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We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Jesus Mountain Coffee Company, Jesus Mountain Coffee Company, JalapaJalapa, Nicaragua, Nicaragua
Sales: 808 658 0046Sales: 808 658 0046
jesusmountain.comjesusmountain.com
2000 to 20072000 to 2007
Jesus Mountain Coffee CompanyJesus Mountain Coffee Company
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
� The Lumber Business days
� Early experience in coffee
� First serious attempt on growing coffee
� Acquisition of Jesus Mountain areas
� Formation of a Nicaraguan company
and formation of JMCC
The JMCC StoryThe JMCC Story
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
The JMCC StoryThe JMCC Story
� Jesus Mountain is located in Nueva Segovia close to Jalapa. The mountain is 1710 meters high
� The mountain divides Honduras from Nicaragua
� We manage and set aside a Cloud Forest Reserve containing many “old growth trees”
� The many water-sources are protected and used to create a park like environment
� The coffee is grown between 1200 and 1300 meters
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
The Forest ReserveThe Forest Reserve
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
The PlantationThe Plantation
� 1 million trees under cultivation.
� Full production over the next 4 years
� Follow good agronomic practices
� Maintained nutritional program
� Coffee is grown in managed shade
� Wet processing centrally on the farm
� Drying grounds and milling in Monsonte
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
The PlantationThe Plantation
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
WorkforceWorkforce
� 80 people year round
� 300 during harvest
� Considerable economic impact in
Jalapa
� Provide housing and food for
workers
� Continued training for management
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
WorkforceWorkforce
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
ProcessingProcessing
� Wet milling on the plantation
� Separation of green from ripe cherry
� Full fermentation
� Cleaning with demucilager after fermentation
� Drying in our mill in Monsonte
� Milling to self imposed grading standards
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
JMCC Grades and StandardsJMCC Grades and Standards
� Adaptation from Hawaii Grading Standards
� NIC Segovia – ”Strictly High Grown”
� 9 - 12.2 % moisture
� NIC Extra Premium: Size 19+20 8 full imperfections allowed per 300 grams
� NIC Premium: Size 18 12 full imperfections allowed per 300 grams
� NIC #1: Size 16+17 18 full imperfections allowed per 300 grams
� NIC # 2: Size 15 12 % imperfections allowed per 300 grams
� A Nicaraguan Grading System and Certificate of Origin could benefit the Nicaragua’s coffee industry
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Marketing Marketing –– Direct SalesDirect Sales
� Create recognition as a single origin coffee
� We market our coffee primarily “in-house”
� We sell green and roasted coffee for wholesale and retail sales
� We create our own labels and produce blends with other coffees
� Our primary markets are in Hawaii and the Pacific region.
� We maintain a Hawaii Sales office + created a marketing company JMCC Hawaii LLC
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Marketing Marketing –– Direct SalesDirect Sales
� Example of a HAWAIIAN BLEND consisting of 90% JMCC coffee
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Marketing Marketing –– Direct SalesDirect Sales
� Development of
100% Nicaraguan
Labels
� Marketing and
Branding is not an
easy undertaking
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Hawaii ConnectionHawaii Connection
� Ownership position in Coffees of Hawaii
� Access to a 6 million a year tourist market
� Located within the USA, Overnight Air service US Mail connection
� Internet and Mail-order sales
� Good location for access to US, Pacific and Far East markets
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Coffees of HawaiiCoffees of Hawaii
� Different setting for coffee growing
� Locations on Molokai and Maui
� Expensive labor force
� Requires mechanization
� Mechanical harvesting is necessary
� Full irrigation due to climatic condition
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
COH, Mechanical Picking ResultsCOH, Mechanical Picking Results
Percent evaluation Percent evaluation
of picked fruitof picked fruit
75% Ripe (red cherry)75% Ripe (red cherry)
17% Over17% Over--ripe (brown ripe (brown
raisin)raisin)
8% Under8% Under--ripe (immatureripe (immature
green cherry)green cherry)
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
Coffee MechanizationCoffee Mechanization
We Grow. Harvest. Process. Roast. FWe Grow. Harvest. Process. Roast. From Seed to Cuprom Seed to Cup………… to You!to You!
ConclusionConclusion…………..
� We need positive thinking in the
coffee industry so we can move
forward together with a smile
� Being a coffee farmer is not easy
� We need all the help we can get
� As coffee farmers we are united in the
need for better pricing and market
access