The Jamaica Agricultural Commodities Regulatory Authority (JACRA) will be launching a national education campaign aimed at explaining in detail how the price of a box of coffee is derived.

This is to address misconceptions and strengthen transparency within the sector.

JACRA says it acknowledges the ongoing concerns raised by coffee farmers regarding the price paid for a box of coffee, noting that as the regulator of Jamaica’s coffee industry it considers it essential to provide clarity on how prices are determined and to ensure that farmers are equipped with accurate comprehensive information.

JACRA states that the authority, the Agriculture Ministry nor the Government sets the price for a box of coffee as coffee prices are market-driven and influenced by a complex combination of local and international factors.

Among the primary determinants are: global coffee market prices supply and demand dynamics, both locally and internationally quality differentials, including bean size, defect count, moisture content, and cup profile processing and export costs and exchange rate fluctuations.

Director General of JACRA, Wayne Hunter underscored the importance of transparency in the pricing conversation.

The initiative will include parish-level sensitisation sessions informational material and direct engagement with farmers and industry stakeholders.

The campaign will cover: among other things how international benchmark prices influence Jamaican coffee, the difference between farmgate prices and export prices, cost structures along the value chain and how farmers can maximize returns through improved agronomical and post-harvest practices to ensure premium quality.