The World of Coffee 2024 Trade Fair, held from June 27 to 29 in Copenhagen, Denmark, saw Peru celebrated as the portrait country under the sectorial brand ‘Coffees from Peru’. Organized by the Specialty Coffee Association (SCA), this fair is Europe’s most important event for the coffee industry, and the 2024 edition was the largest in history with over 400 exhibitors and 10,000 attendees from more than 130 countries.
Commercial Missions for Peruvian Entrepreneurs
In the lead-up to the fair, PROMPERU, in collaboration with the Embassies of Peru in Norway and Sweden, organized a series of commercial missions for Peruvian entrepreneurs in Oslo, Stockholm, and Copenhagen. These missions featured specialized coffee tastings designed to captivate international buyers and roasters. The tastings provided a platform for showcasing the distinct flavors and high quality of Peruvian coffee.
In addition to these tastings, the mission included visits to cafes in each city, focusing on specialty coffee. These visits allowed Peruvian entrepreneurs to connect with local coffee enthusiasts, share their knowledge, and gain insights into the Scandinavian coffee market.
A Taste of Peru: Networking Event in Copenhagen
Before the trade fair, the Embassy of Peru in Sweden and PROMPERU organized a networking event in Copenhagen, marking Peru’s first event in the city. Danish entrepreneurs, media representatives, and influencers were invited to indulge in the rich tastes of Peru. The event highlighted the best of Peruvian gastronomy, featuring natural wine, bean-to-bar chocolates, and, of course, coffee.
This celebration of Peruvian culture was further enriched by typical dances and musical performances, creating an immersive experience for all attendees. The event also celebrated Peru’s designation as the portrait country of the ‘World of Coffee’ trade fair, emphasizing the nation’s contributions to the coffee industry.
World of Coffee: Peru, Portrait Country
As the portrait country, Peru enjoyed prominent exposure at World of Coffee. The national coffee offerings were showcased through a series of specialized tastings, attracting a diverse audience of coffee professionals and enthusiasts. The event featured the brand ‘Coffees from Peru,’ launched by PROMPERU in 2018, symbolized by a unique footprint representing the identity and origin of Peruvian coffee.
Peruvian entrepreneurs fully utilized this platform to present their finest products to international buyers. Peru’s diverse microclimates, soils, and altitudes allow each specialty coffee to have its own distinct character, aroma, and flavor. These qualities were highlighted in the tastings, showcasing why ‘Coffees from Peru’ are esteemed worldwide.
The Legacy of ‘Coffees from Peru’
Specialty coffees in Peru, primarily of the Arabica species, are cultivated at altitudes above 1,000 meters above sea level in jungle zones. This diverse terrain, combined with a variety of microclimates, results in a wide range of unique coffee profiles.
Peru entered the specialty coffee market over three decades ago, and today around 6,000 families are dedicated to its production. The country’s total coffee production, encompassing both conventional and specialty varieties, spans 233,000 hectares across fifteen regions. The main production zones include Junin, Amazonas, Cajamarca, and San Martin.
The recognition of Peru as the portrait country at the World of Coffee 2024 Trade Fair underscored the nation’s dedication to excellence in coffee production. The events leading up to and during the fair highlighted the unique qualities of ‘Coffees from Peru’ and set the stage for continued growth and international recognition in the coffee market.