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Bukidnon Coffee Cluster


By:
Babylyn C. Lambert
Oliver Micheal C. Narreto
Allen Glennie P. Lambert
Outline
Coffee (World and Philippines stat)
Northern Mindanao: Bukidnon
Coffee info
Coffee Cluster Map
Porters Diamond Model
Challenges
Recommendation
Coffee is the source of
happiness and wit
King Louis XIV
World Overview of Coffee Sector
TOP 10 most tradable product in the world
1. Crude oil
2. Coffee
3. Agriculture
4. Animals & animal products
5. Cocoa, butter, orange juice and sugar
6. Metals (aluminum, nickel and copper)
7. Precious metals (gold, silver and platinum)
8. Plastics
9. Natural gas
10. Bio fuel
Worlds Major Coffee Producer

Source: wiredforcoffee.com 2016


World Production and Estimated deficit between
Consumption Statistics of production and
Coffee consumption
World Coffee Exports 2015

Source: ICO
World Coffee Imports 2015

Source : ICO
Overview of Philippines Coffee Sector
Source : PSA , 2015
Source : PSA , 2015
Source : PSA , 2015
Bukidnon
Highland paradise
is a landlocked province in the
Philippines located in the
Northern Mindanao region.
Its capital is the city of Malaybalay.
The province borders, clockwise
starting from the north, Misamis
Oriental, Agusan del Sur, Davao
del Norte, Cotabato, Lanao del Sur,
and Lanao del Norte.
According to the 2015 census, the
province is inhabited by 1,415,226
residents.
Bukidnon
The name "Bukidnon" means "highlander" or "mountain dweller".
The province is considered to be the food basket of Mindanao, being
the major producer of rice and corn in the region.
Products from plantations in the province also include sugar, rice,
corn, banana, pineapple and other fruits.
Situated within Bukidnon is Mount Dulang-dulang, the 2nd highest
mountain in the country, with an elevation of 2,938 metres (9,639 ft)
located in Kitanglad Mountain Range. As well as the 4th, 5th, 8th,
17th and 30th highest mountains in the country are also found in the
province.
Going to Bukidnon
There are no seaports in the province because the place is
landlocked.
To get to Bukidnon, one must travel by land from Cagayan de Oro City
or from Davao City.
Endowments
Land area
The province's total land area is 10,498.59 sq.km. making it the
largest in Mindanao in terms of land area.
It accounts for 59% of Northern Mindanao.
38% is alienable and disposable.
The rest is classified timberland.
It also accounts for 80% or 34 million metric tons of the region's
nonmetallic mineral deposits which include high grade white and red
clay, gold, chromite, copper, serpentine, manganese, quartz and
limestone deposits can also be found in the province.
Endowments
Topography
Bukidnon is generally characterized as an extensive plateau but the
southern and eastern boundaries are mountainous area. The
province's average elevation is 915 metres (3,002 ft) above sea level.
The Bukidnon plateau is mainly of volcanic zone consisting of
pyroclastic, basaltic and andesitic cones.
Climate
Two types of climate prevail between the northern and southern
sections of Bukidnon,
The northern part is classified as belonging to Type III, that is, there is no
pronounced rain period but relatively dry during the months of November to
May.
In the southern portion of the province, the climate is classified as Type IV
with no dry season. The driest area is Baungon, while the wettest is the
Calabugao plain. The climate is relatively cool and humid throughout the year.
Bodies of water
Bukidnon is known as the watershed of Mindanao.
It is endowed with six major river systems namely: Pulangi, Tagoloan,
Cagayan, Manupali, Muleta, and Bobonawan Rivers.
These rivers carved the landscape of the province creating numerous
canyons.
Coffee production by variety in Bukidnon
Bukidnon Coffee Production
(Volume in Metric Tons) per Variety Bukidnon Coffee Production
(Volume in Metric Tons) per Variety
4,500

4,000

500
3,500

3,000

2,500

2,000
1
1,500 ARABICA EXCELSA ROBUSTA

2010 2011 2012 2013 2014 2015


1,000

500

-
ARABICA EXCELSA ROBUSTA % share of Bukidnon to Philippines Coffee production per variety
2010 2011 2012 2013 2014 2015 Variety 2010 2011 2012 2013 2014 2015
ARABICA 0.03% 0.05% 0.08% 0.13% 0.17% 0.19%
EXCELSA 0.11% 0.12% 0.05% 0.12% 0.16% 0.18%
ROBUSTA 6.79% 7.22% 6.16% 7.46% 8.03% 8.45%
About coffee?
Coffee
Coffee is a brewed drink prepared from roasted coffee beans, which
are the seeds of berries from the Coffea plant.

Caffeinated coffee has a beneficial effect on alertness


and is known to boost performance.

Black Coffee does not contain any calories,(as long as


milk and sugar is not added).
When the coffee beans go through roasting process, the
sugars in the beans start to caramelise.
Coffee tree
Coffee trees only grow in tropical and sub-tropical
regions.

A good coffee tree can produce up to 1 kg of


raw coffee per year but needs temperatures
between 17 and 23 as well as good rainfall
and good soil conditions.
Caffeine & Health
Research has shown that moderate coffee consumption (or 3-5 cups
daily) may be associated with many positive effects, including:
Liver disease prevention
Improved cognitive function in older adults
Sharper memory
Increased athletic endurance
Reduced risk of type 2 diabetes
Longevity
THE FOUR MAIN COFFEE SPECIES
There's actually over a hundred species of coffee, and we haven't even recorded all
of them yet. However, only four of them are produced commercially for drinking.
ARABICA, COFFEA ARABICA
Arabica prefers to grow in light shade at high altitude with even rainfall. Arabica trees are
relatively small, can be easily kept pruned to no more than 6' tall for easy harvesting.
Arabica is the most delicate of the four varieties, and is vulnerable to blight.
Flavor-wise, Arabica tends to stimulate the front palate and gets much of its appeal from
its aroma. Excellent Arabicas have a highly complex flavor and aroma with many
delicate layers.

ROBUSTA, COFFEA CANIPHORA


Robusta grows on larger trees that are better suited to heat and irregular rainfall, and can
tolerate a wider range of altitudes. It has almost double the caffeine of Arabica. Since the
caffeine is actually a self-defense, this means Robusta is more resistant to pests and
disease than other coffee species, requiring less spraying.
Flavor-wise, Robusta stimulates the back palate, giving it a heavier mouthfeel and body.
Excellent Robustas are incredibly smooth, low-acid, free of bitterness, and intensely flavorful
with distinct chocolate notes.
EXCELSA, COFFEA EXCELSA
Excelsa grows on large, vigorous trees at medium altitudes. Many beans have a distinctive
"teardrop" shape, which gives it a family resemblance to Liberica, but their average size is
much smaller.
Excelsa grows mainly in Southeast Asia, where it is used as a blending coffee, especially in
house blends, to add complexity and depth. Excelsa has a distinctive tart, fruity, dark,
mysterious taste. In blends, it enhances the middle and back palate and lingering finish
of the coffee, giving the cup more substance and power.
Brewed on its own, it is a compelling and unique coffee experience. However, a cup of pure
Excelsa is not everyone's favorite drink. And most people don't find the aroma of Excelsa
beans themselves to be attractive, although some people love it.
LIBERICA, COFFEA LIBERICA
A unique and irreplaceable part of our worldwide coffee heritage, Liberica is an entirely
separate species of coffee, with a very distinctive taste profile. It grows on vigorous 20- 30-
foot trees in jungle environments - which is fortunate, because if it weren't strong enough to
grow wild, it would have gone extinct.
Liberica beans can be huge, and have the unique characteristic in which many Liberica beans
are asymmetric - one side is "lower" than the other, causing a little "hook" at the bottom of the
bean. It is the only bean species in the world with this irregular shape.
Its almond-shaped beans have an exceptional aroma, almost floral and fruity, while its flavor
is full and slightly smokey. This is a highly polarizing coffee. Some people are not even sure it
tastes like coffee, or say it tastes woody or too jungle-y. Our favorite way to use it is as a
mixer. Almost any coffee can be taken to the next level by adding about 10% Liberica. The
aroma it adds is incredible, a true wow-factor.
History of Coffee (World)
An Ethiopian Legend
800 A.D. - goat herder Kaldi first discovered the potential of this beloved beans

Arabian Peninsula (center of International trade in Medieval


World)
15th century grown in Yemini District in Arabia
16th century - known in Persia, Egypt Syria and Turkey

Coffee Comes To Europe


17th century bitter invention of Satan, condemned coffee to Venice in 1615
mid 17th century 300 coffee houses in London

The New World


mid 1600s coffee was brought to Amsterdam later called New York of the British
1683 The first coffee house opened in Venice
1773 - Coffee is the favorite drink of the civilized world ( Thomas Jefferson)
Plantation around the world
1714 Mayor of Amsterdam presented as a gift (young coffee plant) to King Louis XIV
of France
1723 Gabriel de Clieu (naval officer) brought a seedling to Martinique
- spread throughout the Caribbean, South and Central America
1727 coffee had been introduced to Brazil in 1727

1901 the first soluble instant coffee is invented by Japanese-American chemist


Satori Kato of Chicago
1909 The first instant coffee was invented by inventor George Washington.

1971 Starbucks opens its store in Seattles Pike Place public market, creating a frenzy
over- fresh-roasted whole bean coffee

end of the 18th century coffee had become one of the world's most profitable
export crops.
After crude oil, coffee is the most sought commodity in the world.
Banned History
1511 Meca
16th - Italy
1623 Constantinople
1744 Sweden
1777 Prussia
History of Coffee in the
Philippines
The Philippines is one of the few countries that produces the four varieties of
commercially-viable coffee: Arabica, Liberica (Barako), Excelsa and Robusta.
Climatic and soil conditions in the Philippines from the lowland to mountain
regions make the country suitable for all four varieties.
1730 first coffee tree was introduced in Lipa, Batangas by Spanish Franciscan Monk
- coffee capital of the Philippines

1860s export coffee to America thru San Francisco


- Europe as the Suez Canal was opened

1876 Cavite followed growing the first coffee seedling in Amadeo

1880 Philippines was the fourth largest exporter of coffee beans (Brazil, Africa, and Java)

1889 coffee rust hit Philippine shore,


- insect infestation destroyed coffee trees in Batangas
1950s Philippines government with the help of Americans brought a
more resistant variety of coffee

1960s due to favorable market conditions, increasing demand, farmers


went back growing coffee
- surplus of coffee beans
- importation of coffee was banned to protect local farmers

1970s Brazil hit by a frost

1980 Philippine then became a member of ICO

2002 Philippine Coffee Board Inc. (PCBI) was established


History of Coffee in Bukidnon
Coffee Value Chain
Coffee Milling the
cherry Beans
State Government Agencies
(DA, LGUs, etc.) Coffee Roaster
Fertilizers,
equipment
pesticides,
other inputs
Coffee Grinder
equipment
Farm tools and
equipment Growers Coffee Packaging
Processors
Public
Drying relations and
facilities / advertising
storage
Educational, research, and trade Tourism cluster
organizations
Cooperatives / (PCBI, STAT, DOST, DTI, Ethiopian Food cluster & households
coffee growers and Coffee Quality Institute, etc)
Industry cluster (eg. Nestle co.)
clusters
Export cluster
Bukidnons Coffee
Cluster (Porters model)
Porters Diamond
Context for Firms Strategy and Rivalry
Bukidnons topography suitable for the production of
coffee varieties: Arabica, Excelsa and Robusta (Bukidnon
topographic map)
Organized (Produced) by cooperatives and Indigenous
Peoples Group
High collaboration of Government and NGO, Private
sector and Academe
Rivalry:
1)Substitute products
2)Online and imported products
3)Breakfast shops, fast food chains, convenient stores and
etc.
Demand Condition
Consumers taste and personal income drives demand
Alkmann (2007)
Sure buyer of coffee beans
Its part of a meal
Power of consumers depends on the word of mouth,
customers retention and income
Related and Supporting Industries
Government and Non-government Organizations
Multi-purpose cooperatives and Indigenous people
organization
Private firms
Academe
Philippine Coffee Board Inc. (PCBI) and Philippine Coffee
Alliance (PCA)
Factor access to high quality business inputs
Qualified human resource (provides employment for
the IPs)
Capital availability (access to credits)
Physical infrastructure (good processing plant quality
roasting, grinding and brewing machines)
Establishment of a coffee cupping laboratories
Certification from the organic organization in the
Philippines or good agricultural practices (GAP)
Challenges
To increase quantity (area planted) and quality(varietal
improvement and good processing equipments)
Establishment of an image and scaling up
Online products or network products
Less support on research and development
Consistency on the Supply (long-run) of good quality
coffee beans
Certification for Organic, Fair Trade and Shade coffee
Highlights
Recommendations
Product and Service Innovation in the future
Education about coffee
Intensify quality control and consistency
Acknowledgement of the Role of regulation: Organic
rules, Fair Trade and Shade coffee
Support Research and Development including the use
of technology
Cooperation and meet demands
Coffee is no longer just a fuel for the trip
it is the destination itself!...
References
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