The Marketing Policy of the Board basically is to obtain the highest possible price for Jamaica's coffee and to give the producers the highest possible returns; a Pre-requisite for this is a regular, dependable, high quality market. All Exports Sales are made on Irrevocable Letters of Credit. After the war and the change in trading pattern, Canada was no longer considered a market for Jamaica's coffee. They were able to buy cheap coffee out of the United States, where the Head Offices of the different Canadian Firms were situated - General Foods, Nestle, etc.
The United Kingdom became the sole market for Jamaica's coffee in the 50's and early 60's. In the mid 60's Japan's economy was rapidly recovering and limited quantities of coffee were imported into Japan. The English Importers of Jamaica's coffee were steadily re-routing our coffee to Japan and by 1966/67, it was observed that the majority of our coffee bought by English Importers was being shipped to Japan. A decision was then taken that the Board should deal directly with Japanese Importers and contact was made in 1968.
The Japanese Market has proved most lucrative, not only because Japanese Buyers are willing to pay much higher prices than American, British, European or other buyers, but because Japanese Consumers want the finest coffee available. Much more Instant Coffee is consumed in the United States, Canada and England than freshly roasted and ground coffee, Coffee used in the manufacture of Instant Coffee is low grade coffee - Jamaica does not produce this type of coffee. Our premium quality washed coffee commands its high price only in specialty market, and this market exists in Japan
There is no doubt that the Jamaican Coffee Producer is the highest paid coffee producer in any of the Coffee Producing Countries. Quoting from an article "HIGH PRICE BUT LOW PRODUCTION" which appeared a few years ago in 'COFFEE INTERNATIONAL' the business Journal of the International Coffee Industry:-
“Jamaican Coffee Grower gets a higher price for his coffee than any other coffee grower in any other coffee producing country - approximately 73% of the price paid by the buyers on the World Market, This is due to the extremely high degree in efficiency in processing by the Coffee Industry Board "The price they get is high and the demand is far greater than available supplies because they (the Coffee Industry Board) have succeeded in establishing a reputation for consistent high quality".