Nestle brings authentic Cuban flavour to U.S. coffee drinkers

Posted: 30-Jun-16 13:30

Coffee aficionados in the U.S. won't have to wait long to enjoy an authentic Cuban espresso with the finest quality Cuban-grown coffee beans, harvested by local farmers and private family-owned cooperatives in the island. In yet another historic move that signals the advanced thawing stage of the relations between the United States and Cuba, a once highly-esteemed Cuban produce is about to invade the taste buds of American coffee drinkers thanks to Nestle's introduction and U.S. distribution of the new "Cubania" capsules.

Nestle brings authentic Cuban flavour to U.S. coffee drinkers

U.S. coffee drinkers are about to get their first taste of authentic Cuban coffee as Nestle starts distributing their “Cubania” capsules nationwide after having successfully introduced it in other countries worldwide where it proved a massive success.

After obtaining permission to distribute the innovative Cuban coffee capsule in the North American market, thanks to the amendments to the trade embargo rules put in place by President Barack Obama’s administration, Nestle will be treating U.S. coffee aficionados to the distinctively seductive flavour and aroma of an authentic Cuban espresso.

For this to be even happening, Nestle must justify its Cuban coffee distribution in the U.S. with the fact that all of the Cuban coffee used to produce the “Cubania” capsules was purchased from local Cuban coffee-growing families and individual private coffee farmers. All of Nestle’s Cuban coffee in sold the U.S. must come from private local growers and not from state-run companies or cooperatives. Else, Nestle would be subject to hefty penalties.

The move comes after Cuba’s National Association of Small Farmers (ANAP) said last May during an official statement that they sought to influence Cuba’s farming industry and separate them from the state. After learning of Washington’s latest advancements in terms of the changes made to the trade embargo policy, ANAP was quoted by Granma as saying:

“No one can think that a small farmer is able to export directly to the U.S. For this to be possible it has to be done through Cuban companies specialising in foreign commerce and financial transactions in dollars must take place, something that up until now hasn’t happened.”

Yet, Nespresso is placing a strong bet in Cuba. Following the introduction of the Cubania capsules in the U.S. it’s already planning its next step with a new product: Cafecito de Cuba – a premium toasted bean to make the finest Cuban espressos in Nestle coffee makers.
U.S. President of Nespresso, Guillaume Le Cunff said:

“We want U.S. consumers to taste this amazing coffee and enjoy it now and for many years to come.”

After the successful introduction of the Nestle “Cubania” capsules in London, one UK blogger described it thus:

“It is rich, intense, but without bitterness and acidity. I usually do not like sweetened espresso, but the Cubania capsules made in this way were delicious, very morish and unlike other coffees I have experienced.”

Highly regarded around the globe for its unique intensity, strength and full-bodied flavour, Cuban coffee is expected to be a resounding success in the American market, and Nestle has created the “Cubania” capsule respecting every step of Cuban coffee-drinking tradition by putting together a mix of strong black coffee blended with cane sugar to form a thick, creamy paste which is then combined with yet more coffee. A distinctively Cuban coffee ritual they want to share with coffee lovers from the all over the globe.

To make the most out of the Cubania coffee capsule and enjoy it in true Cuban style, Nespresso advises:

“…adding a 25 ml ristretto to a measure of cane sugar, stirring well until it becomes a creamy, light brown paste. Then, extract a second 25 ml ristretto on top of the mixture and stir. This intense and syrupy black coffee with its tantalizing, dense crema enables coffee aficionados to fully experience Cubanía with Latin flair.”

According to Reuters, to bring Cuban coffee to American tables, Nestle will be partnering up with non-profit organisation TechnoServe in order to better support Cuba’s independent coffee growers. With this bold step, Nestle is normalising relations on a hot topic that’s become something of a crisis for a product of national pride and an embodiment of Cuban identity.

At the time being, the local demand for coffee in Cuba far exceeds the local production, with the consumption of coffee per person in the island being over 40 per cent of the world average. This forces Cuba to make multi-million dollar importations of foreign coffee to satisfy demand, as it continues to be one of the subsidised products offered to Cubans as basic essentials for a reduced price in the local currency.

The government’s plan to once again boost local coffee production is to give more freedom and independence to local growers. The national goal for 2020 is to harvest the over 23,000 tonnes of coffee needed for domestic consumption as well as boost exports to further invest in and support the local market.


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