Consejo Regulador del café de Veracruz
Category of client Organisations collectives, Structures publiques
Country Mexico
Product Coffee
Brief Support to marketing strategy design at short and medium term to gain the recognition of the DO of Veracruz Coffee.
The regulating council of coffee from Veracruz controls the denomination of origin « Coffee of Veracruz ». The denomination was created in 2000 and soon registered at international level, nevertheless it remained unknown on the market, and without any effect on price paid to the producers. We looked for the reasons of this situation, explaining the keys of success of the famous denominations of origin, especially within a complex industry such as the coffee industry, then we developped a marketing strategy. All this process was handled in straight relation with producers and Public power.
