STiR coffee and tea magazine

38 STiR coffee and tea / Issue 6, 2018 (December / January 2019) ENCOTECC Inc. USA +1 239 443 5074 Canada +1 514 800 2473 Europe +49 211 7311 5151 info@encotecc.com Tostao' Café y Pan c.e.o. Pedro Gasca Single-origin beans for test-roasting and tasting at Desarrolladores de Café Growing domestic market "Coffee consumption is evolving rapidly due to the influence of information technolo- gies, and socio-economic changes like rising purchasing power of the population and urban renewal. Concern for health and sustainability also make for consumers who choose more sophisticated products, and brands with a higher purpose," affirms the National Federation of Coffee Growers of Colombia (FNC). In 2014, Colombians consumed 1.6 million bags of coffee, up from 1.2 million in 2009. Predictions are that consumption will increase to 2 million bags by 2020. "Toma Café" (Drink Coffee), an initiative powered by local roasting companies and FNC was created in 2010 to stimulate domestic demand and boost the entire chain from seed to cup. The initiative has managed to revive domestic consumption after two decades of contraction and consolidate its growth, with consumption up from 1.2 million bags in December 2009 to 1.6 million at the end of 2014 (last available figures), a 33.3% increase. Of course, the big chains are feeding into the out-of-home craze mightily. As of late 2018, Starbucks has 20 shops in Colombia – 15 in Bogotá and 5 in Medellín – and recently announced plans to grow to 50 outlets in 2019. FNC's own chain of Juan Valdez shops added 26 cafés inside Colombia in 2016 for a total of 262 local stores, having switched strategy away from international expansion toward internal growth. But the real game-changer bringing café culture to Colombians across the socio- economic divide is undoubtedly Tostao' Café y Pan. Since opening its first store in Bogotá in December 2015, the Colombian subsidiary of the Panamanian, Bakery Busi- ness International, has democratized good coffee, offering very decent espressos, mac- chiatos, and lattes at prices so low that ordinary Colombians are not afraid to walk in. With 300+ outlets, Tostao' is the largest chain in Colombia, giving Starbucks and Juan Valdez a run for their money. The roaster sources through Café Kumandaya, a high-quality Colombian supplier that works with growers' coöperatives and roasts in Manizales. Tostao' c.e.o. Pedro Gasca says the secret is keeping operating costs low with moderate-rent venues and simple, natural wood décors The chain also eschews advertising and maintains a bare-bones administra- tive staff of 5%, calling its 1,000 employ- ees "self-managed". The chain imports "ultra-frozen" bakery products from Spain, allowing it to offer far superior snack options to local fare at roughly the same price. As two ladies enjoying Americanos and flan tartlets at a Tostao' in a suburb of Medellin said delightedly, "A rubbishy tinto costs 800 pesos ($0.25). This deli- cious coffee costs 1100 ($0.35) Where's the big decision?" Photos by Bethany Haye/STiR Tostao' Café, Envigado, Antioquia

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