Hogood Coffee
| Company type | Private |
|---|---|
| Industry | Coffee manufacturing |
| Founded | 2007 |
| Headquarters | Dehong, Yunnan , China |
| Products | Instant coffee, roasted coffee beans, freeze-dried coffee, liquid coffee concentrate |
Hogood Coffee () stands as a prominent Chinese coffee manufacturer and is recognized as the nation's largest producer of instant coffee.
Corporate affairs
Chongqing Energy International (Hong Kong) Co Ltd., the second largest shareholder in Hogood, established the Chongqing Coffee Exchange, a platform dedicated to spot trading of coffee beans.
History
Established in 2007, Hogood initially provided coffee beans to Nestle before introducing its own instant coffee line, which incorporates walnut protein powder as an alternative creamer.
Planting and processing
Located in Dehong, one of Yunnan's principal coffee-growing areas, Hogood collaborates with small-scale farmers, aggregating farmland to enhance output under more flexible land-use regulations. The company is allocating RMB 1 billion (approximately US$145 million) toward a production facility expected to be operational by 2018, aiming for an annual output of 10,000 tonnes of freeze-dried coffee, 2,000 tonnes of liquid concentrate, and 3,000 tonnes of roasted beans.
Marketing and exports
Hogood promotes its own instant coffee brand alongside roasted whole bean products. Although Nestle holds over 70% of China's instant coffee market share, Hogood accounted for only 2.7% in 2014.
The firm represents nearly half of China’s coffee exports. Since July 2015, Hogood has utilized the Chongqing-Xinjiang-Europe rail corridor to transport coffee to Europe, passing through Kazakhstan en route to Duisburg, Germany. This rail connection shortens delivery time to 14 days compared to the previous sea route from Guangzhou, which took between 30 and 35 days.
In popular culture
During a Ministry of Foreign Affairs event in Beijing in February 2017, Foreign Minister Wang Yi commended Hogood coffee as "the best coffee that I have ever tasted as a globetrotter," underscoring the brand's rising global profile.