Yunnan coffee seeks int'l market

Hogood Coffee Co, China’s first local coffee brand based in Dehong Dai and the Jingpo autonomous prefecture of Yunnan province, is striving to develop itself into an international player

After 30 years, Hogood Coffee has become a full-fledged facility for coffee planting, trade and production, and is Asia’s first company covering all steps of the coffee industry chain, said Wu Yirong, vice-general manager of sales for Hogood Coffee.

Driven by innovation, the company also developed its own intellectual property rights, reducing the cost of coffee manufacturing equipment by one third. It makes Hogood the only coffee company owning intellectual property rights outside Europe.

By the end of 2016, the export value of Hogood reached $340 million, trading with 53 countries and regions around the world, including the US, Japan, UK and Singapore.

As of now, coffee planting covers a total area of 1.77 million mu (118,000) in Yunnan, producing 139,000 metric tons of coffee a year. Yunnan has become the top coffee-producing province in China, and one of the main coffee producing areas in Asia.

Hogood aims to help 2 million coffee farmers in Yunnan earn 10 billion yuan ($147.51 million) in revenues, achieve an annual export value of 50 billion yuan and annual sales of 100 billion yuan.

“In 2017, we will try to attract more international markets to stock our brand to make Hogood Coffee a true international brand,” said Wu.
 

Hogood Coffee owns intellectual property rights for coffee manufacturing equipment. [Photo by Yang Zheng/Yunnan Daily]

Coffee beans produced in Yunnan province. [Photo by Zhang Tong/Yunnan Daily]

Chinese report: yunnan.cn; Editor: Eric Wang