How to increase Honduran Coffee Awareness in Taiwan, to fit Taiwan’s New Coffee Culture

• Main Authors: Carlos D. Ruiz Bueso, 盧凱樂
• Other Authors: 曹銳勤
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/j43vxn

碩士 === 淡江大學 === 商管學院經營管理全英語碩士學位學程 === 106 === In the last couple years, Taiwan’s coffee consumption has increased considerably. Attracting both young and adults, coffee has become an alluring beverage among Taiwanese society. Consequently, leading to an increasingly coffee trade between Taiwan and large coffee producers around the globe. As the world’s fifth largest coffee produce Honduras is stepping its way into Taiwan’s coffee Industry. Due to its high quality and market popularity within the coffee supply chain, becoming a consumer’s favorite on several countries. As the biggest coffee producer from Central America; Europe and U.S accounts as buyers for almost 93% of all Honduran exported beans. However, a lack of International Promotion and the outbreaks of diseases, have limited the presence of Honduras Coffee on other non-European, American countries. This preliminary study recommends a set of market strategies and suggestions that can be applied, in order to lead to an increase of Honduran Coffee presence in Taiwan. This qualitative research analyzes and compares end users (b2c) and coffee expertise (b2b: baristas, importers, roasters, coffee industry) perception and opinion of the Honduran coffee found in the local Taiwanese market. Following several official coffee cupping tests in order to validate or invalidate end user and market expertise initial perceptions or opinions. Results conclude that factors such as coffee traceability, fair trade and sustainable practices have a greater influence on B2B segments. A negative perception of Honduran Coffee derives from the fact that the majority of Honduran Coffee found in the local market is a lower “commercial” quality, misreading the outstanding quality of Honduran high grown, specialty coffee.