Article based on original reporting by RJR News.
The Jamaica Coffee Exporters Association (JCEA) is taking decisive action to confront the growing issue of counterfeit Jamaican Blue Mountain Coffee (JBMC) in the Chinese market—an urgent threat that undermines the integrity of one of the world’s most exclusive and premium coffee brands.
JCEA President Norman Grant, who also leads the renowned Mavis Bank Coffee Factory, has announced plans to convene a high-level emergency meeting next week. The gathering is expected to include key stakeholders such as the Chinese Ambassador to Jamaica, Jamaica’s Ambassador to China, and senior officials from the Ministries of Foreign Affairs and Agriculture, alongside representatives from the Jamaica Agricultural Commodities Regulatory Authority (JACRA).
A Threat to Quality and Reputation
Jamaican Blue Mountain Coffee is internationally recognized for its smooth, well-balanced flavor profile, and limited global supply. Certified beans are grown in a narrowly defined region of Jamaica’s Blue Mountains under strict geographic and agricultural standards regulated by JACRA. However, as demand grows, especially in high-consumption markets like China, the coffee has become a target for counterfeiters seeking to profit from its prestige.
These fraudulent products often misuse the JBMC name, packaging, and certification marks, while offering inferior quality beans that confuse consumers and devalue the brand. In many cases, non-Jamaican beans are repackaged and sold online or in physical stores as “Blue Mountain” coffee—a direct violation of Jamaica’s protected Geographic Indication (GI) status.
The Strategy: Enforcement and Education
Mr. Grant has outlined a two-pronged strategy to address the issue:
1. Legal Action:
Legal measures will be pursued against offenders, including companies, falsely advertising products such as Blue Mountain Coffee. This may involve international trademark enforcement and coordination with Chinese regulatory agencies to remove counterfeit goods from both online platforms and retail outlets.
2. Consumer Education:
A public awareness campaign will be rolled out in China to educate consumers and retailers about how to identify authentic Jamaican Blue Mountain Coffee. This effort is critical to restoring trust and ensuring buyers can distinguish between certified and fraudulent products.
Government Urged to Step Up
While the private sector is leading the charge, Mr. Grant has emphasized the need for strong governmental support, both diplomatically and financially.
> “The process of brand protection is resource-intensive,” he said. “We are urging the Jamaican government to play a central role in defending the country’s coffee heritage on the international stage.”
Mr. Grant also hinted at the importance of strengthening bilateral trade relations with China to facilitate more rigorous protection of Jamaican export brands.
What Consumers Can Do
Island Coffee Traders urges all coffee enthusiasts, importers, and distributors to:
Verify certification: Only purchase Blue Mountain Coffee with JACRA’s official seal.
Buy from authorized sellers: Work with reputable Jamaican exporters or their verified partners abroad.
Report suspicious products: If you encounter what appears to be counterfeit Blue Mountain Coffee, notify JACRA or your supplier.
Island Coffee Traders remains committed to preserving the legacy and quality of Jamaican Blue Mountain Coffee and supporting the industry’s fight against counterfeiting. Together, with vigilance, transparency, and collaboration, we can ensure the world continues to enjoy authentic Jamaican coffee at its finest.
For official information and certified products, visit www.islandbrew.ca.
Published: August 3, 2025
Source: RJR News
Edited & Expanded by Island Coffee Traders
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