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Foto del escritorAnálisis Efectivo

Martín Gonzalez / Honduras smells of coffee.


It is evident that in order to write these lines, I require it, I need it as my own body requires blood, as my spirit aspires to the divine soul and which, right now I enjoy.


Yes, I need coffee when I wake up I confess it, also when I leave home, when I am in the office, when I start a work meeting and the best moment of the day is when I give a lecture or university class (in person or virtual), which I cannot carry out without the aroma, the intensity and explosiveness of a cup of coffee in my hand.


Even though I boast among my students and circle of friends of being a coffee addict, I am far behind the Finns who lead the international ranking of per capita consumption with an average of 12 kilos per year. The international statistics reflect that the Norwegians, with almost 10 kilos, occupy the second place in the world ranking, and with an average of 8.7 kilos, the Swedes occupy the third place. However, the consumption statistics (from the point of view of success) can be kaleidoscopic. This means that the country that consumes the most coffee per person is not necessarily the best commercial opportunity.


Let's see, in the case of Finland, Norway and Sweden it is evident that the consumption is mainly due to the low temperatures that they have most of the year and although it is true that this leads them to occupy the first international places in the coffee market (consumption), this does not mean that they are the best places for the commercialization and exportation of Honduran coffee.


The consumption of coffee in the world grows day by day, it has increased 95% in the last 40 years, reaching more than 11,000 million kilos of commercialization per year. On average, a person consumes 1.7 kilos of coffee in 365 days and this should be taken advantage of by producers of differentiated coffee where I see the great opportunity for Honduran coffee.


And I want to get to the point with the above. Honduras is the main producer and exporter of coffee in Central America, there is no doubt about that. Honduran coffee is shipped to more than 50 countries around the world, earning a little more than 930 million dollars in foreign exchange for each production cycle. Honduras stands out in European countries with 65% of its production (Germany, France, Belgium and Italy mainly) and the United States averages 25%. While it is true that the United States is a little more than 1,800 miles from Honduras, being a country of more than 200 million people where coffee is reaching historic highs. Why not continue to promote differentiated coffee?


People around the world are drinking more coffee than in the last twenty years, that is, almost 14% more than in 2021, according to data revealed by the National Coffee Association (NCA). Sixty-six percent of Americans now drink coffee every day, more than any other beverage. Coffee consumption at home has increased compared to pre-pandemic levels.


In the early 2020s 80% of coffee drinkers consumed coffee at home, now it is 84%. Finally, we know that 38% of these consumers report drinking coffee in the morning and after lunch. And almost 30% drink coffee throughout the day.


But where is the secret to Honduras. And I will leave it there. UTZ Differentiated Coffee 16%, ORG 9%, FLO/ORG 8%, 4C 7%, RFA 6%.


It is inevitable that my Spanish blood comes out in the words: Thanks to coffee, I am braver than you, more bullfighter and more you, more bullfighter and more gypsy. Garcia Lorca.


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