Vegetable coffee market and emerging trends

The vegetable coffee market is experiencing significant growth as more consumers seek alternative options to traditional coffee due to health, lifestyle, and sustainability concerns. Chantelle De Bruyn, the CEO and Founder of Buttercup Farmhouse, joined CNBC Africa to discuss the emergence of vegetable coffee and its potential in the market. De Bruyn highlighted that the trend towards healthier coffee options has been particularly noticeable in the Southern African region where her company has developed a vegetable coffee using actual vegetables instead of traditional coffee beans. The market for vegetable coffee has gained momentum over the past two to three years, with consumers showing a strong interest in plant-based products, especially amidst the COVID-19 pandemic. The unique selling point of vegetable coffee lies in its health benefits, sustainability, and innovative approach to coffee production. De Bruyn emphasized the importance of sustainability in vegetable coffee production, mentioning the stringent food safety processes from primary to secondary production. To ensure eco-friendly practices, Buttercup Farmhouse collaborates with food safety-certified farmers and empowers young farmers to meet the growing demand for vegetable coffee. The company focuses on the vegetable butternut, a variety known for its fiber content and suitability for individuals with health conditions such as diabetes and kidney infections. The process of creating vegetable coffee involves drying the vegetable pulp and transforming it into coffee beans through scientific methods. The final product is a powder that can be easily made into a beverage by adding water, ideally with lactose-free milk for a creamy taste. Vegetable coffee caters to consumers with lactose intolerance, diabetes, and other health issues, making it a versatile and inclusive option in the coffee market. De Bruyn acknowledged the challenges of penetrating the market dominated by traditional coffee producers but expressed optimism about exploring new opportunities and participating in international coffee trade events to raise awareness about vegetable coffee. The company's focus on product development includes collaborating with industry experts to enhance production processes, packaging, and quality control measures. Rigorous testing and nutrient analysis are conducted to ensure the safety and market readiness of the vegetable coffee product.