Statistical reports about consumer commodities reveal that on a global scale, coffee is the most consumed beverage. The estimate is that coffee is consumed worldwide at a rate of 42.6 liters per person each year. The information is further broken down to 30 liters for instant coffee and 12.6 liters for roast coffee.
An added value that boosted sale of coffee products is the full-body experience associated with drinking coffee. The concept is based on levels of caffeination, subsequently resulting to premiumization of different coffee products.
In the European markets, the coffee business is largely regulated by sustainability policies. It is not enough for a business to offer quality ready-to-drink coffee, or the best tasting specialty coffee. Sustainability of methods used from point of production to preparation of coffee beverages or products, must remain as the topmost priority.
The demand for certification of sustainability in coffee products, all the more bolstered the demand for coffee beverage among European consumers, particularly the Millennials. The requirement is in addition to compliance with traceability and transparency, before coffee bean producers can enter into trade agreements with the best coffee roasters in Europe.
Examples of EU Laws and Policies that Must Be Observed by Exporters Looking to Trade Their Coffee Beans or Products in the European Markets
The General Food Law specifically EC Regulation 178/2002, provides the legislative framework in ensuring food safety. This EU law maintains that all food products sold for consumption in EU member countries must be traceable across the entire supply chain as a means of guaranteeing food safety. Traceability of food products will permit taking appropriate actions against the right entity in matters involving unsafe food as a means of limiting known risks of food contamination.
Hazard Analysis Critical Control Points (HACCP) in Food Management
The HACCP is an internationally recognized system of identifying risks related to food safety, including methods prescribed in managing such risks. Determining food safety risks is conducted by way of analyzing and controlling chemical, physical and biological hazards associated with the food production; from point of raw material production, handling and procurement to the manufacturing, distribution and consumption stages. An HACCP certification therefore, gives EU consumers peace of mind that the food product is safe.
EU’s Law on Maximum Residue Levels (MRLs)
This EU legislation pertains to the presence of pesticides in food products, which border authorities tout as the most common reason why certain coffee beans coming from non-EU member countries are rejected.
The Maximum Residue Levels (MRLs) Law establishes the safety levels of pesticides found present in food products that will be introduced in EU markets for human consumption. Any product possessing more pesticides than what the MRLs have established as safe will be pulled from the market even if they passed border inspection.
In contrast to the U.S. coffee market, the industry can easily be swayed by unfounded speculations about coffee consumption. In mid 2019, the Internet was flooded with information about coffee and its link to cancer. This even prompted the government of California to require coffee-serving establishments to put up notification that coffee can cause cancer.
It was only when the International Agency for Research on Cancer (IARC) released their report that required notifications were brought down, much to the relief of sellers and consumers alike. The IARC said that after conducting reviews of more than 1,000 studies, there was not enough evidence to support claims that coffee is a cancer-causing agent.
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