Obviously that would be the goal of all this, a marketable end product. (Plus social change). The logistics are of course different, we are talking about two completely different products, fine. But that there is similarity in their appeal is far from a groundless claim. In fact, coffee probably has even greater potential, assuming it's actually feasible to grow it here. At home and abroad. Coffee from Chile, small scale operation, from the place where the Atacama and Patagonia are; coffee from the hills of Valparaiso or whatever...it sounds romantic and novel at the same time. As for here in Chile - assuming the general demand for decent coffee is there - there is good coffee available from other countries, but there is good beer available too. The appeal of the craft beer as something local, something Chilean, is significant. A lot of people who like beer like coffee. Personally I like them both at once.eeuunikkeiexpat wrote:Sounds like some very significant and risky startup costs with humongous logistics to be worked out (as this is Chile ya know). Don't see the artesanal brewery comparison to this unless purely talking about end product marketing. Kudos to anyone or entity that goes for it. Maybe the Chinese or Russians can foot the bill for the project.
Local, "artisan" coffee is not common like craft beer, but you can't grow coffee in too many places, and again, generally speaking, the two processes are completely different - acknowledged. You can't just produce coffee in some dude's basement, unless he happens to live in a treehouse in Colombia. But it appears there may be untapped potential to grow it in some new places, and if that goes well then it seems like something that is definitely attractive and marketable - as being from those places, assuming it doesn't suck - to a class of consumer that does exist in Chile and certainly exists abroad. Clearly coffee is riskier and costlier, far more complex, etc., on the startup end, but its potential is hard too dismiss outright, or even as a half-baked proposition.
As for the 5% that have caught on - that is not so small a number. Don't let the pie chart suggest otherwise. Everybody drinks coffee. And it would appear that this is not a static figure, as your additional statistics suggest.marti wrote:Please note that "café soluble" is a chilean euphemism for "toxic sewage."
Admittedly, I may have drunk too much coffee today.