EXPORTACIÓN DE CAFÉ A NORUEGA

COFFEE TO NORWAY

The roast was the dominant form of coffee consumption in Norway, accounting for 93.5% of national consumption, compared to only 6.5% of soluble coffee. However, the percentage of roasted down from 96.1% in 1997 to 90.9% in 2011, while increasing the use of soluble. The use of coffee capsules was still limited and represented only 1% of total consumption in 2011.

In Norway, the coffee is taken at all hours, the office, but most of the home is the main scenarios in which this drink is consumed. In Norway, there are bars, as we understand them, not least because the supply of alcohol in public is prohibited for most of the week. Thus, common hospitality venues are restaurants or eating houses, where, obviously, if they serve coffee. There, as at home, is prepared normally infusion electric coffee percolators or drip. During preparation, using between 40 and 50 gr. coffee per liter of water, which is four times less than for a coffee Espresso. The resulting coffee is, therefore, very soft, a fact that undoubtedly also contributes to high rates of consumption of this drink in the country.

The Norwegians have been encouraged to have coffee in the abundance of coffee bars. The number of coffee shops has increased significantly in recent years. The American favorite, Starbucks has made its debut in Norway yet, but there are a significant number of coffee bars owned and operated by different companies. With only 4.5 million people in Norway, which import 41 tons of coffee to Norway a year.

Perhaps the reason I drink coffee so much is because of Norwegian social habits. Norway has cold winters, however, another reason to be drawn to a hot cup of Java. At dinner, it is common for guests to go to another room after dinner and coffee with cake and informal socializing often involves meeting and coffee cake.

In fact, not only Norway and Denmark, all of the Scandinavian countries leading the way in coffee consumption. Coffee Caffeine can be a necessary stimulant for a population that is in the dark for half the year. Denmark is like Norway, with a lot of coffee to make coffee bar very convenient. And Starbucks is in Denmark. There are some shops in the capital city of Copenhagen.

Coffee consumption has a social purpose and gives many people a good start in the morning with a dose of caffeine. The Hot Java dedicated drinkers live mainly an in cold country, which seems reasonable.

Since 1962, Norwegian Coffee Association has an active program promoting coffee quality standards, through which has managed to not only ensure that many of the highest quality coffees that are produced on the planet are intended the Norwegian market, but also about 94% of the coffee companies in this country have accepted systematically subjecting all its products and quality control machinery, and coffee professionals Norwegians are among the most qualified and recognized in the world.

Thus, when preparing their products, roasters Norwegians are governed by very strict standards that specify, for example, the correct size ground coffee beans or the amount of caffeine allowed for each type of coffee. Likewise, and at the time of the ground, they must also take into account the purpose of the product and prepare

accordingly. It is processed as a "filter ground" targeting coffee drip machines. This type of coffee is prepared in such a way that to achieve its maximum flavor recommended exposure to hot water no more than 4-6 minutes.

Meanwhile, packaged coffees as "boiling ground" should not exceed 6-8 minutes of exposure. Obviously these times change if brewing is done with heavier gauge machines. Thus, for example, for automatic ground, exposure time is fixed at a minute for extra fine ground, between 1 and 4 minutes for the fine grinding, between 4 and 6 minutes, and finally to the ground more thick, about 6 to 8 minutes.

The top five sources of imports from Norway accounted for 72.2% of the total, and 68.6% of that total came from four exporting countries. The top five suppliers were Brazil (36.9%), Colombia (19.4%), Guatemala (8.7%), Switzerland (3.6%) and Mexico (3.6%).

DISTRIBUTION CHANNEL

Coffe caps somos la empresa encargada de comprar el café a los productores para así poderrealizar el proceso de transformación para poder generar las capsulas y poder hacerlas llegar a las empresa intermediarias en Noruega

Los tipos de establecimientos que encontramos en Noruega son: bajo coste, tiendas de conveniencia, supermercados e hipermercados. La distinción se lleva a cabo principalmente  por el tamaño de los establecimientos y la variedad del surtido de producto que ofrecen.

El sistema actual, en el que predominan los grandes grupos que manejan el sector, terminó  de configurarse a mediados de los años 90. Anteriormente, los productores tenían cientos de  clientes entre los que elegir a la hora de vender sus productos, en la actualidad tienen que  lidiar con los siguientes cuatro grandes compradores:

Ø  NorgesGruppen es el líder del sector, gestiona unas 15 cadenas de distribución  minorista, de forma directa o indirecta mediante otras empresas de su propiedad.  Aborda los cuatro conceptos distintos de tienda que se nombraban anteriormente. Los  puntos de venta son en parte propiedad de las cadenas minoristas, mientras que en  otras ocasiones se explotan bajo la modalidad de franquicia.

Ø  Coop Norge es la segunda marca paraguas más importante del sector. Los puntos de  venta son propiedad de las empresas que forman parte de esta cooperativa. Es el  único grupo que no adopta el modelo de franquicia en su actividad empresarial.

Ø  Reitangruppen es el tercer grupo empresarial en importancia. Sus tiendas de gran  distribución están inspiradas en tiendas de descuento alemanas, según declaran los  fundadores de la empresa. Usan la franquicia como forma jurídica de su modelo de negocio. Rema 1000 es la cadena de supermercados del grupo, los otros negocios de  distribución alimentaria corresponden a conceptos diferentes de tienda.

Ø  Ica Norge es el cuarto participante en importancia del sector. Sus tiendas suelen  formar parte de la cadena en forma de sucursales, aunque en otras ocasiones operan  como franquicia. Al igual que NorgesGruppen y Coop Norge, dispone de todos los  distintos tipos de concepto de tienda

 Koffe Kap are the company responsible for buying coffee from producers so poderrealizar the transformation process to generate the capsules and to make them available to the intermediary company in Norway

The types of establishments found in Norway are: low cost, convenience stores, supermarkets and hypermarkets. The distinction is carried out mainly by the size of the facilities and variety of the product range they offer.

The current system, in which large groups predominate manage the sector, set ended in the mid-90s. Previously, producers had hundreds of customers to choose when to sell their products, now have to deal with the following four major buyers:

·         NorgesGruppen is the industry leader, operates about 15 retail chains, directly or indirectly through other companies they own. Addresses four different store concepts that were named above. The outlets are partly owned retail chains, while at other times operated under franchise mode.

·         Coop Norge umbrella brand is the second most important industry. The outlets are owned enterprises that are part of this cooperative. It is the only group that does not adopt the franchise model in its business.

·          Reitangruppen is the third largest business group in importance. Its large retail stores are inspired by German discounters, as declared by the founders of the company. They use franchising as a legal form of your business model. Rema 1000 supermarket chain is the group, the other food distribution businesses are different store concepts.

·          Ica Norge is the fourth largest in the industry participant. Their stores are usually part of the chain in the form of branches, although sometimes operate as a franchise. Like NorgesGruppen and Coop Norge, has all the different types of store concept

These groups are responsible to bring products to shopping centers such as:

 MENY ULTRA

 SPART

 SMAR CLUB

This in order to reach consumers

REQUIREMENTS FOR PACKANGING LABELING

PACKAGING

In Norway respecting EU regulations regarding packaging. All pre-packaged food products must clearly indicate the product name, its composition, its weight and volume, the deadline for conservation and consumption and appropriate instructions for storage. All products must indicate the name and address of the producer and importer.

Under the law, a container or food packaging must meet the following requirements:

• Protection of the filling:

- Against pollution

- Against the loss of components determining the value

- Mechanical damage

• Allow the distribution

• Comfort

• Communication (Product Decoration)

• Compliance with the requirements of food law

The outer container must show the brand of the receiver and the port and should be numbered, unless that content can be easily identified.

LABELING

All food product packaged and offered for sale must contain a label so that consumers have at their disposal all the information about the product, its ingredients and properties, the information must be "adequate and proper".

Public information should be contained in the packaging or label attached. The information must appear in a visible, legible and permanent. If possible should be in one place and in any case must include: the brand, the net, the formula "consume before / on the date."

1. The label must contain:

2. Brand

3. List of Ingredients

4. Net content

5. Name / company, address or origin

6. The formula "consume before / on the date"

7. Instructions specify if the required product.

Languages allowed in the packaging and labeling. The tag must appear in a language easily understood by consumers, Norwegian or similar language as Danish or Swedish, provided that there is a word that is not understood in Norwegian, in which case it should be translated. The multilingual labeling is authorized.

Measurement units authorized. All imported goods and transport documents must indicate the weight and measure in the metric system.

The capsules are made of aluminum and plastic foils such different membranes that enclose the vacuum coffee and protect against oxidation.

Coffee contained therein is ground, and containing 7 g. pressed coffee and packaged in a protective atmosphere to ensure optimal preservation of your coolness until tasting.

The packaging of the coffee capsules can be seen in different colors, each color identifies a variety of coffee.

COMMERCIAL STRATEGY

Commercial strategy we are a producer of capsules of coffee mexican, a leader in the national market, our company boasts the highest standards of quality, we have fifteen toasters that are those who are in charge of brewing capsules them are the new way to drink coffee and do that in homes you can taste a cup of espresso coffeewithout leaving home, it's the new way of drinking coffee without having to worry about grinding the maintenance or cleaning of the remains of coffee ground and soaked. We sell coffee throughout the Republic and now we are also exporting it to Norway chose this market according to the international organization of coffee (ICO) is one of the main importers of coffee and Mexico is one of its main suppliers, also headed to this country since for long periods that are cold, this has helped to popularize coffee and make them more than a simple infusion.

Our main competitors are Spain since this is the number one in production of coffee in capsules and Brazil Colombia Guatemala and Sweden are also our competitors since these are those who are also suppliers of coffee in different presentations to Norway. We have studied that consumption of coffee capsules has been only 1% because Norwegian roasters are governed by rigid standards that specify, for example, the correct size of the grains of the coffee or the amount of caffeine allowed for each type of coffee. We want to implement it from the capsules are recycled so that they do not damage the environment and that these capsules can be recycled at Green points, thanks to a specific machine that allows you to separate the aluminium and the coffee. The remains of coffee are destined to the production of high quality agricultural compounds coffee is an excellent fertilizer thanks to its high nitrogen content.

ACCORDING TO THE THEORY OF YO  PAN ESTABLISH SELF THAT THE FATHER HOW TO BEHAVE THE CHARACTER