Hogood Coffee () is a Chinese maker of coffee products. It is the largest domestic

instant coffee Instant coffee is a beverage derived from brewed coffee beans that enables people to quickly prepare hot coffee by adding hot water or milk to coffee solids in powdered or crystallized form and stirring. Instant coffee solids (also called sol ...

producer.

Corporate affairs

The company's second largest shareholder is Chongqing Energy International (Hong Kong) Co Ltd., which also established the Chongqing Coffee Exchange, a spot trading center for coffee beans.

History

The company was founded in 2007. It had been a supplier of coffee beans to Nestle before launching its own brand of instant coffee. Hogood Coffee, launched instant coffee with walnut protein powder instead of non-dairy creamer.

Planting and processing

Hogood plants much of the coffee in its home region of Dehong, one of the 3 primary regions for coffee cultivation in

Yunnan Yunnan , () is a landlocked Provinces of China, province in Southwest China, the southwest of the People's Republic of China. The province spans approximately and has a population of 48.3 million (as of 2018). The capital of the province is ...

. The company contracts farm land from

smallholder A smallholding or smallholder is a small farm operating under a small-scale agriculture model. Definitions vary widely for what constitutes a smallholder or small-scale farm, including factors such as size, food production technique or technology ...

s and plants seedlings, and then re-contracts the land back to farmers to purchase the coffee beans from the farmers at harvest. Due to the smallholdings typical in China, by employing a scheme to consolidate farm lands, productivity is increased. The success of the scheme relies on relaxed land use laws. The company is investing in a RMB 1 billion (US$145 million) scheduled to be completed in 2018 to produce an announced 10,000 tonnes of freeze-dried coffee, 2,000 tonnes of liquid coffee concentrate and 3,000 tonnes of baked coffee beans annually.

Marketing and exports

Hogood markets its own brand of instant coffee and roasted whole beans. In the domestic market for instant coffee, Nestle dominates with a market share of over 70% while Hogood only held 2.7% in 2014. Hogood accounts for about half of the country's coffee exports. Since July 2015 the company has shipped coffee to Europe through the Chongqing-Xinjiang-Europe railway link, which passes through

Kazakhstan Kazakhstan, officially the Republic of Kazakhstan, is a transcontinental country located mainly in Central Asia and partly in Eastern Europe. It borders Russia to the north and west, China to the east, Kyrgyzstan to the southeast, Uzbeki ...

before reaching Duisburg, Germany, taking 14 days over the 30-35 days of the earlier used sea route from

Guangzhou Guangzhou (, ; ; or ; ), also known as Canton () and alternatively romanized as Kwongchow or Kwangchow, is the capital and largest city of Guangdong province in southern China. Located on the Pearl River about north-northwest of Hong Kon ...

In popular culture

During a

Ministry of Foreign Affairs In many countries, the Ministry of Foreign Affairs is the government department responsible for the state's diplomacy, bilateral, and multilateral relations affairs as well as for providing support for a country's citizens who are abroad. The entit ...

reception in

Beijing } Beijing ( ; ; ), alternatively romanized as Peking ( ), is the capital of the People's Republic of China. It is the center of power and development of the country. Beijing is the world's most populous national capital city, with over 21 ...

in February 2017 to introduce

to the diplomatic community,

Minister of Foreign Affairs A foreign affairs minister or minister of foreign affairs (less commonly minister for foreign affairs) is generally a cabinet minister in charge of a state's foreign policy and relations. The formal title of the top official varies between cou ...

Wang Yi praised the company: “The coffee I just drank is called Hogood. I am not exaggerating -- this is the best coffee that I have ever tasted as a globetrotter.”

References

{{reflist, 30em Coffee brands Drink companies of China Companies based in Yunnan Dehong Dai and Jingpo Autonomous Prefecture Coffee in Asia Agriculture companies of China