May 2011

Veracruz’s Coffee Cluster

Profile

Cluster State• Local or foreign critical mass companies

– More than 86,000 producers– More tan 75,000 gourmet coffee bars

• Significant advantages– «Faja de Oro» of coffee– Favorable law framework: Ley de Desarrollo Rural Sustentable,

Acuerdos del Consejo Mexicano del Café, Ley de Torrefacción, Secretaría de Comercio y Fomento Industrial, Normas Mexicanas

– Strategic location

GROWTH

Cluster state• Multinational or world class company

– Several companies exporting– Franchises around the world: “La Parroquia”– Two Years Best Coffee Award: “Finca Jocutla”– Nestlé – Nescafé

• Relationships between clusters– Relationships with clusters: Hotels, Turism, Food, Beverages, etc.– Associations: AMECAFE– Formal Associations with education and training

GROWTH

Diamond

Findings• Price sensitive market• Producer’s associations

– Technology sharing– Education and training

• More than 86,000 disagregated producers• Brand of origin• High Brokerage• Unsophisticated and low consumption internal market• Favorable factor conditions• Unsatisfied international demand• “Faja de Oro del café”

Presented by:• Barradas, Frida• Jimenez, Yara• Mestizo, Francisco• Rodriguez, Adolfo• Sánchez, GuillermoCoach:• Hortega, Gonzalo• Solis, Evelyn