First, seek financial support from the government and establish a "coffee trust fund" to help coffee growers in difficulty overcome capital turnover difficulties.

Second, vigorously develop high-quality coffee, increase the added value of coffee exports, and make up for the losses caused by falling coffee prices. The main approach is to focus on the cultivation of high-quality coffee at an altitude of 1,000 to 1,500 meters, prohibit the collection of immature coffee beans, strengthen the screening of coffee beans, and pay attention to environmentally friendly ingredients during planting and processing.

In 2002-2003, Colombia's coffee output was 3 million bags (60 kilograms per bag), and exported coffee was 1.87 million bags. Of the exported coffee, 40% is high-quality refined coffee, which is internationally known as "GOURMET coffee". In the international market, the average price of Colombian refined coffee is US$93.61 per bag (46 kg) (FOB price), which is US$19.56 higher than ordinary coffee. Brother also has a kind of refined coffee, which sells for 800 US dollars per bag.

The main competitors for high-quality coffee in Colombia are Kenya, Guatemala and Ethiopia. The coffee production in Brazil and Vietnam is mainly based on quantity and is not enough to pose a threat to Colombia's high-quality coffee. In the next five years, Brother plans to increase the export volume of high-quality coffee to account for 70% of all exported coffee.

Third, strengthen the export of high-quality coffee to Europe, the United States, Japan and other countries. European and American countries have higher living standards, higher consumption levels, and higher requirements for coffee quality. A cup of high-quality coffee can be sold for US$3.25 in European and American markets. Brother launched a strong publicity campaign targeting the European, American and Japanese markets. The offensive has reached Russia. China has also been included in the market that Brother Coffee will explore in the future.

Fourth, increase domestic coffee consumption and expand the domestic market. After investigation, it was found that domestic coffee consumption in these coffee-producing countries is very small, whether in Brazil, Colombia, Vietnam or Costa Rica. To this end, the Colombian coffee authorities are preparing to strengthen the development of the domestic consumer market while exploring foreign markets, increase the promotion and sales of domestic coffee products, and create a good space for the further development of the coffee industry.