While coffee is commonly produced in Costa Rica, many Ticos don’t actually drink it. I believe the main reason for this is the extensive exportation of coffee. Both Doka and Cafe Britt export the premium coffee they produce due to its higher global price compared to the domestic market. Consequently, the higher global price decreases local demand, resulting in lower coffee consumption among locals. Furthermore, most of the coffee cherries reserved for Costa Ricans are of lower quality. Although we may enjoy premium Costa Rican coffee in the U.S., the situation is different in Costa Rica.

Café Britt serves mainly as both a supplier and a manufacturer/distributor in the supply chain. Not only do they produce their own coffee and chocolate, but they also sell their products to customers such as hotels and restaurants. These establishments then sell Café Britt’s products to end consumers like me. This differs from Doka, which primarily serves as a coffee supplier.

Café Britt primarily markets its products to hotels and restaurants to ensure financial success. While this strategy appears effective, I believe they should allocate more of their business to e-commerce. E-commerce would entail fewer expenses for Café Britt and align with the trend of businesses transitioning online. Additionally, Café Britt currently invests no money in advertising, relying solely on tours and salespeople to promote their products. I believe that if Café Britt directed even a small portion of their resources towards marketing in the U.S., it could yield significant profitability.