Industry Opportunity, Kona Gold Coffees
A profile of the industry has shown two very distinct types of companies within
this industry: the large company of 300 employees and the smaller one with 18
employees. The large plants mostly overlap with the agricultural sector and have
their own producing farms.
While the large companies are usually price-driven and rarely quality-driven, the
small companies prosper because many have found specialized market
strategies. This is due to the international and, especially, the national trend
toward coffee bars and gourmet coffee for restaurant and home consumption. It
has been estimated that this particular demand represent about 27 percent of the
overall market and is expanding fast. The larger companies are for the most part
answering the needs of the other 73 percent of the market that is stable, growing
only as the population does. This condition in the industry allows the smaller
companies to be postured for many different specialized markets increasing in
market size and in market type