The Golden State has entered the coffee market, and people don’t know what to expect. The industry is said to be competitive because of the saturated suppliers. Can local businesses outcompete Brazil, Colombia and other top growers worldwide?
Although still in its infancy, California’s coffee market is growing at an impressive rate. Global recognition for coffee farming might be next.
The Progress of Growing Coffee in the Golden State
Due to its bustling culture, Californians often hustle with coffee as their company. A cup of joe keeps them awake and helps them get through to the last minute of their workday. It’s a lifestyle for many. Can local suppliers meet the high demand for this favorite beverage?
Before 2000, cultivating coffee on Californian grounds wasn’t even an option. Farmlands had little to no signs of coffee shrubs. However, it’s a different story now. What was once unthinkable is turning into a reality as coffee plantations are expanding throughout the state.
Over 65 farms from Santa Barbara to the north of San Diego propagate 14 varieties of beans. Every year, dedicated farmlands are increasing, and so is the harvest volume. The market is flourishing, and this means a potential for California coffee growers to disrupt the status quo.
Motivations for Coffee Farming
Companies are motivated to provide locals and worldwide fans with distinct coffee experiences. Crop diversification is another reason farmers grow these berries on their lands. They want to vary their agricultural landscape, and coffee is perfect for the role.
The most obvious motivator is profit. The nationwide coffee market is pretty robust, with as many as 73% of Americans drinking coffee as a habit and 66% making it at home. About 60% drink one to two cups daily. The figures showcase the high product demand. Farming is an excellent opportunity for businesses to increase their bottom line.
California’s Strengths for This Budding Market
Is the state well-equipped to support coffee production? Here are five reasons why the Golden State is ready.
Innovative Cultivation Techniques
Coffee species are mostly grown in the coffee belt between the tropics of Capricorn and Cancer. They thrive in cool to warm tropical climates and these regions within the equatorial zone have the best temperature and soil conditions to support plantation.
While California may not have the ideal propagation circumstances, it can innovate to address the challenges. In 2017, local geneticists changed the genetic material of the arabica bean, a variety that makes up 70% of the global coffee supply. They did it to develop a species that could produce high-quality yield and adapt to the environmental pressures of climate change. This innovation helped pioneer coffee farming in the Golden State. Advancements in technology have boomed the industry.
Emphasis on Sustainable Practices
Promoting soil health without synthetic pesticides and fertilizers allows growers to blaze a trail for this new market to thrive. Implementing and accentuating eco-friendly farming methods produces high-quality organic yields that appeal to every coffee connoisseur.
Direct Trade Relationships
Producers prioritize working directly with farmers because of several benefits. This model breaks away from the conventional and often expensive supply chain, which is a huge plus for businesses involved in the crop-to-cup line. Farmers receive fair prices for their harvests and have better working conditions. Ethically sourced coffee is an upside of California-grown beans.
Novel Coffee Varietals
Another selling point is the unique coffee experience for consumers, influenced by the state’s interesting microclimate and soil composition. One company grows specialty arabica varieties that include Geisha and the Caturra Rojo. Beans grown in California have more defined flavors. They’re sought-after and command a higher price. A cup of Geisha is sold for up to $400.
Unique Agricultural Methods
Instead of the traditional monoculture, local farmers approach coffee farming using alley cropping. This is an agroforestry method where trees and shrubs are grown together. Coffee shrubs are planted under rows of avocado trees, giving them canopy and protection from the wind and the sun. This regenerative agriculture allows growers to maximize yields, improve coffee quality and reduce pest pressure. It’s also more sustainable as it provides ecosystems for biodiversity.
Outcompeting the Big Players
When people hear Napa and Sonoma, they immediately think of quality wines. It took centuries for these cities — and California in general — to be known for their great-tasting wines. South California’s first vineyard dates as far back as the 1700s in Mission San Juan Capistrano. It took seemingly forever for it to permanently carve its name in the wine industry.
The same trend is happening with coffee. The state’s advantage over big names is its history. It’s overcome its agricultural weaknesses, thanks to the brilliant minds who did unceasing research to boost the land to support farming.
California’s soil wasn’t always fertile. It lacked the right attributes for growing crops. In the late 1800s, soil scientists found a way to extract salts from the alkali soils in the Central Valley. This discovery transformed barren lands into productive farming regions you see today, which enabled grape cultivation to flourish. California has become a household name for wine production. There’s no reason it can’t do the same thing with coffee.
Marketing and Branding Considerations
While it took the state a long time to establish a name in the wine industry, it doesn’t have to be the same with coffee. With robust marketing, technology adoption and the right platforms, growers and producers can quickly expand their business influence.
Building a Brand Identity Centering on Sustainability
Farmers can build a good reputation by appealing to consumers’ enthusiasm for eco-friendliness. Sustainable features are a valuable factor for today’s buyers, and highlighting them in product packaging and descriptions helps create a good impression.
Leveraging Digital Marketing to Broaden Reach
Establishing an online presence can also help them sell their products off-state. Combining social media, digital ads and local search engine optimizations will allow them to reach coffee fans outside of California.
Participating in Local Events and Collaborations
Attending coffee-specific gatherings, farming programs and social activities can increase their offline visibility and loyal following.
Coffee Could Be the State’s Next Gold Mine
Coffee farming could flourish in California and follow the path of its wine success. It has all the tools it needs to make this happen — innovation and science. Both can help address agricultural challenges that may arise during the propagation. All it has to do now is recreate history, innovate where it’s needed, and pivot when necessary to make strides in this budding coffee market.
With a specialized focus on self-improvement and individual success, Jack Shaw seeks to provide actionable steps and valuable wisdom for personal and commercial growth. Jack is the senior editor of the lifestyle publication Modded and has also been published in Small Business Currents, Big Ideas for Small Business, Insurance Thought Leadership and more.
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