Figaro mulls producing organic gourmet coffee

The growing consumer demand for organic beverage products has pushed Philippine's largest coffee chain, Figaro Coffee Systems Inc., to study the possibility of producing organic gourmet coffee in the Philippines.

Through the company's foundation arm, Figaro is going to pioneer the offering of healthy-coffee beverages in the country, although market feasibility research is still ongoing, said Figaro Coffee System Inc., marketing services manager Johanna C. Clavecilla.

At present, the company is closely working with a German-based consultancy agency for a possibility of pushing the plan, but the commercial roll out of organic gourmet coffee products in the Philippines may take a while.

"We are [still] studying for the market for organic coffee," Clavecilla said adding that getting an international accreditation alone would need a mounting documentary works, and big investments.

As of this time, she said there are a few coffee farms in the Philippines that are producing organically-produced coffee beans, but majority of this product is now being exported.

While producing an organic coffee bean is quite expensive, Clavecilla said the Philippine market as of this time, is not yet ready for more costly, although healthy coffee drinks.

Once rolled out commercially, Figaro will be the first coffee chain in the Philippines to offer organic coffee bean product.

Simultaneously, she said the Figaro Foundation is working hard to encourage the revival of Coffee Farming in the mountainous areas in the Philippines, as the entire 70 outlets nationwide is sourcing their coffee bean requirement from the local coffee growers, except for its decaffeinated drinks.

As the 100 percent Filipino owned coffee brand started to penetrate the international market, with its opening in China, Clavecilla said the company is now focusing its expansion ventures in its home-market, saying "there are a lot of places to expand to in the Philippines. We still have a big market here."

Starting next year, the company is targeting to open 35 to 40 more stores nationwide, as it continues to study market demands, update its menu and come up with promotional programs for customers

In Cebu, there are a total of three Figaro Coffee outlets in major shopping and entertainment destinations, like SM City Cebu, Ayala Center—The Terraces, and The Walk at the Asia Town IT Park.

The future opening of more Figaro outlets in the Philippines may be ventured through franchise deals, or company-managed stores, she added.