In Pu'er in early winter, the warm sun is shining, and 10,000 acres of fresh coffee fruits have entered the picking period one after another. Crimson coffee beans hang on the branches, and the coffee field is full of busy coffee farmers.
On December 15th, the 2023 2nd China Yunnan Pu'er Alpine Coffee Picking Festival kicked off at Ailing Manor, Simao District, Pu'er City, where 100 coffee farmers, baristas, well-known coffee companies and coffee lovers gathered here to experience the alpine coffee culture and the joy of harvest.
The scene of the picking festival Four Cats Industry (Yunnan)** courtesy of the picture.
Let the fragrance of Yunnan coffee float around the world
Located in the southwest of Yunnan Province, Pu'er City, bathed in the warm sunshine of the Tropic of Cancer, is not only the birthplace of Pu'er tea, but also one of the core coffee producing areas in China. Combining the essence of alpine valleys, Pu'er coffee is praised as one of the "best quality coffees" in the world with its unique flavor of "strong but not bitter, fragrant but not strong, and slightly acidic". In the first three quarters of this year, the coffee planting area in Pu'er City reached 6790,000 acres, green bean yield of 5130,000 tons, the average of green beans is 3514 yuan kg, to achieve a comprehensive output value of 530.1 billion yuan.
This picking festival mainly takes coffee farmers from the place of origin as the protagonists, uniting baristas to promote Pu'er coffee to the world. At the scene of the picking festival, coffee farmers and baristas paired up to complete the 100-person picking competition and the alpine coffee brewing competition, and the baristas and coffee farmers demonstrated the excellent quality of Yunnan alpine coffee with their superb skills and wonderful performance.
On the day of the picking festival, the unveiling ceremony of the four cats Pu'er and the new product launch of the four cats "tea latte" series were also held. Four Cats Industry (Yunnan)** combines Yunnan alpine coffee with Pu'er tea, and launches three special flavors: aged orange Pu'er tea latte, jasmine tea latte, and rose black tea latte.
As a local coffee brand in Yunnan, we want to promote the high mountain and high-quality coffee of origin through the platform of the Coffee Picking Festival, and let friends all over the country understand the whole process from a coffee bean to a cup of coffee through the Internet, so as to continuously enhance the brand awareness of Pu'er coffee and attract more friends to taste high-quality Pu'er coffee in our coffee origin. Chen Sha, chairman of the company, said that he hopes to continue the Pu'er Alpine Coffee Picking Festival, so that more people can understand Pu'er coffee farmers, and let every coffee farmer become the spokesperson of Pu'er coffee.
Build a whole coffee industry chain
In recent years, with the continuous advancement of rural revitalization, Pu'er City has combined the advantages of the coffee industry to drive more coffee farmers to increase their income and become rich. According to statistics, in the past three years, the Pu'er coffee industry has created more than 250,000 jobs every year, and the per capita annual income of coffee farmers through coffee planting has reached 9,500 yuan, generating economic benefits47.2 billion yuan, driving seasonal coffee picking to absorb 5,000 jobs, driving employment and entrepreneurship to increase income by 50 million yuan.
Zhang Fuhua from Naji Village, Yixiang Township, Simao District, is one of the coffee farmers who participated in the harvesting festival and has been growing coffee for 25 years. "Our family has grown more than 20 acres of coffee, and since planting coffee, our life has been getting better and better. Zhang Fuhua told reporters that with the continuous improvement of coffee quality, the income of coffee farmers is also increasing year by year, and the enthusiasm for planting coffee is also getting higher and higher.
While local people and enterprises have increased their income, Pu'er coffee is also injecting new vitality into the tourism industry. It is understood that in order to allow coffee lovers to get a unique experience from "seed to cup", Pu'er City has formed a "coffee + tourism" model of "visiting cafes in the city and visiting coffee estates outside the city". At present, there are 13 coffee estates and 247 cafes in Pu'er City.
At Ailing Coffee Estate, tourists from all over the world are slowing down and enjoying a different coffee journey. "As one of the specialty coffee demonstration estates in Yunnan, Ailing Coffee Manor has always been developing with the main line of building a 'pasture to table' animal husbandry and catering industry chain and a 'seed to cup' coffee industry chain. Liu Minghui, chairman of Yunnan Ailing Group, said that as the venue of this year's Alpine Coffee Picking Festival, Ailing Manor will take this opportunity to continue to tap the tourism added value of the coffee industry, strengthen cooperation with surrounding regions, develop new formats and new models of coffee consumption, promote the deep integration of coffee tourism culture, and make the road of coffee tourism go better and further. Reporter Lai Rui Ye Xinxin.