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Hogood Coffee

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Dehong Hogood Coffee Co., Ltd.
HeadquartersMangshi, Dehong Autonomous Prefecture, Yunnan
Key people
Xiong Xiangren (founder)[1]
ProductsWhole bean coffee, Instant coffee
RevenueOver RMB 1 billion (US$153 million) (2017)[citation needed]
Hogood Coffee headquarter in Mangshi

Hogood Coffee (Chinese: 后谷咖啡; pinyin: Hòugǔ Kāfēi) is a Chinese maker of coffee products. It is the largest domestic instant coffee producer.[2]

Corporate affairs

The company's second largest shareholder is Chongqing Energy International (Hong Kong) Co Ltd., which also established the Chongqing Coffee Exchange, a spot trading center for coffee beans.[3]

History

The company was founded in 2007.[3] It had been a supplier of coffee beans to Nestle before launching its own brand of instant coffee.[4] Hogood Coffee, launched instant coffee with walnut protein powder instead of non-dairy creamer.[5]

Planting and processing

Hogood plants much of the coffee in its home region of Dehong, one of the 3 primary regions for coffee cultivation in Yunnan.[3] The company contracts farm land from smallholders and plants seedlings, and then re-contracts the land back to farmers to purchase the coffee beans from the farmers at harvest. Due to the smallholdings typical in China, by employing a scheme to consolidate farm lands, productivity is increased. The success of the scheme relies on relaxed land use laws.[citation needed]

The company is investing in a RMB 1 billion (US$145 million) scheduled to be completed in 2018 to produce an announced 10,000 tonnes of freeze-dried coffee, 2,000 tonnes of liquid coffee concentrate and 3,000 tonnes of baked coffee beans annually.[6]

Marketing and exports

Hogood markets its own brand of instant coffee and roasted whole beans. In the domestic market for instant coffee, Nestle dominates with a market share of over 70% while Hogood only held 2.7% in 2014.[2]

Hogood accounts for about half of the country's coffee exports.[6] Since July 2015 the company has shipped coffee to Europe through the Chongqing-Xinjiang-Europe railway link, which passes through Kazakhstan before reaching Duisburg, Germany, taking 14 days over the 30-35 days of the earlier used sea route from Guangzhou.[3]

During a Ministry of Foreign Affairs reception in Beijing in February 2017 to introduce Yunnan to the diplomatic community, Minister of Foreign Affairs Wang Yi praised the company: “The coffee I just drank is called Hogood. I am not exaggerating -- this is the best coffee that I have ever tasted as a globetrotter.”[7]

References

  1. ^ "Chongqing hopes to become world's third-largest coffee futures market".
  2. ^ a b "Case Study" (PDF).
  3. ^ a b c d "Yunnan Coffee Company to Establish Trading Center in Chongqing to Boost Exports Via the Chongqing-Xinjiang-Europe Railway Link". China AG. December 31, 2015.
  4. ^ "Coffee, Country-of-Origin and China".
  5. ^ "Across China: Walnut producer smells new opportunity in coffee industry - Xinhua | English.news.cn". www.xinhuanet.com. Retrieved 2018-07-25.
  6. ^ a b "China's Largest Instant-Coffee Factory to be Built in Chongqing". China AG. November 29, 2016.
  7. ^ "Chinese Ministry of Foreign Affairs helps Yunnan boost global visibility". Yunnan Express. March 3, 2017.
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