Kona Trax 7/21/10

It has often been said that a person or a company is only as good as their last accomplishment.  This is as true today as it ever has been.

We just finished a tremendous year at Greenwell Farms.  Our fiscal year is from July 1 to June 30.  Hence, this is how we differentiate one crop to the next.  This past crop year, 2009/2010, was exciting and challenging.  There were times of extreme pressure and yet, it was a year full of rewards.  In the midst of strong economic headwinds, we achieved and surpassed our goals in many divisions of the company.

We know that no person or company is an island.  We are thankful for the Greenwell Farms team effort and for our business partners who helped us throughout the year.  And most importantly, we are thankful to our customers who supported us, and continue to do so, by drinking our Kona Coffee and sharing it with the world.  Without you we would not be here today.  Our heartfelt thanks go out to each and every one of you.

As we turn the page into the 2010/2011 crop we begin a detailed analysis of how the year will play out.  The crop looks good, but it does appear to be on the smaller side.  It is a bit early to tell, but crops are cyclical and this year looks to be pointing down.

There are many different facets to Greenwell Farms and here is a list of some things that we continually look at:

  • Cherry procurement and prices
  • Crop yields by elevation, Kona region, age of trees, and by grade
  • Financing
  • Wet milling capabilities, drying areas and dryers, coffee repose (resting) areas, dry-milling capabilities, and certification schedules
  • Shipping and logistics
  • Existing and new customers – Both roasted and greenbean
  • Futures contracts

The above is a small snapshot of what goes on behind the scenes.  There is a lot more, but those are for a later post.

There are headwinds throughout the economy and in Kona.  But, be rest assured, we will make it through and continue to supply the world with the best Kona Coffee available from Greenwell Farms.

A hui hou.

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