Peruvian coffee is the best in the world, but hardly anyone knows it

For many, coffee is a daily ritual that marks the start of the morning; for others, it’s a break from routine or an excuse to share moments with others. Whether taken black, with milk, strong or mild, few people realise that coffee in Peru is not just a beloved beverage but also a vital economic asset. It accounts for 9% of the country’s GDP (Gross Domestic Product), generates over 300,000 direct and indirect jobs, and frequently wins international accolades.

When people think of coffee, countries such as Brazil, Colombia, or Ethiopia often come to mind. So why doesn’t Peru feature prominently in the global coffee narrative? Despite being the world’s leading exporter of organic coffee and producing speciality beans that gain international recognition year after year, Peru still faces challenges in establishing itself as a coffee powerhouse in the minds of consumers.

A Market with Global Reach

According to information from the Ministry of Foreign Trade and Tourism (Mincetur), in 2024, Peruvian coffee reached 60 markets worldwide, including Germany, Belgium, Sweden, Italy, the United Kingdom, the United States, South Korea, and others. These countries not only enjoy Peruvian coffee but also value the exceptional quality of each bean, the dedication of the farmers behind it, and the premium prices it commands.

Green coffee beans ranked as the third most exported product in 2024. According to the National Coffee Board (JNC), Peru exported 240,250 tonnes (5.223 million quintals), generating revenues of $1.103 billion. During the first ten months of 2024 alone, coffee exports surged by 60.9% in value compared to the same period in 2023, with outbound shipments totalling 209,700 tonnes—an impressive 51.1% year-on-year growth.

Peruvian grain exports reached 53 destinations, with five countries accounting for 71.9% of total exports. The United States topped the list with a value of $255 million, representing a 63.7% increase over the previous year. Germany followed with $188 million (+71.5%), Belgium with $108 million (+111%), Canada with $73.1 million (+93%), and Sweden with $34.5 million (+60.1%). Meanwhile, shipments to Mexico saw a remarkable increase of 563% ($18.8 million), and exports to Russia (from $1.9 million to $6.4 million) and Portugal (doubling to $5.9 million) also experienced significant growth.

Coffee Consumption: A Domestic Challenge

While Peru’s domestic coffee consumption has risen from 1.4 kg per capita in 2023 to 1.6 kg in 2024, this remains low compared to other Latin American countries. Brazil, for example, reported a per capita consumption of 5.8 kg per year, making it the largest coffee consumer in the region. It is followed by Costa Rica, where each person consumes around 4 kg, and then Colombia with 2.8 kg, according to the National Federation of Coffee Growers (FNC).

Transforming Lives Through Coffee

In Peru, several initiatives focus on agricultural reconversion, replacing coca leaf cultivation with more sustainable and profitable alternatives such as coffee. These efforts form part of a broader strategy to combat drug trafficking and improve the livelihoods of farmers.

One of these initiatives is led by the National Commission for Development and Life Without Drugs (Devida), the state agency responsible for implementing the country’s anti-drug strategy. Devida supports 112 organisations dedicated to coffee cultivation, directly benefiting around 20,000 families in regions including Ayacucho, Cusco, Puno, Junín, and San Martín.

Since 90% of the coca leaf grown in the Apurímac, Ene, and Mantaro River Valley (VRAEM) is used for drug production, authorities are working to encourage farmers to transition towards legal crops such as coffee, cocoa, pineapple, bananas, and other alternatives.

The Best Coffees Also Have a Peruvian Flavour

Every year, 14 coffee-producing countries participate in the Cup of Excellence, a prestigious national competition that evaluates the best coffees from regions including Brazil, Colombia, Peru, El Salvador, Costa Rica, Nicaragua, Guatemala, Honduras, Mexico, Burundi, Ethiopia, and Rwanda.

Organised by the Alliance for Coffee Excellence (ACE), the competition promotes high-quality coffee production and recognises the dedication of farmers. In 2025, Peru will host the ninth edition of the event. While initiatives like this help to raise the profile of Peruvian coffee, greater media coverage is needed to showcase its diversity and quality, which would further strengthen its status as a flagship product.

A Wealth of Awards, But Still Underappreciated

Peruvian coffee has won numerous international awards. In 2024, the Caschuna Café brand from the Pasco region won two prestigious awards at the Tenth International Competition of Origin Roasted Coffees in Paris, earning the Gourmet Award for its Geisha variety and the Bronze Gourmet Award for its Geisha Honey variety.

In 2023, 13 Peruvian coffees won 11 gold, silver, and bronze medals at the 8th International Roasted Coffee Competition in France. Coffees from Puno, Pasco, and Junín stood out among the best from 20 participating countries across America, Africa, Asia, and Europe.

The previous year, Peruvian coffee producer Raúl Mamani from Puno secured second place at the Small Producers’ Symbol Coffee Awards in Milan, Italy. His brands Tunki and Uchuñari have since gained recognition in European markets.

Similarly, at the Global Specialty Coffee EXPO Seattle 2018, coffee grown by Vicentina Phocco in Alto Inambari (Puno) was crowned the world’s best coffee in the small producers’ category, earning her global acclaim.

Despite these achievements, limited media coverage means that few people hear about Peru’s coffee successes.

After winning in the United States for her high quality coffee, the coffee grower Vicentina Phocco received recognition from the current president of the Republic of Peru, Francisco Sagasti.

How Did Colombia and Brazil Position Themselves?

Colombia has successfully established itself as a coffee leader through clever marketing, most notably with Juan Valdez, a fictional farmer created in 1959 by the National Federation of Coffee Growers (FNC).

According to former FNC official Eduardo Libreros Dávila, in the 1950s, Colombia was not recognised as a major coffee producer in the United States. To change this, the FNC launched an advertising campaign with the Doyle Dane Bernbach agency, which introduced Juan Valdez as a symbol of Colombia’s coffee-growing heritage. This strategy transformed global perceptions of Colombian coffee.

Meanwhile, Brazil, which exports to more than 120 countries, including the United States, Germany, and Italy, has succeeded through a mix of mass production, sensory diversity, sustainability, and strong cultural appreciation for high-quality coffee.

In the late 1980s, the Associação Brasileira da Indústria de Café (ABIC) introduced a purity seal to reassure consumers that their coffee was 100% natural and free from additives. This initiative helped drive a 75% increase in coffee consumption over 15 years. By 2004, Brazilians were consuming more than 4 kg of coffee per person annually.

The Need for a Strong Peruvian Coffee Brand

During the first ten months of 2024, Peru’s agricultural exports exceeded $60 billion, highlighting the growing demand for Peruvian products. Coffee exports alone increased by 65.2%, particularly to the United States, Germany, Belgium, Canada, and France.

Despite international recognition and a rich history of producing award-winning coffee, Peru has yet to secure its place in the global consciousness. With more than 300,000 people relying on coffee production, the country needs a comprehensive branding and marketing strategy.

Just as Brazil and Colombia created globally recognised coffee brands, Peru must develop its own identity—one that highlights its rich flavours, sustainability, and the dedication of its farmers. With the right approach, Peruvian coffee can claim its rightful place as one of the world’s finest.