Mexican Coffee Farmers Upset With Government's “Wellness Coffee” Program – CoffeeTalk

The Mexican government’s new instant ‘Wellness Coffee’ program is facing opposition from Veracruz coffee growers who claim it offers below market prices and damages the prestige of their product. Critics argue that the instant coffee presentation diminishes the quality and value of Veracruz whole bean coffee, as dehydration can negatively impact the product. The government claims to offer 4,500 pesos for each quintal (57.5 kg) of coffee, compared to the market price of 6,000 pesos per quintal.

The program is described as a blend of Arabica and Robusta varieties of beans, with most Robusta beans grown in Brazil. Critics argue that the program imitates transnational companies that coffee growers have opposed for years. Support for the program among small producers is due to their lack of knowledge of the market and opportunities to distribute their product.

Cirio Ruiz González of the Coffee Price Monitoring Commission proposes that the federal government promote the sale of roasted coffee, arguing that competing in the instant coffee market is not the solution. He suggests that training, distribution, and marketing in the national market should focus on fine roasted coffee beans. Small growers could also be taught how to roast their own beans, allowing them to market their own brands and boost their profile.

The Wellness Coffee brand was launched on September 3 and introduced by President Claudia Sheinbaum as “fair trade for the benefit of the people of Mexico.” An initial investment of 59.4 million pesos was used to purchase over 913 metric tons of coffee from 6,646 small producers in Oaxaca, Puebla, Veracruz, and Guerrero.

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