Excelsa Coffee, a century-old discovery from South Sudan, is gaining global attention amid a climate-driven coffee industry crisis. Climate change is devastating major coffee producers like Brazil, causing a 12% decline in production and record prices. As extreme weather threatens the world’s coffee supply, Excelsa is emerging as a potentially resilient alternative.

What is Excelsa Coffee?

Excelsa coffee (Coffea excelsa) is a variety of coffee that is part of the Coffea family, along with the more well-known Coffea arabica and Coffea canephora (robusta). Although it represents only a small fraction of the world’s coffee production, Excelsa is prized for its distinct flavors and unique aroma profile.

Characteristics of Excelsa Coffee

• Flavor profile: Excelsa coffee is often described as having notes of dark fruits, chocolate, and moderate acidity. Its aromatic complexity makes it particularly interesting for roasters and baristas.
• Origin: Mainly grown in Vietnam and the Philippines, Excelsa coffee is often used in blends to add depth and richness.
• Production: In 2023, global production of Excelsa coffee was estimated at approximately 1.5 million 60 kg bags, representing less than 1% of total coffee production. However, this variety is gaining popularity, which could increase its production in the coming years.

The Market Potential of Excelsa Coffee

With the rise of specialty coffee culture, Excelsa coffee could well find its place in the global market.

• Market Growth: According to a report by the International Coffee Organization (ICO), the specialty coffee market grew by 20% between 2018 and 2023. Consumers are increasingly looking for new taste experiences, which is paving the way for lesser-known varieties like Excelsa.
• Growing Demand: A study conducted by the Specialty Coffee Association (SCA) revealed that 60% of coffee consumers are willing to try new varieties. This represents a potential market of millions of consumers who could be attracted to Excelsa coffee.
• Coffee Prices: In 2023, the average price of Excelsa coffee was around 3.50 USD per kilo, compared to 2.50 USD for Arabica and 1.50 USD for Robusta. This price premium could provide an incentive for producers to increase their Excelsa production.

Can South Sudan produce enough?

« Coffee needs peace » is how the challenge of growing coffee in South Sudan is aptly described. Unlike neighbouring Ethiopia or Uganda, oil-rich South Sudan has never been known as a coffee-producing country. Unlike its more popular and popular competitors, the Arabica and Robusta species, Excelsa trees can grow up to 15 metres tall.

Companies have already distributed seedlings and trained some 1,500 farmers to grow the tall coffee, and once the harvest is in, the farmers are guaranteed to sell them. The initiative is bearing fruit, with most of the trees starting to produce for the first time this year and the first batch, around seven tonnes, to be exported to specialist shops in Europe.

Other neighbouring countries such as Kenya and Tanzania, which are more peaceful and have much larger farmlands, are set to benefit from this growing experiment. According to a recent report by Business Daily, the region has already seen an increase in demand due to a shortage of production in Brazil. These initiatives will help boost coffee cultivation in Africa and youth employment.

Challenges to Overcome

While Excelsa coffee has promising potential, several challenges must be overcome for it to become a beverage of choice on the global stage.

• Product Awareness: Excelsa coffee is still relatively unknown to many consumers. Marketing and education efforts will be needed to raise awareness of its unique characteristics.
• Limited Production: Production is limited by factors such as climate and plant diseases. Producers will need to invest in sustainable farming practices to increase production while maintaining quality.
• Competition with Other Varieties: The coffee market is highly competitive, with well-established varieties such as Arabica and Robusta. Excelsa coffee will need to stand out with its unique qualities to attract consumer attention.

Initiatives to Capitalize on the Potential of Excelsa Coffee

To capitalize on the potential of Excelsa coffee, several initiatives are underway.

• Promotion Programs: Organizations like the SCA and ICO are working to promote specialty coffee, including Excelsa, through events, competitions, and training for baristas.
• Collaboration with Producers: Roasters and coffee companies are collaborating with Excelsa producers to develop sustainable and fair supply chains, ensuring that farmers receive a fair price for their product.
• Innovation in Roasting: Roasters are experimenting with new roasting methods to highlight the unique flavors of Excelsa coffee, which could attract the attention of coffee lovers.

Providing Economic Opportunities for Coffee Producers

Excelsa coffee has the potential to become the next big beverage on the world stage, thanks to its unique flavors and the growth of the specialty coffee market. Although challenges remain, ongoing initiatives to promote this variety and support producers could well pave the way for greater recognition and increased production.

With increased attention and adequate support, Excelsa coffee could not only enrich the global coffee landscape, but also provide economic opportunities for producers in the regions where it is grown.