Presentation during the Bureau of Agricultural Research (BAR) 15th Agriculture and Fisheries Technology Forum and Product Exhibition Seminar Series on August 15, 2019 at BAR Grounds, cor. Visayas Ave., Elliptical Rd., Diliman, Quezon City

1. CAVITE STATE
UNIVERSITY
Truth・Excellence・Service
Ruel M. Mojica
Vice-President for Research and Extension
Cavite State University, Indang, Cavite
+63906 355 5400 ruelmojica@cvsu.edu.ph
DA-BAR Seminar Series– 15 August 2019
Production and
Commercialization of
Specialty Coffee
Products

2. OF PRESENTATION
OUTLINE
SpecialtyCoffee
Coffee BusinessOpportunities
BlendingTechnology
Creating Signature Blend
CvSU’s SpecialtyCoffee Products
The Future of SpecialtyCoffee
09:00 – 09:45

3. “Specialty coffee refers to the whole process from
farmer to cup using single origin coffee. It refers to the
way the coffee is roasted and how it is extracted”.
- Wikipedia, 2019
“The final experience is dependent on no single actor in
the chain dropping the baton…. [We must] create a
definition for specialty at each stage of the game.”
- Ric Rhinehart, 2009
What is Specialty Coffee?
“Third Wave coffee can be the movement that gives meaning
to the coffee you’re drinking. You can learn where exactly the
coffee grows, who the farmers are, what processing method
they used after the harvest. It tells you the story behind it.”
- Viktor Dobai, Co-Founder of Bean Bros

4. Why Specialty Coffee?
 Coffee Business – ranked 1st in Good Business
in 2013 (Ray Butch Gamboa, Philippine Star)
• Philippines is the biggest coffee-drinking nation in
Southeast Asia.
• Coffee consumption was even higher, at 100,000
metric tons, but our coffee farmers produce only
30,000 MT per annum.
• Our soil and climate are certainly ideal for four
species of coffee, notably Canephora, Excelsa,
Arabica and Liberica.
• Support of the government

5. Coffee Business Opportunities
 Coffee seeds/seedling
production

6. Coffee Business Opportunities
 Coffee shops
• No. 1 – Starbucks – more or less 200 branches
• No. 2 – Bo’s Coffee – approximately 60 branches
• No. 3 – Figaro – around 60 branches

7. Coffee Business Opportunities
 Coffee processing machines

8. Coffee Business Opportunities
 Processed Coffee products
Roasted beans Ground coffee Brewed coffee

9. Coffee Blending Technology
• Process of mixing
different coffees to
improve the its
sensory attributes
(acidity, aroma,
body, flavor,
aftertaste)
Photo credit: OWNER

10. Sensory Attributes
Acidity - It is the sensation of dryness that the coffee
produces under the edges of your tongue and on the
back of your palate.
Body - is the feeling that the coffee has in your mouth. It
is the viscosity, heaviness, thickness, or richness that is
perceived on the tongue.

11. Sensory Attributes
Aroma - This is a sensation that is hard to separate from
flavor. The aroma contributes to the flavors we discern
on our palates.
Flavor - is the overall perception of the coffee in your
mouth. Acidity, aroma and body are all components of
flavor.

12. Reasons for Blending
• Blending for costs
 Reduce the cost of coffee blend
Species Price (PhP)
Canephora 100
Excelsa 140
Arabica 230
Liberica 200

13. Reasons for Blending
• Blending for consistency
• Original source is not always uniform as a result
of variations in supply, price, quality and time and
place of delivery
• "Coffee is a crop, not a can of pop“- each
producing area has a peak harvest time which is
variable, that quality is variable, and that small
lots come and go.
• If you bought a year's supply of each lot for a
blend, the cup quality would suffer.

14. Reasons for Blending
• Blending to create
branding
 To create coffee
flavors that are
unique
Photo credit: OWNER

15. Making your own Specialty Blend
1. Choose your coffee
• Varieties
• Green or roasted
2. Decide on the type of blending
3. Decide on the degrees of roast
4. Create your blend
5. Evaluate the blend
6. Production of your chosen blend
STEPS:

16. STEP 1: Choose your Coffee
• commonly known as “ kapeng
manipis”.
• Its taste is fairly strong with
caffeine content of 2% to 2.5%
compared to Arabica.
• When brewed, it is definitely
heavier on the bitter scale with a
unique, earthy flavor that some
coffee drinkers find surprising –
not to mention twice the amount
of caffeine!
• It is also the main ingredient in
the production of instant coffee.
CANEPHORA

17. STEP 1: Choose your Coffee
EXCELSA
• known as “kapeng makapal”.
• It has distinct pharmacopical
taste.
• This mild flavored coffee is often
likened to Liberica. It has a
smooth, slightly earthy without
having any hint of a burnt flavor.
• This is a good coffee for people
who don’t drink the beverage
very often and those who dislike
coffee with a bold, strong flavor.

18. STEP 1: Choose your Coffee
ARABICA • Locally known as “kapeng tagalog”.
• Most commonly grown coffee variety
in the world because of its excellent
flavor and aroma and for its relatively
low caffeine content ranging from
0.8%- 1.3%.
• High quality Arabica can stand alone.
• When brewed, Arabica coffee beans
have a gentle, sweet flavor combined
with an extraordinary aroma – likely
derived from the love each cherry
receives during the hand picking
process.

19. STEP 1: Choose your Coffee
LIBERICA • Locally known as “kapeng barako”.
• characterized for its very strong
pharmacopical taste and flavor,
powerful body and distinct aroma.
• It has a mild and nutty taste but
Kapeng Barako, considered to be
the best among Liberica species,
from the Philippines has a more the
mild to strong taste.
• It is often used as part of a blend
because it complements Robusta
nicely. As part of a blend, Liberica
tastes really good!

20. STEP 2: Decide on the type of blending
Blending Before Roasting (BBR)
• used for the consistency of the
product. Produce a blend that
has a unique flavor.
Blending After Roasting (BAR)
• each coffee variety is roasted
separately with different time
and temperature to optimize
its own flavor
Photo credit: OWNER

21. STEP 3: Decide on the degrees of roast
Light DarkMedium
Photo credit: OWNER

22. STEP 4: Create your own signature blend
1. Decide on the quantity of the product that you
want to produce
Blending Before Roasting
(BBR)
• You need approximately
2 kg green beans
• Say, 1 kg roasted coffee
Blending After Roasting
(BAR)
• You need 1 kg roasted
beans

23. 2. Decide on the combination
Species Degree of
Roast
Robusta Light
Excelsa Medium
Arabica Dark
Liberica Very dark
ARABICA
ROBUSTA
STEP 4: Create your own signature blend
Photo credit: OWNER

24. Same Crop Blend
• Find a forgiving bean that tastes good roasted darker and
lighter. Take the first roast lighter and second roast darker.
• Recommended beans: Cavite Liberica, Benguet Arabica
Two Crops Blend
• Same as above, but this time pick your flavor bean first
and the body bean for the second roast.
• Recommended body beans: Cavite Liberica, Cavite
Robusta.
STEP 4: Create your own signature blend

25. Three Crops Blend
• Most of the great blends I’ve tried had three different
crops. My pattern for this blend is to fill three roles:
flavor, body/acidity, aroma. Three beans, three roasts.
• Flavor (darker roast): Cavite Liberica
• Body/acidity (medium roast): Cavite Robusta
• Aroma (medium roast): Benguet Arabica
STEP 4: Create your own signature blend

26. • Start with a base coffee that you like, brewed the way
you typically brew your coffee.
• Think about what you would add to make it “better.” More
body? More sweetness? Choose a second coffee that
has those qualities.
• If you’re really daring, choose a third coffee and a
fourth—up to five coffees. Beyond that, most experts
agree that you’ll start canceling out the benefits of
blending.
MORE TIPS:
STEP 4: Create your own signature blend

27. 3. Weigh and measure the required amount of beans
STEP 4: Create your own signature blend

28. 4. Roast the beans
STEP 4: Create your own signature blend

29. 5. Mix the beans properly
STEP 4: Create your own signature blend

30. 6. Prepare the brew
STEP 4: Create your own signature blend

31. 7. Evaluate your coffee through cupping
• Coffee cupping - the practice of observing the tastes
and aromas of brewed coffee. It is a professional
practice but can be done informally by anyone
STEP 4: Create your own signature blend

32. Composition/Roasting Protocol Rating Rank
Liberica Arabica Robusta
Blend 60 Aguinaldo Blend 90 1
Blend 13 75% 25% 89 2
Blend 15 50% 50% 89 2
Blend 11 50% 25% 25% 88 3
Blend 12 75% 25% 88 3
Blend 22 75% 25% 87 4
Blend 52 50% 50% 87 4
Control 3 100% 86 5
Blend 43 25% 50% 25% 86 5
Blend 25 50% 50% 85 6
Blend 46 40% 60% 85 6
8. Choose the blend with the highest score on cupping
STEP 4: Create your own signature blend

33. 9. Production of the developed blend
STEP 4: Create your own signature blend

34. CvSU’s Specialty Coffee Products
Made of lightly roasted coffee
beans, this blend preserved the
natural antioxidants of coffee
combining it with hints of
cinnamon which has significant
levels of phenolic compounds
that also act as antioxidants. This
coffee is perfect for health-
conscious coffee drinkers.
Antioxidant-Enriched

35. CvSU’s Specialty Coffee Products
Naturally-Sweetened
This original blend is infused
with native muscovado sugar.
The natural and distinct
sweetness of muscovado
seamlessly complements the
slight bitterness of coffee
creating a bittersweet
perfection.

36. CvSU’s Specialty Coffee Products
Liberica-Based
This specialty coffee is a
unique blend made from
locally-grown Liberica coffee
beans with hints of Arabica and
Robusta. This blend highlights
the characteristic strong and
flavorful taste of Barako coffee
suitable for coffee enthusiasts
seeking for a new, bold, and
unique coffee blend.

37. Competitive Advantage
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
Price P150 x
20%
higher
100%
higher
Health
Benefits
 x x 
Quality  x  
After
sales
services
 x x x
Local
support
 x  x
Specialty
Coffee
Products
Local
Brands
Coffee
Products
Abroad
DoNothing
Criteria
SPECIALTY
COFFEE BLENDS

38. Product Strategy
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
• Initial
 Specialty Coffee Products
(Ground Coffee)
Offering
• Future
 Specialty Coffee Products
(3-in-1)
 Drip coffee
 Innovative coffee
packaging

39. Benefits of Features
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
• The only specialty ground coffee products that
are customer-focused
Uniqueness
• Since these are specialty coffee products, cup
quality is always the utmost priority during
processing
Quality
• The production of specialty coffee products
made from locally-grown coffee helps Filipino
farmers and promotes Philippine coffee
Promotes Philippine Coffee

40. Sustainable Competitive Advantage
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
CRITERIA COMPETITIVE ADVANTAGE
Innovative
packaging
• Simple and creative
• Reusable
• Committed to sustainable
environment
Continuous
innovation
• From product to service
Legal agreements
• Continuous support from DA-BAR
• Licensees are available
Management
• Hire CEO
• Experienced and passionate
personnel

41. MANUFACTURING
COMPANIES
GOVERNMENT
AGENCIES (DOST, DA,
DTI, etc.)
NON-GOVERNMENT
AGENCIES
UNIVERSITIES/
RESEARCH
INSTITUTIONS
FARMERS/
COOPERATIVES
INTERNATIONAL
ORGANIZATIONS
LICENSING
AGREEMENT
LICENSING
AGREEMENT
LICENSING
FEE
COFFEE
SHOP/HOTEL AND
RESTAURANT
OWNERS
COFFEE
INDUSTRIES
GOS/ NGOS
EXPORT
MARKET
Target Market and Channel Strategy

42. Our Communication Channel
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
• Trendy, eye-catching, color
Unique Appearance
• Market resource
Intensive webpage
• Trainings, seminars, exhibits, radio and tv
programs
• Name and brand recognition
Local events

43. Photo credit: hawaiipublicradio.org
Licensee secured in the Philippines 2020
Distributed to other
parts of the world 2023
Patent obtained
2019
 CvSU’s ITSO
 Support from the IPOPHIL
Distributed to Philippine market
2021
Distributed to ASEAN
2022
Our Future

44. Funding
• Multi-purpose
• Reliable
• Non-destructive
• Registered/Patented
FUNDING ROUND TYPE AMOUNT USES
Research and
Development
Investment
(prior to Year 1)
Government
Funding
CvSU
PhP
1.0 million
• Product
development
Support to
Commercialization
(Year 1 onwards)
• Government
Funding
Agency
(DA-BAR)
• Angel
Investors
PhP
4.2 million
• Commercialization
• Promotion
• Marketing –
sponsor events
• Continuous R&D

45. Our Commitment
…to help improve the lives of
our local farmers
”The farmer is the only man in our economy
who buys everything at retail, sells everything at wholesale,
and pays the freight both ways”
John F. Kennedy