Perk Up bats for local coffee

Local brand Perk Up is looking to influence Jamaicans to shun instant coffee and go for the "100 per cent" stuff that is grown here.

Michelle Smith, representative for Perk Up, cited that the influx of coffee shops signifies that the beverage is becoming more popular, even in what is considered a 'tea country'.

"It's gourmet coffee, it's roasted and ground from the same beans that are exported from Flamstead Farm Estates in the Blue Mountains. We always encourage people, when buying coffee, to ensure that it's 100 per cent Jamaican, because you are supporting the Jamaican coffee industry. We encourage Jamaican people to begin to drink roasted and ground coffee. I know instant coffee is a favourite, but once you try roasted and ground coffee, you're not gonna go back. It's a very smooth texture, it's not very acidic so it's not bitter but I would encourage anybody to try it without any additives it's absolutely delicious," she said

Perk Up was among the exhibitors at the ninth staging of the Christmas in July trade show at the AC Hotel in Kingston on Wednesday. Local producers of gifts and souvenir items were able to promote their products to alternative market segments. The coffee aroma blanketed the area on Wednesday, attracting many of the shoppers. Showcased were packets of coffee and cups as samples, as well as gift boxes with Jamaican roasted coffee and coffee materials that were advertised as Christmas gift ideas.

"Our coffee is produced by Blue Mountain Coffee Ventures Limited. We've actually been in the business for 40 years, exporting coffee beans. Perk Up is our local product that is new to the Jamaican market and is available in most supermarkets in Kingston. We have not expanded to the other supermarkets in other parishes, but in Kingston you can get it everywhere," Smith said.

When asked about the affordability of Perk Up coffee, Smith said, "Let us be real, the price point for Jamaican coffee is a little higher than the imported ones because of quality and demand. I know things [are] tight, Jamaicans would go for the cheaper product. But we don't have the land space like a Brazil or a Kenya or Colombia, so we have a limited space in the Blue Mountains to grow. But we have great demand for export especially from Japan. That leaves a limited amount to sell locally and that drives up the price," she said.

"Real coffee drinkers know Blue Mountain coffee, because it's ranked as one of the top coffees in the world. It's something that belong to us! Our climate, our weather produced this bean that is so revered by coffee drinkers worldwide," she continued.

Despite the heat that is associated with summer months, the coffee expert even suggested that cold coffee beverages could be ideal for the hot climate. She even suggested that people can create their own fantastic beverages and can add their own twist to it.

"We have a signature drink at Perk Up that's made from Perk up group coffee, coconut milk, simple syrup and a little coconut flakes for garnish. It's one of our leading cold beverages that is just absolutely divine," she boasted.

Relating to the young people on social media is what keeps Perk Up on the top of the chain. The young people are the ones interacting with the socials and trying the recipes that are on the Perk Up platforms and purchasing the products.

You can curate your own experience with Perk Up coffee.