increase in output, which will be based on improving yield (and not expansion of planted lands), while inter-cropping and other environmental practices are also to be pursued.
1

Product Groups and Related Programmes
The strategy covers the complete sector, as defined by its value chain. It is important to note that the strategy is partially derived from a broader