After its shipment from the Peruvian port of Paita last February, the first container to be shipped to Europe arrived at the port of Antwerp, Belgium, under the "Cafés del Perú" brand. The historic cargo consisted of 428 bags of green coffee.
The shipment was received in a major ceremony to welcome Peruvian coffee on European soil attended by Michel Germanes, president of EFICO, one of the largest coffee traders in Europe and also the importer of this first shipment, and Rosario Pajuelo, director of the Commercial Office of Peru in Brussels (OCEX Brussels).
Green coffee beans were unloaded at the SEABRIDGE green coffee logistics center and warehouse, and samples were taken for quality control of the first Fair Trade and Organic certified jute coffee bags. The "Cafés del Perú" brand features on one side of these bags, with the name of the exporter, CENFROCAFE, on the other side, a cooperative located in Jaén (Cajamarca) with more than 2,000 farmer members; the first authorized by Promperú for the use of the brand.
"It is a historic step for the coffee industry as Peru moves to position its own national "Cafés del Perú" brand, joining the small group of countries that highlight the origin of their coffee. Peru is commencing promotion of its coffee with an image that adds value to the product and that, in the eyes of importers, roasters, baristas and end consumers, highlights the distinctive attributes of Peruvian coffee, such as biodiversity, sustainability and unique specialties", said Rosario Pajuelo, OCEX Brussels.
The president of EFICO, for his part, highlighted the excellent design of the Cafés del Perú brand, which "will help promote Peruvian coffees in international markets”. He also added that "high quality coffee packed in jute bags, very solid and very well sewn, facilitate unloading in our warehouses".
With the beginning of this scheme to internationalize the Cafés del Perú brand, in partnership with EFICO, 12 European roasters, customers of the importer, will be able to view and recognize Peruvian coffee with its distinctive brand, and about 100 European coffee shops will be able to receive Peruvian coffees from the roasters supplied by EFICO.
It should be noted that this successful operation was the result of collaboration between the Commercial Office of Peru in Belgium (Ocex Brussels), EFICO, Cenfrocafé and Promperú.
Belgium is the third largest destination market for Peruvian coffee in the world, behind the United States and Germany